MRKT20056: Strategic Marketing Plan for Bronze Snake Shop Analysis

This report presents a strategic marketing plan for the Bronze Snake shop, focusing on internal environmental analysis. It begins with an executive summary outlining the report's objectives and scope, followed by an introduction to the concept of strategic marketing. The report delves into the company's background, mission, and objectives, along with an assessment of its product and service portfolio, brand identity, and marketing mix. Internal resource assessments, including human resources, financial management, and operational capabilities, are also evaluated. The analysis extends to external environmental factors using PESTLE analysis, customer analysis, and competitor analysis, including a competitor matrix. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats. The report concludes with an overall viewpoint on the business's performance and recommendations for future marketing strategies. The report aims to provide a comprehensive understanding of the shop's current market position and suggest ways to enhance its competitive advantage. The report also provides the marketing mix strategies like product, promotion, profit, place, physical evidence, and people, which are essential for business growth.

Running head: STRATEGIC MARKETING PLAN
MRKT20056: Strategic Marketing Plan
ASSESSMENT 2: Situation Analysis Report
Name of the Student: THI THANH PHUONG PHAM
Student ID: S0203846

1STRATEGIC MARKETING PLAN
Executive summary
The aim of the report is to provide an overview of the strategic marketing plan of Bronze Snake
shop using internal environmental analysis. It starts with the meaning of the marketing and
various stages in marketing plan of the shop, with addition to brand identification, product
service and quality. It includes a brief note on the scope of the marketing plan. It provides the
internal and external environmental analysis of the Bronze Snake shop. Along with this, it
includes analysis statement on the impact of consumers and competitors of the shop. Using
pestle and SWOT analysis, it evaluated the performances of bronze snake shop. The report
concludes by giving the overall viewpoint on the performance of the business.
Table of Contents

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1. Introduction..............................................................................................................................4
2. Internal environmental analysis...............................................................................................4
2.1 Company, background and history-.......................................................................................4
2.2 Description of the company...................................................................................................5
2.3 Mission, statement corporate objectives................................................................................5
2.5 Product and service portfolio-...............................................................................................6
2.6 Scope of marketing planning.................................................................................................6
2.7 Internal resource assessments with strength and weakness...................................................7
2.8 Overall view of marketing mix strategy-...............................................................................7
2.8.1 Marketing mix................................................................................................................7
2.8.2 Marketing strategy-.........................................................................................................8
2.8.3 Internal environment analysis of marketing strategy......................................................9
2.8.4 Barriers in strategy marketing of Bronze snake shop.....................................................9
3. External Environmental analysis-..........................................................................................10
Pestle analysis............................................................................................................................10
4. Customer analysis..................................................................................................................12
5. Competitor analysis...............................................................................................................13
5.1 Local direct and indirect-.....................................................................................................13
5.2 Competitor matrix-..............................................................................................................13
6. SWOT analysis......................................................................................................................15

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7. Conclusion.............................................................................................................................16
References......................................................................................................................................17
Appendix........................................................................................................................................19

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1. Introduction
Strategic marketing plan involves structured planning of the business that includes the purchase
and sale of various commodities using the unique and creative skills. The paper deals with the
description of the company with its background and history. It evaluates internal analysis of
company performance by identifying brand, its quality, product portfolio and the services system
of the business in addition to its scope and mission.
The main aim of this report is to discuss about the effective marketing plan for the Bronze Snake
Shop, which will help them in effectively operating in the market and staying ahead in the
competition. This report will involve several marketing models and matrices, which will help to
determine the current situation of the organization. Effective marketing strategies and objectives
will be provided accordingly. Brand positioning strategy will be initiated along with brand
positioning map. Moreover, the strategies will be discussed along with recommending various
measures to monitor the effectiveness of the strategies.
It includes detailed analysis of internal strength and weakness by understanding the investment
pattern in human resources, financial resources and operational capabilities. Then, it discusses
the marketing mix and marketing strategy in order to understand the overall structure of the
business. It provides a brief note on the barriers in marketing of the Bronze Snake shop. There is
also a brief summary on the external environmental analysis of the Bronze Snake shop using
pestle analysis, customer analysis and competitor analysis along with SWOT analysis. In
conclusion, it evaluates the performances of the business using its types of competitors.
2. Internal environmental analysis
2.1 Company, background and history-
The Bronze Snake shop is a smart company, a retail industry created in 2006 at Melbourne city
by David Strangis and Anthony Sacco. Bronze Snake shop focuses on four factors that are
demographic, geographic, physiographic and behavioral aspects. Demographic covers the age
group from 20 to 35. Geographic includes urban areas and suburban areas while the
physiographic covers fashion fanatic ad lastly the behavioral aspects includes latest trends. With
the use of strategic marketing plan, they created 468.17 percent growth of the net output.

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Background of this shop is that with lots of hurdles it started its own business and earns for the
growth and success. It came up with its ecommerce website. It has an active member on
Instagram page in order to create more customers and to connect with latest brands. After
Australia, it has expanded its business in New Zealand for more business and output.
2.2 Description of the company
Bronze snake company is a retail business oriented specialized in men’s and women’s clothes
and accessories. The initial growth phase of this industry as difficult, slowly it tried its best to
create its position and made $ 8.85 million. It deals in marketing sales and unique strategies for
the growth and achievements.
2.3 Mission, statement corporate objectives
Mission- With a set goals and plans, creating teamwork, collection of complete information
regarding the company and the product, business can create customers. Therefore, good and
accurate market plans of Bronze Snake shop will help the business to grow more rapidly. With
the help of structured marketing plan and strategy, it aims of achieving the desired set targets.
Statement- Marketing means purchase and sale of products in the unique way to earn maximum
sales. Bronze Snake shop deals in men’s and women’s wears; thereby it requires lots of trends
and fashion along with marketing. To maintain a good relation between customer and seller,
there must be good communication that leads to encouraging of the customers in the best way.
Selling of a product depends on the percentage of influencing capacity of seller (Armstrong et
al., 2015).
Objectives- Bronze Snake shop creates customers only when the seller of this shop has full-
fledged knowledge and information about the product. More advertisement and research of a
product leads to creation of demand; therefore, the product should be in relation to customer
wants and needs as the market depends on Customer satisfaction.
2.4 Brand identity-
It includes standard in quality with quality brand packaging, labeling in order to create more
customers. With creative logos and name of the product creates more demand and sales for the

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product. With reference to brand identification then it depends largely on the ratings and review
on the packaging quality and labeling of the product. Example like clothes and watches, standard
unique brand names with good quality material along with present demand as per the customer
requirements will create more demand for the product. Customer identifies the product by
viewing the price, demand for the product, packaging and the quality.
2.5 Product and service portfolio-
Product portfolio- product portfolio identifies the nature of the overall collection of goods and
services thereby in addition, using nature of stock, growth rate of the company, profit and loss
statement, income and operational statement and the rate and records of risk the company has
taken. Good growth in profit and holdings will definitely boost the financial system of the
company. With reference to product type then in case of branded clothes and luxury watches,
there can be quality materials used in production and proper on time good services in relation to
product delivery will create more profit and sales to the business.
Service portfolio- It includes the recordings of all the services and function of the organization
provided to the customers and consumers in order to achieve long term profits and benefits.
Customer friendly products create more sales and growth thereby with good and quick services
in the sales process attracts large number of buyers.
2.6 Scope of marketing planning
Proper marketing includes good product services and portfolio for achieving the high growth and
success. In order to achieve certain business targets, few steps help in reaching those targets.
First for a good marketing plan, shop needs to set a proper goal to achieve desired target of
maximum sales and output. Second step deals with planning of completion of number of sales
per day. There must be recording of sales activity on a daily basis. Then there is a requirement of
organizing information in a systematic manner for the accuracy in the business. After organizing,
one needs to design the packaging of the product in the most classy and attractive way in order to
encourage for more marketing(Baker & Saren, 2016). Designing involves packaging and
labeling of the product. It depends on Bronze Snake shop’s creativity.

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The most important point of a good marketing planning is to gain information about the product
and the company that includes strength and weakness of the company with addition to the
product. It analyses the current market position of the company in terms of market value and
profit. Depending on the analysis report, it will help the company in findings of the future
condition of the clothes. In order to achieve maximum sales, the work should be in to teams.
Apart from one to one open communication; there must be alternative sources of communication
like phone calls and online internet help to expand more in terms of business line.
2.7 Internal resource assessments with strength and weakness
Human resources - It includes use of human knowledge, talents and skills required for the
creative marketing of the product.
Financial management – It includes the proper allocation of resources within the planned budget.
In order to maintain certain targets of the business there must be use of more resources with less
wastage and cost saving.
Operational capabilities - It includes proper functioning of the desired roles using the given
resources within the budget.
2.8 Overall view of marketing mix strategy-
2.8.1 Marketing mix
It deals with the growth strategy of the Bronze Snake shop that includes various factors like
production, promotion, profit, place, physical evidence and people. Production includes unique
creation of products using modern means of resources for more customers and profit. Promotion
of a product gives the demand for the product, choice of channels of distribution and production
will help to create the position of the business in the market and the economy. Profit creation
includes the strength quality and brand of the product.
Better and good quality with consumer preferences leads to more profit of the company. Place
means the direct effect of customers view for the product. Physical evidences include ensuring
about the customer needs and the product tools in order to convince the customer for the
purchase of the product. Lastly, people attraction or customer attraction for the product can

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influence the growth of the Bronze Snake shop in a positive and a strong way. In sum, these are
the various marketing mix and its factors required for the growth of the industry.
2.8.2 Marketing strategy-
Success of Bronze Snake shop comes from a good marketing strategy includes well-defined
structured market goals, market plans, market mix in order to achieve maximum profit for the
sustainability of the business growth of the business. With reference to Bronze Snake shop, the
business needs to setup strong strategy to achieve the set targets for their business. It includes
various factors of concern like production, consumption, quality of raw materials, cost of
production, customers’ satisfaction, product innovation, and marketing effect of product. Bronze
Snake shops involve three main stages of marketing process.
1. Planning- It involves the analysis of the business strength, weakness, external factors,
technology effect, work culture and the overall business condition. These are the various
components of planning stage of marketing. The SWOT analysis of the marketing strategy gives
the business strength and weakness factor with addition to threats to the industry and
opportunities available for this market. Using research methods, it undergoes business current
financial position and the future effect on market. It also provides various trends available for
new trends and fashion in clothing sector.
Goal setting- The very first stage of planning involves proper goal to be set in order to achieve
the planned target. This includes determination of material and quality, price rates to be charge,
place of marketing, advertising and the effect of new quality and design on consumers. Price
rates include proper reasonable rates to charge for the new launch of designer wears in order to
increase customer demand for the product (Channon & Jalland, 2016). It decides proper channel
of distribution of the product in order to increase productivity. On addition to this, it gives
various ways of promoting or advertising the various brands in the unique and creative way
using the good marketing strategy.

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2. Execution of the plan- Once the goal is setup and created its marketing mix strategy, the next
stage is to execute the set goals and strategies in practical. There must be proper budget of the
product and sales criteria. Using factors like create resources, designing of marketing business,
planning of schedules and then the second part is to execute the entire set plan in to action. Use
of Proper quality resources within the given time to fulfill the task with the given marketing
budget and strategy is what gives a proper execution of the plan.
3. Evaluation of the business- With proper use of all the stages and plan one can check the
accuracy and the overall performance of the business and its efficiency and work output. It gives
an evaluative statement about the business performances in terms of financial statement and
market position. Therefore, these are three main stages in marketing process of the Bronze Snake
shop.
2.8.3 Internal environment analysis of marketing strategy
Internal environmental analyses the strength of the Bronze Snake shop while formulating
strategic plans. Various internal factors of Bronze Snake shop can contribute to the growth of the
business profit like financial sector, human factor, and operational support. The internal factors
perform production function, human resource development functions, effective planning
strategies, coordination and cooperation, finance and marketing (David, David & David, 2017).
The organization evaluates the business performances based on these given factors. If the
existing work culture is not suitable for the required marketing strategy then the organization has
to take decision for the change of work culture in order to achieve good work culture and output.
Using value chain a firm divides its activities into two broad categories they are primary and
support activities. Primary activities deals with physical creation of the goods like logistic,
inbound, marketing sales practice. On the other hand, support activities includes human resource
development, technology factor and infrastructure activities.
2.8.4 Barriers in strategy marketing of Bronze snake shop

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For a good market plan, there are some or the other problems that creates issue while execution
of the plan. Those are like poor assumptions, problems in marketing sector, improper marketing
feedbacks. Poor assumptions can be due to unskilled employees during the marketing process,
the product does not get adequate information on the requirement of the consumer, therefore
while marketing the product the problem of false assumption arises. This creates loss of
customers for the business. It also leads to less flexibility because of migration and in terms of
organization performances, lack of information and improper management system.
3. External Environmental analysis-
The external environment of marketing strategy can influence the Bronze Snake shop. These
factors includes out of control and uncertainty in the changes of the factors. Competition,
government plans and policies, cultural and social factors, natural forces, demographic and
technology factors.
Market competition of Bronze Snake shop includes same product and brands influence the
industry in terms of competition. It depends on the marketing strategies, means strong marketing
strategies leads to more business in this market. Government plans and policies refers to the
norms, rules and regulation in relation to marketing that maintains standard and risk free market
structure. It leads to healthy global relation while doing marketing globally (Dwyer, Čorak &
Tomljenović, 2017). Cultural and social factors include societal needs, welfare, living standards,
and the cultural values and ethics that help to grow business rapidly.
When the products are cultural friendly, as per the customer needs and requirements, then it
creates more number of sales and demand for the product. Natural forces mean environmental
and nature friendly products create sustainable business. It protects the environment and
encourages for more green business. Demographic factors include accurate and full-fledged
information regarding the market trends and variables that can affect the market strategies of
Bronze snake business. On the other side, technological factors involve modern use of
technology and mode of communication in order to enhance productivity and growth of the
business. Creative skills in advertising of the designer clothes and accessories can increase more
sales and profit to the Bronze Snake shop.
Pestle analysis

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Using pestle analysis, the external environmental factors can give us the impact on marketing
strategy of Bronze Snake shop. There are six factors of pestle model to evaluate the impact and
performance of Bronze Snake shop.
Political factor- Political factor deals with government stable functions in the industry will help
the industry to expand more globally , if the government encourages for modern technology then
there will more production and output. Good and stable trading relations globally can make the
Bronze snake Shop to grow rapidly and aims for maximum profit (Feng, Morgan & Rego, 2017).
When the political relations with other countries are good then it acts as a positive merit for the
marketing business to create more global relations and agreements with different countries.
Economic factor - Comparing with other countries growth rates and the export position then the
market should create more production in order to increase export. In terms of economic factor,
the large source of revenue comes from middle-income group of customers therefore there
should be reasonable rates, as it creates more demand for the middle group customers. More
customers create more income for the Bronze Snake shop (Felix, Rauschnabel & Hinsch, 2017).
On the other side, there must be proper payment of rates in order to maintain stable inflationary
pressure. Fluctuations in interest rates can affect the business in greater way.
Social factor- Social factors deal with society culture, business ethics and the customer
satisfaction; means business should be consumer friendly with reasonable rates using standard
business ethics. Demographic factors play a key role in this business. It helps to understand
customers’ sentiments while the purchase and sale of the product (Grant, 2016). Thereby,
changes in the lifestyle of the consumer largely affect the business.
Technological factor- Technological factor refers to modern technology and innovative
solutions add on to more production and tough competition for the Bronze Snake shop. It brings
more sales and revenue to the business. The market totally depends on the creative abilities to
influence the customers with the best use of various technologies like smart phones, internet and
modern means of communication (Hollebeek, Conduit & Brodie, 2016). Growth in the sales
directly adds to the more production of Bronze Snake shop.
Legal factor- To increase scale of production, there should be good global relations and this can
happen only when there are good government facilities in relation to this retail market. There

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must be new plans and policies for the betterment of the industry in order to maintain certain
legal standards of the business. Business standards encourage for more marketing, consumers
and proper legal rules that helps to maintain business reputation (Hollensen, 2015). There must
be proper tax structure for Bronze Snake shop in order to maintain business stability.
Environmental factor- Environmental factor is one of the important factors in the marketing
industry. Impact of weather condition will vary the demand for the customers of Bronze Snake
shop business. Good weather will create more demand for global marketing while bad weather
will led to decline in the demand factor. If there are weather imbalances, then there will be
problem in economic activity of this industry as no demand will lead to low sales and production
will decline. Due to natural calamities also, there can be low growth in the sales of this business.
4. Product lifecycle analysis
Figure: 1
Product life cycle
According to the theory of product life cycle, there are four stages of a product or the
organization as a whole (Stark, 2015). These four stages are introduction, growth, maturity and

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decline. The first stage is the introduction stage. In this stage, products are being introduced in
the market. In the case of the Bronze Snake shop, new retail goods such as man or woman wear
in new designs. However, in this stage, the organizations should initiate extensive promotional
and marketing activities to increase the customer awareness in the market (Zhurkina, Ukhanova
& Nikishin, 2015). This is due to the reason that, the more will be the customer awareness
around the newly introduced product, the more will be the interest of the customers to have the
access. Thus, the sales will be increased. One advantage that can be leveraged by this
organization is the price skimming (Spann, Fischer & Tellis, 2014). It will help them in charging
high introductory prices at the initial stage. The more will be the initial buzz around the product,
the more effective will be the price skimming strategies.
The next step will be the growth stage. In this stage, the market share of the particular
product is increasing with the increase in the market share and demand. In the case of bronze
snake shop, the market for their newly introduced product is increasing in this stage. Thus, the
key responsibility for them in this stage is to increase the market area of the product by
penetrating in new markets (Baker, 2014). It will help to increase the market share of the
product. In addition, the other aspects such as the retail counters should be increased to meet the
growing demand of the customers. The more effective and timely will be the delivery, the more
will be the retention of the customers (Khan, 2012). The promotional activities should be
maintained as in the introduction stage and may be enhanced to reach out to the larger audience.
Pricing strategy should be maintained according to the trend of demand in the market. If the
demand is growing even in the case of the price skimming, then it should be maintained,
otherwise, the price could be slightly reduced to target the larger number of customers.

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The next step is the maturity stage. In this stage, the demand and the market share of the
product is all time high and the market is nearly saturated with no more chance of increase in the
market share. However, in the case of the bronze snake shop, there are certain they should
initiate strategies in order to extend the life cycle of the product (Zhang et al., 2015). The women
and men’s wear should be slightly tweaked in order to change the appeal to the customers.
Moreover, competitors’ analysis should be done in this stage to determine the competitive
advantages of the substitute products in the market. It will help to identify the features of the
similar items, which can be modified in their products by bronze snake shop. Pricing strategy
should be implemented according to the demand in the market. The price skimming policy
should be junked and it should be lowered to attract more number of customers. Various
discounts and rebates should be offered to the customers in order to motivate them in buying
their products. In this stage, the promotional activities should not be about increasing the
customer awareness but featuring the distinctive features, which will enable the customers to
compare with the substitute products (McAuley, Pandey & Leskovec, 2015).
Another strategy that may be initiated by them is to enter in a new market. This is due to
the reason that, the existing market is already saturated and there no chance of extending market
share. Thus, entering in the new market will help them to start a new life cycle for their existing
products (Cruesen & Lejour, 2013). Eventually it will extend the life cycle of the product to a
large extent.
The last stage is the decline stage, which state that the life cycle of the product is coming
to an end. Thus, in this case, there is less possibilities of extending the life cycle to a large extent.
However, initiation of a few strategies will help to have some small extension. One of the key
strategies that can be implemented is modifying the existing product. In the case of the Bronze

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snake shop, they can modify their product portfolio according to the current trend in the market.
It will have some distinctive aspects for the product in the market. The price should be kept as
low as possible to attract more customers in the last stage. Promotional activities should also be
kept low due to the fact that it will not garner any more profit for the organization. The last step
should be the discontinuation of the product to make way for a new product.
5. BCG matrix
Figure: 2
BCG matrix
BCG matrix states the status of the products in terms of the case usage and cash
generation. Cash generation refers to the market share the particular products holds and cash
usage refers to the growth rate of the product in the market with having more investment in
various activities such as promotional activities (Mathews et al., 2016). In this matrix, the first
aspect is the star, which refers to the product, which is having high market share as well as high

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growth rate in the market. For Bronze snake shop, the women cloth line falls in this category.
This is due to the reason that, they invest the maximum amount in promoting this product line
and new products under this product line are being introduced more often. Moreover, the key
revenue-generating product is the women wear for them.
The next aspect is the question mark. It represents the low market share with having high
market growth rate. These products are in the growth stage. In the case of Bronze snake shop,
women apparels and accessories are in the growth stage with having lower market share. The
promotional activities are being done most for this product line. The next aspect in this matrix is
cash cows. This represents products having lower growth rate but higher market share. Products
in the matured stage stay here. In the case of bronze snake shop, men cloth line falls in this
category. This is due to the fact that, they have introduced men’s wear first in their business and
with the time being, it became the market leader. However, the market for this category became
saturated for them and thus, the growth rate is slowing down.
The last aspect is the dogs that refer to the low market share and low growth rate. These
products are in the decline stage with lowering market share and market growth rate (Gandhi, Lu
& Shi, 2013). In the case of Bronze snake shop, the niche brand launched by them to cater to the
high-end male customers is on the declining stage. The target market for it was small and the
product was not well accepted by the customers.

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6. Ansoff matrix
Figure: 2
Ansoff matrix
Ansoff matrix states two major aspects of market and the products. Each one has been
classified in new and existing ones. It helps the organizations in determining their strategy
according to the status of their market and offerings. According to this matrix, there are four way
to expand the market. The first aspect is the market penetration. It refers to the penetration of the
existing market with the existing product. In the case of the Bronze snake shop, they can
introduce variants in different price level to further penetrate in the existing market. The next
step is the product development (Gmelin & Seuring, 2014). Bronze snake shop can introduce a
new product line to fill the identified gap in the existing market. It will help to expand the
existing market with new products.
The next step is the market development. Bronze snake shop can foray in a new market
with their existing products. It will let them to not invest in developing new products. Moreover,
the life cycle can be extended with the help of market development. The last step is the

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diversification. Under this step, Bronze snake shop can diversify their business line to venture in
different product category. They can venture in footwear along with cloth line. This will help
them to target new market with new products.
7. Customer analysis
Customer analysis of Bronze Snake shop depends on the marketing business. Marketing business
is dependant totally on customers need and preferences. It includes various attributes of
customers like customers’ nature, sentiments, and requirement (Hult & Ketchen, 2017). They
have the equal influential role just like the supplier in the profit of the organization or business
industry. It is the critical aspect to the marketing strategy. Customer analysis is one of the most
important aspects of Bronze Snake shop (Hsu et al., 2016). Therefore, if the business owner fails
to analyze their customers, they will not be able to run their business with smooth and stability.
To analyze customers Bronze Snake shop requires three features to consider and they are firstly,
to identify the target customers, then to understand their needs or requirements, and lastly, to
show how the new arrivals in cloths and accessories matches the customer needs. There must be
individual face-to-face proper negotiations between the seller and the buyer (Kim, Shin, & Min,
2016). The seller should collect adequate information regarding buyers’ preferences in order to
sell the exact product with all the requirements. Regardless of the business type, customer
analysis depends on demographic details, customer interest, location, communication,
demographic details includes name, age , gender and job designation (Serrat, 2017).
Customer interest involves customer satisfaction level after the purchase of the product and it
involves the good communication with the customers. For customer analysis, one can collect
information from the existing customers about the business and their services (McDonald &
Wilson 2016). It also influences the customers largely in the market. Diversity and innovation
leads to more number of customers in these types of business.
4. Competitor analysis
5.1 Local direct and indirect-

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Competition depends on business success as well as on the type of consumers whether it is local,
direct or indirect. Success of Bronze Snake shop greatly depends on the identification of
potential customers. It includes proper conduct of customer analysis also the profits statement of
the business. A well-established competitor allows the Bronze Snake shop to collaborate with
those business partners that can create direct competition in order to attain maximum profit
(Nykiel, 2016). The purpose of analyzing the competitor is to study the business, create a report
of future market trends, effect of demand and supply, marketing strategy, to raise the market
share, to study various market trends and variables and to create plans for expansion of business
(Peppard & Ward, 2016).
5.2 Competitor matrix-
Competitor gives the strength and weakness analysis of the Bronze Snake shop on addition to
this; it includes various threats and opportunities of the business. A competitor focuses on the
business profitability, size of the business, reputation and goodwill, position in the market,
strength and weakness factor. The competitor analysis also depends on the statistical, qualitative
and quantitative report of the Bronze Snake shop (Peppers & Rogers, 2016). If the Bronze Snake
shop gets good remarks for their products then they should continue for long-term sale for future
generations as it leads to long term competition. Competitive factor also depends on brand
quality and innovation of the product (Percy & Elliott, 2016). A good success with strong
reputation creates tough competition in the market.
The marketing mix of the Bronze Snake shop with the other competitors was followed in the
table below:
Factors Bronze Snake shop Clothing retailing in
Australia
Cotton on clothing Pty.
ltd
Fast future brands Pty
ltd
Industry Retail industry Retail industry Retail industry Retail industry

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Product features Branded,
standard quality in
clothes
Consumer goods and
clothing
Footwear, clothing and
consumer accessories
Fashion retail shop
Benefits Unique, innovative
Global demand
Customer satisfaction,
more profit
Stylish, trendy and high
demand
Product diversity,
variety of choices
Growth
Revenue
(Annual sales)
468.17 billion
$8.85 million
3.9 billion
$19 billion
$80.818
118 billion
A $2billion
A $1.5 billion
Threat
Opportunities
Poor quality will
discourage customers
Modern technology
will lead to more
business
Economic uncertainty
Franchise and chain
stores
Substitute effect
Greater customer
satisfaction leads to
expansion of business
and high profit
Lack of information
create poor sales
High standard fashion
and advertisements will
attract more customers
Market share level 7.4 % 2.4% 5% 4 %
Table: Marketing matrix of Bronze Snake shop
5. SWOT analysis
Referring to the strength of Bronze Snake shop, then there are few factors that can lead to
success and stability of the industry. To be different from other industry, Bronze Snake shop
should possess some unique attributes like innovation and this is what marketing business is
about (Pride & Ferrell, 2016). Innovation comes from more and more of research and
development in respect of that particular industry. When the Bronze Snake shop performs well it
creates more competition due to high price and success, further creates demanding industry

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(Slack, 2015). Expand of industry occurs because of increasing in demand, thereby increasing in
demand leads to increase in production and output growth for Bronze Snake shop.
On the other side, strength comes from correcting the weaknesses. Every industry has positive
and negative attributes. As it is marketing business, hold top position therefore, Bronze Snake
shop creates huge competition in the market (Spyropoulou et al., 2017). Low advertising, poor
quality products, lack of information and high prices for the commodities can act as weakness to
the business.
Therefore, Bronze Snake shop when consists of low sales and productivity with adequate
knowledge creates threats in terms of decline in consumer, low level output and more rivals
(Strauss, 2016).
Opportunities for Bronze Snake shop can be in the form of advancement in the means of
resources, investment in the technology and creative ways to expand business (Whittington et al.,
2017). More encouragement in the marketing can create more job opportunities leading to more
competition and profit.
Marketing objectives
 One of the key marketing objectives for Bronze snake shop will be to initiate strategies to
extend the life cycle of the products in the matured and declining stage.
 Another objective will be to search for new markets to enter with their existing products.
It will further extend their product’s life cycle along with enhancing the market share.
 To diversify in related product line in order to reduce the dependence from the single
product line and catering to more number of customers.
Brand positioning strategy
The brand positioning for Bronze snake shop should be done brand specific due to the
reason that it will help to cater to diversified customer segments. Branding of the entire umbrella

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organization will enable to reach to a particular market segment (Xie, 2012). On the other hand,
brand specific branding will help to position a certain brand according to criterion of the target
segments. Thus, the target audience will be more in this case.
Figure: 4
Brand positioning map
The branding strategy of Bronze snake shop will be done according to the brand-
positioning map. In accordance to the brand-positioning map, the main product lines of them
including, women, men cloth line and footwear will be classified according to the quality and
price (Hassan & Craft, 2012). However, the main concentration will be towards the higher end
brand of having high price and better quality. The brand equity garnered from the higher end
products will help to push the sales of the lower end products. The brand will be classified
mainly in two groups of higher price and higher quality and lower price and lower quality. It will
help them to cater to both the lower and higher end customer segments.

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Recommended marketing strategies
 One of the key recommended strategies will be choosing the right marketing mix for the
target market. In the case of the niche market of higher end footwear, the product should
be having higher quality, which will be accepted to the niche market. Moreover, the
exclusive appeal should be maintained for the products (Toften & Hammervoll, 2013).
The price should be on the higher side, which will further increase its exclusivity. The
place selected will be the posh areas, which will be acceptable and provide convenience
to the target customers. Promotion should be done in the medium which is having
presence in the niche market.
 Availability of the products on the online marketplace should be made available. It will
help to reach out to more number of customers effectively. In this case, the place
selection will only be the online platform (Wang et al., 2013). The product portfolio will
range from higher end to lower end. Pricing will also be done accordingly ranging from
to higher to lower price. Promotional activities will be done extensively in every medium,
preferably in the social media.
 Another potential segments are the flying customers which can only be attracted by
discounts and offers. Products will be mostly from the mass product line with having
heavy discounts. Price will be as low as possible to attract more of them. Place will be the
offline stores having most visibility among the customers. It will help to aware the
customers more effectively. Promotion will be done in the mass media to attract and
reach out to more of the targeted customers.
 Another strategy to attract the mass-market segment is to having more variants and
designs across different price segments. More products depth and width will help to cater

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to more diversified customer requirement. The price will be also be in accordance to the
requirement and diversified (Kumar, Gaur & Pattnaik, 2012). Place will be both offline
and online to reach out to most number of customers possible. Promotion will be
extensively done and will be done using all the marketing medium.
Tools to initiate effectiveness of the marketing strategies
Various measures will be initiated to measure the effectiveness of the recommended
marketing strategies. One of the key tools will be the customer feedback mechanism. It will help
to determine and compare the market trend before and after the implementation of the strategies.
Thus, the effectiveness and the area of improvement can be identified. Another recommended
tool will be the determination of the sale performance. It will help to determine the performance
of the organization before and after the strategy implementation. Determining the average life
cycle of the products will help to identify the differences in the entire life of the product before
and after the strategy implementation.
6. Conclusion
The report gives an overview of the marketing strategy of Bronze Snake shop with its functions
and various stages involved in marketing strategy. The paper gives the scope, aim and mission of
the company. Along with this, it gives the internal environment analysis using product services
and brand identification, in addition to internal analysis of strength and weakness of the company
is given. Marketing strategy when achieved with all the plans and procedure leads to more
productive output and goodwill of the business. The recommended marketing strategies are beig
discussed here in this report, which will help to enhance their performance in the market. In
addition, the measuring tools are also being discussed to determine the effectiveness of the

25STRATEGIC MARKETING PLAN
strategies. There was a brief note on the Bronze Snake shop. Bronze Snake shop is a retail
industry that uses creative marketing strategy for its growth and profit. It aims for creating
unique and innovative marketable products with reasonable rates in order to create more supply
and demand. This creates marketing competition for Bronze Snake shop among its rival
industries. Using pestle and SWOT analysis, it gives the external view on the Bronze Snake shop
and its marketing strategy.

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Appendix
The letter of authorization