BSBMKG608 Marketing Objectives: Analysis of Boutique Build Australia

This project provides a comprehensive analysis of Boutique Build Australia's marketing objectives and strategies. It includes a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats, as well as a PESTLE analysis to assess the external factors impacting the business. The report reviews the company's strategic plan, marketing performance, and competitive positioning. It also covers the computation of return on investment, identification of market opportunities, and development of SMART objectives. Furthermore, the project includes recommendations for improvement and a risk management strategy. The document concludes with a discussion on conducting a general meeting to discuss and confirm marketing objectives. Desklib offers a variety of similar solved assignments and past papers to aid students in their studies.

Assessment analysis
Marketing business analysis
Business analysis
Name of the Author
University Name

Table of Contents
Task-1....................................................................................................................................................2
Answer to question no-1....................................................................................................................2
Answer to question no-2....................................................................................................................2
Answer to question no-3....................................................................................................................2
Answer to question no-4....................................................................................................................3
Answer to question no-5....................................................................................................................3
Answer to question no-6........................................................................................................................3
Answer to question no-7....................................................................................................................4
Answer to question no-8....................................................................................................................4
Answer to question no-9....................................................................................................................4
Answer to question no-10..................................................................................................................5
Task-2....................................................................................................................................................5
Introduction.......................................................................................................................................5
Description of Boutique Build Australia............................................................................................5
Review the Boutique Build Strategic Plan.........................................................................................5
Services and products offered by Boutique Build Australia organization..........................................6
SWOT analysis of the strategic planning...........................................................................................7
Company’s marketing performance, including current marketing activities and positioning............7
Computation of the return on investment...........................................................................................8
Sources to use to identify the Boutique Build Australia’s market, competitors and target customer. 9
Industry trends, potential new and emerging markets, competitors and any other relevant factors....9
Emerging markets..............................................................................................................................9
Competitors of the Boutique Build Australia organization................................................................9
PESTLE analysis of Boutique Build Australia organization..............................................................9
Market opportunity available to business........................................................................................10
Analysis of the best marketing opportunity for Boutique Build Australia organization...................10
SMART objective............................................................................................................................12
Recommendation.............................................................................................................................12
Risk management strategy of Boutique Build Australia organization..............................................12
Task-3..................................................................................................................................................14
Conduct the General meeting..........................................................................................................14
References...........................................................................................................................................16

Task-1
Answer to question no-1
Marketing objective is defined as long term goal and objective which are set with a view to
promote the goods and services to potential customers in long run. It includes product
awareness among the client’s targeted clients (Parisé, et al. 2013).
Answer to question no-2
It is analyzed that when setting up market objectives, company needs to ensure that all of
these objectives are specific, measurable, achievable, and realistic and time specific.
The SMART approach assists in achieving the set objective and goals in systematic manner.
Specific- It reflects qualitative results which company needs to achieve with its marketing
planning.
Measurable- It reflects the market share and other quantified information which company
needs to achieve by undertaking the marketing strategic planning.
Achievable- It reflects the targets and standards which each and every sales persons needs to
achieve in its sales marketing plan.
Realistic- It is assessed that all the objective and methods sets in the marketing objectives
should be measurable and realistic.
Time frame- All the objective and work planning set up under the strategic planning should
be set up within the given time frame which will increase the overall outcomes of the
busienss (Parisé, et al. 2013).
Answer to question no-3
Ansoff matrix is the strategic planning tool which is used to provide the framework to assist
executive and other senior managers to devise strategies for the future growth of the business.

This Ansoff matrix is used to give the set authorities and responsibilities to the managers and
executives so that they could achieve the set objectives and goals. It assists in bifurcation of
the assigned authorities to managers.
Answer to question no-4
Marketing Strategies Marketing Objectives
The marketing strategies are the measure and
methods to achieve the set marketing
objective sand goals. It is the medium to
achieve the set objectives and goals in
determined approach.
It is evaluated that marketing objectives are
the ultimate outcomes which company is
expecting to achieve.
It is the medium by which company will
achieve its set marketing objectives
It is the final outcomes for which marketing
strategies have been implemented.
Answer to question no-5
Competitive advantage is the unique work practice of the organization which is undertaken to
create value on the invested capital. However, it will assist company to show its busienss
functioning different from others but other companies by making the consistent efforts could
easily copy this competitive advantage in market (Parisé, et al. 2013).
Answer to question no-6
Market opportunity is accompanied with the busienss expansion and growth chances which
company could undertake to take its business further level (Stewart, Wang, and Willgoose,
2013).
Market penetration- It is the strategic planning to increase the overall market share by
penetrating the market with its offered products and services in market. In this strategy, all
the products and services will be offered at very low cost.

Market development- It is related to expanding the market by tapping the new areas either
geographically and demographically. It requires forward and backward integration of the
offered products and services in market.
Diversification- It is the strategic planning which assists organization to take its busienss in
other markets by undertaking new busienss. This diversification strategy is undertaken when
company wants to increase is overall business strength.
Answer to question no-7
There are main four financial indicators which could be undertaken by company to identify
the market opportunity available in the market (Stewart, Wang, and Willgoose, 2013).
Balance sheet- This management financial information reveals all the assets and liabilities
which company needs to manage for increasing the overall outcomes of the business.
Income statement- It is the statement which shows the potential return on capital employed
which company would have from the operated business.
Budget statement-This statement reflects the amount of capital required to run the busienss. It
shows the possible cash inflow which company would have from its business.
Answer to question no-8
The return on investment is the amount of return available on the invested capital which will
be earned from the invested capital. Company should have return on capital higher than its
cost of capital if it wants to create value on its investment.
Answer to question no-9
The return on investment is calculated by using the formula which is given as below with the
example.

Answer to question no-10
Senior marketing manager is also responsible for the team staff members. There are several
anti-discrimination legislations which need to be followed by company and staff members
(Zeng, Yang, Tang, and Zhao, 2015).
 Age Discrimination Act 2004
 Disability Discrimination Act 1992
 Racial Discrimination Act 1975
 Sex Discrimination Act 1984 (Stewart, Wang, and Willgoose, 2013).
Task-2
Introduction
With the ramified economic changes and complex business structure, each and every
organization needs to implement the effective business strategy to win over the market. In
this report, Boutique Build Australia organization has been taken into consideration. The
SWOT analysis, PESTLE analysis and other management analysis tools have been used
which assists in implementing the strategic decisions making in effective manner. There are
several parts which are answered in this report and assist in preparing the risk management
plan.
Description of Boutique Build Australia
The Boutique Build Australia has been running its business since 2014 in Sydney and
specialised in designing and building high quality designer homes for the metropolitan and
surrounding areas.
Review the Boutique Build Strategic Plan
The strategic vision of the Boutique Build Strategic Plan is to strengthen the overall sales and
increasing the overall return on capital employed of company. The marketing plan of the
Boutique Build Strategic Plan has been prepared by undertaking the effective strategic plans
and procedure which company needs to undertake to increase the overall return of business.

The markeing plan focuses on grabbing more clients in market and strengthens the product
positioning in market.
In order to set up the nexus between the strategic vision of the Boutique Build Australia
organization and marketing objective of company, management need to prepare the proper
strategic planning and design its marketing activities accordingly. It will require proper sales
persons to implement the strategies and make sub objectives for the each sales department to
meet the ultimate objectives at large (Zeng, Yang, Tang, and Zhao, 2015).
This process is accompanied with various process systems which will assist in meeting the set
objective and goals in determined approach.
It is observed that the marketing objective of company is to promote the designers homes for
the metropolitan and surrounding areas and allow clients to have to customize work in
effective manner.
The marketing objective of company focuses on increasing the awareness of the products and
services to clients. All the sales persons will be indulged in increasing the market share by
following the market penetration strategy.
Services and products offered by Boutique Build Australia organization
It is analyzed that Boutique Build Australia organization offer high class home and design
and build of high quality designer homes for the people in Sydney. These products are
designed by following the product differentiation strategy which will keep the products and
services offered by Boutique Build Australia organization in market.
This company has been operating its business to provide the high quality homes and indulged
in creating strong brand image in market. Nonetheless, expert’s employees and advancement
in the technologies adopted by company will strengthen the overall quality of constructed
houses in market. Currently, Boutique Build Australia organization has spent 1% of its
overall turnover on the marketing strategies and planning which will increase the overall
outcomes of the business (Wu, et al. 2015).
Boutique Build Australia organization has planned to increase its overall turnover by 20%
within 2 years which will be achieved by infusing the clients oriented marketing strategy. It is

analyzed that company will offer the customized product differentiation strategy to attract
more clients in market.
SWOT analysis of the strategic planning
The strategic planning of Boutique Build Australia organization is to follow the customized
business strategy which will not only make its offered products and services more clients
oriented but also increase the overall quality of its constructed houses.
Strength- The main strength of Boutique Build Australia organization is related to customized
houses for the clients. It will not only increase the overall products quality but also increase
the overall market share by customized offered house.
Weakness- The main weakness of Boutique Build Australia organization is related to high
legal compliance of the Australian and complex business structure. The strategic planning of
company focuses on sustainable busienss practice and long term customized business
practice. It will not only increase the complexity of the constructed houses offered in market
but also lower down the quality of the houses offered due to the changes in construction as
per the client’s needs (Mayurnikova, et al., 2015).
Opportunity- With the increasing GDP rate of the Australia and purchasing power of the
people in Boutique Build Australia organization, it is observed that the turnover of Boutique
Build Australia organization will also be increased. It is analyzed that Boutique Build
Australia organization could penetrate the market by offering more houses at very low price.
Threats- The main threat of strategic planning of Boutique Build Australia organization is
related to deficiency of the budget. Boutique Build Australia organization may face issue of
finance while customizing the houses in market. It will not only increase the complexity of
the business but also result to loss of business due to non-effective business in long run
(McDonald and Wilson, 2016).
Company’s marketing performance, including current marketing activities and positioning
The current marketing performance of company is effective and shows that Boutique Build
Australia organization invested 1% of its total turnover which will add value to the client’s
satisfaction at large. The current marketing performance of company is increasing
throughout the time by customization of the houses in market. After analysing the case study

of Boutique Build Australia organization, it is depicted that out of the 10 calls, company is
getting order of 1 house construction which is good statics for gearing up the busienss in
starting (Westwood, 2016). The current marketing activities focuses on shuffling experts
sales persons in its sales team so that they could attract more clients by calling and directly
interacting with the clients at large (Asllani, and Halstead, 2015).
The position of the Boutique Build Australia organization is not clear in the market as
company has started its business. However, with the positive outcomes, it is analyzed that
company will set up strong brand image in long run. The CEO of Company is also suggested
that company will increase its overall outcomes soon and it will eventually increase the brand
positioning in market. The CEO of the company has shown the positive indicators and
reflects that company will surely have strong brand image and increase its overall return on
investment (Stewart, Wang, and Willgoose, 2013).
Computation of the return on investment
The return on investment is the amount of return which is earned by company on the invested
capital. Company should have return on capital higher than its cost of capital if it wants to
create value on its investment.
Return on investment= Gross profit/ Investment
ROI= $40, 0000/$2,00,000=
=20%
The main areas which needs to be improved by Boutique Build Australia organization is
related to strengthen the efficiency of the strategic planning and using the advance strategic
planning. If the advance technologies such as social media, Google image section

advertisement strategy is followed then it will increase the overall outcomes of the company
(Parisé, et al. 2013).
Sources to use to identify the Boutique Build Australia’s market, competitors and target
customer
It is analyzed that in order to identify the market share, competitors and target customers, we
could use web based information, annual report and other reports of the other companies who
are running their business in the same market industry (Marcellusi, Viti, Mecozzi, and
Mennini, 2016).
Industry trends, potential new and emerging markets, competitors and any other relevant
factors
The housing industry trend has been showing the high growth of the profit which shows that
all the corporations indulged in housing construction busienss will gain good amount of
profit. The total turnover of housing industry has been showing total AUD $ 3.5 billon which
is 20% higher as compared to last five year data (Hex, et al. 2012).
Emerging markets
The emerging market in the housing industry is finance and funding market that provides
loans and investment to the clients for housing finance activities (Cardozo, et al. 2012).
Competitors of the Boutique Build Australia organization
The main competitors of the Boutique Build are Myer building who is having AUD $ 30
million turnover. It has been observed that fletcher building is also coming up in the
Australian market by following the potential market development strategy (Lidstone, and
MacLennan, 2017).
PESTLE analysis of Boutique Build Australia organization
Political- The political factor of the Australia is showing the stable political condition of the
Australia. Boutique Build Australia organization could easily implement its strategies as per
the present political factors. All the policies, rules and regulations of Australia is stable which
shows that company could consider these policies to implement the effective marketing
strategy (Song, et al. 2017).

Environment- the Australian environment is showing the positive indicator for starting up
new real estate busienss in Boutique Build Australia organization. It is analyzed that
Boutique Build Australia organization needs to use the Eco-system process also needs to be
used to increase the sustainability of the business (Ammar, and Surendra, 2017).
Social- It is related to the values, belief, perception and cultural factors of the people who are
living in the Australia. It will assist Boutique Build Australia organization to make its
business more customized. (De Silva, Hanwella, and de Silva, 2012).
Legal- The rules and regulation of the Australia is very liberal. However, if Boutique Build
Australia organization has to set up the legal department to comply with the all the applicable
rules and regulations.
Economical – The GDP rate of the Australia is 49,927.82 USD which has become 2% since
last one year. In addition to this, the purchasing power of the people of Australia has also
increased which shows the positive indicator for the future growth of the Boutique Build
Australia organization (Kapferer, and Bastien, 2012).
Market opportunity available to business
The market opportunity available to business could be assessed by evaluating the increasing
purchasing power and increased return on investment. Real estate sectors shows 20% growth
rate which is highly positive for the future value creation of the invested capital. Therefore,
customized houses offered due to the changes in construction as per the client’s need will
increase the overall turnover. In addition to this, investing capital for starting up new
financial operation business will also provide good amount of return in short run (Belz, and
Schmidt‐Riediger, 2010).
Analysis of the best marketing opportunity for Boutique Build Australia organization
 Product development- Customized houses offered due to the changes in construction as per
the client’s need will increase the overall turnover and return on investment at large (Truong,
Simmons, McColl, and Kitchen, 2008).
 Market development through the market penetration strategy.

However, SWOTS analysis of Boutique Build Australia organization whether the available
marketing opportunity will be useful for company or not (Berthon, Pitt,., Plangger, and
Shapiro, 2012).
Strength
Use of advance technologies
Increased positive outlook of clients
Increased GDP rate shows the positive
indicator for the future growth (Hoffman, and
Fodor, 2010).
Weakness
High compliance program
Increased construction cost.
Opportunity
The increased GDP rate of Australia and
purchasing power of people will increase the
overall outcomes of the business
Threat
Increased return on investment will attract
more new rivals.
It will attract more clients.
Particular (Product development) (Market development
through the market
penetration strategy)
Cost It will require changes in the
technologies and
implemented strategic
planning.
It will require 1% of the
capital investment in the
project.
Benefit It will increase the overall
turnover by 20% in just one
The main benefit of the
market development is