BSBMKG609 Project: Adventure Hire Ltd Marketing Plan and Analysis

This project provides a comprehensive marketing plan and analysis for Adventure Hire Ltd., an Australian car rental company. It begins with an overview of the company's services, objectives, and a SWOT analysis, followed by a GAP analysis identifying areas for improvement. The plan outlines strategies related to pricing, placement, and promotions, considering the marketing mix elements of people, process, and physical evidence. The report also includes a tactical plan with timelines and budget considerations, alongside legal and ethical requirements. A marketing scorecard is developed to measure the performance of the marketing activities. This document is available on Desklib, where students can find a wide array of solved assignments and study resources.

Running head: MARKETING PLAN AND ANALYSIS
MARKETING PLAN AND ANALYSIS
Name of the Student
Name of the University
Author Note

1MARKETING PLAN AND ANALYSIS
Executive Summary
The report is based on the analysis of an organization named Adventure Hire Ltd. that has its
operations in Australia. The government of Western Australia has planned for the
development of a tourism promotional campaign. The campaign is based on the
implementation of a “Survival Kit” that has been designed by Adventure Hire Ltd. The
survival kit is mainly based on the ways by which resources can be provided to the tourists
who are travelling to the remote areas. The costs related to development of the campaign and
fulfilment of the objectives of the organization has been analysed in the report in detail. The
second and third section of the report has developed a tactical and marketing campaign plan
which has described in detail, the activities for promoting the survival kit. The report has
ended by providing a marketing scorecard which facilitates in evaluating the performance of
each of the activity and take action based on the results.

2MARKETING PLAN AND ANALYSIS
Table of Contents
Section 1.........................................................................................................................4
About the company........................................................................................................4
Summary of the services and products of Adventure Hire............................................4
Outline of the objectives of Adventure Hire..................................................................4
Risks and returns in the selection process......................................................................5
SWOT analysis of Adventure Hire................................................................................5
GAP analysis..................................................................................................................6
Identification of strategies based on pricing, placement and promotions......................6
Description based on marketing mix, people, process and physical evidence...............7
Identification of target market segmentation.................................................................7
Recommendations of the marketing strategies and alignment with strategic direction.7
Measurement of the performance of the organization...................................................8
Section 2.........................................................................................................................8
Tactical Plan...............................................................................................................8
Budget........................................................................................................................9
Legal and Ethical Requirements..............................................................................10
Review and Performance evaluation........................................................................11
Section 3.......................................................................................................................11

3MARKETING PLAN AND ANALYSIS
Marketing plan.........................................................................................................11
Marketing Scorecard................................................................................................12
References....................................................................................................................14

4MARKETING PLAN AND ANALYSIS
Section 1
About the company
Adventure Hire Ltd. mainly specialises in the providing car rental based services to
the consumers. The company aims at providing vehicles to the tourists who wish to take road
trips to different parts of the country. The report will be based on the marketing plan that can
be developed based on the services that can be offered by Adventure Hire based on the usage
of resources in an effective manner. The tourism based promotional campaign that has been
designed by the Government of Western Australia is related to the operations of Adventure
Hire Ltd. (Keegan & Rowley, 2017).
Summary of the services and products of Adventure Hire
Adventure Hire Ltd. provides services related to car rental based activities. The
organization provides a variety of cars from which the customers can choose and hire for the
adventurous road trips that they wish to take. The car that is most suitable for the tourists will
be offered to be based on affordable rates. The organization provides both economy and
luxury car based services to the different types of customers. The policies that are followed
by Adventure Hire Ltd. can also allow cross border based services to the tourists (Channon &
Jalland, 2016).
Outline of the objectives of Adventure Hire
The major objectives that are related to the effective operations of Adventure Hire
Ltd. are based on the ways by which more tourists can be attracted towards the services that
are offered by the company. The increase of profitability and revenues is considered to be the
most important part of the aim that has been developed by Adventure Hire Ltd. The
organization also aims at increasing the different regions in which the services can be offered
to the tourists. The increase of regions where the services of Adventure Hire can be provided

5MARKETING PLAN AND ANALYSIS
will help in the improvement of revenues and levels of profitability as well (David & David,
2016).
Risks and returns in the selection process
The major risks that are related to the operations of Adventure Hire Ltd. are based on
the hiring of cars by the overseas visitors who do not have adequate resources. The loss and
levels of damage that can be done to the vehicles hired from the company is also considered
to be a major risk to the operations of Adventure Hire. The public relations that have been
developed by the company are also not effective for the development of a proper customer
base. The remote areas of the country are also not covered quite easily with the help of
services that have been offered by Adventure Hire Ltd (Hanson et al., 2016).
SWOT analysis of Adventure Hire
Strengths – The major strengths based on the operations of car rental based agencies
are based on high levels of requirement of the car rental based services by tourists. The
barriers that are present based on the entry on new organizations in the rental service
providing agencies are also considered to be a major strength of Adventure Hire (Joseph et
al., 2015).
Weaknesses – The high operation based costs that have are incurred by Adventure
Hire Ltd. is a major weakness that is related to its effective operations. The visibility of retail
based locations of the organization is also quite low and has an impact on the profitability of
Adventure Hire Ltd. The large scale based operations of the organization are important for
the ways by which Adventure Hire Ltd. can increase its profitability levels (Keegan &
Rowley, 2017).
Opportunities – Adventure Hire has been provided with major levels of opportunities
based on the increase in its operations in different other areas of the country. The regions in

6MARKETING PLAN AND ANALYSIS
which the organization is already operating can be increased for the purpose of improving the
customer base (Maile, Kizilbash & Miller, 2015).
Threats – The threats are based on the losses that can be incurred by the organization
based on damages that can occur in the cars due to usage in different remote areas. The lack
of proper resources is considered to be a major threat to the company (McDONALD, 2016).
GAP analysis
The major gap that has been created in the effective operations of Adventure Hire Ltd.
is based on the lack of proper resources based on the ways by which different activities can
be performed based on adventurous trips. The information based systems that have been
developed by the organization are also not effective in order to analyse the ways by which the
customers can be analysed. The demands and needs of the consumers are considered to be
important factors which can affect the revenues and profitability levels (Meyer, Neck &
Meeks, 2017).
Identification of strategies based on pricing, placement and promotions
Pricing – The prices of different services that are offered to the consumers by
Adventure Hire Ltd. are based on the distance of their travel and types of cars that are offered
to them. The difference in prices are mainly related to the economy level services and the
luxury based services as well (Michael, Storey & Thomas, 2017).
Placement – Placement of the services are mainly related to the retail availability of
the services that are offered by Adventure Hire Ltd. The organization has been able to reach
the consumers with the help of different retail stores and the online availability as well. The
online services which are offered by the organization are considered to be a major factor
which has improved the distribution of services (Morschett, Schramm-Klein & Zentes, 2015).

7MARKETING PLAN AND ANALYSIS
Promotions – The promotional activities on the other hand are able to play a major
role in the ways by which the services offered by Adventure Hire Ltd. can be improved. The
organization conducts promotions of its products with the help of traditional methods related
to banners and the digital methods as well (Michael, Storey & Thomas, 2017).
Description based on marketing mix, people, process and physical evidence
People – The people of marketing mix mainly include, the employees of Adventure
Hire Ltd. and the tourists who rent the cars for adventurous trips. The people are considered
to be the most important stakeholders of the organization in the industry (Morschett,
Schramm-Klein & Zentes, 2015).
Process – The process based factor related to the marketing mix of Adventure Hire
Ltd. is based on the ways by which the services are offered by the company. The process
starts from renting the car to completion of the entire trip (Maile, Kizilbash & Miller, 2015).
Identification of target market segmentation
The major target market segment of Adventure Hire Company consists of people who
wish to take long road based trips in different parts of the world. The segmentation of target
market is considered to be a major factor that is able to affect the services that are being
offered to the consumers of Adventure Hire Ltd. (Hanson et al., 2016).
Recommendations of the marketing strategies and alignment with strategic direction
The marketing strategies that can be recommended to Adventure Hire Ltd. is based on
the resources that can be offered to the overseas visitors. The survival kit that has been
planned by the organization is an important factor which is able to affect the strategies that
can be implemented by Adventure Hire Ltd. The diversification based strategy can be
implemented by the organization in order to expand the regions in which it can provide the
services.

8MARKETING PLAN AND ANALYSIS
Measurement of the performance of the organization
The marketing performance that has been depicted by Adventure Hire Ltd. is based on
the conversion rates of 15% per year. The return on investment that has been provided by the
operations of the company is around 85%.
Section 2
Tactical Plan
Task Name Duration Start Finish
Marketing Campaign Development 94 days Thu 07-03-19 Tue 16-07-19
1.0 Reviewing business strategy 35 days Thu 07-03-19 Wed 24-04-19
1.1 Identify the gap in services 2 days Thu 07-03-19 Fri 08-03-19
1.2 Conduct SWOT analysis 3 days Mon 11-03-19 Wed 13-03-19
1.3 Review marketing options 5 days Thu 14-03-19 Wed 20-03-19
1.4 Go-to- market goals evaluation 7 days Thu 21-03-19 Fri 29-03-19
1.5 Review margins for service 6 days Mon 01-04-19 Mon 08-04-19
1.6 Business strategy landscape 6 days Tue 09-04-19 Tue 16-04-19
1.7 Document marketing plan 5 days Wed 17-04-19 Tue 23-04-19
1.8 Sent for approval 1 day Wed 24-04-19 Wed 24-04-19
1.9 Milestone 1: Marketing strategy
developed 0 days Wed 24-04-19 Wed 24-04-19
2.0 Campaign Development 21 days Thu 25-04-19 Thu 23-05-19
2.1 Initiate process for idea
generation 1 day Thu 25-04-19 Thu 25-04-19
2.2 Market research 7 days Fri 26-04-19 Mon 06-05-19
2.3 Evaluate the marketing options 3 days Tue 07-05-19 Thu 09-05-19
2.4 Develop marketing Campaign 7 days Fri 10-05-19 Mon 20-05-19
2.5 Document campaign 2 days Tue 21-05-19 Wed 22-05-19
2.6 Sent for Approval 1 day Thu 23-05-19 Thu 23-05-19
2.7 Milestone 2: Campaign developed 0 days Thu 23-05-19 Thu 23-05-19
3.0 Tactics implementation 20 days Fri 24-05-19 Thu 20-06-19
3.1 Digital marketing 7 days Fri 24-05-19 Mon 03-06-19
3.1.1 Social media marketing 7 days Fri 24-05-19 Mon 03-06-19
3.1.2 Online marketing 5 days Fri 24-05-19 Thu 30-05-19
3.2 Traditional marketing 20 days Fri 24-05-19 Thu 20-06-19
3.2.1 Billboards 10 days Fri 24-05-19 Thu 06-06-19
3.2.2 Flyers 7 days Fri 24-05-19 Mon 03-06-19
3.3.3 Road shows 15 days Fri 24-05-19 Thu 13-06-19
3.3.3 Advertisements 20 days Fri 24-05-19 Thu 20-06-19
3.3 Milestone 3: tactic implemented 0 days Thu 20-06-19 Thu 20-06-19
4.0 Monitoring phase 14 days Fri 21-06-19 Wed 10-07-19

9MARKETING PLAN AND ANALYSIS
4.1 Examine response of each
campaign 5 days Fri 21-06-19 Thu 27-06-19
4.2 Prepare report 4 days Fri 28-06-19 Wed 03-07-19
4.3 Stakeholder meeting 2 days Thu 04-07-19 Fri 05-07-19
4.4 Make changes if required 3 days Mon 08-07-19 Wed 10-07-19
4.5 Milestone 4: Evaluation phase
completed 0 days Wed 10-07-19 Wed 10-07-19
5.0 Closure phase 4 days Thu 11-07-19 Tue 16-07-19
5.1 overall campaign report
development 2 days Thu 11-07-19 Fri 12-07-19
5.2 Examine the report 1 day Mon 15-07-19 Mon 15-07-19
5.3 Take notes for next campaign 1 day Tue 16-07-19 Tue 16-07-19
5.4 Milestone 5: Campaign completed 0 days Tue 16-07-19 Tue 16-07-19
Budget
Task Name Resource Names Cost
Marketing Campaign
Development $27,272.00
1.0 Reviewing business
strategy $8,960.00
1.1 Identify the gap in
services
Marketing manager ,Project Board,
Project Manager $1,360.00
1.2 Conduct SWOT analysis Market researcher $360.00
1.3 Review marketing
options Marketing manager $800.00
1.4 Go-to- market goals
evaluation Market researcher, Marketing executives $1,400.00
1.5 Review margins for
service Marketing manager ,Project Manager $2,160.00
1.6 Business strategy
landscape Marketing manager ,Project Manager $2,160.00
1.7 Document marketing
plan Market researcher $600.00
1.8 Sent for approval Market researcher $120.00
1.9 Milestone 1: Marketing
strategy developed $0.00
2.0 Campaign Development $4,760.00
2.1 Initiate process for idea
generation Project Manager $200.00
2.2 Market research Market researcher $840.00
2.3 Evaluate the marketing
options Marketing executives ,Project Manager $840.00
2.4 Develop marketing
Campaign
Market researcher, Marketing
executives ,Marketing manager $2,520.00

10MARKETING PLAN AND ANALYSIS
2.5 Document campaign Market researcher $240.00
2.6 Sent for Approval Market researcher $120.00
2.7 Milestone 2: Campaign
developed $0.00
3.0 Tactics implementation $6,752.00
3.1 Digital marketing $2,592.00
3.1.1 Social media
marketing Content Developer ,Technical Support $1,512.00
3.1.2 Online marketing SEO handler ,Technical Support $1,080.00
3.2 Traditional marketing $4,160.00
3.2.1 Billboards Marketing executives $800.00
3.2.2 Flyers Marketing executives $560.00
3.3.3 Road shows Marketing executives $1,200.00
3.3.3 Advertisements Marketing executives $1,600.00
3.3 Milestone 3: tactic
implemented $0.00
4.0 Monitoring phase $5,400.00
4.1 Examine response of
each campaign
Marketing manager ,Project
Manager ,Quality supervisor $2,600.00
4.2 Prepare report Quality supervisor $640.00
4.3 Stakeholder meeting Marketing manager ,Project Board,
Project Manager ,Quality supervisor $1,680.00
4.4 Make changes if required Marketing manager $480.00
4.5 Milestone 4: Evaluation
phase completed $0.00
5.0 Closure phase $1,400.00
5.1 overall campaign report
development Project Manager ,Marketing manager $720.00
5.2 Examine the report Project Board, Project Manager $520.00
5.3 Take notes for next
campaign Marketing manager $160.00
5.4 Milestone 5: Campaign
completed $0.00
Legal and Ethical Requirements
The marketing campaign has been developed by adhering to the competition and
consumer Act of 2010 to protect the rights of the consumers and the company regarding the
marketing and advertising of the product (Daniels, 2017). The campaign has made sure not to
use any misleading or false statements which means all the campaign statements are
substantiated, accurate and true regarding the products and services (Gray & Thorpe, 2015).

11MARKETING PLAN AND ANALYSIS
This also applies to the social media websites where it has been made sure that all the
statements are valid and true. Moreover, effort has been made to review the comments made
by the consumers so that none is misled.
Review and Performance evaluation
The tactical plan has been developed keeping in mind the monitoring and evaluation
of the tactics. The major stakeholders of the marketing plan review will consist of the quality
supervisor, project manager, project board and marketing manager. These stakeholders will
continuously evaluate the response of the consumers on social media website and enquiries
made by the consumers (Atul & Mona, 2015). The project manager would also evaluate the
booking and response of the consumers from the different road shows to examine their
responses on the product requirement. A review document would be developed based on the
change required. The project manager would make changes to the project based on the
document.
Section 3
Marketing plan
Task Name Duration Start Finish Resource Names Cost
2.0 Campaign
Development 21 days Thu 25-
04-19
Thu 23-
05-19 $4,760.00
2.1 Initiate process for
idea generation 1 day Thu 25-
04-19
Thu 25-
04-19 Project Manager $200.00
2.2 Market research 7 days Fri 26-
04-19
Mon 06-
05-19 Market researcher $840.00
2.3 Evaluate the
marketing options 3 days Tue 07-
05-19
Thu 09-
05-19
Marketing
executives ,Project
Manager
$840.00
2.4 Develop marketing
Campaign 7 days Fri 10-
05-19
Mon 20-
05-19
Market researcher,
Marketing
executives ,Marketing
manager
$2,520.00
2.5 Document
campaign 2 days Tue 21-
05-19
Wed 22-
05-19 Market researcher $240.00
2.6 Sent for Approval 1 day Thu 23- Thu 23- Market researcher $120.00

12MARKETING PLAN AND ANALYSIS
05-19 05-19
2.7 Milestone 2:
Campaign developed 0 days Thu 23-
05-19
Thu 23-
05-19 $0.00
3.0 Tactics
implementation 20 days Fri 24-
05-19
Thu 20-
06-19 $6,752.00
3.1 Digital marketing 7 days Fri 24-
05-19
Mon 03-
06-19 $2,592.00
3.1.1 Social media
marketing 7 days Fri 24-
05-19
Mon 03-
06-19
Content
Developer ,Technical
Support
$1,512.00
3.1.2 Online
marketing 5 days Fri 24-
05-19
Thu 30-
05-19
SEO handler ,Technical
Support $1,080.00
3.2 Traditional
marketing 20 days Fri 24-
05-19
Thu 20-
06-19 $4,160.00
3.2.1 Billboards 10 days Fri 24-
05-19
Thu 06-
06-19 Marketing executives $800.00
3.2.2 Flyers 7 days Fri 24-
05-19
Mon 03-
06-19 Marketing executives $560.00
3.3.3 Road shows 15 days Fri 24-
05-19
Thu 13-
06-19 Marketing executives $1,200.00
3.3.3
Advertisements 20 days Fri 24-
05-19
Thu 20-
06-19 Marketing executives $1,600.00
3.3 Milestone 3: tactic
implemented 0 days Thu 20-
06-19
Thu 20-
06-19 $0.00
The marketing plan describes all the tactics and strategies that are being implementing
for promoting the survival kit. This consists of the time span for each of the activity and the
persona accountable for the strategic implementation of the plan. The expected cost of each
of the activity has been forecasted and any deviation to the cost has to be notified and
approved. However, the campaign manager is responsible for identifying any delays in the
work schedule so that appropriate changes to the cost, time and allocation can be made.
Marketing Scorecard
Metric
Description
Accountability Weekly
Goal
Week 1 Week 2 Week 3 Week
4
Social Media
views
Content
developer and
marketing
manager
1000
Website Marketing 1000

13MARKETING PLAN AND ANALYSIS
Visitor manager
Roadshow
response
Marketing
executives
200
Enquiries Marketing
executives
400
Social Media
engagement
Quality analyst 50
Search Engine
ratings
SEO handler 100
The marketing scorecard is a method of understanding the realisation of the goals and
effectiveness of the marketing strategies implemented by any organization. The above
marketing scorecard consists of each of the activities to be performed and the person
responsible for the activity (Malik, 2015). This facilitates in understanding the current
progress and performance of the goals of the marketing campaign. In this scenario, a weekly
target for each of the assigned activities have been set. The values generated in every week
would be evaluated with the baseline value to see the progress and effectiveness of the
marketing plan. Suppose the result for week 1 for social media views is 500, then it is short
by 500 which means that this specific area is struggling and supporting actions needs to be
taken to reach the objective of the marketing plan.

14MARKETING PLAN AND ANALYSIS
References
Atul, P., & Mona, S. (2015). The conceptual foundations of relationship marketing: review
and synthesis. Экономическая социология, 16(2).
Channon, D. F., & Jalland, M. (2016). Multinational strategic planning. Springer.
Daniels, J. (2017). Regulation of natural monopoly infrastructure in Australia: an empirical
analysis of the effectiveness of part IIIA of the Competition and Consumer Act 2010
(Cth) (Doctoral dissertation).
David, F. R., & David, F. R. (2016). Strategic management: A competitive advantage
approach, concepts and cases. Pearson.
Gray, E. A., & Thorpe, J. H. (2015). Comparative effectiveness research and big data:
balancing potential with legal and ethical considerations. Journal of comparative
effectiveness research, 4(1), 61-74.
Hanson, D., Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2016). Strategic management:
Competitiveness and globalisation. Cengage AU.
Joseph, M., Joseph, B., Poon, S., & Brooksbank, R. (2015). Diagnosing the strategic planning
process in Australian companies. In Proceedings of the 1999 academy of marketing
science (AMS) annual conference (pp. 326-326). Springer, Cham.
Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media
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Annual Conference (pp. 572-572). Springer, Cham.

15MARKETING PLAN AND ANALYSIS
Malik, K. (2015). The Balanced Scorecard and its Application to the Marketing Function.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and
practice. In The marketing book (pp. 108-142). Routledge.
Meyer, G. D., Neck, H. M., & Meeks, M. D. (2017). The entrepreneurship‐strategic
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