MRKT20052 Marketing Management and Digital Communications Term 2, 2019

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MRKT20052: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
TERM 2, 2019
ASSESSMENT 2: MARKETING PLAN
<<DISRUPT SPORTS>>
<<INSERT YOUR NAME AND STUDENT NUMBER>>
SUBMISSION DATE: <<20th September, 2019 >>
WORD COUNT: <<2500 >>
CAMPUS (TICK ONE): MEL • SYD • BNE • DST • OTHER (WRITE): ____________

EXECUTIVE SUMMARY
The current report provides the marketing plan for the Disrupt Industry Pty. ltd products such as
Disrupt snow, Skates, surfing and Yoga mats. This report covers the stages of the customer
analysis based on which the designs and unique style Skate boards, Surfing boards and Snow
boards are provided to the customer. The key issue examined is that the customer are not
apprehend to the desired designed products. Further, the sales of the business are limited to the
country where snowboard and such activity is practiced. Thus, this report has identified this issue
with the business performance and based on which enhancing the product awareness in the
multiple locations has been instigated in the study.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
SITUATION ANALYSIS...........................................................................................................5
SWOT ANALYSIS.................................................................................................................5
PESTLE ANALYSIS..............................................................................................................6
CUSTOMER ANALYSIS...........................................................................................................7
PROBLEM STATEMENT..........................................................................................................8
MARKETING OBJECTIVES.....................................................................................................9
MARKETING MIX.....................................................................................................................9
CAMPAIGN EVALUATION...................................................................................................10
BUDGET ALLOCATION........................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Disrupt Industries Pty Ltd. is a sport equipment organization through which hailing from the
shores can be shake up in the business. The Gary Elphick founded the company in order provide
an extensive product in the sport industry. The forward thinking and disruptive technology has
enabled the founder to attract the mass customers to get their sport equipment in most
customized formed (Disrupt sports, 2019). The expansion of the product line from Surf to skate
and now Yoga and snow has brought the business in competitive position in the Australian
Market. The tagline for the product “Your Gear Your Way” has focused on the designed sports
product line such as Customized surf boards, Custom Snowboards, custom skateboards and
Custom Yoga mats.
It is believed that everyone needs a mass produced gear which does not necessarily suits
everyone. Disrupt industry can focus on the unique and meaningful design behind it. This is
likely to have the power of individuality and celebrating creativity through sports (Disrupt sports,
2019). The product is designed by the artists and finish with the name or personal message as per
the requirement of the customer.

SITUATION ANALYSIS
It is important to analyze the market situation for the competitive product in the market. This can
help in providing the top position in the sports industry. The customer demands are fulfilled at
single time and are following the tools through which recognition of the efficient factors of
Disrupt sports products such as Custom Surfboards, Custom Skateboards and Custom
Snowboards or Custom Yoga mats (Farley et al., 2019).
SWOT ANALYSIS
Strengths
 The company has achieved the unique presence in the market
 The brand has strong presence in the Australia and are liable to explore their presence in
the other countries
 The financial restructuring is good and has succeeded the business
 The company has diversified product like Disrupt snowboard, Disrupt yoga, Disrupt
skate and other (Srdjevic et al., 2012)
 The brand presence and good advertising has expanded their business
Weaknesses
 The customization and specification has certain limitation and leading to affect the sales
 The rate of production usually takes 3-4 days which lower the market share in the global
competitive world (Ho et al., 2014)
 The cost of production for the customized product sometimes affect the sales
Opportunities
 The company can explore the online sales of the products in other countries and can
effectively utilize the retail medium to meet the demand of the customers.
 The company can further concentrate the brand building and product lines to meet the
popular attention to the business
 The exploration to new market might emerge with the local competitions where sports is
growing (Rastogi et al., 2016)

Threats
 It can create threat to the environmental regulations for the sport to be spoil sport
 They can face the counterfeit because of the significant discomfort in the products that
are customized.
 The rate of the fluctuation in currency can affect the sales revenue of the business
PESTLE ANALYSIS
Political factor
The Disrupt Industries Pty. Ltd has only few sporting events such as Snowboards, Yoga mats
and other to attract the customer. This can direct on the threat to prohibit the stabilization of
retail stores in the international market (Gelbrich & Roschk, 2011).). The foreign direct
investment can result in holding the policies through which exposure to the currency risk and
competitive tax system can affect the growth of the business.
Economic Factor
The role of the economic measure has certain aspects such as the growth and performance of the
business is likely to grow with the watersports and health and fitness practices. This can help
them to gain the image of the strong brand in the market. Further, it might increase the labor cost
and shipping cost of the company in terms of customizing the product (Dominique-Ferreira et al.,
2016).
Social Factor
The customers value the high quality products and direct on the product reliability. The average
lifespan for the snowboard is 1-2 year (Paker & Vural, 2016). However, the company provides a
liable product which increases the customer interest in their products.
Technology Factor
The increase in the surfing and skateboard use has immense the demand of the product. The
customization of the product through mobile commerce can help in gaining more and more
customer base. The new technologies that are emerging the in the market such as social media
systems can help in managing the manufacturing costs (Krein, 2018).

Environmental Factor
The green environment is affected with the infancy measures for the business. The extensive
surfing or snowboard use in the water leads to endanger of the life of the species present in the
water. This must be undertaken into consideration while surfing or carrying out other activities
with the Disrupt business products (Kristen, 2016).
Legal Factor
The sub-culture of Australia is certainly directing to such activities. Therefore, it is all about the
enforceability to the rules that are least affecting to the environment or human bodies. Therefore,
the surfers need to have a rage on the breaks right across Australia (Wheaton & Thorpe, 2018).
The Tort liability Act can help in understanding the disrupted resolution process in the sports
industry.
CUSTOMER ANALYSIS
The Disrupt Snow, Disrupt Yoga and other active products can attract the customer those who
prefer adventure and medication practices in their lifestyle. This can also grow the demand of the
business by undertaking the considerations such as market segment, target market and
competitive positioning (Wheaton & Thorpe, 2018). The key target audience is the young
students and active adults who prefer to do the sports. The athlete and active person is the prime
targets who provide the stocked up variety of goods and promoting the wide range of the
customer products.
The Disrupt Industries Pty. Ltd Company can sell their products through using capital power to
sell the product at effective price. This can enrich the goal of the company and support to the
business venture. The customer mapping can help in understanding the perspective of the
customer buying the products of the disrupt industry in Australia and beyond that (Dominique-
Ferreira et al., 2016).
Step 1: Identification of the customer
The customer are usually the people resident near sea or have keen interest in the water sports
and active healthy lifestyle. They can be both male and female. The age limit is around 18-40

years. The Disrupt snow, Skates, yoga mats and surfing can help the person to meet their
adventure, travel enthusiasm and diving practices.
Step 2: Determining customer Value
The Company believes on providing the mass produced gear for an individual. This does not
mean that it would suit everyone individuality (Ho et al., 2014). Therefore, it is necessary to
understand the customer interest and step in for creating innovative and meaningful design as
they required for carrying out sports activity. This is basically done by users testing feedback
over websites.
Step 3: Customer comparison to competitor
The product is helpful for the person who is actively following a routine to certain activities. The
yoga mat can help the customer to individually perform the activity as per their desired concern.
Further, the Sporting goods retailing might provide the customer the support and knowledge
which help them to achieve their desired goals (Disrupt sports, 2019).
Step 4: Sources or Customer pain points
The feedback gained by the customer can be examined carefully and understanding their pain
points and turns it to the changes in the product and provides customer a good experience base.
Step 5: Prioritize and Fix Roadblocks
This can be done by optimizing the pain points and contributing all aspects in their designing
pattern requirement of the customer. The contribution of the product can enhance the sales of the
product and brand (Chernev, 2015).

PROBLEM STATEMENT
During the growth years of the product life cycle, many challenges and problems have been
faced by the products. Hence the products of Disrupt Industries Pty Ltd. also face some problems
in the 2019 Australian market. The problems which have been identified during the situational
and customer analysis are as follows –
 Company is unable to meet the expectations of the customers.
 Snowboarding activity can be done only in snowy regions, therefore, the demand and supply
of snowboards are comparatively low in other regions.
 A limited number of availability of products.
MARKETING OBJECTIVES
All the organizations work with a common motive of earning profits and revenues. For this
purpose, some objectives and goals have been set by the Disrupt Industries Pty Ltd. (Kotler et al.,
2015). The company should focus on setting the SMART goals and objectives to fulfil their
motive. The objective of Disrupt Industries Pty Ltd. is as follows –
 Generate revenues and profits.
 Capture huge market share in the Australian market.
 Providing better quality services to their customers.
 Contributing to sustainable policies
MARKETING MIX
The marketing mix includes multiple areas which should be focused as a part of the marketing
plan. Disrupt Industries Pty Ltd uses different marketing strategies to achieve their targets and
objectives (Khan, 2014). The factors which have been determined under marketing mix are as
follows -
Product – it is the primary element of the marketing mix. The company should produce goods
and services according to the needs of the customers. Disrupt Industries Pty ltd designs several
sports equipment such as custom surfboards, custom snowboards, custom yoga mats, custom
skateboards. The company considers the needs and demands of its customers while fulfilling
their expectations (Khan, 2014).

Place – the company should place their products on such platforms form where the customers
can easily access the services of the company. The company can use online as well as their stores
to make their products available for the customers. Disrupt Industries Pty Ltd also deals in the
wholesale selling of their products. Customers can purchase the products of Disrupt industries
Pty ltd. from the website of the company (Khan, 2014).
Promotion – it can also be termed as the advertising of the products and services of the
company. The company can do advertising of the products through electronic and print media.
Disrupt Industries Pty Ltd uses social media for the promotion of their products and services.
Apart from the customers can also get information from the website of the company (Khan,
2014).
Price – in this step of marketing mix pricing of the products has been decided by the company.
Pricing of the products should be done by considering the customers and the target audience of
the company. The pricing of customization of surfing boards of Disrupt Industries Pty ltd starts
from $726.36, the prices of customization of skateboards of the company is $131.82, the prices
of customization of yoga mats of the company are $108.18 etc. (Khan, 2014).
CAMPAIGN EVALUATION
Getting desired results from the marketing strategies represent the success of developing and
implementing the marketing plan. The evaluation of the marketing plan of Disrupt Industries Pty
Ltd. is as follows –
Return on investment – it is one of the primary methods of evaluating the marketing plan.
Since all the companies expect a good return on their investment, therefore, analyzing the return
on investment of Disrupt Industries Pty Ltd. will determine the success or failure of the
marketing plan of the company.
Feedback from the customers – marketing plan can also be evaluated based on feedback which
the company receives from its customers. Disrupt Industries Pty Ltd. should take initiative to get
feedback from its customers regarding the marketing campaign of the company. Receiving
feedbacks form the customers also help in making the changes in the formulation of the next
marketing plan.

Monitoring progress – a very common and simple technique of evaluating the marketing
campaign is to monitor the activities of the business. The higher authorities of Disrupt Industries
Pty Ltd. can monitor internal as well as external operations of the business to ensure the success
of the plan. Here the marketing plan needs to be critically assessed to know the positivity’s and
the negativities of the campaign.
Final results – after the successful implementation and working of a marketing plan the results
will determine the success and failure of the campaign. The result is the outcome of the complete
plan. Assessing the final results of the marketing plan is the ultimate method of evaluating the
campaign (Chernev, 2015).
BUDGET ALLOCATION
Budget allocation is the process in which the company allocates the available resources and
budget and maintains the record of its expenditures and revenues. It is the planning and
management tool which has been used by the company for their financial documentation (Alon
et al., 2012). The budget allocation of Disrupt Industries Pty Ltd is a follows –
CAPITAL REQUIRED A$ 400
PROMOTIONAL ACTIVITIES A$ 50
MARKETING PLATFORM A$ 40
TRAINING A$ 50
INFRASTRUCTURE A$ 80
HUMAN RESOURCE A$ 50
SAMPLE DISTRIBUTION A$ 30
TOTAL A$ 700

CONCLUSION
The above-mentioned marketing plan is a plan which discusses the marketing techniques and
tools which has been used by the company to get their objectives and goals. The company has
developed an effective and strategic marketing plan along with the allocation of budgets. In
addition to this internal and external factor which affects the working of the company has also
been analyzed, to know the favourable marketing conditions for the business. This report also
includes customers’ analysis which has been one to know the expectations, their demands and
behaviours. The company will achieve the desired result in the near future.