Marketing Plan Report: Green Shelter Waterproof Tent in Australia

This report outlines an individual marketing plan for Green Shelter, a firm aiming to provide waterproof tents to homeless individuals in Melbourne, Australia. The plan begins with an executive summary, highlighting market research indicating a need for affordable, high-quality shelter. The report analyzes the current market situation, identifying competitors and customer behaviors. It sets both financial and marketing objectives, including doubling profitability and increasing market share. The target market is defined as homeless people in Melbourne and outdoor enthusiasts. Marketing strategies focus on product positioning, pricing, placement, and promotion, with an emphasis on providing durable, waterproof tents at reasonable prices. The plan includes detailed objectives, sustainability goals, and a budget, with a focus on providing a long-term sustainable offering for the people of Melbourne. The report concludes with recommendations for business expansion and evaluation metrics.

Individual marketing plan
Student name:
Student ID No.:
Unit Name:
Unit Code:
Tutor’s Name:
Assignment No.:
Due Date:
Date Submitted:

1
Executive summary
Purpose of this report
The primary purpose of this paper is to make a marketing plan for the waterproof tent that will be
offered by the Green Shelter firm in Melbourne city of Australia. The firm is looking to
manufacture this product only to provide shelter to the homeless people that are present in the
Melbourne city of Australia.
Analysis conducted
Proper marketing research is conducted which will help the firm to know about their various
competitors present within the market. With the help of research, the firm will develop
innovative strategies to maintain their position as well as business profit in the respective
Melbourne market.
Significant findings
It is seen that about nineteen similar firms are present in the market having high demands of their
respective products. It creates issues to the homeless people to purchase that product. Therefore
keeping that in mind the Green Shelter firm provides high-quality products at a reasonable price
so that every consumer can purchase their products without facing any difficulty.
Recommendations
In order to increase the business, it is recommended that the firm should not only sell their
products in the Melbourne market but they should also distribute their waterproof tents to all the
homeless people that are present throughout Australia.

2
Table of Contents
Current situation analysis............................................................................................................................3
Objectives....................................................................................................................................................4
Target market..............................................................................................................................................5
Marketing strategies....................................................................................................................................5
Positioning...............................................................................................................................................5
Products...................................................................................................................................................6
Price........................................................................................................................................................6
Placement................................................................................................................................................7
Promotion................................................................................................................................................7
Marketing implementation..........................................................................................................................7
Budget.........................................................................................................................................................8
Evaluation and control.................................................................................................................................8
Appendices..................................................................................................................................................9
References.................................................................................................................................................10

3
Current situation analysis
The Australian government wanted to provide proper shelter for homeless people but was unable
to build it properly. Although there are about nineteen supporting agencies, present in Melbourne
city but it is not easy to reduce the problems faced by the homeless people (Foris et al., 2015).
Therefore, to reduce the challenges, proper solution should be taken by the government so that
no person can face this issue. After analyzing the market, it is seen that no superior products are
present that can provide proper shelter for these homeless people. It is noticed that many
consumers are not able to lead a sophisticated lifestyle and for these people, the tents are offered
by this Green Shelter firm (Abdourazakou, 2016). According to the management team of this
firm, if proper strategy is maintained then they can easily provide proper shelter for the homeless
people of the Melbourne city. Both psychological and personal factors influence the customer
behavior and it will develop positive feelings of people towards the firm and products. Therefore,
keeping that in mind these products are manufactured by the Green Shelter firm that will enable
to build a healthier and better society in the Melbourne city.
According to the sustainable market offering strategy, it is seen that the products offered by
Green Shelter firm are not only beneficial for the society but it also generates a positive impact
on the environment (Terrance, Shrivastava and Kumari, 2017). Apart from this, the waterproof
tents are also useful for outdoor activities such as trekking or camping purposes. Hence, it is
clear that this product provides proper satisfaction to the customers as well as the homeless
people which will finally develop a healthier society. Besides this, as per the market offering,
the price of these products will be reasonable so that every homeless people can easily afford it
without facing any type of issues or problems regarding the money-related matter. The core
value of manufacturing these products is to provide job opportunities and shelter for the
homeless people and to make a better and healthier society. The market offerings provided by
this Green Shelter firm provides various sustainability benefits in terms of economic and social
means to both the homeless people as well as the environment too (Dennstedt and Koller, 2017).
The tents are recyclable that reduces the environmental pollution level and hence this business
provides a long term sustainable offerings to the people of the Melbourne city.

4
Objectives
After reviewing the market, it is seen that about nineteen supporting agencies are present that
provides proper sheltering products for the homeless people in the Melbourne city. It is clear that
currently 1.03 billion dollars has been achieved by this industry in the Australian market
(Martin-Doñate, Lucena-Muñoz and Gallego-Alvarez, 2017). Therefore, after manufacturing and
delivering these tents to the homeless people, the firm has become one of the leading
manufacturing company in Australia. In other words, to maintain a high competitive advantage
with its competitors in the Melbourne city, Green shelter offers the products at a reasonable
price. By following these procedures the firm can enhance its market position as well as market
share too, in the respective Melbourne market. After reviewing all these prospective the main
objectives of this Green Shelter are as follows:
Financial objectives
 To double the profitability rate at the end of the second year
 To achieve sales rate to approximately double-digit at the end of each future year
 To maintain a steady and monthly growth that can increase a net profit of approximately
12% of sales
 To increase the employee's skills and reduces the training costs of employees
 To generate new sources of revenue and holds a constant percentage of sales rate
Marketing objectives
 To maintain a constant revenue stream and increases the market share by 0.017% at the
end of each year
 To increases the number of consumers by 11% on a yearly basis
 To build a loyal consumer relationship by providing the best quality products at a
reasonable cost
 To increase the consumer satisfaction level for maintaining the market position
Sustainability objectives
 To maintain 91% biodegradable as well as a recyclable waste of their products
Societal objectives

5
 To become a recognized brand that can help to maintain a healthier and better society as
well as the environment
Target market
Various reports by local magazine, reveals that for lack of sheltering, many people faces various
health issues (Schmidt, 2017). Therefore, in order to decrease the negative impact, the Green
Shelter firm has to manufacture waterproof tents for this group of people. Hence, the Green
Shelter firm is targeting only one specific consumer group, which is mainly the homeless people
that are present in the Melbourne city. They manufacture high-quality waterproof tents so that
they can easily help the people to lead a sophisticated life and also to get rid of their various
health challenges as well as issues respectively (Miettinen, 2016).
In other words, the firm also targets general people of the age between 21 to 35 years, those who
are fond of trekking or camping. For these peoples, they manufacture the highest quality
products so that water, storm cannot affect their tents (Miettinen, 2016). Hence, by offering the
highest quality waterproof products to both these targeted group the firm can easily enhance their
market growth and attract a high number of consumers towards their brand.
Marketing strategies
The marketing strategy of this firm is to enhance the business growth and capture a large area of
the market by offering waterproof tents products to the homeless people that live in Victoria. In
other words, to enhance the business profit in the respective market, the firm provides various
types of waterproof tents of different size so that they easily satisfy their targeted consumer base
(Pazeraite and Repoviene, 2016). In order to advertise their products to the homeless as well as
general people the firm arranges a campaign and demonstrate their products quality and its
benefits respectively. They also provided an advertisement in the local newspaper so that every
people should aware of their waterproof tent products.
Positioning
A position of a better and healthy environment is created by this Green shelter firm which can be
helpful for both homeless and general people respectively. After reviewing the market, it is seen
that nineteen other similar types of firms are present in this Melbourne city (Pazeraite and
Repoviene, 2016). Therefore, to maintain their company position, the Green Shelter firm

6
establishes a positioning statement that can easily attract their selected consumer base. Hence
the positioning statement of this firm is- “To provide high-quality products with reasonable
price”. Green Shelter will innovate tents that are waterproof and will protect the people from
various disasters. With the help of this positioning statement, this firm will attract many
consumers towards their brand and thereby give a high competition to the surrounding similar
types of organizations present in the target market. In other words, for maintaining the position,
Green Shelter offers easily accessible facilities by which not only the people of Melbourne city
will purchase their products but also the other Australian people can easily purchase their
products (Nováková and Ovsenák, 2016). Green Shelter maintain a reasonable price structure so
that they not only enhance their consumer base but also able to maintain a good position in the
respective Australian market. Hence, by following all these perspectives the firm enables to
maintain a good position in the market and thereby enhances their competitive advantage in
comparison to the other similar firms in the market.
Products
The product offering of Green Shelter is to provide a waterproof as well as durable goods for the
homeless people of Australia. The firm manufactures tent that has the ability to control every
disaster that may either occur through water or wind. The staff members gives their full efforts to
make high-quality products for their targeted consumer base. In order to determine the various
size of products, proper branding, as well as packaging, should be done by this firm (Nováková
and Ovsenák, 2016). Various size of tents is also labeled properly so that it becomes easy for the
staff members to give the preferable size of tents as per the consumer needs. Apart from this the
staff members will also provide customer care services so that if any people faces problem with
their tents they can solve it as soon as possible.
Price
Selecting a price for the products will be determined after considering a number of factors and
therefore keeping that in mind the firm sells the products at a reasonable price so that every
homeless people of Australia can easily afford their products without facing any sorts of
problems. Therefore, from this view, it is clear that the pricing strategy is mainly sales oriented
whose main motive is to support the homeless people so that they can lead a sophisticated life.
The price determinants of the tents start from a range from 0.65 dollars to about 210 dollars

7
(Montanari and Varallo, 2015). The price of the products varies on the size as well as on the
product quality respectively. The firm will use a penetration type of pricing strategy so if the
demand of the products increases then the people will pay more price for these goods. In other
words, the pricing tactics of this firm is according to their competitors and supplier’s pricing
strategies.
Placement
The distribution strategy of Green Shelter is to sell their products directly to their targeted
consumer base by building a shop or counter in the Australian market. Later on, if the demand
for their products increases then they can expand their business by creating multiple stores in
Australia. As the business started with only one shop, therefore, the distribution intensity level
will remain quite low in the beginning (Montanari and Varallo, 2015). Moreover, after growing
the business, the firm will use various strategies by which they can easily increase their
distribution intensity. The supply chain management procedures consist of two elements. Firstly
the firm will take the raw materials from their suppliers and secondly they will manufacture the
products at different sizes and after that they will sell the goods to their targeted consumer base.
Promotion
The promotional strategy of the firm in corresponding to the target audience is that they will
arrange a survey campaign in Melbourne city so that every people should know about their
products and also its benefits. A proper promotional group has been created by the management
team who can organize the whole survey (Biddle, 2017). The communication goals are to inform
every people regarding their products and its benefits along with the design to promote their
brand by properly communicating with the people. The promotional mix are sales promotion,
advertisement, and sponsorships that will constitute an amount of 545 dollars approximately
(Vavrecka and Grmelova, 2016).
Marketing implementation
To advertise and market the products, proper marketing implementation plan should be well
executed by Green Shelter firm. To advertise their products the firm generally uses local
newspaper, magazine, and radio so that they can easily promote their goods among the
Australian homeless people (Biddle, 2017). In other words, they arrange campaigns for their

8
targeted consumer base so that they easily convince people to purchase their products and also
easily learn them regarding the benefits of their goods.
Budget
Revenues Amount ( in dollars)
Sales 55,021
Production costs 1255
Distribution costs 987
Marketing costs
Advertising 350
Sales promotion 195
Sponsorships 103
Other costs 189
Profit 52,148
Table 1: The table shows the projected budget of this Green Shelter firm after the end of the first
year
Evaluation and control
The factors that have been used for generating the success of this Green Shelter marketing
strategies are as follows:
 In terms of financial practices, the sales rate should be monitored on monthly basis which
is helpful for determining the profit of this firm
 The sales rate are calculated after the end of the financial year and after calculating it the
market share can be determined
 To provide proper consumer satisfaction the products are sold at a reasonable price so that
every homeless people can purchase it
 The products are recycled for creating a healthy environment

9
Appendices
Figure 1: The picture of waterproof tent that should be offered by Green Shelter firm
(Source: Biddle, 2017)

10
References
Abdourazakou, Y., 2016. Managing Innovation in the Sports Equipment Industry: Upstream
Process Management. Management Studies, 4(1), pp.1-8.
Biddle, I., 2017. Target Marketing: Gaining customer details to maximize marketing
strategies. Busidate, 25(4), p.10.
Dennstedt, B. and Koller, H., 2017. The reinvention of Publishers' Revenue Model—
Expectations of Advertisers towards Publishers' Products. Media and Communication, 5(2),
pp.77-86.
Foris, D., Nicolau, C., Foris, T. and Grecu, V., 2015. Qualitative marketing research to improve
mountain shelter product development for Romanian mountain tourism. International Journal of
Economic Practices and Theories, 4(5), pp.690-700.
Martin-Doñate, C., Lucena-Muñoz, F. and Gallego-Alvarez, J., 2017. Integration of marketing
activities in the mechanical design process. In Advances on Mechanics, Design Engineering and
Manufacturing (pp. 961-969). Springer, Cham.
Miettinen, E., 2016. Marketing of Tourism Products through the Russian Social Media Channel
VKontakte. In Tourism and Hospitality Management (pp. 61-80). Emerald Group Publishing
Limited.
Montanari, F. and Varallo, C., 2015. Tightening sanctions for violations of EU requirements for
the marketing of plant protection products. Eur. Food & Feed L. Rev., p.52.
Nováková, R. and Ovsenák, V., 2016. The importance of marketing for effective management of
quality indicators. In Production Management and Engineering Sciences (Vol. 229, No. 235, pp.
229-235). ROUTLEDGE in association with GSE Research.
Pazeraite, A. and Repoviene, R., 2016. Content marketing elements and their influence on search
advertisement effectiveness: theoretical background and practical insights. Organizacijø
Vadyba: Sisteminiai Tyrimai, (75), p.97.
Schmidt, C.R., 2017. Technology’s Impact on the Marketing Function. STRATEGIC
MANAGEMENT, 22(3), pp.19-28.

11
Terrance, A.R., Shrivastava, S. and Kumari, A., 2017. Importance of Search Engine Marketing
in the Digital World. In Proceedings of the First International Conference on Information
Technology and Knowledge Management (ICITKM) (Vol. 14, pp. 155-158).
Vavrecka, J. and Grmelova, N., 2016. Struggle for Marketing Glucosamine in the EU's Internal
Market. Eur. Food & Feed L. Rev., p.48.