Industry Research: Joe's Roofing - Improving Marketing Strategies

This report presents an industry research study focused on improving the marketing strategies of Joe's Roofing and Repair Company in Sydney, Australia. The research investigates the company's current marketing practices, identifies areas of failure, and proposes strategies to enhance sales and revenue. The report includes an overview of relevant literature on marketing strategies, market analysis, and the challenges faced by small businesses in a competitive environment. The methodology includes managerial interviews to gather data and information. The study aims to provide practical recommendations for the company to achieve a sustainable competitive advantage and improve its overall business performance. The research also considers factors such as technological advancements, globalization, and the importance of market intelligence in developing effective marketing plans. The report concludes with a discussion of the implications for practice and limitations of the study.

Running head: INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 1
Improving Marketing Strategies
Name of the Student
Name of the University

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 2
Acknowledgement
I am really thankful to my professors and team mates who have helped me to take an
opportunity to study about an organization and its marketing strategies. The following project
has provided me with the opportunity to explore the opportunities and challenges associated
with the company. In addition, I am also thankful to my mentors who have helped me to
reach at this level and gain practical experience in the organizational field. I would like to
express my gratitude to the supervisors who have helped me to conduct the research,
undertake interviews and provide me meet the essentials of the project by abiding the ethical
requirements.

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 3
Executive Summary
Marketing strategies are the most significant aspects which must be taken into consideration
while implanting business objectives and approach towards the target customers. Failure to
implement appropriate marketing strategy has declined the sales and revenues of Joe’s
Roofing and Repair Company in Sydney, Australia. There are a number of factors that are
generally responsible for the failure of the business to attract customers, particularly the
inadequate marketing plan. This research provides an in-depth analysis pf the failures of
marketing strategies and the ways to improve the same. The research aims to take into
consider the marketing strategies of the company and help the management improve the same
so as to boost sales and revenue of the firm. The reasons for failure of the mall business in
Australia will also be researched using the managerial interview methodology to attain data
and information in this regard. The major limitation of the research is time constraints and
reliability levels.

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 4
Table of Contents
1.0 Introduction..........................................................................................................................6
1.1 Background and Problem Statement................................................................................6
1.2 Overview of the Literature...............................................................................................6
1.3 Research Objectives.......................................................................................................11
1.4 Research Questions........................................................................................................11
2.0 Methods, Data and Analysis..............................................................................................11
2.1 Data Collection...............................................................................................................11
2.2 Data Analysis.................................................................................................................12
3.0 Discussion and Implications..............................................................................................12
3.1 Addressing Research Questions.....................................................................................12
3.2 Implications for Practice................................................................................................12
3.3 Limitations.....................................................................................................................12
4.0 Concluding Remarks..........................................................................................................13
References................................................................................................................................14
Appendices...............................................................................................................................16
Appendix - Interview Questions..........................................................................................16

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 5
1.0 Introduction
1.1 Background and Problem Statement
Joe’s Roofing and Repair Company is a well-established family owned organization
in Sydney dealing in providing roofing solutions to the population of Sydney, Australia (Joe’s
Roofing, 2018). The company has been able to complete its objectives up to the benchmark
and maintain high standards in its approach towards residential and commercial roofing and
repairing process (Joe’s Roofing, 2018). However, rising completion in the Australian market
has made it difficult for small and large companies to survive. In addition to this,
advancement in technology and globalization has also compelled diverse firms in Australia to
improve its business strategies, particularly when it comes to attract the customers. Though
the business has been able to attain its objectives during its past years, however, it faces a
number of business threats and challenges, particularly from leading businesses, similar
roofing contractors, pricing difficulties, advertising war, as well as other obstacles preventing
the business to develop and make excellent results.
It has been found that the marketing strategies of Joe’s Roofing and Repair seem to
bare inappropriate to direct the organization resource towards the greatest prospects, such as
increasing sales and revenues, attaining sustainable competitive advantages over the
competitor. This research aims to take into consideration the marketing strategies of the
company and help the management improve the same so as to boost sales and revenue of the
firm.
1.2 Overview of the Literature
Marketing sand advertisement strategies have been considered to be one of the most
debated topics during the recent past all over the world. Globalization and rise in intense
competition from existing as well as new market entrants have compelled many organizations
to take an initiative towards implementing new technologies and strategies towards
improving their business, particularly marketing strategies. According to the point of view of
the scholars Robaina and Babor (2017), inappropriate or inadequate marketing strategies of
small firms makes it difficult for the management to attain its objectives and makes it tougher
for the business to improve its sales and revenues as well. In addition to this, Chari,
Balabanis, Robson and Slater (2017) in support of the above view have argued that there are
shreds of evidences of many organizations all over the world, which have failed in attain its

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 6
business objectives due to lack of proper marketing strategies. For instance, even large
companies such as Volkswagen Group failed when launched a brand-new car model named
Phaeton due to poor marketing. (Capital and Growth, 2016). Arnold, Chadraba and Springer
(2018) in their work have emphasized that marketing and advertisement strategies are the
ones which must be taken into account before making business objectives for the reason that,
strategizing the appropriate steps towards business will help in growth and development as
well.
The primary reason for failure of many business is market intelligence. The less the
company is aware of the needs and desires of its customers, the greater are the chances of its
failure. Bamidele, D Adenusi and Osunsanmi (2018) in support of the fact has argued that no
organization in the world have been able to gain loads of customer base without conducting
market survey of the target customers, their needs, demands, supply pattern, competition,
trends followed in marketing strategies and appropriate channels of market. This means that a
company must focus on its commercial promotion while organizing the structure of the
business or the organizational objectives. Therefore, it is necessary for Joe’s Roofing and
Repair company to focus on d an appropriate marketing plan to improve its sales and revenue
position in the prevailing as well as in the future market. According to the point of view of
the scholars De Pelsmacker, van Tilburg and Holthof (2018), one of the most crucial factors
that determined business success is strategic marketing. SMART approach has been
considered to be one of the most significant approach towards implementing strategic
marketing objectives, which is not only specific to any particular standards, but also
measurable, accountable, reasonable as well as time-based. Joe’s Roofing and Repair must
improve its marketing objectives based on the SMART goals so that it could take a quick
review of its situation in the market.
Sinha and Sheth (2018) in their work have argued that in order to gain business
success, it is necessary that an organization must be aware of its target market, competition,
situation opportunities, challenges, risks as well as evaluate the best alternative methods to
improve the adverse circumstances so as to reach its target objectives. On the other hand,
Robaina and Babor (2017) contends that, merely defining the objectives of the business is not
adequate, an organization must implement the best alternative strategies to promote its
business. in their work have argued that one of the primary objectives of a marketing
strategy is to set the business on an explicit course in marketing. Moreover, it is evident that
the objectives of marketing when usually aligned with the broader business objectives, it

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 7
enables the management of the firm to gain new access of market. For an instance, any new
corporation seeking to grow and develop, often modifies its marketing plan and strategies to
attract potential customers as well as ensure increase in its customer base (Komodromos,
Papaioannou & Adamu, 2018).
According to the point of view of the scholars Appiah-Adu and Amoako (2016), an
organization must be aware of its internal strengths and weakness which defines its potencies.
It not only helps the business to take into consideration the proper methods to exploit its
strengths towards gaining success in the most competitive market but also implement
strategies to overcome its weakness, thereby avoiding pitfalls and loopholes. This in turn will
also help in exciting appropriate strategies in business development. On the other hand,
Komodromos, Papaioannou and Adamu (2018) in their work have argued that failure to
identify the significance of an appropriate marketing plan might lead to loss of market share
to the competitors, gaining and retaining fewer customers, suboptimal execution, which
signifies that the competitors might pose greater threats and challenges in the market. Joe’s
Roofing and Repair company must take into consideration these vital factors while designing
its marketing strategies. It must not only be market oriented but also target orient because it
will help in identifying the specific area of development in the future. The role of strategic
marketing in business development is overwhelming (Komodromos, Papaioannou & Adamu,
2018). There are a number of organizations which has not only improved its marketing plans
and policies but also the way to approach the customers with enhanced business promoting
options. With the advent of digital technologies and advancements therein, it has become
significantly important for the business runners to take into consideration all the factors that
affect their business largely (Komodromos, Papaioannou & Adamu, 2018).
According of the point of view of the scholar, Ottman (2017), creating brand
awareness with visual affect in advertising campaign is one of the latest technical
advancement in marketing approach. Marketing intelligence system which dals with the
details of the customers along with their preference of choice has made it easier for
businesses to take into consideration all the necessary factors that are significant for
implementing marketing strategies which as a result will enhance promotion f the business in
the national as well as in the international borders, thereby gaining huge attention from the
customers (Weinstein & Winston, 2016).

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 8
The most common challenges which have been faced by business owners or
entrepreneurs while creating a marketing plan is its commencement (Weinstein & Winston,
2016) Many of the large business house have faced difficulties in taking initial step towards
implementing marketing strategies, particularly the first step in deciding which plan to
choose. Evaluating best available alternative plans based on past results and circumstances,
target customers, market situations, product demand, helps a business to foster growth. In
addition to this, Nagle and Müller (2017) are of the view that the cope of digital marketing
and visual merchandizing has created immense opportunities for both small- as well as large-
scale organization to promote its business and attain success ahead. De Mooij (2018) on the
other hand, have contended that creating a marketing strategy that is highly focused on
specific audience and serving their needs is the most common approach to identifying the
interest of target audiences. Marketing communication tools are also one of the major driving
force of business success (Shen, Chiou, Hsiao, Wang & Li, 2016). According to the point of
view of the scholars Weinstein and Winston (2016), establishing proper marketing
communication and channels of communication in an effective manner which meets the
stands of effective business communication has always proven to be the most significant
approach in implementing appropriate strategies to promote the product and services. On the
other hand, Ryan (2016) is of the view that market communication helps in creating brand
awareness and helps in determining rather the approach taken towards improving marketing
strategy fits the business objectives or not.
According to the point of view of the scholars Morgan, Whitler, Feng and Chari
(2018), since one aspect of marketing strategy influences all the other aspects, therefore it is
necessary for an organization to coordinate its activities. It is one of the most critical ways to
eliminate interference as well as maximizing profits. In addition to this, the scholars Swani,
Milne, Brown, Assaf and Donthu, (2017) have also argued that a marketing strategy which
looks at all the areas of selling activities and along with it helps support the next activities of
the business such as other departments, and also ensure that all of the departments are aware
of the objectives and their steps towards attaining the same. Apprehending the ways to create
an integrated marketing strategy help make better individual decisions with regard to
specified marketing campaigns. One of the most significant part of a marketing strategy is
setting the appropriate price for the products and services, which is highly based on the tools
that are generally implemented in market research (Blakeman, 2018). For an instance, if
customers want a high-end product in the categories, the pricing strategy of the product might

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 9
necessitate selling the same at such a price which would create high-end perceived values. On
the other hand, if the target customers are more of a bargain conscious as well as is ready to
accept the products and services in exchange for paying less money, therefore, the pricing
strategy would entail sale of the products and services either at or below the prevailing
market rate (Nagle & Müller, 2017).
The driving forces which are necessary for improving the market strategies must also
be kept in mind before making any changes in the strategies (Komodromos, Papaioannou &
Adamu, 2018). In addition to this, there are a number of organizations all over the world that
have strived towards making an effort for advancing promotional techniques that would result
in increased sales and revenues as well as customer base, however, appropriate research with
regard to the standards of product, market demand and customers preference were the
secondary sources that have also been taken into consideration while strategizing the
promotional plan (Komodromos, Papaioannou & Adamu, 2018).
Missing the opportunities in gaining customers attention will cost the business a lot.
According to the point of view of the scholar Hunt (2018) when the marketing department
makes a marketing strategy, it is necessary to coordinate and collaborate the agenda with the
other departments as well. This will enable all the departments together to move in the
direction of success, since they all work on the same proposal (Weinstein & Winston, 2016).
For instance, the advertising team would communicate with the product development team so
as to determine the messages that needs to be sent to the customers for the benefit of the
organization. On the other hand, the sales team would communicate with the team that are
accountable for managing the offers or discounts, rebates or coupons without damaging the
brand. Therefore, the work of one department affects that of the other departments when any
decisions are made with respect to the products and service (Weinstein & Winston, 2016).
Joe’s Roofing and Repair company must also establish proper coordination among the team
members while implementing marketing strategies. Thus, it is necessary for the company that
it reviews its marketing strategy, which must comprise of diverse elements and policies for its
target market. This not only involves appropriate marketing mix but also evaluation of the
level of marketing expenditure. In addition to this, the company must also ensure that such
factors and resource meets the necessary level of its sales volume. It will also help in
providing a competitive edge over its competitors in the market.

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 10
1.3 Research Objectives
Joe’s Roofing and Repair organization faces glitch in tits marketing approach and hence fall
in the sales and revenue. Therefore, the primary objective of the research is:
1. To explore the reasons behind the decrease in the sales volume of the company.
2. To study the strategies implemented by the company with regard to marketing its products
and services, which now prevents it from attaining success.
3. To suggest effective marketing strategies which will enable the company to improve its
sales, revenues, growth and development as well.
1.4 Research Questions
The above research objectives on improving marketing strategies have helped in formulating
the elbow research questions:
1. What are the primary reasons for decline in the amount of sales and revues of Joe’s
Roofing and Repair company?
2. What are the successful marketing strategies for small firms?
3. How the organization can improve its sales and growth through improving its marketing
strategies?
2.0 Methods, Data and Analysis
2.1 Data Collection
Collection of data in any study area involves a load of pressure on the researchers as it
entails numerous sources from which data could be gathered for research. For this research,
qualitative method will be used to collect the data. The data will be collected using a number
of sources such as through interview of the managerial staff from marketing department, sales
department, business intelligence team and the manager of the company. In addition to this,
the research would also involve the senior staffs from each department who would be
interviewed altogether with group discussion. The secondary data will be collected using
journal articles, internet-based research, websites of diverse companies that have
implemented innovative marketing strategies, which would be of immense help for mall
firms to improve their sales and revenues as well as market position. The total time taken in
this regard would be 90 days approximately, which might exceed by 10-15 days due to
availability of staffs of the company and the availability of data in secondary sources.

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 11
2.2 Data Analysis
Analysis of data can be done in various manner, which generally involves descriptive
modes of evaluation. Analysing the contents of the data collected through diverse sources is a
challenging task which generally takes days to interpret the messages conveyed by the
respondents. In the present case, the data will be analysed using thematic analysis method.
This will provide immense opportunity to the researcher to have a great deal of knowledge
with regard to the major marketing theme. Analysis the data would involve evaluation based
on the data gathered by interviews of the managerial department, manger and the staff.
Therefore, different theme would have to be made based on the answers of the respondents.
This will help in scrutinizing the data in-depth.
3.0 Discussion and Implications
3.1 Addressing Research Questions
The research question would be addressed by researching on the existing marketing
strategies of the company and the suggested techniques to improve the same by means of
implying advanced marketing skills. The primary data and secondary data, both will be
evaluated qualitatively to address the research questions framed above.
3.2 Implications for Practice
The practical implication of the research would be implementing the improved
marketing technique in business organization by means of researching on the targets attained
by the business. Refining the modes of research will help in overcoming the limitation.
3.3 Limitations
Conducting research on any field is a stressful task which not only involves
researching on the concern areas, but also includes research on the adjoining fields which
helps in determine the appropriate steps in decision-making. There are limitations of research
which makes the approach little narrower. The most significant limitations of this research
are time constraints and reliability levels. The paradigm of this research is manifold;
however, it would take a lot of time to collect data from the respondents and secondary
source as well. However, due to lack of time, minimal data might be collected so as to
complete the research within the given deadline. In addition to this, the data that are collected
in the research is based on the interview of the managers of Joe’s Roofing and Repair
company. The interpretation of the data might involve biasness in judgement. Therefore, the
reliability level of the research is another major limitation.

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 12
4.0 Concluding Remarks
Running a business in the imost competitive market has become a challenging task for
the small firms. Rather in the national of international market, businesses find it difficult to
survive due to rising competition and globalization. This has not only compelled the
organisations to improve its efficiency but also modify its approach towards running
business. Joe’s Roofing and Repair Company face declining sales and loss of revenues, the
reason being inappropriate marketing strategies to compete with the peer groups in the
market and attract more customers.
This research would study the reasons the failure of the company in attaining the
desired sales levels and profits, its inadequacy in marketing strategies and the modifications
which it can bring in its approach towards running the business by improving those marketing
strategies. The qualitative research will provide an insight about the primary reasons for
failure of small firms in Sydney.

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 13
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poor-marketi.html
Chari, S., Balabanis, G., Robson, M. J., & Slater, S. (2017). Alignments and misalignments
of realized marketing strategies with administrative systems: Performance
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Joe’s Roofing (2018). Home. Retrieved from http://www.joesroofing.com.au/

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 14
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INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 15
Appendices
Appendix - Interview Questions
1. Your company has clearly established its goals and objectives, but is still unable to cope
with the market competition, why?
a. Managers are not ready to cope with the innovative technologies
b. Company lacks financial capabilities
2. What are the difficulties you all have faced while contracting with the potential clients?
a. Attracting them
b. Making them listen to you
c. Compelling them to contract with you
3. What technologies have been adopted to promote your services?
a. Continuing with traditional approach
b. Adopted innovative strategy
c. Planning to adopt technologically advanced tools
4. What problems is the business facing right now?
a. Adopting technologically advanced marketing strategy
b. Creating brand awareness
c. Increasing customers or retaining them
d. Rising market competition
Descriptive Note
5. Is creating brand awareness a problem for the company? Why?
a. Yes
b. No
Descriptive Note
6. Do you agree that the company needs to improve its marketing strategies?

INDUSTRY RESEARCH: IMPROVING MARKETING STRATEGIES 16
a. Yes
b. No
Descriptive note