Leadership in Business Report

This report analyzes the leadership challenges faced by BBQ fun products in the outdoor lifestyle sector. It discusses the impact of competition, technological changes, and evolving consumer behavior on the company's market position. The report includes a SWOT analysis, marketing strategies, and recommendations for improving brand awareness and customer satisfaction. It highlights the importance of quality products and excellent customer service in retaining loyal customers and addressing market demands.

Running head: LEADERSHIP IN BUSINESS
Leadership in Business
Name of the Student
Name of the University
Author Note

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Table of Contents
Table of Contents.............................................................................................................................1
Task 1...............................................................................................................................................2
PART A...........................................................................................................................................2
PART B........................................................................................................................................15
Task 2.............................................................................................................................................24
References......................................................................................................................................27

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Task 1
PART A
BBQ was established in the year 2009. The CEO of the company is Pat Mifsud. The
product range that of BBQ is extensive in nature that comprises of local as well as imported
products. The company comes under the sector of outdoor lifestyle products. It is very innovative
in nature and the sector is emerging. As more and more people getting to know this sector, they
are showing interest in the product. The quality and services that are being offered are of highest
quality. Customers are being provided with excellent service, which create a difference from
other companies (Antunes, 2016 )
In the recent past the company had few problems. The causes of the problems are:
1. Increase competition in the retail sector.
2. Change in Technologies.
3. Change in consumer buying behavior.
4. Changing needs of the consumer.
Increasing competition in the retail sector;
With the entry of new organization and new product over time is making the retail sector
highly competitive. This competition is lowering the profit margin. Due to compete in this rough
environment the company had no other option than lowering the price of their product thereby
decreasing the profit margin. So the increase in competition is causing a threat for the company.

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As the competition increases with the increase in number of products or variants it has become a
challenge to cope up with the situation and thereby coming up with the best possible product at
best possible price (A.Wasling, 2016).
Change in Technologies
Technological changes that are happening around the globe are very rapid in nature and
changing at a speed that is very hard to come up with the change. So this is one of the problems
that the company is facing to constantly update its product technologically so that they can
compete with the products that are being offered by their competitors. This change is very
important for the organization and its product to keep them in the market. Consumers always
look for better technological advancement so this problem is causing a great issue to cope up
with the constant changes that are happening in the field of technology (Ajami, and Goddard,
2014).
Change in consumer buying behavior.
The consumer buying behavior is the preferences or attitude of the consumer. The intention
or the decision that a consumer takes while purchasing a product comes under consumer buying
behavior. The buying behavior of the consumer is dependent upon number of things which
influences the buying behavior of the consumer in one way or the other. As human beings are
complex creature so to understand the factors that influence the consumer buying behavior is

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also complex in nature. There are number of factors that can influence the consumer buying
behavior, those are as follows:
1. Psychological factor.
2. Social Factor.
3. Cultural factor.
4. Economic factor.
5. Personal factor.
So, to understand which factor is causing the change in consumer is very complex in nature.
The change in consumer buying behavior is one of the biggest problems that the organization is
facing. The products which are in demand are losing their demand as the preference of the
consumer changes and it is getting very hard for the organization to address this change (Kim,
Kim and Jai, 2016.).
Changing needs of the consumer.
The need of the consumer is changing each and every day and to cope up with this need
is becoming a very big challenge for BBQ fun products. With the change in customer needs the
customers buying behavior also changes the customer is no happier with the same product that is
in the market for a long time they want the product to change according to their need. The
modern consumer wants product that can exactly cater to their needs. The product should be up
to the date and matching their want. As the consumer are becoming choosier about their product
and to cope up with their changing needs are causing great problem for the organization. This is

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one of the biggest problems that the organization is facing currently which is very important in
nature. If this problem is not addressed quickly, then it can create space for the product of the
competitors.
BBQ fun products offerings towards their customer are as follows:
1. Great customer service.
2. Quality Products.
3. Customers Satisfaction.
Great customer service
Providing great customer service is one of the key points of any business and will act as
key factors for an organization. Understanding the need or problem of the consumer and
addressing to those needs is very important as it gives high consumer satisfaction. BBQ fun is
very good while providing customer service. They help customer efficiently and effectively and
handle any issue that is faced by the customer in a very efficient way so that it is ensured that
customers are satisfied (Kimmel, 2015).The issues of the customer can be only dealt with if
wants can be understood or identified. This creates a bond a relationship with the customers and
builds up trust for the brands. If the customer is being provided with good services once they
start trusting the brand and gets satisfied they will become a loyal customer for the organization.
This will tend to reduce competition as the company make more of loyal customer it becomes
hard for the competitors to sway them away. So we can say that customer service is a very
important aspect when it comes to increase and maintaining the brand value of the company and

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its product. BBQ fun is utilizing this factor as a tool to fight against their competitors that is
helping them to retain their customers.
Quality Products
The products that are being offered by BBQ fun are of high quality. They import many of
their products from foreign countries so as to ensure they maintain the highest quality possible.
Quality is a very important factor when it comes to the product. The quality helps to retain the
customer and create a difference in the product from their competitors. The better quality ensures
that it attracts more customers and it gives the organization an upper hand when it comes to
compete with its competitors.
In the current scenario quality is a very important aspect. Australian customer is very
quality centric and they always want the best quality that is available in the market. The quality
helps to maintain the customer satisfaction. If the customer are satisfied with the product then
they will come back to buy products again. Good quality also ensures that there is lesser
occasion of change of the faulty items. This will also increase the reputation of the company and
thereby form a good image of the company. Good quality product ensures that there are fewer
chances of damaged or faulty goods and better customer satisfaction. If the quality of the product
is good then it becomes much easier to sell and people will appreciate the product (Van
Donselaar et al 2016).
Customers Satisfaction

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This is one of the most important factors when it comes to the selling of product. BBQ
fun is a company who specially takes care that the customers are satisfied with their product they
are offering. Each of their products is of highest possible quality and they offer best customer
services so as to ensure highest customer satisfaction. The organization tries to understand the
expectation of the consumer and then they offer products that will surpass the customer
satisfaction level so that the customer gets delighted (Venkatesan, Farris and Wilcox, 2014).
This will not only increase their reputation but also add up a loyal customer. Loyal
customer are someone who not only be loyal towards the brand or it product but also will act as
an advocate who will recommend the product to other consumer thereby they will influence the
buying behavior of other customers. Loyal customers are very important for the company and as
more loyal customer the company makes, it gets easier for the company.
Problems with BBQ fun products are:
1. Brand awareness
2. Cash flow
3. Digital innovation
Brand awareness
Brand awareness is very important because as long as people will not know about the brand and
its product they will not purchase the product (Kamal, R., Ashraf, M.Z. and Ali, A., 2014.). To
sell the product it is very important to let people know about the product. This is where BBQ fun

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product is lacking behind. They are not known very well if we compare with its competitors. If
the organization will fail in the future to increase their brand awareness it will be a negative
aspect for the organization.
Cash flow
Cash flow is one of the biggest problems that are being faced by BBQ fun products. As
without the cash inflow it becomes very difficult for any organization to function and BBQ is
facing this problem.
Digital innovation
BBQ fun company lacks in innovation when it comes to digital media. As the ideas in
regard to digital media are changing each and every day it is very important to innovate to attract
consumer. This is the area where the organization lacks behind.
Offerings of the competitors of BBQ fun products are as follows:
1. Cheaper Product
2. Greater Accessibility
3. Trusted Brand
Cheaper Product
The competitors of BBQ fun products are offering much cheaper products in comparison
to the products those are being offered by BBQ fun product and thus BBQ is facing competition.

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Greater Accessibility
The competitors of BBQ fun products enjoy greater accessibility when it comes to
comparison with BBQ fun products. This is a problem the company is lacking behind.
Trusted Brand
The competitors of BBQ fun company are there in the business for much longer period of
time and they have been successful in making a place in the market amongst the customers. They
have already known and trusted amongst the consumer and it is getting very hard for BBQ fun
company to enter the market.
Consumers of Australia and there characteristics are as follows:
1. High spending.
2. Seeking quality.
3. Online.
4. Doing it themselves.
High spending
The Australian consumer tends to spend more and they have more money to dispose
when it comes to purchasing. So they don’t have any problem with the affordability of a product
which is of high price (James et al 2016).

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Seeking quality
The consumer of Australia wants product of better quality and are willing to pay higher
for the product. They understand and can differentiate the quality of the product.
Online
The consumers are technologically savvy and they use the ecommerce portal for choosing
or buying the products. So in a scenario like this online marketing or selling is a good option.
Doing it themselves
The consumer of Australia likes to do things by themselves so they expect their product
to minimize their problems and maximize their effort so that it gets easy for them.
Competition
BBQ fun products faces competition from whole over the Australia, there competition
comes from big brands as well as local brands. The product that is offered by the company are of
high quality but little on the pricier side in comparison to their competitors who offer product
which are of low quality at a cheaper cost (INSCH, 2016).
As we analyzed the consumer behavior of Australia we found that the consumer prefers good
quality products and they are willing to pay higher cost for such a product. So we can say that the
product has potential in the market. It delivers to the need of the consumer and thereby has the
potential to perform in the market in comparison to its competitors.After analyzing as mentioned
above we found that Australian consumer are friendly with technology and are using internet for

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buying product. So in this scenario e-commerce is a good option to choose to reach the
consumer.
Customer Requirements
The Australian requires a product that can cater to their needs and as we have analyzed
above that they like to do their work themselves so they need product that is user friendly and
enhance their efforts. They also need product of good quality and better performance. The
product offered by BBQ fun company matches the requirements of the criteria that are being put
forward by the consumer (Brown and Swanson, 2014)
Market share
BBQ fun has a market share of 52% and is growing at a rate of 7% per year
approximately. The company is growing very rapidly and soon it will attain a good position in
the market. The population growth rate in Australia is 2% per year and with the increase in
population the sector growth is also on the cards.
Market trends and development
As the outdoor lifestyle sector is getting more and more sophisticated with increase of
entry of informed consumer there is an increase of demand of high quality product. BBQ fun
products are exactly what the new customer trends is looking for. With the increase in demand of
good quality outdoor lifestyle product it is increasing the demand for the BBQ fun products.
New and emerging market
With the increase in informed consumer a new market is emerging for outdoor lifestyle
products. There are number of consumers who are looking for high quality products which have