Marketing Management and Digital Communication: Jets and Yachts Plan

This report outlines a comprehensive business plan for Luxatic's Jets and Yachts, targeting the Australian market. It begins with an executive summary and introduction, detailing the brand's history and the product's offerings. The report then conducts a thorough SWOT analysis, evaluating the strengths, weaknesses, opportunities, and threats associated with the product, followed by a competitor analysis using Porter's Five Forces model and a PESTLE analysis of the Australian market. The core of the report focuses on the marketing mix strategy, including product, price, place, and promotion, with a strong emphasis on a digital marketing communication plan. The report also details present action programs for implementation and includes a control plan for evaluation, comparison, and corrective actions, ultimately concluding with a summary of findings and recommendations.

Marketing Management and Digital Communication

Executive Summary
The main aim of this report is to make a business plan for the Jets and Yachts. From the findings
of report, it can be evaluated that luxatic brand was established in 2010 that is liked by more
customers. In the next section, SWOT analysis is used to assess the strength, weakness,
opportunities, and threat of the product. Moreover, Porters five force model examines the
competitiveness in tourism industry. Along with this, PESTLE analysis determines the condition
of Australian country. Further, marketing mix strategy will be used by the company to promote
the Jets and Yachts. Digital marketing tools are sued to directly communicate with customers. In
the last, evaluation and control plan is used to make corrective action for the development of
product.

Table of Contents
Introduction.................................................................................................................................................4
History.........................................................................................................................................................4
SWOT Analysis...........................................................................................................................................4
Strength...................................................................................................................................................5
Weakness.................................................................................................................................................5
Opportunity.............................................................................................................................................5
Threats.....................................................................................................................................................5
Competitor analysis.....................................................................................................................................6
Porter’s Five Force Model.......................................................................................................................6
Bargaining power of buyers.................................................................................................................6
Bargaining power of Suppliers............................................................................................................6
Threat of New Entrants........................................................................................................................7
Threat of substitutes.............................................................................................................................7
Rivalry among existing competitors....................................................................................................7
PESTLE analysis.....................................................................................................................................7
Mission........................................................................................................................................................8
Marketing objectives...................................................................................................................................8
Financial Objectives....................................................................................................................................8
Marketing mix strategy................................................................................................................................8
Product strategy.......................................................................................................................................8
Price strategy...........................................................................................................................................9
Place Strategy..........................................................................................................................................9
Promotion Strategy..................................................................................................................................9
Digital marketing communication Plan......................................................................................................10
Present action programs.............................................................................................................................10
Controls.....................................................................................................................................................11
Evaluating..............................................................................................................................................11
Survey for upcoming period..............................................................................................................11
Comparing.............................................................................................................................................11
Correcting..............................................................................................................................................12
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13

Introduction
This report discusses some significant factors that are necessary to make an effective business
plan. At the same time, it presents SWOT and competitors analysis wherein an organization
internally analysis the situation of the company to successfully develop the new product in the
marketplace. Additionally, it also presents the mission, marketing and financial objectives of the
company. It also shows the marketing mix strategy that is emphasized on the digital marketing
communication plan. Furthermore, actions plan for accomplishing the marketing and financial
objectives are also discussed in this report. This report also presents the implementation of
marketing plan for Luxatic (Armstrong, et al., 2014).
History
The luxatic brand is developed in 2010, which is liked by a large number of customers. It
provides some significant products and services such as jets and yachts, cars and bikes, food and
drinks, leisure, fashion and lifestyle, homes, and watches for their potential customers. In
addition, Jets and Yachts are chosen by the company to launch this products and services in
Australia. It involves luxurious cruise lines along with ships that will provide a fresh or new
opportunity to launch its product and series within the Australian market. At the same time,
yachts and cruise offer the premium products and services together with adventuring activities,
which will be supportive to influence a huge amount of tourists. At the same time, ships and jets
are known to its internal and external designs (Armstrong, et al., 2015).
SWOT Analysis
Strengths
• Influencing interior of product and
services.
• Many advantageous activities for
Weakness
• Higher Cost
• Could not be reasonable by every
Australian customer.

potential customers.
• It offers a beneficial traveling
experience to their customers.
Opportunities
• Increase in the number of Australian
tourism.
• Significantly accepted by Australian
tourists.
Threats
• Yachts are previously operated in
Australia.
• Lack of approval by the customers of
Australia due to higher cost.
Strength
The main strength available with Jets and Yachts is its influencing interior design, which can
support to attract a large number of customers in long-term. Along with this, it also performs
many advantageous activities to its customers together with beneficial traveling experience to
their customers. Therefore, it can be said that such components can support to make a positive
image in customer mind, which will enhance the market share and profitability of the product
and services of the company in long-term (Baker, 2014).
Weakness
The major strength exists with Jets and Yachts is its higher cost, which is not reasonable for
every customer. Therefore, it can be said that higher cost can reduce the demand of product and
services of the company. It cannot be beneficial to obtain a positive outcome in long-term.
Opportunity
The organization has a great opportunity to enhance its market together with increasing the
number of customers by launching its market in Australia.
Threats
The major threat of Yachts is that it operates already within Australian marketplace. The high
cost of product can negative impact on the demand in the market. Hence, it can be said that the

higher cost can decline the sale of product and services, which can increase the probability of
failure of Luxatic product in Australia market (Baker, et al., 2016).
Competitor analysis
Competitor analysis is significant to know the situation of competitors in the marketplace. An
organization can use Porters five force model to analyze the actual situation of competition level
to successfully perform the new product and service of the company. At the same time, PESTLE
is used to evaluate the situation of the country before launch the product and services in
Australia.
Porter’s Five Force Model
The porters five force model can be useful to identify the competitors of Australia market in an
appropriate manner. It includes bargaining power of buyers, bargaining power of suppliers,
Threat of new entrants, new substituted, Rivalry among existing competitors (Christopher, eta l.,
2013). It is discussed below:
Bargaining power of buyers
A company can face higher bargaining power in Australia due to the availability of same
products and services. It can increase the probability of switching cost of buyers in long term.
The situation of higher buyer power shows the price sensitivity means the organization can
attract the customers by offering low-cost product and services (Hollensen, 2015).
Bargaining power of Suppliers
The bargaining power of suppliers is low due to availability of many substitutes in the
marketplace. Hence, supplier has needed to focus on the customers by making a positive image
and relationship of the product and services of the company.

Threat of New Entrants
The Marine industry is very costly therefore entrepreneur has not started such kinds of business.
At the same time, it shows the low threat of new entrants due to higher beginning cost.
Threat of substitutes
There is quite a threat of substitute’s product, which can be effective for the organization to
successfully perform in Australia market (Karjaluoto, et al., 2015).
Rivalry among existing competitors
There is higher rivalry among existing competitors, therefore, it can be said that an organization
has faced issue to compete the existing competitors and make a positive image in the
marketplace.
PESTLE analysis
The following table demonstrates the PESTLE analyses:
Factors Evaluation
Political  The Australian government is Stable,
which can be effective to start the
business in Australia.
 Support of Government to start anew
venture.
Economic • Economic stability facilitates the
development of new business.
Social • Acceptance by the people of Australia
as well as the tourists.
Technical • Technological development of
Australia facilitates the business of
Luxatic.
Legal • The legislation of Australia facilitates
the development of new business
opportunities.
Environmental  The environment-friendly technology
used by Luxatic (Khan, 2014).

Mission
The mission of Luxatic is to launch Jets and Yachts in Australia and attract a large number of
customers for using the services of the company in long term.
Marketing objectives
 To analyze the market trends of Australia
 To identify the business opportunities of Yachts in Australian tourism
 To identify the situation of competitors in Australia
Financial Objectives
 To increase the revenue of company in 6 months by 25%
 To decline the expenditure of company in 6 months by 30%
 To increase the demand of customers in 6 months by 35%
Marketing mix strategy
The marketing mix strategy can be significant to the organization to pool a large number of
customers in long-term. It includes product, price, place, and promotion (Kotler, et al., 2016). It
will be discussed below:
Product strategy
Luxatic will launch its new product and services for the people of Australia. It offers unique
quality Yachts to attract new customers in long-term. Additionally, an organization has included
some significant components such asrange, superiority, policy, structures, brand name, packing,
and services in the product strategy. It can be effective to present a new product in an effective
manner. Therefore, it can be said that these components can be essential to make a favourable
image in the customer mind (Lusch, et al., 2014).

Price strategy
Price is a significant factor that directly affects the growth of business in long-term. Luxatic
offers unique quality product and services to their potential customers, therefore, it charges
higher. In addition, it can also be said that company has focused on the higher class, which
mainly prefer to have the quality product rather than quantity. Furthermore, it can be said that
higher cost can be easily afforded by the upper class in case company offered unique quality
products.
Place Strategy
Place strategy is essential to enhance the number of customers as well as enhancement in the sale
and profitability in long-term. Luxatic can use the Business to Customer (B2C) way to provide
the product and services in Australia. Additionally, it can be said that Business to Customer is a
significant way due to direct deal with customers. At the same time, direct communication or
deal with customers can provide an opportunity to improve the profitability of the company in
long-term (Meffert, 2013).
Promotion Strategy
Promotion strategy can be vital for the organization because it will be supportive to improve the
profitability and financial performance of the company in long-term. As per the existing
situation, social media can be more effective promotion tool as compared to other tools. It will be
supportive to directly communicate with customers in an appropriate manner. There is some
significant way by which an organization can directly influence a large number of customers
such as LinkedIn, Facebook, Twitter, Snap-chat, Instagram, and emails. It can also be significant
to make a positive relationship with customers in long-term and a favorable relationship can

enhance the demand for product and services of the company. Moreover, the company can easily
attract the customers by offering the discount on product and services (Percy, 2014).
Digital marketing communication Plan
The digital marketing communication tool is used to directly communicate with consumers to
make a long –term relationship. Moreover, different tools will be used in digital marketing
communication named Facebook, LinkedIn, Twitter, Instagram, Snapchat, email, and company’s
websites. As a result, it would be beneficial to create awareness about Jets and Yachts in market
appropriately (Sheth, et al., 2015).
Present action programs
Luxatic can use the following steps to accomplish the financial and marketing objectives:
Step 1
Luxatic can estimate $8, 00,000 to promote the product and educate the dealer of the company
due to spreading the awareness regarding the goods and services. At the same time, an
organization has also determined the market of Australia before establishing the product and
service in an effective manner.
Step 2
Luxatic will start to interact with customers by using digital communication way in a significant
manner. These digital communication ways are Social media, Facebook, LinkedIn, Twitter,
Snap-chat, Instagram, and emails. At the same time, these ways can support to accomplish the
objectives successfully (Royle, et al., 2014).
Step 3

In this step, Luxatic can collect the opinion and view of customers regarding the experience of
product and services. It will be significant to overcome the issues of products and services along
with enhancing the performance of goods and services in long-term.
Step 4
In this step, Luxatic can make a decision in case they receive a negative feedback from the
customers. An organization can make an effective strategy to overcome the negative feedback
and improve the performance of product and services in long-term (Sheth, et al., 2015).
Controls
Controls is a major element of the marketing plan because Luxatic can evaluate the product by
comparing the actual with estimated outcome in case they addressed any issues then it will be
corrected. At the same time, it can be said that there are three factors that are considered in this
process such as evaluating, comparing, and correcting. These factors are discussed below:
Evaluating
In this step, Luxatic can check the marketing situation through evaluating the types of task that
will be performed like a survey.
Survey for upcoming period
Luxatic can conduct a market survey to know the actual situation of the market by identifying the
actual needs and customers of products. Along with this, it can be said that an organization can
also identify those products which are not like by the customers because it can help to simply
satisfy the customers (Tiago, et al., 2014).
Comparing
In this step, Luxatic can compare the estimated outcome with the actual outcome for identifying
the gap between actual and standard significantly.