BSBMKG609 Marketing Plan: A2Z Solutions Pty Ltd - EIE Session 1 & 2

This marketing plan for A2Z Solutions Pty Ltd, a homewares chain in Brisbane, outlines strategies for achieving national brand status by 2020. It includes a SWOT analysis identifying strengths like skilled staff and loyal customers, weaknesses such as limited budget and repayment challenges, opportunities for market expansion, and threats from local competitors and economic downturn. The plan sets marketing objectives to increase loyal customers, enhance brand recognition, conduct market surveys, and boost annual sales to $20 million within three years. Strategies involve leveraging the marketing mix (product, price, place, promotion) with a focus on targeted advertising in local media and direct sales. Successful implementation requires securing funds to fully utilize advertising channels and expand market reach. Desklib provides access to this and other solved assignments for students.

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

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MARKETING PLAN
1. Executive Summary
A2Z Solutions Pty. Ltd is a chain of stores of homewares located in Brisbane. The
company specializes in bedroom fittings, decorative items, bathroom fittings and mirrors.
They have almost 15 stores which is spread across the area of greater Brisbane. All the stores
are managed and even coordinated from Milton, which is their head office. The vision of the
company is to be a national brand in the retail sector and satisfy the needs of every
homemaker with their homewares which has unique features and high quality. These
homewares could be accessed by every individual through different payment plans which
could be managed easily. The mission of the company is to have a presence in every city in
Australia by the year 2020. This study will contain a marketing plan about the company
which will include a SWOT analysis and the marketing objectives of the company. The study
will also contain the strategies and the implementation processes that needs to be adopted by
the company for a successful marketing plan.
2. SWOT Analysis
 Strength – They have an excellent staff base who are very skilled, efficient and
knowledgeable about the home ware sector. They also have a good customer base
who are loyal to their brand and their products. They are able to retain their customers
with their quality of products. Their retail space, which is located in their urban
district, is very functional and efficient and hence is able to attract a lot of customers
(Theaker, 2017). They also provide a variety of products which is better in quality and
other features than their competitors.
 Weakness – The company has a very limited budget through which can increase the
awareness of their brand which is a result of the lack of store cover. Moreover, the
company continuously struggles over the long term plans of repayment which are

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MARKETING PLAN
taken by their customers. They do not have the capability to fund these repayments
for the long term.
 Opportunity – The company has a huge opportunity to expand in the market as there
is a lot of potential in the market. This is because there is a large portion of the market
which still has no awareness about the facilities and the offers that are provided by the
company. This portion of the market is among the target market of the company.
Furthermore, there is also a huge section outside of their target market which they can
use to gain more sales.
 Threat – The company has a threat of competition from the local retailers who can
reduce their prices of their products and attract more people. This occurs as the
owners of the retailers have less overhead costs than the stores of the company which
are run by numerous staffs (Bull et al., 2016). There was also a fall in the economy
which has led the people to decrease their margin of disposable income for
homewares.
3. Marketing Objectives
The marketing objectives of A2Z Solutions Pty. Ltd. are as follows:
 To increase the number of loyal customers for their company from the current 10,000
people to a strength of 15,000
 To establish their brand in Brisbane and increase the recognition among the people so
that the majority of the population are able to recognize the brand.
 To take a survey at every fixed interval to understand the position of their brand in the
market (Lee, Kozlenkova & Palmatier, 2015).
 To increase the sales of their product in the coming three years, so that is increases to
$20 million every year from the current $15 million every year.

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4. Strategies
The marketing mix of the company will help to determine the strategies that needs to
be formed for achieving the marketing objectives.
Product – The company deals with homewares.
Price – The pricing of the product is decided by comparing with other retailers in the area by
keeping their competitive edge so that they are able to sustain among the other players.
Place – The company will target those customers mostly who stay at home and can invest a
lot of time to home decorations (Huang & Sarigöllü, 2014).
Promotion – The company will take the help of promotional methods such as giving
advertisements in local newspapers as well as in magazines, put up billboards, give
advertisements in other media channels such as television, radio and others. Door to door
sales can also be done to incur more revenue (Davis, 2013).
5. Implementation
The strategies that have been adopted has to be implemented correctly to get the
desired results (Kumar & Reinartz, 2018). The fund has to be gathered to ensure that the
advertising channels have been fully utilized as decided by the company. This will help to
target the customers and expand their reach in the market. Hence, the marketing plan should
be carried out in the correct way to establish the company in the market.

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MARKETING PLAN
References
Bull, J. W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C., ...
& Carter-Silk, E. (2016). Strengths, Weaknesses, Opportunities and Threats: A
SWOT analysis of the ecosystem services framework. Ecosystem Services, 17, 99-
111.
Davis, A. (2013). Promotional cultures: The rise and spread of advertising, public relations,
marketing and branding. Polity.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy,
and tools. Springer.
Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015). Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science, 43(1), 73-99.
Theaker, A. (2017). What is public relations?. In The Public Relations Strategic Toolkit (pp.
17-27). Routledge.