Marketing Plan for Aconex: Launching a Wristwatch in Australia

This report provides a detailed marketing plan for Aconex, an Australian IT company, aiming to launch a wristwatch in the Australian market. It begins with an executive summary and an introduction to Aconex and its objectives. The report conducts a situational analysis, including a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The marketing plan outlines the target market, marketing strategies, and the marketing mix, including product, price, promotion, and place. It includes a profitability analysis and control mechanisms to ensure successful product launch and market penetration. Finally, the report concludes with references to support the analysis and recommendations.

Running Head: Marketing planning
Marketing Planning

Marketing Planning
Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................1
Situational analysis......................................................................................................................................1
Strength.......................................................................................................................................................2
Weakness....................................................................................................................................................2
Opportunities..............................................................................................................................................2
Threats........................................................................................................................................................3
Objective of the plan...................................................................................................................................3
Marketing strategies....................................................................................................................................3
Marketing Mix.............................................................................................................................................4
Profitability analysis....................................................................................................................................4
Control.........................................................................................................................................................4
Conclusion...................................................................................................................................................4
References...................................................................................................................................................5
Executive Summary
A Marketing plan is a system that is created by the association to offer improvement to the items
or to advance the item in the market. Under this situation, Aconex is the organization which is a

Marketing Planning
piece of IT industry and wants to dispatch an item that is a wrist watch in the market of
Australia. The organization is situated in Australia and it is considered as a substantial Australian
organization that gives different items to its clients. The organization need to dispatch the new
item in the Australian market so that the organization can without much of a stretch accomplish
development and development in the market.
Introduction
Aconex is an IT industry which is situated in Australia and it is considered as the biggest
business in the IT segment. This report gives fundamental concentrate on the circumstance
investigation and on The SWOT examination that will enable the association to accomplish its
targets and furthermore to access in propelling new item in the market. To operate its function in
the market the main duty is given to the marketing team to execute its marketing plan and give it
to the higher authority. By this correct decisions can be taken into consider in effective manner.
This report will likewise incorporate the viable promoting plan of the Aconex Company for the
Australian market that will grow its operations in the market.
Situational analysis
The situational investigation comprises of strategies and methods that are utilized by the
administration of the company to decide the inside and outer variables. The organization
bargains in different advances that give clients a stage to interface and control gadgets that are
found in the ordinary market. It makes the innovation simple and successful to be utilized by the
clients (Peppers and Rogers, 2016). There are numerous rivals in the Australian market that gives
abnormal state of rivalry to the organization. The level of rivalry is high in the Australian market.
The organization thinks about promoting the capacity to dispatch new item in the market so
general society can be pulled in towards the item and can contend with different contenders that
are winning in the market. Many methodologies are there that can be contemplated, for example,
SWOT examination (Hoang and Ruckes, 2017).According to the present situation of Aconex
Company, the precise data that can help in examination should be possible by utilizing SWOT
investigation. Point by point investigation of Aconex Company is as per the following:

Marketing Planning
Strength
Aconex is available in this industry from numerous years. The assets and abilities are sufficiently
solid of the organization. The organization has a devoted and effective administration that keeps
up the goodwill of the organization. The workers are considered as a vital element of the
association with the goal that the level of fulfillment can be improved successfully. The
organization gives pay to its workers with the goal that they can without much of a stretch hold
them in the company (Kirzner, 2015). The human asset experts keep up the tracks that are
worried about the adjustment sought after and laws so that the arrangements can be created by
considered over the legitimate limits. Aconex is considered and perceived among its clients that
offer the great scope of items with the amazing item. The items that are introduced by the
organization are in the scope of the general population, with the goal that they can without much
of a stretch buy it in successful way (Aaker and Biel, 2013).
Weakness
Since each organization has some weak regions, so it is important to keep the record of each of
them with the goal that it can be reduced in successful way. The picture of Aconex is influenced
by a few occasions on which the organization should make remedial strides with the goal that it
can be changed with the quality of the organization. The disadvantage of the organization is that
it has ineffectual inventory network and distribution channel that gives coordinate effect on the
deals. There are numerous clients that think the organization does not give great shopping
knowledge so the mentality of the clients ought to be changed by contemplating successful
techniques (Huang and Sarigöllü, 2014).
Opportunities
There are numerous open doors that are accessible for the organization. To upgrade the picture of
the organization it should think about the items and administrations that offer different items in
the market. The Aconex organization has a chance to meet the prerequisites of the client by
investigating their necessities and needs in compelling way. By focusing on the center level
individuals, the organization can without much of a stretch improve the product offering
(Flammer, 2015).

Marketing Planning
Threats
The level of competition is increasing and the organizations are concentrating on building up the
procedure design. The buying behaviors of the clients are changing and they are thinking about
the products that are accessible at low cost. The clients are concentrating on the items that have
many highlights and are of low cost. Likewise the principle that is confronted by the organization
is worried about expanding the rules and controls of the legislature. There are many
organizations in the market that offer the items that comprise of similar features (Hollensen,
2015).
Objective of the plan
The aim of marketing design is clear and the function of marketing is considered to dispatch the
wrist watch in the Australian market. By considering the situation it is seen that the organization
is now settled in Australian market and they are intending to dispatch new item in the market.
This is the main goal of the organization and different steps are considered over like creating
methodologies to beat the opposition, statistical surveying so the association can without much
of a stretch extend its business operations. By this the objectives and destinations can likewise be
accomplished in viable way (Punjaisri and Wilson, 2017).
Marketing strategies
The organization should think about the youngsters who are frequently in contact with gym
centers. The advancement of the item ought to be done in various gyms. This item is helpful for
those individuals who are frequently occupied with gym or exercise. For promoting the product
the gym or the yoga are done should be considered, so individuals become acquainted with the
item. The advantages ought to be disclosed to the general population so individuals get incited to
purchase the item (Markarian, 2014).
Marketing Mix
The item ought to be introduced in the market by the organization by clarifying the advantages of
the item. The advantages and points of interest ought to be clarified in compelling way through
commercial activities. As the organization has a decent picture in the market, it will pull in more
clients towards the item. The cost ought to be low when contrasted with different contenders at

Marketing Planning
the season of propelling an item. It ought to be propelled in various gym centers or in yoga
centers. It focuses with the goal that the development can be accomplished in powerful way
(Hanssens, Pauwels, Srinivasan, Vanhuele and Yildirim, 2014).
Profitability analysis
The main goal of the organization is to procure benefits. So, profitability analysis ought to be
considered over in which the examination of cost and income is done and it tells about the
productivity of the organization.
Control
To promote the item the control should be taken by considering the cost of the item. The
execution ought to be measured by thinking about the deals. The goal can be controlled by
affecting individuals to purchase the item. The general population must be affected if the item
gives benefits to the clients.
Conclusion
In this report it is concluded that marketing play is vital for propelling an item in the market. The
organization should give primary concentrate on the adolescents to advance the item in the
market then only the organization can without much of a stretch accomplish its objectives and
targets. The organization should concentrate on the yoga and gym center so that the organization
can make progress in promoting the item.
References
Aaker, D.A. and Biel, A., 2013. Brand equity & advertising: advertising's role in building strong
brands. Psychology Press.

Marketing Planning
Flammer, C., 2015. Does product market competition foster corporate social responsibility?
Evidence from trade liberalization. Strategic Management Journal, 36(10), pp.1469-1485.
Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014. Consumer
attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), pp.534-550.
Hoang, D. and Ruckes, M., 2017. Corporate risk management, product market competition, and
disclosure. Journal of Financial Intermediation, 30, pp.107-121.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Huang, R. and 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.
Kirzner, I.M., 2015. Competition and entrepreneurship. University of Chicago press.
Markarian, G., 2014. Product market competition, information and earnings
management. Journal of Business Finance & Accounting, 41(5-6), pp.572-599.
Peppers, D. and Rogers, M., 2016. Managing Customer Experience and Relationships: A
Strategic Framework. John Wiley & Sons.
Punjaisri, K. and Wilson, A., 2017. The role of internal branding in the delivery of employee
brand promise. In Advances in Corporate Branding (pp. 91-108). Palgrave Macmillan UK.