Comprehensive Marketing Plan for Just Group, Australia

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This report presents a comprehensive marketing plan analysis for Just Group, an Australian retail company. It begins with an executive summary and an introduction outlining the company's background, including its evolution from Just Jeans and its portfolio of brands like Jacqui-E, Peter Alexander, and Dotti. The situational analysis delves into company analysis, current promotional plans, brand image, and environmental factors such as political, economic, social, technological, and cultural influences. A competitor analysis assesses key players like Woolworths, David Jones, Cotton On, and Big W. The report then examines customer analysis, SWOT analysis, and opportunity analysis. It defines marketing, communication, and sales objectives, detailing target market segmentation based on geographic, demographic, and psychographic profiles, as well as positioning and marketing mix strategies including product, price, place, and promotion. A budget and implementation plan are provided, followed by evaluation and monitoring strategies, and concluding remarks. The report aims to provide insights into Just Group's marketing strategies and their effectiveness within the Australian retail landscape.
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Running head: MARKETING PLAN
Marketing plan Just Group, Australia
Name of the Student:
Name of the University:
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1MARKETING PLAN
Executive summary
The company chosen for building the foundation of the marketing plan is Just Group. The main
purpose of the project is to analyse the different aspects of the company’s marketing plan. . The
following marketing plan includes the brief company background and key people in the
organisation. The situational analysis of the company is further discussed in recognising the
customers and other stakeholders of the company. The key factors analysed from the
environmental factors are given. The competitors are also analysed for better insights of the
position of the Just group in the clothing industry. To have better insights of the company itself
the SWOT analysis of Just Group is given. The target market analysis of the geographic,
psychographic and demography is discussed. The marketing objectives, sales and
communication objectives are given in the chapters. The budget for advertising for one year is
given with predicted figures. In addition, the evaluation and monitoring the situation is also
given. The brief marketing plan for Just group is outlined in the above text
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2MARKETING PLAN
Table of Contents
Introduction......................................................................................................................................3
Situational analysis..........................................................................................................................3
Company analysis........................................................................................................................3
Review of current promotional plans..........................................................................................4
Brand image.................................................................................................................................4
Environmental analysis....................................................................................................................5
Political factors............................................................................................................................5
Economical factors......................................................................................................................5
Social factors...............................................................................................................................5
Technological factors...................................................................................................................6
Cultural factors............................................................................................................................6
Competitor’s analysis..................................................................................................................6
Customers’ analysis.....................................................................................................................8
SWOT analysis................................................................................................................................9
Opportunity analysis......................................................................................................................10
Objective........................................................................................................................................10
Marketing objectives.................................................................................................................10
Communication objectives........................................................................................................11
Sales objectives..........................................................................................................................11
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3MARKETING PLAN
Target market.................................................................................................................................11
Geographic.................................................................................................................................11
Demographics............................................................................................................................12
Psychographic............................................................................................................................12
Positioning.................................................................................................................................12
Marketing mix strategy..................................................................................................................12
Product.......................................................................................................................................12
Price...........................................................................................................................................13
Place...........................................................................................................................................13
Promotion..................................................................................................................................13
Budget............................................................................................................................................14
Implementation plan......................................................................................................................15
Evaluation and campaign monitoring............................................................................................16
Conclusions....................................................................................................................................16
Reference.......................................................................................................................................17
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4MARKETING PLAN
Introduction
The following report is the brief marketing plan for Just Groups in Australia. The
company is retail shops for men’s, women’s wear, and accessories. The name of the company is
changed from the Just Jeans to Just Groups in the year 2001 (Justgroup.com.au 2017). The report
summarises the situation of the company and its situation in Australian market place and what
are the environmental factors that works as an advantage or disadvantage for the organisation. As
the company faces huge competition in the retail industry of clothing the analysis of their
position in the industry is given. The competitors as listed in the report, industrial analysis points,
and the customers segment analysis is given in the chapter (Hannabuss 2013). The situational
analysis and opportunity analysis is given too. Australia has a huge market place for these trendy
shops. The company’s origin was from 1970 (Justgroup.com.au 2017). The SWOT analysis
based on the factors identified is highlighted. Identifying the target market by different
geographic, demographic and psychographic profile of the consumers is also given. The
segmentation and positioning of the organisations are also given. The marketing and
communication and ultimately the sales objectives is also given (McDonald and Wilson 2016).
The overall budget and implementation plan is given. Lastly the plan and steps to monitor the
promotional campaign is given for Just group.
Situational analysis
Company analysis
The organisation was opened in the year 1970 and Kimberly family founded it. This
clothing chain was known as Just Jeans and acquired seven big brands of clothing afterward to
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increase its market profile. The big brands that are housed in the company are Jacqui-E, Peter
Aelxander, Portman, Dotti and Smiggle. The premier investments are controlling the interests in
the shares of just groups. It became the non-listed public company in the year 2008 and was
removed from ASX (Varley2014). The seven different brands of the company are Just Jeans
which is there inhouse brands, Jacqui E, Jay Jeans, Portmans, Peter Alexander, Dotti and
Smiggle. It has 100 outlets in Australia and neighbouring countries like New Zealand, Singapore
and in UK all around. Solomon Lew is the chairperson of the company and Mark McInnis CEO
heads the board of directors (Justgroup.com.au 2017).
Review of current promotional plans
The current promotional campaigns of Just Group revolves around the advertisements
through websites, bill-boards and posters, direct marketing and mail-marketing, Television
advertisements and face to face selling as well as through public relation. As a strong presence in
the retail chains, they also use the value marketing through different marketing channels (Das
2014).
Brand image
The organisation has grown drastically in the last four decades and continues to grow
further. It is also comes under the list of strong retail brands for men’s wear in Business insiders
list. The packaging plan of the company is also very effective and premiere. Also the
promotional plan through the recycling works wonderful for catching the customers attention.
They also promote their outlets in societal marketing plan which highlights the energy efficiency
plan of the company (McDonald and Wilson 2016).
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6MARKETING PLAN
Environmental analysis
Political factors
This industry in Australia is directly affected by the political vulnerabilities of the
country. Therefore, the performance of the organisation is dependent on the interest rates, and
trade policies of Australia. A premiere investor acquired the company in 2008 which took over
major proportion of the shares from the market making it a non public listed company in the
country. The removal of tariff protection for export made it easy for the company to reach the
overseas market for expansion. Dotti and Smiggle is one of the famous brand that have captured
the market in abroad (McDonald and Wilson 2016).
Economic factors
The most important economical factor works for retail chains are overall financial
performance of the economy. The employment regulation must be good and the economy of
business should be firm. In the global financial crisis the company has suffered and faced major
loss in the operations due to UK Brexit incidents in the recent years (Parente and Strausbaugh-
Hutchinson 2014). Though the stability of the economy of the company has supported the
continuation of their market, the overall sales had declined due to financial disruptions
Social factors
The customers are the centre of revenue generation for the business entity. The
profitability of the company will increase as the fashion wear were sold through their 810 outlets.
The largest company that uses this can reap the profitability of the company (Hannabuss 2013).
The energy efficiency and recyclable usage of their outlets also gives hints of their
attention to social responsibility towards their own society. The cultural diversity of the
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company and employment generation plan is evidence towards their contribution to
society(Parente and Strausbaugh-Hutchinson 2014).
Technological factors
The new forms of technology helps in enhancing the shopping experience as well as the
increase the sustainability of the factors. The loyalty programs and reaching the customers
through the website of their outlet has become a trends of their brick and mortar. Efficient
technological implications of waste management and recycle packaging of products acts as a
push in their sales strategy (Varley2014).
Cultural factors
The lifestyle choices of the Australian are dynamic. Therefore, the choices of wearable
fashion of the people changes with the global trends. They have been using the social
responsibility factor to enrich their culture among the organisation. The sustainability initiatives
taken by the company suggests their good intentions towards employee’s retention and
enhancements of complete cultural uplifting strategies in Australia (Peppard and Ward 2016).
Competitor’s analysis
The developed market of retail fashion outlets in Australia poses challenges for Just
group. Though their operation in the niche market of jeans in their previous years was limited to
a target segment and market, after expansion with the seven brands they increased their domain
as well as the opportunities (Peppard and Ward 2016). The strong competitors and their
strengths/weaknesses and what challenges they poses for this company is given below.
Woolworths and David Jones – the largest retail supermarket in Australia, with huge number of
outlets. The supermarket’s availability and reasonable price affordability of their own and
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resourced products are threatening for their competitors. However, this retail outlet is more
focused on selling the food items and stationeries in their outlets. The company has also
enhanced its domain in ecommerce selling opportunities. David jones, which is a holding of the
company, is fashion concentrated sellers of men’s and women’s fashion wear
Speciality fashion group – this company, though have lesser experience and experience in the
Australian market is growing their wings in the industry. The women’s fashion brands of
Speciality group operate in the upper market clothing’s in Australia. The company sells its own
brands in the market of premiers customers. Therefore, their reach is limited with the women’s
fashionable clothing (West et al. 2015).
Cotton on – this organisation is one of the major challengers in the country Australia. This has
more information in the Australian market than other major competitors. The company has wide
range of products in men’s, women’s, kids clothing as well as in other demography of people.
This has established in the 1988 and has expanded their clothing brand in almost most of the
years. The company is accounted as the market challenger in second position (Wilhelm-
Rechmann et al. 2014).
Big W – is one of the competitors of just group. The organisation has strong presence in the
industry and has taken its place in the top ten supermarkets of Australia. The clothing’s are
affordable (Armstrong et al. 2015)..
Customers’ analysis
As the company in initial stages were dependent upon the jeans sells, they were focused
on a certain segment of people. Through the years the target market has increases and based on
that the customers segments have also changed. The trends of people’s choices have become
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dynamic in nature, which reflects upon their purchase choices. The age group lies between 12-35
years. The trend in their buying has been seen in more through their website and online purchase
medium. The factor of brand recognition through their clothes has increased too (Parente and
Strausbaugh-Hutchinson 2014).
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SWOT analysis
Strength
Good suppliers relationship with the
most recognised brands in Australia
Effective market expansion strategy to
New Zealand, Singapore and UK
Market experience of 47 years
Good customer loyalty programs and
gift card opportunity
Association of 7 great brand included
their own
Strong investments opportunities from
the new acquirer of major shares
Strategic acquisition plan of big brands
Opportunities
The market coverage of good
marketing areas in the international
market
The strong portfolio of fashion brands
and other opportunities
Diversification with the online presence
as the new emerging market of
ecommerce
Threats
The retail industry has reached it
maturity stage in Australia which poses
a great challenge for the companies
Strong presence of the E-commerce
companies in the Australia like eBay
and Amazon
The niches of upper market sells of
clothing’s
Weakness
The most vulnerable weakness of the
company is the range of their brands
Being a market challengers and
competing with the leader David Jones
can have
Operating on higher profit margin can
be a risk factor that cannot be
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11MARKETING PLAN
The government regulations regarding
the export and import policies
The competitors identified in the
industry have wide range of variety of
products that can cover more
demography of people in Australia
eliminated by increasing the volume of
sales
Opportunity analysis
There is a huge market for the company in Australia as well as the UK, Singapore, China and
Ireland. The opportunity to expand their company is also huge in this prospect (Lewis and Ling
2015). Following the trends of clothing is hard and to remain competitive in a mature market is
very important for the company as they are in the market for the last 40 years.
Objective
Marketing objectives
The initial objective of the company was to creates new brand of jeans of their own
brands
To increase the brand recognition and identity of the Just group
Increase its portfolio of brands and make people aware of the fun in purchasing their
product
To increase their revenue and profitability by expansion in international market
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