Report on Strategic Marketing Planning Process: Bunnings Warehouse

This report provides an analysis of the strategic marketing planning process, focusing on Bunnings Warehouse and its expansion into the United Kingdom. It identifies key components of strategic marketing planning—market research, competitive analysis, and market strategy—that were not effectively conducted by the company. The ineffective market research led to a loss of differentiation, and a failure to adequately analyze competition impacted Bunnings' revenue levels. The report concludes that the strategic marketing planning process is crucial for maintaining a firm's position in the industry, especially after expansion, and highlights the importance of thorough planning and research for successful market entry. Desklib offers a range of study tools and resources for students.

Running head: MARKETING PLANNING PROCESS ANALYSIS
MARKETING PLANNING PROCESS ANALYSIS
Name of the Student
Name of the University
Author Note

1MARKETING PLANNING PROCESS ANALYSIS
Introduction
Strategic marketing planning can be defined as a process that is implemented by a
company in order to develop marketing plans and strategies in order to offer the products to a
target market. The process is mainly applied in order to analyse the current position that has
been developed by the company in order to identify the promotional opportunities and further
evaluating the opportunities as well (Coffie and Blankson 2018). Bunnings Warehouse is a
household chain of hardware of Australian origin. The chain is owned by the major
Australian conglomerate Wesfarmers from the year 1994. The organization has its stores in
different parts of Australia and New Zealand. The analysis will be based on the ways by
which the ineffective usage of different components of strategic marketing planning method
can affect the operations of Bunnings Warehouse after expansion in different countries
(Bunnings.com.au 2019).
Identification of the key components “strategic marketing planning” process that are
not conducted effectively by the company
The components of strategic planning need to be considered by an organization in
order to maintain the operations in an effective method. The three major components that can
be considered for the study of the issues that have been faced by Bunnings Warehouse
include, market research, competitive analysis and market strategy. The organization had
not been able to conduct the market research based activities in an effective manner when
Bunnings planned to enter the United Kingdom in the year 2018 (David and David 2017).
The parent organization Wesfarmers was not successful in planning for the expansion based
operations of Bunnings in an effective manner. Bunnings had aimed at acquiring the store
named Homebase in order to enter the UK market. The company had been following the
strategy of differentiation while operating in its home country. However, the expansion of

2MARKETING PLANNING PROCESS ANALYSIS
Bunnings Warehouse in the UK had led to the reduction of differentiation based factors of the
company (HORÁKOVÁ, ŠVARCOVÁ and VOLF 2017). The loss of effective points of
differentiation had been a major result of the lack of proper planning and research by the
management of the organization. The organization had also failed to analyse the levels of
competition that can be faced based on its entry in the country. The appropriate analysis of
the levels of competition in the country had been a major factor that has been considered by
the organization in the process of its entry in the United Kingdom (McDONALD 2016). The
market strategy that had been formed by the organization had been able to influence the
process of setting up the processes of Bunnings Warehouse. The market strategy that had
been developed and implemented by the company has not been able to support the processes
of Bunnings Warehouse. The success that had been gained by Bunnings Warehouse in
Australia had led to the expansion of the operations of the organization in another country
(West, Ford and Ibrahim 2015). However, the lack of proper planning has been able to cause
major levels of issues based on the development of the operations of Bunnings Warehouse.
The expansion related decision that had been made by the organization had proved to be
ineffective for increasing the levels of revenues of Bunnings Warehouse in the industry. The
major reasons behind the lack of proper revenues in UK market were mainly based on the
reduction of levels of homework that had been made by the management Bunnings in the
industry (Wolf and Floyd 2017).
Impact of ineffective conduct of the services on marketing planning process
The ineffective conduct of services based on strategic marketing planning process has
led to the reduction in levels of revenues that have been gained by the company. The
marketing research that was required by the organization in order to uphold levels of
revenues and profitability of Bunnings after its expansion in a different country. The levels of
local expertise that were required for development of the operations of Bunnings in the

3MARKETING PLANNING PROCESS ANALYSIS
country had not been formed by the organization in order to start the expansion process in the
United Kingdom (West, Ford and Ibrahim 2015). The lack of effective levels of strategies
based on competitive situation of the firm that has been developed in the UK is also a major
reason behind the ways by which Bunnings Warehouse has maintained the revenue levels.
The development of the operations of Bunnings in the industry has been affected in a huge
way by the ineffective growth of approaches that can be implemented in the organizational
operations (David and David 2017). The company has thereby failed to develop its place in
the United Kingdom due to the lack of proper strategies that can lead to the implementation
of effective strategic marketing planning method. The shareholders of the firm have been
affected in a huge way by the lack of high levels of revenues that has been gained by
Bunnings UK in the industry (HORÁKOVÁ, ŠVARCOVÁ and VOLF 2017). The parent
organization of Bunnings Warehouse has failed to develop its place in the industry and
increase the presence of the organization in different countries. The organization has thereby
failed in the operations that have been developed in various countries based on development
of proper levels services in the United Kingdom (McDONALD 2016).
Conclusion
The analysis can be settled by asserting the strategic marketing planning process is
able to play a key part in the methods by which the firm is able to maintain its place in the
industry after proper expansion of its operations. The organization that has been taken into
consideration for the study is Bunnings Warehouse. The issues that have been faced by
Bunnings Warehouse have been analysed and the detailed examination has been able to
portray that the company had not been able to maintain its revenues after expansion in a new
country or market area.

4MARKETING PLANNING PROCESS ANALYSIS
References
Bunnings.com.au 2019. Bunnings Warehouse | Australia's DIY, Garden & Hardware Store.
[online] Bunnings. Available at: https://www.bunnings.com.au/ [Accessed 28 May 2019].
Coffie, S. and Blankson, C., 2018. Strategic prescriptive theories in the business context of an
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David, M.E. and David, F.R., 2017. Are key marketing topics adequately covered in strategic
management?. Journal of Strategic Marketing, 25(5-6), pp.405-417.
HORÁKOVÁ, H., ŠVARCOVÁ, M. and VOLF, L., 2017. MARKETING PLANNING
PROCESS-REFLECTION ON THE COMP LEX OF ACTIVITIES THAT AFFECT ALL
ASPECTS OF BUSINESS LIFE. Marketing Science & Inspirations, 12(2).
Insideretail.com.au 2019. Homebase challenges ahead as Bunnings enters UK - Inside Retail.
[online] Inside Retail. Available at: https://www.insideretail.com.au/news/homebase-
challenges-ahead-as-bunnings-enters-uk-201602 [Accessed 28 May 2019].
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.
Wolf, C. and Floyd, S.W., 2017. Strategic planning research: Toward a theory-driven
agenda. Journal of Management, 43(6), pp.1754-1788.