Brickworks Limited: Marketing Strategy and Analysis Report

This report examines the marketing strategies of Brickworks Limited, an Australian company specializing in bricks, concrete panels, pavers, and timber products. It begins by analyzing the market environment, including political, economic, social, and technological factors. The report then delves into market segmentation, focusing on geographical factors and targeting the construction industry. Consumer behavior is discussed, highlighting the rational decision-making processes of business-to-business clients. The marketing mix, including pricing and promotional activities such as email and agents, is also assessed. Finally, the report offers recommendations, such as expanding promotional tools to boost sales and profitability. The company's distribution channel is noted as being effective across Australia. The report also references relevant academic sources such as CHEN et al., (2014) and Bahadir et al., (2015).

Running head: MARKETING MANAGEMENT
Brickworks limited
Marketing Management
Student Name:
Course work:
University:

MARKETING MANAGEMENT 1
Executive summary
The Brickworks limited is an Australia based company. The company manufactures bricks,
concrete panel, pavers, roofing tiles and timber products. The company has segment the market
on the geographical factors such as zones, region, and city. The primary target consumers are
from construction industry. The consumers are rationale and the decision is taken by considering
various factors such as low cost, quality of the product and others. The company is using agents,
emails and messages to promote the products. The distribution channel of the company is very
effective across the Australia. The competitive pricing strategy is used by the company.

MARKETING MANAGEMENT 2
Introduction
In this present we will paper we will discuss the marketing plan of Brickworks limited, Australia.
The paper discusses the market environment, market segmentation and target customers,
consumer behavior, marketing mix and recommendations.
Brickworks limited are an Australian owned group of companies. The company manufactures
bricks, concrete panel, pavers, roofing tiles and timber products.
Market environment
Market environment consist of macro and micro environment. The macro environment includes
economic, social, demographic, technological, ethical and legal factors. Following are the factors
of macro analysis:
1. Political environment:
The political environment of the company is stable. The company is following the tax
policies of the country. The company is also considering various political factors such as
consumer’s protection, tariffs and environmental law (CHEN et al., 2014).
2. Economic environment:
The economic environment comprises of various factors such as interest rate, growth rate,
and cost of labor, flow of trade, monetary and fiscal policies, business cycle and others.
The business cycle of the company is at boom stage and the profitability of the company
compete the inflation rate.
3. Social environment:

MARKETING MANAGEMENT 3
The environment has adopted Australian culture. The customs, beliefs, and practices of
the company are based on Australian culture.
4. Technological environment:
The company is using advanced and innovative technologies to produce the products.
Market segmentation and targeting
Market segmentation of the company is based on geographical factors such as city, region and
others. The company is targeting major players in Construction industries and they Dealings are
business to business.
Consumer behavior
The consumers are mainly major players from construction industry their behavior is rationale.
The consumers are generally emotional but the business purchases are done by considering
various factors such as cost minimization, quality of a product and others. The business deals are
decided by a group of decision makers so they take rational decisions.
Marketing mix
The marketing mix concept is used the company for positioning, branding, labeling, packaging
of the product (Bahadir et al., 2015). The company use competitive pricing strategy for deciding
the price. The promotional activities of the company include email, messages, and though agents.
The dealings are generally done middle-man. The distribution channel of the company is very
effective across the Australia.

MARKETING MANAGEMENT 4
Recommendations & conclusion
The company is using very less promotional tools which affect the sales volume. So using
various promotional tools is recommended such as advertisement which helps the company to
promote their product which helps to increase the profitability.

MARKETING MANAGEMENT 5
References
CHEN, Q., XIAO, J. H., & LIU, R. M. (2014). Macro-environment Analysis of General
Practitioners on Standardized Training Based on PEST Model. Chinese General Practice, 34,
024.
Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015). Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal of
International Business Studies, 46(5), 596-619.