MRKT20052: Strategic Marketing Plan for Malpara Florists, T2

This marketing plan outlines strategies for Malpara Florists, a Townsville-based boutique florist, to boost sales and product awareness. It includes a SWOT analysis identifying strengths such as expertise and weaknesses like marketing limitations, opportunities in internet growth, and threats from larger competitors. The plan defines the target market based on demographics and consumer needs, and details the marketing mix (product, price, place, promotion) implementation. It also specifies marketing and financial objectives with a budget allocation for the promotion mix, aiming to provide a comprehensive approach to enhance Malpara Florists' market presence and profitability. Desklib provides access to similar solved assignments and resources for students.

Running head: MARKETING PLAN 1
Marketing Plan
Name
Institution
Date

MARKETING PLAN 2
Contents
1 Executive Summary.................................................................................................................3
2 Introduction and background....................................................................................................3
2.1 Product description...........................................................................................................3
3 SWOT Analysis........................................................................................................................4
3.1 Strengths............................................................................................................................5
3.2 Weaknesses.......................................................................................................................6
3.3 Opportunities.....................................................................................................................6
3.4 Threats...............................................................................................................................7
4 Marketing strategy....................................................................................................................7
4.1 Target market....................................................................................................................8
4.2 Potential market segment..................................................................................................8
4.3 Marketing mix...................................................................................................................8
4.3.1 Marketing mix implementation...............................................................................10
4.4 Financial and marketing objectives.................................................................................11
4.4.1 Marketing objectives...............................................................................................11
4.4.2 Financial objectives.................................................................................................11
4.5 Budget allocation for promotion mix..............................................................................11
5 Conclusion..............................................................................................................................12
6 References..............................................................................................................................13

MARKETING PLAN 3
1 Executive Summary
Malpara Florists is a company situated in the Townsville area of Queensland. The report below
represents a marketing plan through which the company may use to boost sales and products
awareness.
The plan brings into perspective what the company deals with. That is the services and
products it offers to the people of Townsville. The products identified here include floral
products whereas the services offered by the company include setting up wedding ceremony and
receptions. It also offers training and workshops in relation to flowers. The plan through the
SWOT analysis brings into perspective the strengths, weaknesses, opportunities, and threats. The
strengths identified include true expertise, dominance, manageable size, and contacts. The
weaknesses identified include marketing, staff, and brand. Opportunities in this plan have been
identified as internet growth, international market growth, and employee hiring. The threats as
identified by the SWOT analysis include the internet, larger branded competition, and the new
competitors.
The plan through the market strategy section brings into perspective the target market and
market segments aspects. The market segment for Malpara Florists is based on demographics
and consumer needs. This section also brings into perspective the marketing mix, which is the
product, price, place, and promotion. Goes further to bring into perspective how the marketing
mix can be implemented. Marketing and financial objectives are also brought into perspective in
this section.
2 Introduction and background
2.1 Product description
Malpara Florist is a Townsville based boutique florist. The venture is family owned. The
boutique florist offers a wide range of flowers suitable for various occasions. The florist is not
only operated by the owners but also a pool of employees. They have a passion for flowers, and
they stand out based on their designs, fresh flairs, innovation and the ability to change with
trends and the ever dynamic landscape. The employees ensure that they meet the expectations of
customers in terms of service and design. The company provides a wide range of flowers to suit

MARKETING PLAN 4
various needs of consumers and the occasions. The company also designs artificial flowers and
plants in the Hermit Park Workshop (Malpara Florists, 2018).
The floral product offered by the company include Peonies en Masse, the Florist bouquet,
the pretty in pink, the ballet, the Valentina, Maria, princess, summer, heart, and wonderland
among others. The floral products are grouped into three which include the occasion, the type,
and the color. Floral products by occasion are grouped into occasions such as birthdays, love
and anniversary, friendship and thanks, new baby, get well, sympathy, corporate, Mother’s day,
and Valentine’s day. Floral product by type include roses, natives, orchid and tropical, tulips and
peonies, mixed flowers, plants, and gifts. The groupings by color include aspects such as bright,
Pastels, whites, and the dark and moody.
The company also offers floristry courses and workshops. The courses offered here include
basic floristry history, flower care, courses that bring into perspective the type of flowers,
courses in relation to flower storage including cold room organization and preferable
temperatures. The company also provides special services for weddings. The company’s group
of wedding specialists ensure that your ceremony and reception set up is ready. The company
also ensures for transportation of your ceremony flowers to the reception area for double
utilization.
Despite the prevalence of florist in the Townsville area, Malpara florists enjoy a unique
selling position for numerous reasons. Employees of Malpara are a group of passionate, like-
minded individuals that have been part of the company since it was started. Quality service to
clients and customers is a key area of focus to them. The employees also ensure that the
company’s products meet client and customer expectations. Other aspects that greatly contribute
to the success of the company include great location.
3 SWOT Analysis
SWOT is an acronym that brings into perspective four aspects that are great determinants of
organizational performance. The SWOT analysis brings into perspective the strengths,
weaknesses, opportunities, and threats that the company or venture may face (Sarsby, 2016).
Strengths and weaknesses are factors that affect a venture from within (Richter & Pahl, 2009).
Their remedy can be as a result of changing the business. Opportunities and threats are aspects

MARKETING PLAN 5
affecting business from without. This is external factors. In a nutshell, the mix is something to
behold. The current age and generation depict growth and change. Businesses have also been
revolutionized (Asl, 2015). There are avenues for opportunities that have been brought about by
the internet. We can also not forget the threats that it has also brought about. Therefore in
utilizing the internet, we must ensure that it brings about our biggest strengths in order to ensure
that our weaknesses are reduced a great deal (Greengard, 2015).
3.1 Strengths
True expertise
Our team of employees is the best. The individuals know the Townsville area a great
deal. We pride ourselves with knowledge about the area than any other participant in this niche.
Our employees receive the best training on aspects relating to flowers such as the basics of
floristry, care for flowers, flower types, flower storage, flower types, oasis soaking and hands-on
lessons in regards to bouquet making, flower arrangements, and table centers and novelties. Due
to the knowledge acquired they are able to provide our clients and customers with the best
services they can offer in regards to customer queries and considerations.
Dominance
Taking into consideration the user’s point of view, the company has dominance over
communication technologies. Our company prides itself in maintaining an excellent and up to
date website. Client information is transferred through secure file transfer protocols that have
been reinforced with password protection strategies (Tambini & Moore, 2018). The company
also offers major bandwidths and major automatic linkage with the floral expertise to help clients
and customers to obtain and understand information in regards to the floral products our
company offers and get help making their selections depending on the occasion.
Manageable size
The company has a small and manageable size of employees. Our clients and customers
know and are confident in our ability to meet our promises on service delivery (Kelleher &
Barnes, 2014). Our competition, the various florist shops in Townsville are built upon and based
on the structure that is brought forth by key partners in making sales while the young,
inexperienced associates handle issues relating to delivery and consulting.

MARKETING PLAN 6
Contacts.
Our company has been in existence for over 55 years. Through this period the company
has conducted a lot of word of mouth marketing. The company has also participated in various
aspects that bring together players and client in the floral industry. By so doing the company has
been able to create contacts and networks (Alt, Fleisch, & Österle, 2012)across the flower
industry.
3.2 Weaknesses
Marketing
As a group, we have done extremely well in direct sales. However, the company has not
fully explored the strength of social media marketing. Effective online marketing campaigns
have not been conducted in order to boost sales.
Staff
Without staff overhead, we cannot leverage people to offer their services in document
development, making presentations and conducting in-depth research on how to make our
products better or which new products can we bring into the market that will sell greatly.
Brand
Most clients and executives prefer buying from top rated brands. Regardless of the fact that
our company has been in existence for over 55 years, we still haven’t been a brand to reckon
with.
3.3 Opportunities
Internet growth
The internet provides opportunities for the company to reach new markets. Through the
internet of things, marketing avenues have been opened for companies to take up their marketing
strategies to the next level (Bouhai, 2017). It provides opportunities for high growth rates for
high opportunities.

MARKETING PLAN 7
International market growth
The international floral market is growing at a very fast rate. Taking that into
consideration, it opens up opportunities for Malpara florists to venture into the international
market.
Employee hiring
There is a growing reed tape that is involved with hiring full-time employees. Hiring full-
time employees will be quite an advantage to Malpara florists as the company will be able to
meet their organizational goals and objectives.
3.4 Threats
The World Wide Web and the Internet of things
The internet brings about opportunities. However, it also brings about threats. We are
focused on venturing into cross-border sales, management of more than one market, and mastery
of the problem-solving art as far as flowers are concerned. These aspects are greatly being
diminished by information availability brought about by the internet (Camusio, 2011).
Competition from top brand companies
There are various large branded florist shops in Townsville. This florist shops and
companies pose a threat to the Malpara Florists Company. These companies are beginning to
identify the profitability aspects of the industry and are at a very fast rate venturing into this
arena (Wall, Spencer, & Desai, 2015).
New entrants into the industry
With the constant growth in the floral market, new ventures spring up very fast. With time
this ventures grow and become a threat to existing companies and ventures.

MARKETING PLAN 8
4 Marketing strategy
A strategy can be defined as a focus; a means to achieve something (Proctor, 2014). Our
strategies will focus on specific areas of expertise. We are true experts in the floral industry and
floral products. Malpara Florists will focus on the Townsville area in Queensland. The product
segments will be broad ranging from products for homes and businesses to products for large
corporates.
4.1 Target market
The potential clients of Malpara Florist are the individuals in Townsville. It will focus on
social individuals and corporations. Wedding planners and interior designers are part of the
target markets for the company products. The company will sell for both wholesale, retail, and
household clients.
4.2 Potential market segment
The most common market segments for the Malpara florists will be based on
demographics which brings into perspective age, gender, race, ethnicity, disability, mobility,
education, home ownership, and employment status (Kamakura & Wedel, 2012). However, the
market segments of Malpara florists will be based on age, gender, income, marital status. The
company will focus across all age groups as there are floral products suitable for each age group.
The company will also offer products for both the married and unmarried individuals in
Townsville. The market segment will also be defined based on consumer needs.
4.3 Marketing mix
Our market mix focuses on intense deliveries. We focus on aspects such as word of mouth
marketing and rebuy business aspects (Kim & Zou, 2009). We also factor in online campaigns.
Direct marketing sales are also considered. The marketing mix requires us to understand the
operations and processes carried out in our business, and therefore this section is very crucial. In
this section, four aspects are brought into perspective. These aspects include product, price,
place, and promotion.
Product
Malpara Florist provides both products and services. The products here include floral
products while the services offered by the company include training and workshops on flowers

MARKETING PLAN 9
and wedding services. The floral products offered by the company include flowers suitable for
various occasions such as weddings, birthdays, Valentine’s Day, get well flowers, sympathy,
corporate, mother’s day, and new baby flowers. The flowers also range on flower color such as
bright, pestles, whites, and dark and moody. The types of flowers offered here include roses,
natives, orchids and tropical, tulips and peonies, mixed flowers, plants, gourmet hampers, and
gifts. The training and workshops focus on basic floristry, care of flowers, flower types, storage
of flowers, soaking of the oasis, and hand on lessons in bouquet, arrangements and cold room
organization. Not forgetting cleaning and temperature.
Price
In Malpara Florists prices are based on wholesale pricing strategies. However, the
company also offers prices based on retail aspects that is when individual customers visit the
place to purchase flowers on their own accord. The product prices are not standard; each flower
product has a different price. This depends on the production process and the type of product.
For instance, the pricing for Pastels and gourmet hampers is not the same as this is two different
product packages. The company offers discounts to constant return customers and clients.
Pricing is also seasonal, and discounts are also offered during the low seasons. Malpara Florists
does not undersell itself by having low product prices (Rao, 2009), in the same since they are not
the highest priced floral shop in Townsville. The pricing model adopted by the company is
competitive and is ideal for building an effective image (Blokdyk, 2018).
Place
Malpara Florists operates on one workshop situated in Hermit Park. However, the florist
has various studious across Townsville. In 1995 the florist consisted of four studios across
Townsville. Hermit Park is an ideal location for the business as it is surrounded by loads of
people who provide a market for products produced by the company. The area also provides
sufficient room for expansion and hence the ideal position for Malpara Florists.
Promotion
Malpara Florists will increase customer and client awareness by the use of various
multiple internet-based approaches. The company will utilize search engine ranking (Rao, 2009)
approaches as a strategy to increase their internet presence. The company will be listed with

MARKETING PLAN 10
various peer review websites in order to create awareness. The power of social media cannot be
underrated in promotion aspects (Zarrella, 2009). Social media enjoys a huge following from
various customer segments and therefore having a sound social media presence is an essential
tool for promotion. Reputation and word of mouth advertising are also essential promotional
tools.
4.3.1 Marketing mix implementation
Product
Malpara Florists will offer premium services to potential and consistent customers. This
will apply across all ranges of products that is the Pastels, Gourmet Hampers, and Natives. The
studios managed by Malpara Florists will be open to customers and clients. The company will
also ensure that the quality of the products is of the highest standard possible.
Price
The pricing strategy will be geared towards maintaining a competitive edge without
selling short (Smith, 2011). The prices will be flexible and subject to seasonal adjustment and
discounts for consistent customers. The Malpara Florists management will be tasked with
evaluating the pricing plan.
Place
Malpara Florists will maintain the same location. However, it will be keen on expansion
opportunities within the same locality. The company will maintain a positive relationship with
the surrounding environment.
Promotion
Malpara Florists will maintain a strong social media presence. It will ensure that the
company website is up to date every month. It should be keen on aspects of search engine
optimization. The company will ensure that their social media accounts are updated consistently.

MARKETING PLAN 11
4.4 Financial and marketing objectives
4.4.1 Marketing objectives
Establishing ourselves as industry experts
Our company focuses on featuring in many media outlets and industry journals. We focus
on our experts being part of speakers in industry related events with an aim to bring ourselves
into the limelight as drivers of the flower industry (Hartline & Ferrell, 2012). The objective here
is to create a perception in Townsville.
Getting clients based on brand
Our company focuses on getting five major clients as customers before the end of the
current financial year. Referencing need to be on the basis of name and contact phone number
(Katz, 2013).
Three top-rated clients in Townsville
Malpara florist aims in getting three top-rated clients in Townsville as customers. We
cannot be who we claim to be if we do not have grip in Townsville.
4.4.2 Financial objectives
 Increasing sales by over 30% by the end of 2019
 To attain a gross margin of over 75%
 The net income should be more than 12% of sales by the year 2020
4.5 Budget allocation for promotion mix
Promotion Mix Budget
Website budget
Expenses Amount in $
Website Maintenance 7000
Income
AdSense (traffic dependent) 100
Paid Vendor Links 1900

MARKETING PLAN 12
Social Platforms Budget
Expenses Amount in $
Consultant 800-1200
Content creation 400
Incomes
N/A
Conclusion
In conclusion, Malpara Florists is a leading Florist in The Townsville area of Queensland. The
company offers a wide range of floral products and services. This plan brings into perspective
the company’s products, the market segments and target market that the company serves. It goes
further to bring into perspective the strengths, weaknesses, opportunities, and threats that the
company faces through the SWOT analysis. It brings into perspective a marketing mix that
brings into focus the product, price, place, and promotion aspects of marketing and how the
marketing mix will be implemented by the company. The plan also summarizes the budgetary
allocation for the promotion mix of the company’s products.
References

MARKETING PLAN 13
Alt, R., Fleisch, E., & Österle, H. (2012). Business Networking: Shaping Enterprise
Relationships on the Internet. Springer Science & Business Media.
Asl, G. (2015). Organizational Change Management Strategies in Modern Business. IGI Global.
Blokdyk, G. (2018). Competitive Pricing: The Ultimate Step-by-step Guide. CreateSpace
Independent Publishing Platform.
Bouhai, N. (2017). Internet of Things: Evolutions and Innovations. John Wiley & Sons.
Camusio, Z. (2011). The Internet Marketing Bible. Zeke Camusio.
Greengard, S. (2015). The Internet of Things. MIT Press.
Hartline, M., & Ferrell, C. (2012). Marketing Strategy. Cengage Learning.
Kamakura, W., & Wedel, M. (2012). Market Segmentation: Conceptual and Methodological
Foundations. Springer Science & Business Media.
Katz, L. (2013). Ethics and Reference Services. Routledge.
Kelleher, B., & Barnes, R. (2014). Customer Experience For Dummies. John Wiley & Sons.
Kim, D., & Zou, S. (2009). Export Marketing Strategy: Tactics and Skills That Work. Business
Expert Press.
Malpara Florists. (2018, November 12). About Us: A Malpara Corporation. Retrieved from
Marlpara Website: https://www.malpara.com.au/
Proctor, T. (2014). Strategic Marketing: An Introduction. Routledge.
Rao, V. (2009). Handbook of Pricing Research in Marketing. Edward Elgar Publishing.
Richter, A., & Pahl, N. (2009). Swot Analysis - Idea, Methodology and a Practical Approach.
GRIN Verlag.
Smith, T. (2011). Pricing Strategy: Setting Price Levels, Managing Price Discounts and
Establishing Price Structures. Cengage Learning.
Tambini, D., & Moore, M. (2018). Digital Dominance: The Power of Google, Amazon,
Facebook, and Apple. Oxford University Press.

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Wall, W., Spencer, L., & Desai, D. (2015). Brands, Competition Law and IP. Cambridge
University Press.
Zarrella, D. (2009). The Social Media Marketing Book. O'Reilly Media, Inc.