MRKT20052: P-Cubed Plastic Pollution App - A Detailed Marketing Plan

This report details a marketing plan for the P-Cubed Plastic Pollution Preventers App, designed to encourage Queenslanders to reduce their plastic consumption. It includes a situation analysis using Porter’s Five Forces and PESTLE analysis, marketing objectives, and a SWOT analysis. The plan covers market segmentation, targeting, and positioning strategies, along with marketing tactics such as product, pricing, promotion, and distribution strategies. Furthermore, the report outlines methods for controlling marketing initiatives through return on investment analysis, competitor response monitoring, and customer feedback collection. The goal is to increase market share and promote the app's adoption among the target demographic.

Running Head: MARKETING MANAGEMENT
MARKETING MANAGEMENT

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Executive Summary
The main aim of this report is to develop marketing plan for P-Cubed Plastic Pollution
Preventers App. This report evaluated that marketing segmentation; targeting and positioning
could be used by P-Cubed app to influence the customers. It is also assessed that different
marketing strategies could be used by P-Cubed Plastic Pollution Preventers App to increase
the market share of company. It is also determined that different marketing tactics could be
used by P-Cubed Plastic Pollution Preventers App such as product, price, distribution and
promotion strategies. It is also evaluated those different ways of controlling the marketing
initiatives such as return on investment, competitor’s response, and feedback.

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Table of Contents
Introduction................................................................................................................................3
Introduction – Overview of the app or new app, purpose, scope and limitations......................3
Situation analysis.......................................................................................................................3
Porter’s Five Force Model......................................................................................................3
Bargaining power of buyers................................................................................................4
Bargaining power of Suppliers...........................................................................................4
Threat of New Entrants.......................................................................................................4
Threat of substitutes............................................................................................................4
Rivalry among existing competitors...................................................................................4
PESTLE analysis....................................................................................................................4
Political factors...................................................................................................................5
Economic factors................................................................................................................5
Social factors.......................................................................................................................7
Technological factors..........................................................................................................7
Environmental factors.........................................................................................................7
Legal factors.......................................................................................................................7
Mission.......................................................................................................................................8
Marketing objectives..............................................................................................................8
Financial Objectives...............................................................................................................8
SWOT analysis.......................................................................................................................8
Issue identified........................................................................................................................9
Market segmentation and target market...................................................................................11
Positioning approach............................................................................................................12
Marketing Tactics.....................................................................................................................13
Price strategies......................................................................................................................13
Promotion strategies.............................................................................................................14
Distribution strategies...........................................................................................................15
Conclusion................................................................................................................................17
References................................................................................................................................18
Appendix..................................................................................................................................21
Controls....................................................................................................................................21

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Introduction
This report presents the situation analysis by using different techniques such as PESTLE
analysis and Porter’s five force model. It also explains the marketing strategies by using the
segmentation, targeting, and positioning. It also determines the marketing tactics by using the
product, price, place, and promotions. It also focuses on control by using different strategies.
It also presents certain milestones could be effective for making reliable marketing plan
(Mathiyazhagan, Haq, & Baxi, 2016).
Introduction – Overview of the app or new app, purpose, scope, and limitations
P-Cubed Plastic Pollution Preventers App will support Queenslander to consider how much
plastic they use in their daily routines and its environmental effects. The app will permit users
for recording the quantity of plastic used and makes a better selection while buying products
and selecting reusable and recyclable plastic bags. By considering this, the company may
decline the 8 million tonnes of plastic that flows into waterways of globe, landfills, and
oceans each year. Moreover, this app would be unique due to certain causes like it will permit
users in order to track the plastic use and it has been intended particularly with young
Queenslanders in mind. The limitations of this App are expensive services and covers only
Queenslander.
The scope of the Report
The main aim of this report is to identify the internal and external factors affecting the plastic
industry by using SWOT and PESTLE analysis. It also addresses the marketing tactics by
using the products, prices, distributions, and promotions.
Situation analysis
Porter’s Five Force Model
The porter five force models can be effective for assessing the rivalry of Australia market in a
significant way. It involves the bargaining power of suppliers, and buyers, new substitutes,

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threats of new entrants, and rivalry among existing competitors. It is explained as given
below:
Bargaining power of buyers
P-Cubed’s free multi-platform app can face higher bargaining power in Australia because of
the low availability of the same products and services. Furthermore, there is low switching
cost for purchasers in longer-term. The condition of higher purchasing power indicates the
price sensitivity so that, a company can influence the customers by providing low-cost plastic
services (Nagy, Schuessler, & Dubinsky, 2016).
Bargaining power of Suppliers
The bargaining power of supplier is lower due to availability of different substitutes in the
marketplace. Therefore, suppliers should focus on the consumers by developing a favorable
image and association of products and services towards the corporation (Nagy, Schuessler, &
Dubinsky, 2016).
The threat of New Entrants
There is high threat of new entrants because P-Cubed’s free multi-platform app is very costly
that cannot be imitated by competitors. It indicates that there is high threat of new entrants
because of higher initiation expenses (Lewis, Gertsakis, Grant, Morelli, & Sweatman, 2017).
Threat of substitutes
There is low threat of substitute products that can be favorable for the company to effectively
deals in Queensland. Because, customers cannot easily switch to another substitute because
P-Cubed’s free multi-platform app has unique concepts (Lewis, Gertsakis, Grant, Morelli, &
Sweatman, 2017).

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Rivalry among existing competitors
There is a higher rivalry between existing rivalries hence it can be stated that P-Cubed’s free
multi-platform app can face the issue in order to compete with current rivalry and creates a
favorable picture in the marketplace (Wesley & Barczak, 2016).
PESTLE analysis
A PESTLE analysis is used to assess the external condition for P-Cubed’s free multi-platform
app.
Political factors
Political factors are related to how and to what extent a government may intervene in the
Australian economy. Political factor entails trade restriction, labor regulation, environmental
law, tax policy, tariffs, tax policy, and political stability. In Australia, government supports
recyclable and reusable plastic bags that can favorably impact on P-Cubed. Moreover, the
Australian government focuses on health awareness initiatives that may favorably impact on
business growth (Lin, Chen, & Chiu, 2015, June).
Economic factors
Australia Interest Rate
(Source: Lin, Chen, & Chiu, 2015, June).

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Australia Inflation Rate
(Source: Lin, Chen, & Chiu, 2015, June).
Ease of Doing Business in Australia
(Source: Lin, Chen, & Chiu, 2015, June).
Economic factors contain different factors such as inflation rate, economic growth, and
exchange rates. These factors may impact business dealing and making a decision towards
the business. For instance, interest rates may affect the cost of capital of P-Cubed and
therefore to what extent it may expand and develops. In Australia, inflation rate is declining
that can favorably impact on the business growth of P-Cubed. In addition, ease of doing

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business in Australia is increasing that may lead to expanding the business of P-Cubed (Kent,
2018).
Social factors
Social factors contain the cultural aspects and involve the population growth rate, career
attitude, health consciousness, and focuses on safety. In addition, trends in social factor may
influence the demand for the product of company and how that company deals. For instance,
an aging population may involve less-willing employees and thus gaining the cost of labor.
Moreover, companies may transform different management strategies in order to adapt these
social trends (Oyake-Ombis, van Vliet, & Mol, 2015).
Technological factors
Technological factors entail different aspects such as automation, R&D activity, the rate of
technological transformation and technology incentives. In Australia, there are low barriers to
entry, minimum efficient production level and increasing outsourcing business. In this way,
the technological shift may influence the quality, costs and may lead to innovation (Oyake-
Ombis, van Vliet, & Mol, 2015).
Environmental factors
Environmental factors focus on environmental and ecological concepts like climate change,
weather, and climate that may influence the plastic industry. Moreover, there are different
environmental protection policies that focus on recycling and reusing the plastic bags. This
factor will favorably impact on the business operation and P-Cubed’s a free multi-platforms
app as it would contain environmental protection regulation (Brink, 2017).
Legal factors
Legal factors involve consumer law, employment law, discrimination law, and health and
safety law. These factors may influence the business operation and demand for P-Cubed’s
free multi-platforms app. P-Cubed can launch the services into Queensland because this

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company will consider the discrimination regulation, employment law and safety rules
(Ribau, Moreira, & Raposo, 2017).
Mission
The mission of P-Cubed’s free multi-platform app is to record the quantity of plastic used and
creates better choices while buying products and selecting recyclable and reusable plastic
bags. It may also influence the bulk of customers for using this app in long-term.
Marketing objectives
 To assess the trends of market in Australia
 To identify the business opportunities of P-Cubed’s free multi-platform app in the
plastic industry
 To gain the market share of company by 30% within 3 months
Financial Objectives
 To gain the sales of P-Cubed’s free multi-platform app by 35% in 4 months
 To decline the expenses of company in 5 months by 25%
 To gain customer demand by 30% in 6 months
SWOT analysis
Strengths
Indian polymer benefits
Availability of low-cost employees
High supporting industries
Higher usage
Initiating the recycling and reusing the plastic
bags among youth Queenslander.
Deals in the high range of services
Well-organized operation and strong brand
Weaknesses
Poor image of the industry
Health Hazards
Inadequate competencies for making
recognition in the global market rather than
rivalry
The brand has unproductive for obtaining the
competitive benefits
Penetrate into plastic recycling app is late

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name
An innovative application such as P-Cubed’s
free multi-platform app (Charter, 2017).
that creates higher rivalry and may lead to a
lower rate and higher experience (Vieira,
Vieira, & Chang Chain, 2017).
Opportunities
Increasing Automotive sector
Increasing water management
Food packaging and high riding
Transforming consumer behavior
Endorses the products and services via
advertisements, promotions, and sponsorship
Identifying development through strategic
acquisition and franchise models in emerging
nations (Charter, 2017).
Threats
Government bans
Fluctuating prices of raw materials
Rivalry
The shortfall of trained labor
An economic recession can obstruct the
growth strategy to develop digital marketing
modes.
High rivalry from global competition (Vieira,
Vieira, & Chang Chain, 2017).
Issue identified
The maximum fund is needed to sacrifice a consumer
A large number of customers may think to purchase P-Cubed’s free multi-platforms app in a
strong condition to obtain long-term satisfaction. Because of the expensive App, these
consumers have reduced their spending in another field. Thus, P-Cubed’s free multi-
platforms app can focus on providing the benefits to customers and facilitates convenience to
them as it is significant to recognize the sacrifice customer’s level (Cui, Khan, and Tarba,
2018).
Expensive Trendy Stores

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The trendy approach is significant to enlarge the plastic business. Under the current situation,
a customer may want the healthy style as P-Cubed’s free multi-platforms app should focus on
unique services that could be expensive for the company. It is evaluated that an individual has
diverse requirements according to their selections. In addition, modern customers want paper
bag rather than using plastic bags. Hence, the marketing of this higher-end product will be
complex for the company (Cui, Khan, and Tarba, 2018).
Marketing initiatives
There are different marketing practices that require different attempt before execution.
Moreover, reliable disclosure may offer better outcome hence marketing manager should
consider marketing practices that have executed different times for 10 weeks. In such
manner, the marketing manager can maintain the record of marketing activities and tracks the
different aspect of initiatives like responses created, cost, and timing of promotion, media
used, and return on sales (De Angelis, Howard, and Miemczyk, 2018).
Feedback
P-Cubed’s free multi-platforms app can create feedback of consumers for monitoring the
favorable and unfavorable aspect regarding it. By acquiring the feedback of customers, P-
Cubed can make changes and then launch this app (De Angelis, Howard, and Miemczyk,
2018).
Return on investment
It is assessed that return on investment is essential component of launching the P-Cubed’s
free multi-platforms app. For this, P-Cubed can assess whether higher amount of outlay was
spent on a marketing plan. It can also determine the amount that would be spent on each
marketing practices as well as determines the whole performance. For assessing the
performance, it can break down the marketing practices in order to measure the exact cost of

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each activity as this would be effective for obtaining potential ROI (Bathelt and Gibson,
2015).
Competitor Response
P-Cubed will assess responses of key market players in order to determine the success or
failure of P-Cubed’s free multi-platforms app. In such case, P-Cubed can assess how much
rivalry has copied and makes efforts in against the function of P-Cubed’s free multi-platforms
app. Moreover, when competitors ignore the marketing practices of P-cubed and get
unfavorable responses then there might be the probability of occurring problems as it could
be enhanced (Quartey, Tosefa, Danquah, and Obrsalova, 2015).
Market segmentation and target market
In the Australian market, the specified market would be chosen by P-Cubed’s free
multiplatform app for enhancing the returns. Several activities are focused by this app like
record the quantity of plastic used, recycle and reuse the plastic bags. Market segmentation is
a tool that is used by the company to categorize their customers for availing their services.
Market segmentation is more relevant strategy to choose the targeted customers that have
similar needs, requirements, and desires (Perera & Pushpanathan, 2015). Market
segmentation could be classified into different groups which are geographic, demographic,
psychographic and behaviouristic. P-Cubed Company will categorize the specified
marketplace for P-Cubed free multiplatform app as per the following aspects which are
described as below:
Geographic segmentation
The p-cubed company would select various urban regions of Australia for P-Cubed free
multiplatform app to provide their services and goods. The main reason for selecting urban
people is that customers give more priority to their health and safety concern (Shekarabi &
Dorri, 2017).