Strategic Marketing Plan: Planting Festival Disability Inclusion

This report presents a comprehensive marketing plan for The Planting Festival in Queensland, Australia, with a specific focus on attracting and including people with disabilities. It includes an analysis of the internal and external environments, utilizing tools like PESTEL and SWOT to understand the market landscape and identify opportunities and threats. The plan outlines marketing strategies related to product, price, promotion, and place, designed to meet the objective of increasing attendance by people with disabilities. A marketing budget is proposed, along with control and contingency measures to ensure the success of the festival. The report also touches on the Orchid Project, highlighting the festival's commitment to environmental sustainability. Desklib provides access to this and other solved assignments to aid students in their studies.

Running head: MARKETING MANAGEMENT.
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has thrown light on analysing the external and internal environment
analysis of The Planting Festival at Queensland. The market analysis helped in
understanding the different kinds of competitors which are present in the market and
this affected the overall profitability of the festival in a negative manner. Furthermore,
the PESTEL and SWOT analysis have been considered which assisted in
understanding the different political, social, cultural, economic and technological
aspects which are affecting the overall efficiency of the Festival negatively or
positively.
The marketing mix was conducted to understand the concept of The Orchid Project
which is required to save the overall planet and environment from industrial
pollutants. The marketing budget was conducted to understand the implications of
the attendance and advertisement costs which will be beneficial for the overall
success of the firm along with analysis of contingencies and control activities.

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Table of Contents
1.0 Introduction.............................................................................................................3
1.1 Aim......................................................................................................................3
1.2 Scope..................................................................................................................3
1.3 Company Background........................................................................................4
2.0 Current Situation Analysis......................................................................................4
2.1 Internal Analysis..................................................................................................5
2.2 External Analysis................................................................................................7
2.3 Market Analysis...................................................................................................9
3.0 SWOT Analysis.....................................................................................................11
4.0 Segmentation........................................................................................................13
5.0 Target Market.......................................................................................................14
6.0 Positioning............................................................................................................15
7.0 Objectives.............................................................................................................15
8.0 Marketing Strategies.............................................................................................16
8.1 Product..............................................................................................................16
8.2 Price..................................................................................................................17
8.3 Promotion..........................................................................................................17
8.4 Place.................................................................................................................18
9.0 Action Plan............................................................................................................19
10.0 Marketing Budget...............................................................................................19
11.0 Control and Contingencies.................................................................................19

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12.0 Conclusion..........................................................................................................20
References.................................................................................................................22

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1.0 Introduction
The report throws light on analysing the marketing strategies for The
Plantation Festival which helps in attracting tourists of New Zealand to participate in
the respective fest. The report will be discussing the internal, external and market
strategies which will be helpful in analyzing the different concerns related to the
environment appropriately. The Orchid Project which will useful for improving the
overall growth of the function appropriately and this will enhance their aspects
appropriately. With the help of the marketing budget, the analysis of the attendance
of the tourists and the costs related to advertisements related to the event will be
estimated appropriately. The product which has been selected in the report is
1.1 Aim
The main aim and purpose of the story are that the plantation festival is the
best manner in which this will be providing an opportunity to the different tourists as
to interact, discuss and learn relating to the environmental issues which are affecting
flora and fauna. The central vision of the Plantation Festival is to reduce the
environmental problems along with creating a green environment for the betterment
of the future in a successful aspect.
1.2 Scope
The main scope of the report is to enhance the atmosphere by the
development of site in such a manner which will improve the operations of the
festival. Woodfordia Inc is putting continuous efforts in the enhancement of the
environmental prospects which will be becoming a cultural agenda and becoming a
leader in the cultural organization for the improvement of the ecological well-being.

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There should be more contribution to the environment instead of affecting the festival
environment.
1.3 Company Background
Woodford Inc is one of the cultural festivals held near the semi-rural town of
Woodford which is 72 km north of Brisbane, Queensland, Australia. It is one of the
most significant annual cultural events of the type in Australia. Every year, there are
more than 125000 patrons attend the festival which takes place over six days and
nights from 27th December to 1st January each year. Woodford Inc owes the beautiful
along with cultural parkland to Planting, and the company purchased their property in
1994 wherein the notion was to get hands dirty by planting trees which will be helpful
in saving the environment from various issues. The entire festival is held on 500-acre
parkland which is located in Sunshine Coast Hinterland on Jinibara Country which is
one hour from Brisbane (Woodfordia Inc., 2019).
Through the planting, there was a creation of event which contributed
towards generating global consciousness emerging in communities everywhere. This
has been the endeavour of the event which contributed towards the blending of the
effects of industrial practices in past along within the present scenario as well. The
event mainly intends towards the ensuring of creating healthy and forested parkland
for the enjoyment of present and future generations.
2.0 Current Situation Analysis
With the help of situational analysis, the managers in the organizations try to
analyze the external and internal environment which helps in understanding the
capabilities of the customers along with the analysis of the overall business
environment (Bahadir, Bharadwaj & Srivastava, 2015). In the case of the Plantation

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Festival in Queensland, there will be internal, external and market analysis which will
be helpful in managing the different threats and opportunities appropriately.
2.1 Internal Analysis
Primary Activities
Inbound Logistics- Woodford Inc tries to keep the cost of the different
products lower as the main aspect of the festival is to attract more customers to gain
towards making the environment clean and greener. It has no difficulty in managing
the prices as the suppliers are concerned regarding providing services to the
company as there are no such other festivals in the particular area. Furthermore, the
main focus of the festival is to maintain long-term relationship with the customers for
efficient sourcing of the plantation materials and keeping the prices low. The
strategic partnership with the vendors which can help them in maintaining supply
chain appropriately (Baker & Saren, 2016).
Operations- The Planting Festival is operating in the plantation and events
sector wherein the festival has acquired huge growth in the market as there is no
such competition in the market and they can create their operations in other rural
areas in Queensland. In the present scenario, there are more than 1 million
associates who are being employed in the organization to improve their aspect
towards the growth of the company appropriately (Bettis, Ethiraj, Gambardella, Helfat
& Mitchell, 2016).
Outbound Logistics- The Woodford Inc Plantation Festival applies the
supply chain management wherein it is inclusive of the low costs adoption while
purchasing the goods and services for the festival in the overall competitive business
environment. Due to the low transportation costs, this has eliminated the efficiencies

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without having to wait for long periods. The distribution centres serve the customers
in the market directly (Bettis, Gambardella, Helfat & Mitchell, 2015).
Marketing and Sales- Due to the low pricing of the tickets for the entry of
customers in the market, the company has been able to improve their reputation in
the market (Bratton & Gold, 2017). The festival aspects are being promoted through
the different media channels which will be the critical part of the strategy and creates
positive brand image of the festival among the various individuals who attend the
festival appropriately.
Support Activities
Technology- Woodford Inc has used the tremendous technological aspects
for the better supply chain management activities appropriately. With the different
social media platforms, the own festival has been able to improve their presence
among the customers in the market and technology has become indispensable for
the efficiency of the festival which is conducted every year (Bull et al., 2016). In the
present scenario, all the individuals are technologically advanced, and they prefer to
analyse the different kinds of news on social media platforms and gain a competitive
advantage in the market.
Human Resource Management- The human resource management
practices have changed in recent years as the primary activity of the festival is to
recruit candidates who prefer nature-related activities to gain more competitive
advantage appropriately (Chernev, 2018). In the plantation festival, the inclusion of
the knowledge regarding the different events which will be taking place is required to
be analysed which will improve the overall efficiency in the market.

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Procurement- The strategic relationships with the suppliers in the market is
one of the main approaches which is required to be analysed as the suppliers are
required to provide standard products and services which will be helpful in improving
their aspects accordingly (Crowther, 2018).
Firm Infrastructure- The infrastructure plays a vital role in managing the
different activities at an organization. The distribution, human resources activities
play a significant role in maintaining the various activities such that the growth has
been one of the essential aspects which have been considered to become more
competitive (Datta, Ailawadi & van Heerde, 2017). The festival is conducted at
Queensland wherein they have been able to improve their growth in the market
appropriately with proper utilisation of the themes which performs touring of the
Woodfordia to gain competitive advantage.
2.2 External Analysis
With the help of PESTEL analysis, the different external political, social,
economic, technological, environmental and legal issues have been considered
which helped in managing the various aspects related to the environment
appropriately.
Political Factors- These are the ones wherein the legal bodies play a
significant role in managing the economic policy appropriately. There is enormous
political stability in the Australian economy which has created massive impact on the
overall Plantation Festival which takes place in Australia (El-Sayed, Dickson & El-
Naggar, 2015). Due to the degree of ownership in the market, there is a positive
relationship between the organization that has led to the success of the festival in the
Australian environment. There is the high degree of certainty in the Australian

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economy and is a safe destination for investment which has the high degree of
certainty, and the effectiveness and transparency of the government is one of the
essential components which will be useful in conducting the festival of Plantation
appropriately.
Economic Factors- The capital growth in the Australian market is high which
provides The Plantation Festival which can offer them great returns on investment.
The financial stability is high as there is stability in growth of GDP and low level of
unemployment which is providing excellent opportunities for the country (Fan, Lau &
Zhao, 2015).
Social Factors- The changes in the social trends in the Australian economy
can create a significant impact on the plantation festival. Social Stratification plays a
vital role which provides different kinds of opportunities to the individuals in engaging
themselves in the different plantation related activities which will improve their brand
image (Gereffi & Fernandez-Stark, 2016). The patterns of speech along with the
patterns of consumption plays a vital role in analysing trends of their engaging
themselves in various social activities which are for the welfare of the society.
Technological Factors- There are new technologies which create new
processes and products in the market, and this helps in improving their business
ideas as well. The Plantation Festival at Woodfordia Inc should include the local
SEO which is vital for the business as more than 96% of the people who own PC
perform local plantation searches which will be beneficial for the growth of the
festival in the future years as well (Gond, Cabantous, Harding & Learmonth, 2016).
The plantation SEO agents can make sure that all the searches point to the business
and this will help in converting the sales effectively.

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Legal Factors- These are the different legal factors and the environment in
which the Plantation Festival takes place every year in Australia. There are strict
rules and regulations and compliance with the government that has helped the
festival in organizing the different activities as per the diverse needs of the
customers which will be appropriate for the managing the various legal issues
appropriately and gain the competitive advantage in the market (Goworek,
McGoldrick & McGoldrick, 2015).
Environmental Factors- This is the prime aspect which is required to be
followed and maintained by the Plantation Festival as the change in temperature can
affect the festival. However, in Australia, the weather is suitable for the growth of
orchids and other plants which will be a general move towards managing
environmentally friendly approach in the Australian economy (Gummesson, 2017).
The Environmental Protection Act 1974 tries to establish the different procedures
which are considered to have positive impact on decision making of the government,
and this will be appropriate for the prevention of pollution from harmful substances.
From the PESTEL analysis, this can be identified that there are different
environmental rules and legislation which are required to be maintained
appropriately by the Plantation Festival at Woodford Inc that will be beneficial for the
overall efficacy of the festival in comparison to the others in the market of Australia
and this will be appropriate for making the festival more famous and gain more
customers in the market as well.
2.3 Market Analysis
Market Analysis
2014 2015 2016 2017 2018

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Potential Customers Growt
h
CAGR
Large Plantation Events 9% 1,158 1,262 1,376 1,500 1,635 9.01%
Small Plantation Events 8% 1,878 2,028 2,190 2,365 2,554 7.99%
Others 0% 0 0 0 0 0 0.00%
Total 8.38% 3,036 3,290 3,566 3,865 4,189 8.38%
Table 1: Market Analysis of Plantation Festivals
(Source: Created by author)
From the table, this can be identified that The Plantation Festival at
Queensland is trying to provide the customers with the high-quality Plantation
programs along with camping which helps them in seeking the following benefits to
the individuals in the market. The market trends which are being followed by the
plantation festival are as follows:
 Professionalism- This is imperative as the festival tries to gather the different
individuals towards planting trees which will be appropriate for the
environmental well-being (Indris & Primiana, 2015)
 Customer Service- This is the other aspect in which the customers come to
know about the different programs and events that will be appropriate for the
success of the event which is being conducted by Woodfordia Inc in the hope
of generating environmental well-being (Kotler, Keller & Opresnik, 2017)