Marketing Report: SWOT, Target Market, and Strategy for Quay Australia

This report provides a comprehensive marketing analysis of Quay Australia, a sunglasses brand. It begins with an introduction to the company, its history, and current market position. The core of the report focuses on a SWOT analysis to evaluate the company's internal strengths and weaknesses, along with external opportunities and threats. The analysis then identifies and describes Quay Australia's target market, segmenting it geographically, demographically, psychographically, and behaviorally. Based on the analysis, the report recommends expanding the product line to include eyesight glasses for kids and the elderly. Furthermore, the report details a recommended marketing mix, including product development, pricing, distribution, and promotional strategies, tailored to reach the identified target market and capitalize on market opportunities. The marketing mix includes considerations for product, price, place, and promotion to enhance the brand's market presence. The report concludes with a list of references used in the analysis.

Running head: INTRODUCTION TO MARKETING
[Type the company name]
Introduction to Marketing
9/20/2019

INTRODUCTION TO MARKETING 1
Recommendations
Target Market
Market segmentation is the strategy that is used by the business to divide the mass market
into different sections or parts in order to have a clear target market. It helps business in
targeting a definable segment that can purchase the products of the business (Menzly and
Ozbas, 2010). The market is divided on the basis of four segmentation criteria that are
geographic segmentation, demographic segmentation, psychographic segmentation, and
behavioural segmentation.
Geographic Segmentation – Under this category, the company divides the market on the basis
of location, nationality, and region. Therefore, the target market for Quay is majorly the
United States and Australia where it offers its high class and branded sunglasses. This market
is being considered because the company has strongly established its roots and can expand its
product line successfully.
Demographic Segmentation – Under this category, the company can divide the market on the
basis of age, income, gender, etc. (Martin, 2011). Therefore, the target market of the
company can be women, men, kids, old age people, and people with high income, etc.
Presently the company is offering its sunglasses only for women and men and has yet not
targeted kids and old age people.
Psychographic Segmentation – Under this category, the company can divide the market on
the basis of lifestyle, activities, opinions, interest, etc. Here the company can target those who
are more concerned about the high profile lifestyle, take interest in purchasing branded
products with high quality, etc.

INTRODUCTION TO MARKETING 2
Behavioural Segmentation – Behavioural Segmentation and psychographic segment are
considered to be similar in nature but has little changes in the concept. Under this category,
the company can divide the market on the basis of decision making pattern, the behaviour of
the customer, and usage. The target market of the company is those who are brand conscious
and purchase high price products.
New Product
Considering the argument presented in the SWOT analysis, it can be noticed that the market
is offering increased opportunities for the business to expand the business and increase the
awareness among target audience about the importance of UV rays protection. The company
is recommended to not just focus on developing sunglasses but also to expand the business in
designing and creating eyesight glasses for kids and old age people as their eyes are
considered to be vulnerable to getting affected. As it is known that Quay Australia is involved
in designing branded and high quality sunglasses that protect the eyes of the user from UV
rays (Quay Australia, 2019). Therefore, it is being considered that the company can produce
high quality eyesight glasses that can protect the eyes of kids and old age people.
Marketing Mix
The marketing mix is the set of tactics and actions taken by the business to promote the
products in the market. It helps business in taking decision related to the different aspect that
can impact the decision of the target audience. The marketing mix is comprised of 4Ps that
are the product, price, place, and promotion (Richter, 2012). The recommended marketing
strategy for Quay Australia is discussed below:
Product – Product is the item that is manufactured by the business to meet the demand of the
customer. Quay Australia is involved in designing and selling high quality branded
sunglasses for men and women. But, considering the increasing competition in the market

INTRODUCTION TO MARKETING 3
and available growth opportunities in the market, the company will also offer eyesight glasses
for kids and old age people. This will not just help business in increasing its sales but it will
increase the customer base and make people aware of how must it is important to protect the
eyes.
Price – Price is the value charged by the business in exchange of products offered to the
customer (Schindler, 2011). Quay Australia is involved in offering branded and high quality
sunglasses at affordable prices to the target audience (Brum, 2018). The eyesight glasses that
will be designed for kids and old age people will also be selling at the affordable prices for
the target audience.
Place – Place is considered to be the location or the point sale where a business sells its
services. The point of sale is generally that location that is nearer to the target audience. The
place is also considered as the distribution channel used by the business for the delivery of
the products and services. The company majorly targets Australia and United States with
more than 2000 retail stores. Besides this, the company also sell its products globally through
online medium. The newly added products in the product line will be sold by the company
through its stores in Australia and the US with a strong distribution network and also globally
through online medium.
Promotion – Promotion is the set of marketing strategies adopted by the business to make the
customer aware of its services and products and encourage them to purchase those products
(Juska, 2017). Quay Australia will use advertisement and celebrity endorsement marketing of
its products. Under advertisement, the company will make use of television, radio, and
hoardings. Besides this, the company can adopt celebrity endorsement where it can target
audience. In addition to this, the online, digital, and direct marketing can be used by the
company for the promotion of its products to the target audience. Under this, the company

INTRODUCTION TO MARKETING 4
can use social media platforms such as Facebook, Instagram for the promotion. Email can be
used to loyal customers for encouraging them to repeat purchase.

INTRODUCTION TO MARKETING 5
References
Brum, T. (2018) Quay Sunglasses: What’s the Obsession? [Online]. Available from
https://www.americansunglass.com/blogs/news/quay-sunglasses-what-s-the-obsession
[Accessed 20 September 2019]
Juska, J.M. (2017) Integrated Marketing Communication: Advertising and Promotion in a
Digital World 1st ed. U.S: Routledge.
Martin, G. (2011) The importance of marketing segmentation. American Journal of Business
Education (AJBE), 4(6), pp.15-18.
Menzly, L. and Ozbas, O. (2010) Market segmentation and cross‐predictability of returns.
The Journal of Finance, 65(4), pp.1555-1580.
Quay Australia (2019) About us [Online]. Available from
https://www.quayaustralia.com/pages/about-us [Accessed 20 September 2019]
Richter, T. (2012) International Marketing Mix Management: Theoretical Framework,
Contingency Factors and Empirical Findings from World-Markets 1st ed. Germany: Logos
Verlag Berlin GmbH.
Schindler, R.M. (2011) Pricing Strategies: A Marketing Approach 1st ed. U.K: SAGE
Publications.