BSBMKG608: Developing Organizational Marketing Objectives - Retail

This assignment outlines the organizational marketing objectives for a retail company in Australia, focusing on grocery, stationary, and electronic goods. It details the company's mission, vision, and purpose, emphasizing social good and providing quality products at low prices. The report includes a situational analysis, considering internal factors like business policy and human resource management, and external factors like government regulations and competition. Ethical requirements, such as transparent financial reporting, are highlighted. The strategic direction involves opening retail stores in strategic locations with competitive pricing. The report also includes a competitor analysis, SWOT analysis, and marketing strategies, drawing lessons from companies like Walmart and Woolsworth. Viability assessments through market research and surveys are discussed, along with potential impacts of external factors like government policies on marketing objectives. The assignment concludes by outlining marketing activities that contribute to or detract from the organizational goal of business expansion.

Running head: ORGANIZATIONAL MARKETING OBJECTIVES
ORGANIZATIONAL MARKETING OBJECTIVES
Name of the Student
Name of the University
Author note:

1ORGANIZATIONAL MARKETING OBJECTIVES
My organization will be a retail company dealing with various retail stores in important
places of Australia. The retail stores will be selling grocery items, stationary items, and
electronic goods for households throughout the country.
Activity 1A
Mission- To become one of the most successful retail chain in Australia.
Vision- To establish a sustainable business organization by following sustainable practices and to
endeavor in welfare of humanity by financial assistance to the needy.
Purpose- Establishing pocket friendly, budget shopping centers for the common people and
providing employment opportunity to the capable people.
Objectives- Establishing a fast growing retail business. To do social good by substantial amount
of Corporate Social Activities. To give quality products in lowest price.
2 different Source of Inspiration-
1. There is a large section of population who are financially not stable, through CSR
activities in health and education the company will provide assistance to this section.
Currently 5.36% of Australian youth is unemployed. The company will open door for
huge employment opportunities.

2ORGANIZATIONAL MARKETING OBJECTIVES
Figure 1: Percentage of Australian youth
Source: (Statista.com 2018)
2. Every company must have a vision and mission statement in order to have a clear
direction where it desires to head. The mission statement of an organization denotes
the immediate objectives that it wants to fulfill whereas vision is the broader
philosophy that the organization follows (Kopaneva and Sias 2015)
Activity 1B
Document Chosen- “Annual Report”
The annual report of a company is its most important document to communicate its
achievements and shortcomings to all the stake holders (Khatun et al. 2016). The stakeholders
include the customers, shareholders, employees and the media. I will be ensuring a smart looking

3ORGANIZATIONAL MARKETING OBJECTIVES
annual report that would provide details financial information about the company to all the
stakeholders. The achievements of the company will be highlighted to attract more investment
and increase goodwill in the market.
Customer confidence increases when they see a financially healthy company. This
increases the customer base and goodwill of the company in the market. A company with strong
customer base and goodwill naturally attracts attention of the investors. I will optimally use the
Annual report of my company in highlighting its achievements.
Activity 1C
Situational Analysis
Internal Factors
The organization will be dealing with various kinds of FMCG and household products.
Therefore, the organization has to have business relationship with all the big companies that
produce such products in Australia. The internal factor that will shape the relationship of the
organization with others is the business policy drawn by the executive board and the
management (Mohamad et al. 2017). The company will have its stores in various locations in
Australia. There has to be a dedicated facility department which will maintain all the stores. The
company will be having a huge employee base which requires a dedicated Human Resource
system. The internal factors that will impact organizational performance are- organizational
structure, executive board, infrastructure, human resource management, and the attitude of the
employees.
External Factors

4ORGANIZATIONAL MARKETING OBJECTIVES
The external factors are those which exist out of the organization and cannot be
influenced or altered by it. Government agencies, political factors, competitors, policies,
environmental factors are all considered to be within the purview of the external or macro factors
of business. In this case the government agencies and policies will be playing a major role in
shaping the organizational outcomes, as there will be a large number of registrations and
permissions needed to establish the retail outlets (Sekaran and Bougie 2016). There are
international and national competitors already in the business and therefore the company has to
wisely shape the business policy and provide goods in the lowest price to attract the customers.
External economic factors like supply which is dependent on a good relationship with the
suppliers is also important for a successful business operation. The suppliers are needed be
engaged in a good relationship with the company so that they supply the best products within the
stipulated time.
Activity 1D
One ethical requirement to which my organization must adhere to is ethical reporting of
the financial health of the organization in the annual report so that the stakeholders must be
aware about the truth (Ferrell and Fraedrich 2015). Even if the organization has not performed
well in any of the financial quarters that must be reported truthfully and impartially.
Apart from that the company will follow all the global standards of ethics in running
business, not overpricing the products, training all the employees about ethical standards that
must be followed by them, not selling a product by overhyping it. Doing an ethical and business
with integrity helps in establishing goodwill in the market that will produce sustainable profit
making in the business.

5ORGANIZATIONAL MARKETING OBJECTIVES
Activity 1D
Strategic direction is the way in which the organization plans to reach its desired state.
The strategies, and the action plans to follow to fulfill the organizational objectives fall under
this category (Albers, Wohlgezogen and Zajac 2016). The organization will establish 2 retails
stores at 2 important and strategic locations. These two stores will deal with FMCJ, household,
and electronic products. In the time period of 1 year at least 2 more stores will be opened in two
other cities. The cost of the products will be kept the lowest in comparison to all other retail
chains, this can be done because the operational expenditure will be less because it will be a
completely new set up. The first group of employees will be trained and counseled about the
strategies, and they will be given incentives if they overshoot their targets.
Activity 2A
Walmart is an international retail chain which is working with the same business model.
In Australia there is Woolsworth which works in the similar field. Target and Costco are similar
companies. If the history of these companies are looked closely they did not start with a huge
capital expenditure and investment in multiple zones. They have slowly but steadily increased
their footprint in various places. Investing a large amount of capital in the first place would not
be sustainable. The marketing strategy that would be taken is to provide quality products in a
very pocket friendly price. This is also a time tasted marketing method.
The lesson that is learnt is not to dream too ambitious in the very first phase and start
with a medium investment and marketing strategy that is tried and tested. Some innovations will
be brought in the business model like home delivery without charges and free parking.
Activity 2B

6ORGANIZATIONAL MARKETING OBJECTIVES
Strength- The industry works in the retail industry and deals in selling various household
products directly to the customers who walk in. The strength in this sector is its continuous and
ongoing business in all seasons and times. The company directly deals with the customers hence
customer needs and queries are fulfilled without any hamper.
Weakness- The low shelf life of the FMCG products is one of the weakness in this sector. There
has to be a continuous rolling of the products otherwise they will get expired. Apart from that
because there is a need of a huge human resource to support the business, there is a huge expense
on HR processes.
Opportunity- The main opportunity in the business is the volume of trade it has potential to do. If
the company can acquire a considerable share of the customers of the competitors, then it can
expand fast into new zones as per the organization goals.
Threat- The main threats are the competitors who are very active in their business. Many of the
competing companies are international players with experience and knowledge about doing
business in the retail sector.
Activity 2C
The main competitor in the field is Walmart. The company successfully increased the
gross margins steadily and had an average of 25% in the last 10 years. The company exerts
pressure on the suppliers to bring down the cost price of the products so that they can sell it at a
lower selling price. The company has been steady at price to sales ratio of 0.4. The “dividend
yield” of the company was 3.1% in 2016-17 which is high than the previous quarters.

7ORGANIZATIONAL MARKETING OBJECTIVES
The company has been earning profits steadily but slowly. The methods to analyze the
profitability of other competitors will be same. Their history of profit making will be analyzed
and recorded and required actions will be taken to replicate.
Activity 2D
SWOT Analysis- Swot analysis is one of the most used tools for analyzing a market or a
business. The full form is Strength, Weakness, Opportunities and Threats. It covers all the
environmental factors of a business that may affect it (Verboncu and Condurache 2016). SWOT
analysis can be done about the competitors or it can be done on the owned company to
understand the possibilities.
This analysis includes all the perspectives like the strength and opportunities that can
drive the organization forward or the weaknesses and threats that may harm the company’s
ecosystem (Bull et al. 2016). I will be doing SWOT analysis for my organization individually
and of my competitors. I will assess the weaknesses of my competitors and take advantage of
those while improving the strengths of my organization.
Activity 3A
To assess the viability of a marketing opportunity I will do a survey research that will
include questionnaires about the marketing strategy and whether people are willing to accept the
particular strategy or not. There will be a proper market research conducted to understand the
viability of the project. Otherwise without understanding the market demand or viability the
whole marketing strategy may fail after implementation (Nardi 2015). The market research
would include survey questions and interviews to the target market.
Activity 3B

8ORGANIZATIONAL MARKETING OBJECTIVES
The marketing objective pursued by the organization is acquiring customers from the
competitors by providing goods at lesser cost. One of the external factors that may effect this is
governmental agencies that regulate pricing (Lee, Kozlenkova and Palmatier 2015). The
Government has various agencies that look after the taxes and pricing of various products. If the
taxes on the products are increased, then the company would be forced to sell the products at
higher cost. Hence the marketing objective that was adopted by the company to provide the
customers with a price that is very low in comparison to the competitors would be hampered by
such a policy. Therefor government policies through its various agencies is one of the external
factor that may impact the marketing strategy of the company.
Activity 3C
Organizational Goal- To expand business into double in a span of one year. Primarily 2
stores would be open, 2 more stores are expected to open in 1-year time.
Two marketing activities that would contribute-
 Making the people aware that the prices at the store is lowest than all the competitors.
This will be done by advertisements and promotional campaigns that would include
distribution of flyers and pamphlets at various locations.
 Giving free home delivery to the people who are ordering over phone or the internet. This
will include many customers who may not be able to visit the stores directly.
Two activities that would not contribute to the goal are-
 Even if the cost is low if the employee behavior is not good towards the customers. This
will alienate a lot of customers and customer retention will become a problem.

9ORGANIZATIONAL MARKETING OBJECTIVES
 The stores must be within reach and placed at strategic locations of the city. Accesibility
is very important in ensuring a larger number of footfall in the stores.
Activity 3D
One of the marketing opportunity is to open an attached bar along with the shops. The
positive impact of this on the business will include the customers who wants to relax with a drink
after shopping, or who wants to party. This will add to the revenue of the business and make the
place a hangout location.
However, this could have negative impact on the business as well. There are stringent
government regulations about opening bar where alcohol will be sold. The process is also
complicate and expensive. Apart from that many families would possibly avoid shopping
because of the presence of bar within the campus.
Activity 4A
Three stakeholders with whom the company will have to deal with are—The suppliers,
the government and the shareholders (Haldane 2015).
The suppliers are from whom all the products that will be sold in the organization will be
acquired. There has to be a very good relationship with the suppliers in order to get the supplies
in stipulated time without procrastination (Kumar and Pani 2014).
The government through its various agencies directly interact with the business. This
happens in various points of contact like tax collection, registration, paperwork’s etc. Without
necessary registration with the government it is not possible to start or run the business.

10ORGANIZATIONAL MARKETING OBJECTIVES
The shareholders are the people who will invest in the business. Without investment it is
not possible to run a business and expand it all over the country (Fich, Harford and Tran 2015).
More investment will help in growth.
Activity 4B
One long term business objective is to become the number one retail company in
Australia.
The short term objective of opening two more stores in the near future would help in rolling the
wheels of overall expansion of the organization.
One of the intermediate objective is to include new product line up on the way like
hardware. This will help in increasing the revenue of the business to considerable heights. More
revenue will result in faster expansion of the business across new horizons and will ultimately
lead in fulfilling the overall objective of the business.
Activity 4C
Capability- The capability denotes the ability of the company to support the existing
customers and make space for new customers.
Resources- Resources are the materials that are available to the organization for use in
developing its business and achieving organizational goals.
Financial position- Every organization has some financial backup for emergency and
there is money which is rolled over for business. Both of this combine along with the permanent
and temporary properties and assets of the company including the tangible and intangible ones,
to form the financial position of the company.

11ORGANIZATIONAL MARKETING OBJECTIVES
Activity 4D
One marketing objective is to acquire existing customers of the competitors. This
objective is compatible with the purpose of the organization because more customers will lead to
more revenue. Legally the organization wants to be recognized as the largest retail company in
Australia, hence more customers will help the organization towards that goal. Ethically the
organization wants to provide the best financial returns to the investors, hence more customer
base will make that objective achievable.
Activity 4E
KPI is also known as the Key Performance Indicator. The four aspects of the business
which form its long term objectives and can be measured by the KPI are- financial objectives,
marketing objectives, CSR objectives, and growth objectives.
The financial indicator will show if the company is financially performing well and doing
profits. The marketing objectives indicator will indicate whether the marketing objectives are
fulfilled within time. Every company is expected to perform social responsibilities, that will be
indicated, and lastly the desired growth of the company will be tracked.
Activity 4F
A risk to the financial health of the company is increased taxes by the tax department in
the luxury goods. This may reduce consumption of such goods and the company may see loss in
that sector.
Risk management strategy is the strategy of the company to tackle risks (Sadgrove 2016).
One risk management strategy that can be used to tackle this problem is to properly analyze the