MKT600: Marketing Strategy and Plan for Scotts Print, Melbourne

This report presents a comprehensive marketing strategy and plan for Scotts Print, a printing and design company based in Melbourne, Australia. The analysis begins with an executive summary highlighting the company's challenges in a competitive market. It then delves into buyer behavior, exploring psychological and social factors influencing customer purchasing decisions. The microenvironment analysis includes a SWOT analysis, identifying Scotts Print's strengths (existing customer base, high market demand) and weaknesses (threat of new entrants, increasing production costs), along with opportunities (modern technology adoption) and threats (advancing technologies, rising material costs). Competitor analysis focuses on Crystal Print Media and Chameleon Print Group. The macro-environment analysis examines political stability, economic factors (tax rates), social aspects (workforce), technological advancements, environmental concerns, and legal frameworks in Australia. The report concludes by emphasizing the importance of innovation and customer loyalty for Scotts Print's continued success in the printing and design industry.

Running head: MARKETING STRATEGY
MARKETING STRATEGY
Name of the Student:
Name of the University:
Author’s Note:

2MARKETING STRATEGY AND PLAN
Executive summary
Printing and design are one of the fastest growing industries in the modern day scenario. It is for
this reason that these companies try their level best to deal with the changing needs and demands
of the customers. Scotts print and design is a print and design company located in Melbourne.
Australia. However, the company is facing stiff competition from its competitors. In order to stay
in the competition, they have to adopt many new and modern technologies so that they can
flourish in the long run.

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Table of Contents
Introduction......................................................................................................................................4
Buyer behavior.................................................................................................................................4
Microenvironment Analysis............................................................................................................5
SWOT analysis................................................................................................................................5
Strength........................................................................................................................................5
Weakness.....................................................................................................................................5
Opportunity..................................................................................................................................6
Threats..........................................................................................................................................6
Competitors..................................................................................................................................6
Macro-environment Analysis..........................................................................................................7
Political........................................................................................................................................7
Economic.....................................................................................................................................7
Social............................................................................................................................................7
Technological...............................................................................................................................8
Environmental..............................................................................................................................8
Legal.............................................................................................................................................8
Conclusion.......................................................................................................................................9
References........................................................................................................................................9

4MARKETING STRATEGY AND PLAN

5MARKETING STRATEGY AND PLAN
Introduction
Scotts Print and Design is one of the well-known printing companies located in
Melbourne, Australia. They have been trying to satisfy all the needs and demands of their
customer’s right from their initial stages. This has been very helpful for setting up a proper
customer base. However, just like any other company, Scotts also needs to improve its service in
order to stay in the competition (Pratiwi et al., 2017). This report has mainly dealt with the
external and internal environmental analysis of the company. This helped the company to
understand the strength of their competitors and take the necessary steps that are needed for
strengthening its market position.
Buyer behavior
Psychological factors-The customers are guided by psychological factors while making
their buying decisions. There are people who have some likings and disliking for any particular
product. Motivation is one of the factors that influence the customers in their buying decisions.
For instance, there are some customers who will be guided by the motivational factor (Ramya &
Mohamed Ali, 2016). People who belong to the teenage group will think that the print media or
digital media is one of the best means through which they can carry on with their decision
making power.
Buyers might also be influenced by social factors. This is because there are some kinds
of social factors like family, reference groups and others (Badgaiyan & Verma, 2015). For
example, the buyer who is born and brought up in a very traditional environment might have
been taught to use only the handwritten materials rather than using any kinds of prints or digital

6MARKETING STRATEGY AND PLAN
platforms. Thus, in that case, the buyers might restrain themselves from making their purchases
from this particular industry. This will be reducing the purchases from this company. On the
other hand, the reference factors might also play some important role. Some buyers might be
guided by their friends and family regarding the fact that the products of a certain company are
bad and that of the other is good. Thus, in that case, the customers might make their choices as
per the suggestions were given by their families and relatives.
Microenvironment Analysis
SWOT analysis
Strength
The strength of this company is their existing customer base. This is helpful as it helps in
getting the proper support and cooperation from all the customers. The other strength is the high
market demand. This is because the then demand for the print and design industry is high in the
market. In this modern day scenario, all the industries need the print and media industry for
carrying on their work. The Scotts Company started off as a small company in the year 1987.
However, they carried on with their business by facing many different challenges. They have
always kept their customers as their first priority. It is for this reason that they are enjoying a
good status over the years.
Weakness
The weakness of this company mainly lies in the fact that there is a huge threat through
which many other companies can enter the market and pose a major threat. There can be many
other threats that the company has to face. One of them is the cost of production. There can be a

7MARKETING STRATEGY AND PLAN
sharp increase in manufacturing costs. This will lead to the loss that the company might suffer.
There is the threat of many other manufacturing firms entering into the market like the
Chameleon Print Group, Crystal Media Group, and others.
Opportunity
The company has a good opportunity to use all the modern and the latest technology in
the field of printing and the design medium (Williams, 2017). This is the era of scientific
advancement and developments. It is for this reason that there is still a very good opportunity
that the company can use in order to attract the attention of all the customers. They can improve
their services by providing better facilities to their customers and understanding their needs and
demands.
Threats
Scotts Company is likely to face problems due to the rapidly advancing technologies in
the market. There are a large number of green technologies that are trying in the market. The
print and the design industries are trying their level best to reduce the carbon footprints by using
all the green technologies (Chapiro, 2016). Thus the Scoots Company has to make sure that they
are using their capital in order to use all the modern and the advanced kinds of technologies for
their production. The other major threat that the company might face is the sharp increase in the
cost of all the raw materials. There can be a sharp rise in the cost of the ink, the high-quality
paper and the other kinds of materials that are needed in the print and the media industry. They
will also have to use modern and upgraded digital online printing tools that will help them to
flourish in the modern industry.

8MARKETING STRATEGY AND PLAN
Competitors
The crystal print media is one of the most powerful competitors that Scoots will have to
face. Crustal Print Media is one of the most well-known printing industries that are located in the
country. They have been successful in capturing online printing markets. Thus it is evident that
they will be able to target the young generation that is the students along with the working
population of the country (Pratiwi et al., 2017). This is because most of the work in this modern
day scenario is done based on the online mediums. Apart from this, they have also been able to
diversify themselves into a large number of products like the printing of the business cards,
Flyers, Folders, Tent cards, and others (Kiurski et al., 2017). The other competitor is the
Chameleon Print Group (Eigner et al., 2018). They have also started using the advanced kinds of
technology and the modern up gradations in order to reach out to their targeted customers. Thus
Scotts Company will have to upgrade them and make sure that they are being able to target the
customers from all the different age groups.
Macro-environment Analysis
Political
Australia has a stable political environment. It is for this reason that the business can
carry on with their activities in peace. As the political environment is almost stable it will not be
tough for the Scoots Company to carry on with their business and to import materials from other
parts of the world.
Economic
The current company tax rate that is being followed in Australia is about 30 percent.
However, the companies that have the aggregated turnover of less than $25 million can actually

9MARKETING STRATEGY AND PLAN
apply to the lower company tax rate which is 27.5% (Shaw, 2017). Thus, even if the company
suffers some kinds of losses at the initial stages it will not be a problem for the company (copy
express | Who we are. 2019). This is because they will be able to apply for the low taxes.
Social
The social setup of Australia is stable in nature. Apart from this, the general people of
Australia are very hard working by nature. They are taught how to adapt the new and dynamic
ideas. Thus the Scotts Company will be able to get a very good workforce while operating in
Australia (Nematollahi, Xia & Sanjayan, 2017). They will be able to get a good number of
employees from within their country itself. This will help them to cut their additional costs of
recruiting other employees or expertise from the other parts of the world (Rong, Patton & Chen,
2018). They will also get a large number of multicultural employees who will be able to carry on
the business without facing many linguistic or social barriers. This will be very helpful for the
company to deal with their business clients that are located in many different parts of the
country.
Technological
Australia is one of the fastest growing and rapidly developing countries. Australia has
already witnessed very high growth in the field of technological advancements. Technology
purchases will be rising up in Australia by 4 percent in 2018 to $63 billion and to $65 billion in
2019 (Chao et al., 2017). Thus this will be of a very high advantage for the employees (Qian &
Froes, 2015). Thus, it will be suitable for the Scotts Company to carry on with their business in
Australia They will be able to use all the modern technologies like the print media and advanced
printing aspects as well.

10MARKETING STRATEGY AND PLAN
Environmental
The environment of Australia can sometimes be affected by the unfavorable climatic
conditions. This will be a bit problematic for the company as they will be facing some issues if
the weather suddenly turns out to be bad. This might be affecting the production of the raw
materials for the print industry and thus affect their overall activity.
Legal
Australian legal system is stable for any business firm to carry on with their operations.
The fair works Act 2009 is prevalent in Australia that helps in safeguarding the rights of the
employees (Campbell & Price, 2016). Thus this will surely be very helpful for the employees to
carry on with their work properly knowing that this will be helpful in protecting them from any
unfair activities going on in the organization.
Conclusion
Thus it can be concluded that the Scotts printing company is doing a good job in the field
of printing and design. They have been focusing on their customer satisfaction right from the
initial stages. As a result of this, they have been enjoying a good custom made as well. However,
there are a large number of competitors that are making entry into the market. They are using all
the upgraded and the advanced methods of production so that they can attract the customers.
Thus, Scotts will have to provide their customers with some new and innovative products that
will help in developing customer loyalty.

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