Strategic Marketing Analysis and Plan for Sky Group's Australia Entry

This report provides a comprehensive marketing plan for Sky Group, focusing on its potential expansion into the Australian market. It begins with an introduction to marketing principles, followed by a situation analysis using the PEST framework to assess political, economic, social, and technological factors in Australia. The report then outlines specific objectives for Sky Group's Australian venture, including fundraising, operational improvements, talent acquisition, resource acquisition, and customer targeting. The core of the report details the marketing strategies, recommending the use of Porter's generic strategies, specifically cost leadership, differentiation, cost focus, and differentiation focus, with justification provided for the cost leadership approach. Tactics are also outlined, including product, price (penetrative pricing), and place considerations. An action plan is presented, detailing activities across different departments (Operations, Finance, Marketing, HR, and Sales) with specific timelines. The report concludes with control measures, emphasizing the importance of data gathering from various sources and the use of SOSTAC framework. References to relevant marketing literature are also included.

Marketing

Table of Contents
 Introduction
 Situation Analysis
 Objectives
 Strategies
 Tactics
 Action
 Control
 Conclusion
 References

Introduction
Marketing refers to the
tactics as well as
strategies which can be
used by an organization
to penetrate the market
effectively and ensure
that its products and
services are able to reach
the customers in the right
manner. This will ensure
that the level of
profitability can be
enhanced in the correct
manner.

Situation analysis
The Situation analysis can be performed by making the use of PEST
framework. As Sky Group is considering moving operations to Australia
it needs to make the use of this framework. The analysis of this
framework in the context of Sky Group is as follows-
Political factors- Australia is a country which has a stable political
situation and thus gives an opportunity to the companies to expand
business and earn higher-level of profits.

Continued...
Economic factors- In Australia the economic situations are good as it is
a developed country which offers plenty of opportunities to the
companies for the purpose of doing business.
Social factors- Australia's people have various types of needs and
requirements and thus ensure that they present these requirements in a
proper manner.

Continued...
Technological factors- In Australia, the people
are quite fond of new technology.

Objectives
While expanding its business in Australia, the
focus of Sky Group will be on the following
objectives-
Raising funds- For expanding business in
Australia, Sky Group will be required to make
sure that sufficient funds are raised by it to
enter into the country.
Making the operations better- For
expanding the operations in Australia, Sky
Group will be required to target making the
operations better.

Continued...
Recruiting talented people in the company- Expansion of the
business in Australia will require the company to identify the talented
people who can take its business to new heights in a new market.
Acquiring new resources- Expanding the business in Australia will
require the company to acquire new resources.
Targeting new customers- In Australia, the focus of Sky Group has to
be on targeting of new customers.

Strategies
For the purpose of framing a strategy the focus of Sky Group has to be
on using the following model-
Porter's generic strategies-
This is a model through which the strategy is the best for the company
for acquiring a competitive advantage in the market is applied. For Sky
Group the following strategies are available to be used-
Cost leadership- In Australia this strategy can be used by the company
as the country has high competition and the reduction in the prices is a
way through which competitive advantage can be gained.

Continued...
Differentiation- The firm can make the use of this strategy in Australia
by differentiating the products which it has from the competition. In this
way targeting of competition can be done very effectively.
Cost Focus- This is a strategy which can be used by the organization in
Australia by specifically finding out markets where costs can be
reduced. Thus in this way it will be able to ensure that it focuses on
enhancing its level of profits.

Continued...
Differentiation Focus- In this strategy, the company can focus on
finding out markets in Australia where differentiation in the products
can be made. Therefore in this manner it will be able to ensure that it
differentiates its services in a better way in the country without
problems and issues.
Justification- The strategy of Cost leadership should be used in
Australia by Sky Group because by reducing its prices it will be in a
better position to face its competitors thereby attaining competitive
advantage in the market.

Tactics
The following tactics will be adopted by Sky Group in Australia in
order to succeed against its competitors-
Product- In terms of Product, Sky Group will make its media
technologies better so that the strategic placement of its products can be
done effectively and efficiently in Australia.
Price- In terms of Price, Sky Group will make the use of penetrative
pricing strategy so that it is able to effectively penetrate the market with
its products and services.

Continued...
Place- In the terms of Place, Sky Group will select Perth, Adelaide,
Melbourne and Sydney as its potential locations where its business
will be based.

Action
For expanding the business in Australia, Sky Group will be required to
use certain actions so that the maximum use of potential business
opportunities in the country can be made. The following Action plan
will be framed for this purpose-
Activity 1- Identifying the potential markets in Australia.
Department in action- Operations Department
Time frame- 04/03/2021-11/03/2021
Actions to be taken- The Operations department will identify the
potential markets in Australia where it can succeed. Therefore these
must be the markets where it will be able to enhance the profits.

Continued...
Activity 2- Identifying the sources of finance.
Department in action- Finance Department
Time frame- 12/03/2021- 19/03/2021
Actions to be taken- The Finance Department will identify the
potential sources through which the funds will be obtained. These
sources must therefore be useful so that the company does not faces
problems and issues in the market of Australia.

Continued...
Activity 3- Conducting of market research
Department in action- Marketing Department
Time frame- 20/03/2021-31/03/2021
Actions to be taken- The Marketing Department will assess the market
of Australia to identify the strategic opportunities which are present so
that their use can be made in order to attain the goals and objectives.

Continued...
Activity 4- Recruiting new people
Department in action- HR Department
Time frame- 01/04/2021- 05/04/2021
Actions to be taken- The HR Department will identify the job
opportunities which are available with in Australia so that it is able to
make their use and thus ensure the attainment of goals and objectives.

Continued...
Activity 5- Launching new products and services
Department in action- Sales Department
Time frame- 06/04/2021-10/04/2021
Actions to be taken- The Sales Department will launch the new
products and services of the company in Australia thereby ensuring that
the company is able to give competition to its competitors in the
country.

Control
The data for measuring performance against the objectives which have
been set will be gathered from the following sources-
Research about the potential sources of funds- The financial
requirements of Sky Group in Australia will be assessed through a
thorough research about the potential sources of funds.
Research about operational requirements- The operations
requirements of Sky Group in Australia can be made through a
research about the potential usage of operational resources.

Continued...
Researching about requirements of job- The HR department of Sky
Group can research about the potential requirements of job in a
company.
Searching about the resource requirements- The Operations
department of Sky Group can search about the resource requirements of
the company.
Market research- Through the Market research Sky Group will be able
to make sure that a thorough search about the customer needs and
requirements.

Conclusion
From the above report, it can be concluded that Marketing is an activity
through which the customers can be targeted. The use of SOSTAC
framework can be made in the organizations so that they are able to
frame a specific strategy for the marketing of their products and
services in a specific country's market to earn higher-level of profits.

References
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the
experience is everything!. I Advances in luxury brand management
(pp. 43-57). Palgrave Macmillan, Cham.
Harmeling, C. M. and et.al., 2017. Toward a theory of customer
engagement marketing. Journal of the Academy of marketing
science. 45(3). pp.312-335.

Thank You