Leadership in Business: Strategic Marketing Performance and KPIs

This report analyzes the marketing performance of Lamberts Consulting Services, focusing on their shift towards digital marketing and the impact on market share and revenue. The report highlights the importance of a comprehensive marketing plan and effective performance measurement. Key Performance Indicators (KPIs) are identified, particularly focusing on revenue growth in the Brisbane market. The company's strategic objectives include increasing market share and revenue, with targets set for the next 12-18 months. The analysis indicates that the company's investment in internet marketing has contributed to its growth and ability to meet targets. The report concludes with recommendations for continued improvement through web marketing activities and innovation in promoting home wares.

0Running head: LEADERSHIP IN BUSINESS
Leadership in Business
Name of Student
Name of University
Author Note

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Table of Contents
Part 1 Marketing Performance Report.............................................................................................2
Analysis of marketing outcomes..................................................................................................2
Changes in marketing and the calculated marketing metrics.......................................................3
Description of the changes required to meet the strategic objectives..........................................3
KPIs..............................................................................................................................................3
Targets..........................................................................................................................................4
References........................................................................................................................................5

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Part 1 Marketing Performance Report
Analysis of marketing outcomes
From the case study it is evident that the Lamberts Consulting Services has been indulging
their huge investment in the marketing of their products in order to increase the market share as
well the growth in the future for the company. It is evident that for the growth and sustainability
of the business for Lamberts Consulting Services, there is the urgent need of developing
comprehensive marketing plan and the marketing performance of the company needs to be
measured and judged effectively as well. It is seen that there has been large increase in the
interstate migration to be taking place in Australia and this trend will continue to increase for the
next five years in the future (Baker 2014). Due to the increase in the population there is the rise
in the demand for the home wares to be taken place and there is always the need to maintain a
solid balance between supply and demand. As the population is increasing in Australia, there has
been increased in the marketing expenditure to be done by the company as this will help in
making their products to be promoted and attracted for large portfolio of customers. It is seen
that the marketing outcomes lies with the fact that due to the online technology has been the best
in this market for the promotion of the products so Lamberts Consulting has been spending the
highest amount on internet marketing (Chaffey and Ellis-Chadwick 2016). This will definitely
help in enhancing the online merchandise sales which will be included in the next marketing
period for the company. This marketing spend will ultimately help in making the company to get
adjusted with the industry trends and increase in the market share.

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Changes in marketing and the calculated marketing metrics
The change in marketing for the company is the shift from the traditional marketing towards
the digital marketing. The increase in migration in Australia tends the company to have the
online presence in such a way that it should be beneficial for Lamberts Consulting. The
calculated ROMI for the case scenario is 30 percent and the market share for the company is
around 12 percent
Description of the changes required to meet the strategic objectives
The strategic objectives for this company are to increase in the revenue as well as increasing
the market share. So for the increase in the market share and the revenue of the company, the
company is spending huge money in developing comprehensive marketing plan. In the
marketing plan, the company is using the web marketing as the main tool for promoting their
products all over Australia as there has been increase in interstate migration taking place in
Australia (Zikmund et al. 2013).
KPIs
The gaps which are identified in this case study is its total sales or revenue of the company. It
is seen that the market for the home wares in the Brisbane market is around $175 million per
annum in 2016 and now in 2017 there is increase in the market for Lamberts which is around
$199. So the revenue could be the performance indicator which is developing success for the
company. The cause for this gap could be the less spending in the marketing activities for the
company. Based on the revenue figure in the market for Lamberts Consulting it is useful to say
that the company is investing in internet marketing now which results in attracting huge number
of customers in Brisbane market for lamberts Consulting (Wrenn and Mansfield 2014). The

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strategic performance could be improved with the development of the web marketing activities
and this enable the innovation in the promotion of the home wares for Lamberts Consulting.
Targets
The target for the company is to increase the market share. There is an over performance
against the set targets took place. In the previous year the growth is expected to have 8.5 percent.
In this year the growth is around 10 percent which is indicating that there is rapid growth to be
taken place. The reason for this is the marketing trend for the organizations operating in the 21st
century. All of the organizations are trying to develop online presence in order to promote and
increase the sales. So this is quite obvious that the involvement of the web marketing activities
has helped Lamberts Consulting services to enhance their performance and meeting their targets
(Yang and Cui 2012). The new targets for the next 12-18 months for the company are to increase
the market share by 2 percent and revenue by 5 percent.

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References
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Zikmund, W.G., Babin, B.J., Carr, J.C. and Griffin, M., 2013. Business research methods.
Cengage Learning.
Wrenn, B. and Mansfield, P.M., 2014. Marketing planning guide. Routledge.
Yang, A. and Cui, Y., 2012. Global coal risk assessment: data analysis and market research.
World Resources Institute Working Paper.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.