Marketing Plan for Vespa: Strategic Analysis and Digital Communication

This report provides a comprehensive marketing plan for Vespa, focusing on the Australian market. It begins with an executive summary highlighting the challenges Vespa faces, including competition from imported products and a need to increase market share. The report conducts a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats facing Vespa. It then outlines the mission, vision, and objectives of the organization. A detailed marketing mix strategy is developed, emphasizing the launch of the new Vespa Sergio product, and addressing product, price, promotion (particularly digital marketing), and place. Action programs are presented with timelines, detailing initiatives for various stages, including decision-making, implementation, and budgeting. The report concludes by discussing the implementation and control of the marketing plan, including research and development, target market selection, and the use of social media. Control strategies involve monitoring performance, customer feedback, and adapting operational methods to ensure the achievement of strategic objectives.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
Executive Summary
The following report is based on the marketing plan of the organization Vespa, which is located
in Australia. The existing market of the organization has not been effective for long. Moreover,
the people in Australia tend to buy the imported products. As the consequence, the organization
is losing its market share. In order to gain the market share and strengthen the position in the
market, the organization has been suggested to launch a new product in the market- Vespa
Sergio. The following report presents the strategic capabilities of the organization with the help
of strategic tools SWOT. In order to place the product in the market, the report presents a set of
activities such as promotion and pricing with the help of a marketing mix theory.

1
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
1. Introduction
This is a marketing plan for the organization Vespa which will portray the SWOT and
competitor analysis of the organization. This also includes the mission, vision and the objectives
of the organization. This will include the marketing mix, segmentation and position of the
organization. This will also include the action programs of the organization which will help in
the improving the market penetration of the organization. The implementation and control have
also has been explained in the study which will help to apply to analyze the marketing strategy of
the organization. The purpose of the marketing plan is to sell 200000 lack units annually. It will
also serve as a document which will work as a statement of observation of the organizational
objectives that they would achieve through their marketing strategies and objectives. This
marketing research would be a documentation of the update information regarding the
organization’s environment competition and market segments. This marketing plan would show
how the organization would be establishing and maintain profitable customers and relationships
both internal and external. For proper implementation and control this marketing on will define
the progress toward objectives and measure it.
2. SWOT and Competitor analysis
strength weakness opportunity threat
 Dealership in
Austin
 Maintenance
shop which is
 Awareness
about the new
location
 Test drive is
 Web presence
have
increased
 Austin ties
 The second
hand scooters
hat has been
selected for

2
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
one site
 Enthusiasm
 Service
Quality
 Reputation
and trendy as
reputation
 Option for
customization
 Dealership
that is
aesthetically
pleasing
needed for
motor cycle
license
 Price is high
 Maintenance
is needed on a
frequent basis
experience
has to be
taken
advantage of
 Taking
advantage of
the urban
dwellers who
thinks that the
Vespa is
viable option
for the
organization.
the analysis
will include
the threat
from the
second hand
scooters hat
has been sold
during the
study.
 The state is
going through
a downtown
in economy.
 Honda and
Yamaha are
the two main
competitors
in the market.
Table: SWOT Analysis
Source: (SpA, 2017)

3
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
3. Mission and objective
One of the business units of the Sei Giorni is the accessories which are being funded by
the target consumers if the Vespa scooters. The organization provides the consumers with
exclusive accessories which may include umbrellas, helmets and t shirts. Vespa Sei Giorni brings
to the table added values to those who make use of the vehicles. They would not just be proud of
the vehicles they are riding on, but additionally satisfied with the exclusive and convenient
accessories for making themselves a complete package - the helmets that use for getting on goes
well with the motorbikes they ride that makes them different from others. Vespa Sei Giorni has a
mission of protecting their customer lives with the help of their safe vehicles and helmets that are
in line with the helmet wearing culture and the traffic laws set out by the governments. Vespa Sei
Giorni also, apart from just making money would be contributing to the development and
building if the Vespa lifestyle. Besides that Vespa Sei Gironi also acts like a PR tool for
highlighting the impression of the company and the vehicles (SpA, 2017).
For this specific business unit of Vespa, for key success elements are there:
 The best of the locations, in which the accessories and the vehicles are displayed properly
for the customers.
 The most unique product that has the best of quality and the accessories that are
decorated with the Vespa logo and are registered all over the world.
 The niche product range
 The best reputation and the global brand name.

4
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
4. Formulate a detailed marketing mix strategy and place particular emphasis on a
digital marketing communication plan
In order to launch the Vespa Sergio in large Australian market, the organization needs to
consider certain aspects related to market. Developing a product is not the only responsibility
that organization needs to do to launch Vespa Sergio in Australian market, it has to focus on
other associated factors such as product, price, promotion and place.
Product-It is certain that in order to gain competitive advantages and increase the market
share, the organization needs to launch a new product in the market. Moreover, to beat the
competitors in the market, the organization should develop a new product, which could certainly
help to maximize the market share and increase the market share. As put forward by Morgan,
Katsikeas, and Vorhies (2012) people in Australia have the tendency to follow the recent trendy,
which means the people in Australia tend to prefer the innovative products. Thus, when the
market of an organization has saturated, the organization observes the need of making some
changes in the market. In addition, this initiative can be fulfilled by launching a new product in
the market. Thus, the organization should develop a new and innovative product in the market,
which customers can easily accept. In order to increase the market share and the profit margin,
the organization has decided to launch the new product called Vespa Sergio. This could be one
of the relevant products as people in Australia tend to prefer innovation in two wheelers. Among
different products launched by many other organizations in the market, this product certainly
differentiates the organization from others as this is one of the innovative items of Vespa.
Price –As mentioned by Mullins, Walker and Boyd (2012), economic state of Australia
has been very stable and it is effective for the business organizations. After the economic

5
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
downfall in 2008 in Australia, no such economic downturn has not been observed, which
remains as a significant opportunity for the marketers. Considering the stability in the economy,
Vespa has decided to implement competitive pricing strategies, which will throw a significant
challenge to the competitors in the market. If Vespa is able to maintain the quality of product and
sell it at competitive price, it might gain a positive outcome from the market. Maintaining the
quality remains as the significant criteria for Vespa, as the competitors already have a strong
presence in the market. Thus, to beat the competitors in the target market, the organization needs
to sell its new product with highest quality at the competitive price. Hence, penetrative pricing
strategy might not be effective because people in Australia have the tendency to pay for the
products that has the quality (Gordon, 2012). Therefore, any low-price strategy certainly creates
a negative image in the market. To remain sustainable in the market, the organization Vespa
needs to maintain a high quality and launch it at competitive pricing strategy.
Figure 1: Marketing mix of Vespa
Marketing
mix
Product
Price
Promo
tion
Place

6
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
(Source: Mintz & Currim, 2013)
Promotion -The promotional activity is one of the significant marketing initiative that
organization needs to consider. Appropriate promotional activities certainly help to achieve the
strategic and marketing objectives. As put forward by Huang and Sarigöllü (2014) Australia is
technologically developed and people in Australia have the tendency to accept the advancement
in technology. In other words, the advancement in technology contributes to growth and
expansion in business. The development in social media particular contributes to development of
business. Therefore, the organization Vespa could take the advantages of social media platforms.
Thus, while launching the product in the market, the organization should utilize the social media
tools such as YouTube, Facebook, Snapchat, Twitter and other popular social media tools.
Millions of people are regularly active in the social media channels. Moreover, the social media
tools help to reach the audiences located in the remote areas (Tuten & Solomon, 2014).
Moreover, the business could create a strong image in the global market with the help of social
media tools. Thereby, to promote the new product in the market, the organization Vespa should
create some advertisement contents such as the video, community group and other relevant
activities.
Place - The organization needs to focus a large market to launch or sell its new product.
Even though, Australia is a large market, the organization needs to focus on the tier I and tier II
cities, where the average population is more than 10 million. The organization Vespa could focus
on Sydney, Melbourne, and other large cities.
5. Present action programs designed to achieve the marketing and financial objectives
Timeline Action Programs

7
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
Jan- March In this period, the organization needs to
decide the type of initiatives it needs to
implement. Thus, in the content of Vespa
Sergio, the organization needs to rely on the
technological advancement to achieve the
marketing objectives. The organization needs
to use the social media tools such as
Facebook, YouTube, Twitter and other social
media tools to reach the wide medium.
April-June After the decision-making stage in the last
quarter of the year, the organization needs to
implement plan now. In such context, the
organization could contact an advertising
agency and create an advertising content that
can be published on the social tools such as
Facebook, YouTube and other large social
media tools where millions of people are
connected on a regular basis.
July -Sept After making the decision of particular
initiatives that is supposed to be implemented
and has been discussed in the last quarter, the
organization should stipulate the budget that
is required to implement the objectives. As

8
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
the company is determined to launch the
product in the existing market, it does not
have to make additional investment, which
would have been necessary if the organization
launches the product in a new market.
Oct-Dec In this phase, the organization needs to select
the market and implement the developed
strategies. For example, the organization
could organize a launching event which is
supposed to be held in the target market such
as Sydney, Melbourne and other large cities.
Table 1: Action Programs
(Source: Same & Larimo, 2012)
6. Discuss the implementation and control of the marketing plan
Firstly, the organization needs to focus on the research and development to make an
innovative design for the proposed product. Considering the market needs, the organization
develops the product. When the finished product is ready to be launched in the market, the
organization needs to focus on the selected market, target audiences and pricing. In order to
implement all these activities, the organization needs to create the promotion activities such as
paying attention to social media channels such as YouTube, Facebook, Snapchat and other large
social media channels. However, apart from the social media tools, the organization also needs to
organize launching events in each city, where the organization is supposed to launch Vespa
Sergio.

9
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
Control Strategies
Once the product is launched in the target market, the organization needs to focus on
control and monitoring methods. This means the organization needs to monitor the performance
of the organization after the launching the new product in the market. Most importantly, the
organization needs to observe the profit margin, customer service, employee satisfaction,
achievement of newly developed of strategic objectives. The organization needs to pay attention
to the customers and their feedbacks. If anything, that needs to be changed in the operational
methods, the organization needs to consider that particular aspect and develop the solution.
Furthermore, the organization needs to should focus on the feedback of the customers to identify
the issues such pricing, lack of information about the products that customers might experience.
The organization needs to monitor all these issues and apply speedy solutions.
7. Conclusion
In conclusion, it can be mentioned that this newly developed product-Vespa Sergio will
help the organization to reinforce its position in the market. In addition, the successful launch of
the products might help the organization to increase the market share and customer base in the
existing customers. However, it is certain that Australian market has been dynamic in nature, the
organization should not make this as long-term strategies. The strategies should be developed
based on the market demands and recent trends.

10
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
References and Bibliography
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Filip, A. (2012). Marketing theory applicability in higher education. Procedia-Social and
Behavioral Sciences, 46, 912-916.
Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ), 20(2), 122-126.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer New York.
Kesavan, R., Bernacchi, M. D., & Mascarenhas, O. A. (2013). Word of mouse: CSR
communication and the social media. International Management Review, 9(1), 58.
Mintz, O., & Currim, I. S. (2013). What drives managerial use of marketing and financial metrics
and does metric use affect performance of marketing-mix activities?. Journal of
Marketing, 77(2), 17-40.
Morgan, N. A., Katsikeas, C. S., & Vorhies, D. W. (2012). Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal
of the Academy of Marketing Science, 40(2), 271-289.
Mullins, J., Walker, O. C., & Boyd Jr, H. W. (2012). Marketing management: A strategic
decision-making approach. McGraw-Hill Higher Education.

11
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
Same, S., & Larimo, J. (2012, May). Marketing theory: Experience marketing and experiential
marketing. In 7th International Scientific Conference “Business and Management (pp.
10-11).
SpA (2017). Vespa Sei Giorni - Vespa.com. [online] Vespa.com. Available at:
http://www.vespa.com/en_EN/Vespa-Models/sei-giorni.html [Accessed 27 Sep. 2017].
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.