As was noted in the document Assessment Item 3 Information, your overall task is to develop a marketing plan for an Bellamy's Organic https://www.bellamysorganic.com.au/. This task will be divided across the three presentations as set out below.
Presentation 1 — Marketing Plan, Part 1: Situation Analysis
Task 1. Describe the Internal Environment
Task 2. Describe the Customer Environment
Task 3. Describe the External Environment
Presentation 2 — Marketing Plan, Part 2: Swot, Marketing Goal And Objective
Task 1. Conduct a SWOT on your organisation or business
You do not necessarily need two of each category – some organisations may only have one. Similarly, some organisations may not have any of a particular category, e.g., no relative competitive strength.
How does these strengths enable the organisation to meet customers' needs and differentiate the organisation from competitors?
How does these weaknesses affect future growth?
How can the organisation capitalize on these opportunities in the short- and long-term?
How can the organisation prevent these threats from limiting its capabilities in the short- and long-term?
Task 2. Analysis of the SWOT
You are now required to ‘make sense’ of the data your SWOT has provided. Based on the questions noted in Task 1 you need to provide a brief analysis of what the SWOT means for your organisation.
Note: Strengths and weaknesses are internal factors unique to the organisation or business. Opportunities and threats are external - they represent things that could happen in the future. However, it is possible for an organisation to convert its relative weaknesses into strengths or its threats into opportunities. As well, organisation can seek to minimise or avoid its weaknesses and threats.
Task 3. Marketing Goal and Objective
Based on Task 2, provide one Marketing Goal and its associated Objective that you will then ‘action’ in Presentation 3.
Goals are statements of broad, desired accomplishments and do not contain specific information about where the organization presently stands or where it hopes to be in the future. Note that the goal must conform to the SMART framework.
Presentation 3 — Marketing Plan, Part 3: Marketing Strategies
Task 1. Primary Target Market
You have now identified a goal and a set of objectives (in Presentation 2) for your Marketing Plan. In preparation for outlining your marketing strategies you need to describe your primary target: their basic needs; identifying characteristics (demographics, geography, values, psychographics); purchasing/shopping habits and preferences; and their consumption/disposition characteristics.
Task 2. The Marketing Mix
Here you need to discuss which of the 4Ps you need to utilise—promotion, product, price or place— and how they will be implemented in order to achieve the marketing goal and objectives identified in
Presentation 2. (It is not required for you to necessarily use all four—this will depend on your goal.)
You are required to be specific about your marketing mix discussion—remember that your marketing mix choice provides the framework for the Action Plan. It is better to be specific about a select few of marketing mix elements than to cover too many elements briefly. You also need to outline how the strategy links to your target market.
Task 3. Action Plan/Implementation
You now need to provide detail about the specific activities that you will undertake to achieve your marketing objectives. For each activity you should note the:
Overview of presentation 1:
The competitor analysis of the company has been developed in the study by implementing the PESTEL analysis. The external factors that should be taken into consideration for analysing the market environment have been evaluated here. The factors are included of the political, economical, social, technological, environmental and legal factors. These factors have been taken into consideration in respect to the geographical location of Australia (Perera, 2017). Moreover, their analysis would help the company to understand the factors that can affect their business in the external way. On the other hand, from the analysis of the external factors, it can be generated that the organisation is planning to develop their business from the regional to the international level, and thus, they are developing their economical and the legal aspects.
Overview of Presentation 2:
The SWOT analysis is a strategic tool that is often used by organisations to identify the internal strengths and weaknesses and the external threats and opportunities. This is very useful as it helps in analysing the current position of the organisation and thus helps in taking several strategic decisions of the company like marketing plans and others. In this particular presentation a SWOT analysis of the Bellamy’s Organic Company has been done so that it helps in devising the marketing plan of the company. This has been done so that Bellamy’s can work on it strengths to reap the maximum benefit, and work on its weaknesses so that slowly it can be converted to strengths (Lal & Davis-Ngatai, 2018). Furthermore the opportunities available will help the organisation to plan on how to market its products so that revenue can be maximised as well as market share can be enhanced. Finally the threats will help the company to use its strengths and opportunities to an extent where the threats can be nullified. For example the Australian market is ruled essentially by foreign baby food brands which have a strong brand image hence the marketing plan should aim to win the trust of the target consumers so that the brand image can be enhanced.
Overview of presentation 3:
From the generation of the action plan, it can be stated that the marketing plan of the mentioned company has been developed in order to generate interest of the people to the products and the services of the company. The action plan for marketing is focusing on the generation of the marketing campaigns of the company in order to take the products to the consumers’ and to achieve the competitive advantage. It is evident being one of the regional companies of organic baby food; it is difficult for the company to achieve the competitive advantage. The marketing plan has been developed in order to achieve the competitive advantage as well as the promotional campaigns for the company (Herrero, et al. 2017). On the other hand, the action plan for the marketing development of the organisation has also focused on the pricing strategy of the products. For the development of new products and services for the company pricing strategy is important. Therefore, the pricing strategy of the marketing plan has reflected on the factors associated with it.