BBQfun as an external marketing consultant to review the marketing plan and policies and procedures of the organization
business
Description
Task 1 BBQfun scenario
You have been employed by BBQfun as an external marketing consultant to review
the marketing plan and policies and procedures of the organisation. You will need to
conduct market research and suggest appropriate marketing activities based on
research and in line with the marketing strategy of BBQfun.
Consider the following scenario information:
BBQfun has a great deal of confidence that the general marketing strategy contained
in their marketing plan is sound and should help them to achieve their marketing
goals which are to:
increase sales to $12 million in FY2014/15 and to $15 million per year by the end of
FY2016/17
increase market share to 25% in FY2015/16
increase our loyalty customers list from 8,000 in the previous financial year to
12,000 in FY2016/17
establish brand recognition in Brisbane so that at least two in three people
recognize the brand by end of FY2016/17
Management is concerned about the level of detail contained in its target market
profiling. For example, Caulfield has been identified as an affluent suburb where
many renovating customers live. No information is available on other suburbs that
match the target markets. More information is needed in other suburbs. More
information is required on lifestyle and psychographic characteristics of potential and
current customers as well as behavioral characteristics of the target markets.
BBQfun is also concerned about how up-to-date the information in the marketing plan
is.
Because of the lack of specific profile information, BBQfun has resorted to mass
television and print advertisements across the Brisbane area. This has resulted in
increased sales, but not enough to justify the huge expense. In fact, while gross profit
has steadily increased, net profit has remained flat due to the massive advertising
spend. This spend is nevertheless considered necessary to keep competitors at bay
and maintain market share in the face of stiff competition on price.
