Role Of Designs And Marketing Capabilities - Myassignmenthelp.Com

Question: Discuss about the Role Of Designs And Marketing Capabilities. Answer: Introduction: Competency is largely seen as a key to maintain a progressive trend of profitability and also acquiring a sustainable business process (Sohn, Kim Jang, 2014). Such competency is attained through various business strategies that also include having a competitive marketing strategy, which could generate much attention among the target customers and increase the chances to get sold among them (Liu, Li, Chen Balachander, 2017). As stated, a competitive marketing strategy might be an important aspect to popularize a newly launched product or service or to increase the sales of existing products or services. A competitive marketing strategy can be attained by designing it appropriately under the guidance of marketing experts who are well experienced in doing such thing (Huotari Hamari, 2017). This particular study presents a marketing plan for Donalds Company, which is specialized in making chocolates. The plan is required to support it to enhance its competitiveness with the products like drinking chocolate, cocoa product, marshmallow, candied nut and glazed fruit products, which will be new to this company. These products will enhance competitiveness as opined by the company; these are some rarest concepts to the chocolate lovers. Moreover, if these products are launched with an appropriate marketing plan, chances of success according to the company will increase. This looks feasible also as according to Bettiol et al. (2016), marketing strategy is now like a weapon that is being used to influence the perception of customers as governed by the three different views of Aristotelian Appeal Ethos, Pathos, and Logos. The main purpose of this assignment is to present a marketing plan that could suitably place the proposed product line of the Donalds Company with enhanced opportunities for business incrimination and reduced risks from various factors like consumer behavior and the legal policies of the Australian government. Brief summary of the company: Donald's Company is being owned by "Donald B" and is based in Melbourne. The company is specialized in making chocolates. The prepared chocolates are then sent to customers with the help of various supermarkets in Australia like Aldi, Coles and Woolworths. The company like any other company in the same industry has desire to attain competency to compete strongly against its rival companies. To serve the purpose, new products have been planned to introduce to the market like drinking chocolate, marshmallow, candied nut, cocoa product and glazed fruit products. The planning is being done after identifying a fact presented by the IBIS world industry report that consumer preferences to chocolate related products are rapidly changing (Golev et al., 2016). Moreover, a sustainable business can only be attained if the company is flexible enough with the changing preference of customers. Furthermore, every new product is required to be presented to the market in a more attractive way, so that , it could increase its appeal among the customers (Ryan, 2016). A brief summary of situational analysis: Macro-environmental forces: Australia is one of the major markets in the Asia-Pacific region. Additionally, it is politically stable as well (Chong, 2014). Donalds Company will have better prospects in expending to a wider market at the national level. Australia has stable economy and the value of Australian dollar is strong (Manalo, Perera Rees, 2015). Hence, imported goods will be cheaper that is a good opportunity for Donalds Company as production will be cost-effective (Manalo, Perera Rees, 2015). Additionally, unemployment rate is considerably low in this country, which means company will face no such challenge to find skilled staffs (Manalo, Perera Rees 2015). Additionally, as per the report of IBIS, the chocolate industry has been predicted to have growths in the next five years and the growth will be around 2.2% (Ibisworld.com.au, 2018). However, there has been a rise in the health awareness related talks, which is why the production of harmful chocolates is under scrutiny (De Vogli, Kouvonen Gimeno , 2014). Additionally, the price of cocoa has also increased, which means that the company will have to face some economic-related challenges (De Vogli, Kouvonen Gimeno, 2014). Chocolates are being loved by Australian with different age groups like children aged (5-15), the teenagers and the adults (Biglia et al., 2015). The social trends had looked much in favor of the industry; however, in recent times, there has been a drift in the perception. Due to the news on different media channels, customers now have much more idea of the harmfulness that chocolate can cause. Moreover, chocolate is one of the kinds of fast-foods, which are strongly believed as one of the reasons for obesity (Poelmans Rousseau, 2016). It means that Donalds Company will require being flexible to the changing perception of customers to have a better response to their demands. Donald's Company will have support from the technological perspectives as the two organizations like Defense Science Technology Organization (DSTO) and Commonwealth Scientific and Industrial Research Organization (CSIRO) in conjunction to the Australian government are engaged in Research and Development (RD) works (Hunt et al., 2014). The environmental requirement is now a growing concern. Donalds Company will be largely benefitted from taking appropriate steps to reduce the wastages in the manufacturing sites. Additionally, adhering to Environmental protection Act 1974 will also guide to ways, which are required to attain an environmentally friendly business (Brown, Moodie, Cobiac, Mantilla Carter, 2017). Changing legal policies can be threats to the business. If the materials that are being used to manufacture the different kinds of chocolates get expensive then this may impact the cost of production. Moreover, business profitability will also be challenged (Brown et al., 2017). Micro-environmental factors: The Donalds Company has intended to expand to a wider market at the national level. In this mission, skilled employees will be needed. The purpose can be served through an effective recruitment process that will help to get the required workforce (Matuleviciene Stravinskiene, 2015). Customers are perhaps the biggest factor in their different responses will decide whether the product or service is successful. An effective marketing strategy will be a key in this regard apart from the manufacturing strategy and relationship with the suppliers (Matuleviciene Stravinskiene, 2015). Competition is also much high in the chocolate industry in Melbourne. Koko Black and Mork Chocolate Brew house are the two biggest competitors to the Donalds Company. Both the companies are centric to quality products. It means that product differentiation will be a key approach to maintain the competitiveness and a progressive profitable venture (Matuleviciene Stravinskiene, 2015). Supply chain management will be a key factor to utilize the expected impact of marketing strategy (Brandenburg, Govindan, Sarkis Seuring, 2014). The Donalds Company needs to have an effective supply chain management to live up to the expectations, which will be generated after the implementation of the marketing strategy. Moreover, relationships with suppliers will be very important to fulfill the demands of customers (Brandenburg et al., 2014). Additionally, an effective logistic operation is also required to transport the products within the committed deadline (Brandenburg et al., 2014). Investors will also be required after implementing the marketing strategy. They will provide the necessary funds required to facilitate the business. Repayment will also be required to make within or on the committed time. Investors will also grow on trust, which will help the company in long-term business (Pucheta?Martnez Garca?Meca, 2014). Media and the local community will also be important. M edia such as the use of different communication modes for marketing will help to reach much closer to the media and the customers. In addition to this, the company will get the opportunity through corporate social responsibility (CSR) related works (Korschun, Bhattacharya Swain, 2014). Product diversification is a big strength of Donalds Company as the chances of success will be much higher with the new product line. The company also has skilled employees; however, they will need some fresh hires of marketing experts. Those experts will guide to and will manage the entire marketing strategies. The company also has an effective supply chain and the logistics operation (Benur Bramwell, 2015). The company has some potential weaknesses like it targets only the premium customers and also the cost of production is high. There is a need to target even the middle-class family and also to implement effective measures to reduce the cost of production (Lo, Cornforth Chiong, 2015). The political and the economic stability of Australia provide opportunities to its business. Moreover, Donalds will be able to get benefits on imported goods (Cole Nightingale, 2016). The changing perception of customers and the uncertain legal policies are the biggest threats in Australia (Taghi an, DSouza Polonsky, 2015). Consumer behavior: This is very vital and will be decisive after bringing the products to the target market. Consumer behavior in Australia is very unpredictable as it is reported by the IBIS world industry. They have the idea that fast-foods are one of the major reasons behind the rising cases of obesity (De Vogli, Kouvonen Gimeno, 2014). Chocolate is also fast-food that people consume in huge numbers. Some customers those who select the product they do a little research on the content of the product. Moreover, they make it sure that they have only healthy foods. Such customers will be a challenge to the Donalds Company as they will not buy the products. Flexibility will be the key to success with the new product line (Leonidou et al., 2017). Target market analysis: The target market can be defined as a particular segment of the market that has been targeted with the launch of a new product or service. According to Gilani, Kazemi, Asadi, Samadzadeh Atashpanjeh (2014), setting a target market requires a very thorough study on the different factors that include the demographic, the behavioral, the geographic and the psychographic factors. In case of Donalds Company, the concerned factors are the demographic and the behavioral factors. The proposed product line has been planned to launch at the national level. The only concern for the products is the consumer behavior, which in context to the company has been considered as the target age groups and the consumer behaviors. The target age group for the proposed product line are the children aged (5-15), the teenagers and the adults. These groups are targeted because they consume a lot of chocolates (Gilani et al., 2014). Nevertheless, it is essential to the marketing strategy that it sends the products to the appropriate customer. Additionally, an effective marketing strategy should also have an improved understanding of the target audience. The growing awareness of obesity and the causes for it have created an environment where it is relatively difficult to predict the consumer behavior. Customers at any time can make their mind up and against a product. The Australian customers are now getting educated on the harmfulness of using chocolates. Flexibility will then be a key to survive for the company and to attain the desired success (Gilani et al., 2014). On inspecting the target market for Donalds Company, it looks evident that children aged from 5 to 15 and the teenagers will provide a potential business. However, children are not the decision maker. They are under the influence of their parents. A lot more will then depend on the parents and the relative action against the identified threats of eating chocolates (Gilani et al., 2014). This will indeed be advisable that the Donalds Company is much more flexible with the product differentiation. They may need to consider a change when a particular product is fetching fewer sales. Change may be in regards to the packaging or the addition of some attractive contents or to labeling it as a nutritional product. Such changes will only be done after inspecting the actual cause behind the reducing sales of that particular product (Gilani et al., 2014). Marketing strategy: Positioning map: Figure 1: Perceptual Mapping (Source: Pulker, Scott Pollard, 2018) Positioning statement: The products will be sold as usual through the various supermarket stores in Australia like Aldi, Coles and Woolworths. Products will be priced as discussed in the positioning map and will be made available to the customers. Products will be made available to customers in various sizes as they are already available in market. Different sizes will be made available to customers in different prices. The more emphasis will be given on the marketing message, which is necessary to draw the attention of customers. Customers will be made sure with the message that they are getting valuable products, which are also healthier. This is indeed necessary as more and more people are growing in concerns for healthier products. The positioning message will be as follows: Eat healthy and feel valued Marketing mix variables: Figure 2: Marketing Mix (Source: Huang Sarigll, 2014) Product This will include drinking chocolate, candied nut, marshmallow, cocoa product and glazed fruit products. These products are not new to the market but will be relatively new to the company. Moreover, they are taking an attempt to have diverse range of products, so that, they could answer to a rapidly changing consumer perception. The Australian chocolate industry can be highly affected from the concerns growing for obesity. Fast-food is one of the sources of obesity and chocolate being one of the kinds of it is in all sort of threat from the growing concern (De Vogli, Kouvonen Gimeno, 2014). The products have been positioned accordingly to suit the target customer with the different age group. For example, children in the age group of (5-15) have lesser buying capability as they are dependent on their parents. Moreover, drinking chocolate will suit those customers. Additionally, children can also make the purchase from their pocket money, which they get from their parents (Liu et al., 2017). Teenagers will be encouraged to make the purchase of cocoa products as this will be priced higher. Moreover, teenagers despite having the idea on the harmfulness of the product they do purchase they go on for it just to satisfy their temptation (Liu et al., 2017). Marshmallow and glazed fruit products will be best suited to the adult who looks for quality products. In such category, some customers need a high-quality product at the low price whereas few can afford high-quality products at high prices (Liu et al., 2017). Place Selecting an appropriate place to sell the products is very essential to ensure a very good start with the new product line. The concerned company should have an idea of its customers and the places where they will be largely found. As opined by Datta, Ailawadi van Heerde (2017), it is irrelevant to sell ice cream and cold products to people living in cold regions. Moreover, identifying a suitable place is much more important to produce a good result with the planned marketing strategies. The different product line will be made available to customers in different places. The major area of entry will be the traditional format of Donald's Company, which is to go to the supermarket stores like Woolworths, Aldi, and Coles. These are indeed a very good source to reach a wider customer base. Every single product will be displayed in the supermarket stores. This will be feasible as well because they have had a very good relationship with the different supermarket stores in Australia. Price This is also very vital as it influences the perception of customers. Pricing should be made according to the products and the values that it carries. Customers will purchase only those that are worth a value for them. Some customers make the purchase only when they have realized that the product or the service is of some use to them. Some make the purchase just to satisfy their needs. It is then very important to position the products carefully, so that, it meets the requirements of all. The product positioning is being done accordingly. Follow is a brief of pricing for different products: Product Price Marshmallow $0.94 / 100g, $2.20 / 225g Candied nut $8.00 / 500g Glazed fruit products $4.40 starting price Cocoa product $10.00 starting price Drinking chocolate $1.40 / 100g, $3.35 / 225g Table 1: Proposed Pricing for Different Products (Source: created by author) Promotion This is very essential to implement a marketing plan. Perhaps, a marketing plan will not be able to raise the appeal, which is required to attract the perception of customers. In the contemporary business, there are ample of promotional strategies that work well to communicate the planned message (Anderson, 2017). Roadside hoardings are a good source to advertise the product. Such hoardings are generally being mounted on some tall statured building or on the roadside at good heights to make this well evident to the customers (Anderson, 2017). Advertisements will also be made on the television during some popular daily soap or during the popular sports. These are the few occasions when many audiences used to be in front of the screen. Moreover, a large audience will then be able to see the launch of a new product line from Donalds Company (Anderson, 2017). Advertisements will also be given in the popular daily newspapers. This will also help to reach a good population of the audience in just a few days (Anderson, 2017). The advertisement will repeatedly be telecasted on the television for at least one month. In the newspapers, an advertisement will be made for 2-3 weeks (Anderson, 2017). Online promotion will also be there, which will mainly target the teenagers. A short video will be uploaded to the YouTube platform revealing the good in it (Anderson, 2017). Conclusion: To conclude, the prospects are good for the proposed product line in Australia. A healthy political and the economic aspects of the country will help to flourish the business. However, legal policies are one of the potential threats, which is quite uncertain. It can seriously impact the price of chocolates. Hence, competitiveness may be challenged as many customers have concerns about the cost-effective products. The social trend in Australia can be threatening also as many people are getting to know the adverse effect of fast-foods. Chocolate is one of the kinds of fast-foods may seriously get impacted by the rising concern for health-conscious foods. The company will also be required to take part in few corporate social responsibility (CSR) related works. This will help them to develop a brand image. Moreover, they are also required to reduce the wastages from the manufacturing sites. References: Anderson, C., (2017). Amplify Your Impact: Moving from a Promotion Strategy to an Engagement Strategy.Reference User Services Quarterly,57(2), 89-92. 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