Task 2
Marketing plan
Table of Contents
1.0 Executive Summary ........................................................................................................1 2.0
Situation Analysis...........................................................................................................3 2.1 Market
Summary........................................................................................................3 2.2 SWOT
Analysis............................................................................................................7 2.3
Competition ...............................................................................................................8 2.4 Service
Offering..........................................................................................................8
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In 1982, Australian Hardware, seeing expansion opportunities but requiring investment capital, restructured and relaunched as a public company. It was floated on the Australian Stock Exchange in September of that year. The Greenwright family has retained a controlling interest in the company since its founding. At present, Percy Greenwright’s great grandson, Holden Greenwright, performs dual functions of chair of the board of directors and CEO. Australian Hardware owns and operates 138 warehouses throughout Australia, with plans to continue expanding at the rate of 2–3 stores per year.
At a Glance – Australian Hardware
Location: Australian Hardware stores are located all around Australia in the major cities and in the larger regional centres.
Design: (Has been described as having a ‘Bunnings feel’ crossed with elements of international home design show). Large, open-plan warehouse, but suggesting excitement of trade fair containing displays of latest and best Australia and the world has to offer in home design; realistic and interactive, mock-up displays of installed products to provide visual and tactile sense of design quality, aesthetics and luxury attainable for customer’s home; product experts at every display or booth; otherwise, no-frills, no-nonsense decor exhibiting sustainability features, such as water tanks, recycling bins, and
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Employees: Approximately 10,000 across Australia.
Types of transactions: Retail (point-of-sale) and account (trades customers).
According to the company mission, Australian Hardware provides the best of Australia and the world in quality hardware, homewares, garden supplies and building materials to Australian consumers and tradespeople. Australian Hardware is committed to providing customer value through everyday low prices, product quality, expert service, community engagement and environmental responsibility. According to the Australian Hardware vision, within five years, Australian Hardware will lead the hardware and home-improvement market in Australia.
This marketing plan has been prepared to ensure marketing activities are coordinated with company strategic directions to achieve company mission, vision and values.
This marketing plan comprises of:
● a situation analysis to identify market characteristics and key strengths and weaknesses of the business relating to meeting consumer demand ● a marketing strategy to identify marketing objectives, leverage strengths, target key segments effectively, and position Australian Hardware to achieve the company mission and