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Key Topics
Requirement
Question: Marketing management
Solution
Executive summary
The Brickworks limited is an Australia based company. The company manufactures bricks, concrete panel, pavers, roofing tiles and timber products. The company has segment the market on the geographical factors such as zones, region, and city. The primary target consumers are from construction industry. The consumers are rationale and the decision is taken by considering various factors such as low cost, quality of the product and others. The company is using agents, emails and messages to promote the products. The distribution channel of the company is very effective across the Australia. The competitive pricing strategy is used by the company.
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Introduction
In this present we will paper we will discuss the marketing plan of Brickworks limited, Australia. The paper discusses the market environment, market segmentation, and target customers, consumer behavior, marketing mix, and recommendations.
Brickworks limited are an Australian owned group of companies. The company manufactures bricks, concrete panel, pavers, roofing tiles and timber products.
Market environment
Market environment consist of macro and micro environment. The macro environment includes economic, social, demographic, technological, ethical and legal factors. Following are the factors of macro analysis:
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Political environment: The political environment of the company is stable. The company is following the tax policies of the country. The company is also considering various political factors such as consumer’s protection, tariffs and environmental law (CHEN et al., 2014).
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Economic environment: The economic environment comprises of various factors such as interest rate, growth rate, and cost of labor, flow of trade, monetary and fiscal policies, business cycle and others. The business cycle of the company is at boom stage and the profitability of the company compete the inflation rate.
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Social environment: The environment has adopted Australian culture. The customs, beliefs, and practices of the company are based on Australian culture.
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Technological environment: The company is using advanced and innovative technologies to produce the products.
Market segmentation and targeting
Market segmentation of the company is based on geographical factors such as city, region and others. The company is targeting major players in Construction industries and they Dealings are business to business.
Consumer behavior
The consumers are mainly major players from construction industry their behavior is rationale. The consumers are generally emotional but the business purchases are done by considering various factors such as cost minimization, quality of a product and others. The business deals are decided by a group of decision makers so they take rational decisions.
Marketing mix
The marketing mix concept is used the company for positioning, branding, labeling, packaging of the product (Bahadir et al., 2015). The company use competitive pricing strategy for deciding the price. The promotional activities of the company include email, messages, and though agents. The dealings are generally done middle-man. The distribution channel of the company is very effective across the Australia.
Recommendations & conclusion
The company is using very less promotional tools which affect the sales volume. So using various promotional tools is recommended such as advertisement which helps the company to promote their product which helps to increase the profitability.
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CHEN, Q., XIAO, J. H., & LIU, R. M. (2014). Macro-environment Analysis of General Practitioners on Standardized Training Based on PEST Model. Chinese General Practice, 34, 024.
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Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015). Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics. Journal of International Business Studies, 46(5), 596-619.
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