|
customer requirements |
Factors |
What does it mean for BBQfun |
|
Selection – a wide choice of options. |
BBQfun is able to meet consumers’ demand in terms of providing a large variety of BBQ equipment and its range is wide. As a result, BBQfun has a large number of loyal customers who are happy with the store’s offerings. |
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Accessibility – the customer needs easy access to the store with minimal inconvenience. |
The company needs to recruit more number of people within the system that is needed to provide high and effective quality service, |
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Customer service – the customer needs expert customer service to help sort through choices. |
It is important for the company to deploy customer service executives, who will have effective communication skills and will have the ability to deal with all types of issues that are encountered by the customers |
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Competitive pricing – the customer needs all products/services to be competitively priced relative to comparable high-end outdoor lifestyle options offered by competitors. |
The company needs to deploy effective pricing strategy that can help them to gain significant competitive advantage (Afandizadeh Zargari et al. 2016). The company needs to properly analyze the condition of the external market environment and all types of threats before implementation of any types of pricing theories. |
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Flexible payment – the customer needs easily managed payment plan. |
The BBQfun needs to improve upon the technological infrastructure that is needed to provide the option of online payment to the customers. |
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Quality guarantees – the customer requires three year product guarantees (as offered by most competitors). |
The management of the BBQfun needs to implement effective quality management department. The company needs to provide authentic certificate for warranty that will help the customers to gain their trust (Papp 2014). |
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|
In the case of BBQfun’s marketing performance, we can see from the table below suggesting its findings of survey of 500 customers as follows: |
|
Survey questions |
New builds |
Renovators |
Replacements |
What does it mean for BBQfun |
|
Have visited BBQfun in previous month |
70% |
70% |
50% |
It is noted from the survey that customers who are intending to build a new BBQ pit is 70% and those who are intending to renovate their home to incorporate a BBQ pit is also 70%. What this means to BBQfun, is that most of its customers tend to make new purchases as opposed to 50% of its customers making a replacement for their old BBQ unit. This suggests that BBQfun is able to sell more new BBQ units. |
|
Have bought a BBQfun product in previous month |
70% |
65% |
50% |
From the survey, it is clear that 70% products that are sold from BBQfun is of new builds and 65% is that of the renovators. This figure is quite high compared to that of 50% in the category of Replacements. Hence, it can be concluded that the sale of new builds and renovators in the BBQfun is more than that of the replacement products. |
|
Customer service is essential |
90% |
95% |
60% |
As 90% of the new build customers along with 95% of the renovator’s products, it is essential for the company management to improve upon the customer care service. This can be achieved with the help of recruitment of more number of staffs within the customer care department. |
|
Price is most important |
10% |
20% |
95% |
95% of the BBQfun customers of replacement products considers pricing part. Hence, the company has to implement special pricing strategies to deal to gain competitive advantage in the category of replacement products. On the other hand, the customers of the new builds and renovators products are not highly concerned about the matters of pricing. |
|
Australian made is important |
80% |
65% |
55% |
80% of the customers of New builds and 65% of customers of the renovators prefer Australian made products. Hence, it is necessary for the management to sell Australian made products that is necessary to fulfill the demand of the customers. |
|
Will buy online |
100% |
100% |
100% |
From the result of the survey, it is clear that all the customers of all products category prefer to have online shopping. Hence, it is highly essential for the company to improve upon the technological infrastructure to introduce the strategy of online shopping. |
|
Will pay for online delivery if chosen |
100% |
100% |
100% |
From this survey, it is clear that all the customers prefer the payment through online shopping. Hence, it is essential to improve the technological infrastructure with high level of security. This will encourage most of the customers to make online forms of payment. |
|
Loyalty customer |
30% |
20% |
10% |
Very few percentages of all the customers are not able to maintain loyalty with the company. Hence, it is essential to provide high level of customer care support from the company’s end |
|
legal and ethical requirements |
Types of legislation |
What it is about: |
How does it impact BBQfun |
|
|
Competition and Consumer Act 2010 |
The act was implemented by the Australian Government in 2010. The aim of the Act is to promote free and fair mode of competition in the business environment of Australia (Pearson 2017). The act is monitored by the Australian Competition and Consumer Commission (ACCC) |
It is important for the BBQfun to implement the competitive strategy in a proper way. This will help to ensure that no unfair marketing policies are being implemented by the company that can hamper upon the company’s reputation. |
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The e-commerce model of Australia is meant to set the standards that ensure the safety for the online shoppers (Chen et al. 2015). |
Before implementation of the e-commerce platform it is important for the company to provide extra protection from all forms of cybercrime. |
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Australian Direct Marketing Association – Direct Marketing Code of Practice |
The code passed by Australian Direct Marketing Association that administers the guidelines and legal matters related to direct selling of consumer goods and purchases. This also monitors the quality of the goods that are being sold (Becker 2015). |
Implementation of quality management procedures that are needed to make good quality of the products. |
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market share |
BBQfun’s comparative market information is largely determined by independent competition where they focuses on locally produced products and they have a collective market share of 48%. In 2009, the national outdoor lifestyle market reached $300 million. Outdoor lifestyle sales were estimated to grow by at least 6% for the next few years. This growth can be attributed to several different factors: |
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Factors |
What does it mean for BBQfun |
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|
The greater disposable household income from two income families |
It means that customers have the ability to afford to make purchases at a higher level, i.e. spend more, due to dual income within a family. BBQfun can expect that its customers are able to accept a higher price tag products if they deem it to be of higher quality and better features. |
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The greater availability of affordable and interesting quality imports with the high value of the Australian dollar |
This means that the company will be able to easily afford the imported items at lower price. |
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The marketing by popular TV lifestyle program. |
The company will be able to promote their products more easily. |
|
Market trends and developments |
Factors |
What does it mean for BBQfun |
|
Item quality – the preference for high quality items is increasing as customers are learning to appreciate the quality differences. |
By having an array of quality-oriented products, BBQfun is able to meet the needs of its customers while at the same time, they would also stock lower-priced products to attract customers who are looking for value-buy purchases. |
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Unique – our patrons appreciate the opportunity to include outdoor lifestyles in their home that stand out from the mass-produced and low-quality items. |
The quality of the patron products are being increased to deal with the issues of poor quality |
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Selection – people are demanding a larger selection of choices; they are no longer accepting a limited offer in outdoor lifestyles. |
This means the company will have to offer wide range of choices to the customers that will help in the matters of increasing the volume of sales. |
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|
new and emerging markets |
Factors |
What does it mean for BBQfun |
|
A growing market in a high growth area with a significant percentage of the target market still not aware of BBQfun value proposition. |
BBQfun would need to consider doing more promotions, i.e. advertising, on various medias such as, TV, radio, billboards, social marketing….. |
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Increasing sales opportunities outside of our store locations – south east Queensland. |
This means that the customers will be able to get wide range of opportunity for the sales. |
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Growing opportunity for online sales. |
The company will be able to sale more number of online products in the e-commerce business . |
Reference
Afandizadeh Zargari, S., Mirzahossein, H. and Chiu, Y.C., 2016. Quick link selection method by using pricing strategy based on user equilibrium for implementing an effective urban travel demand management. PROMET-Traffic&Transportation, 28(6), pp.605-614.
Becker, S.J., 2015. Evaluating whether direct-to-consumer marketing can increase demand for evidence-based practice among parents of adolescents with substance use disorders: rationale and protocol. Addiction science & clinical practice, 10(1), p.4.
Chen, J.V., Yen, D.C., Pornpriphet, W. and Widjaja, A.E., 2015. E-commerce web site loyalty: A cross cultural comparison. Information Systems Frontiers, 17(6), pp.1283-1299.
Papp, J., 2014. Quality Management in the Imaging Sciences-E-Book. Elsevier Health Sciences.
Pearson, G., 2017. Current Issues for Consumer Protection Law in Australia. In Consumer Law and Socioeconomic Development (pp. 199-208). Springer, Cham.
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