About Boutique Build Australia
Boutique Build Australia is a Sydney-based construction firm specializing in the design and construction of high-end custom residences. From the warm welcome we provide consumers at our display center to our supplier partnerships and the professional growth of our workers, our mission is to be Australia’s most excellent house builder. For achieving these goals, this strategic report outlines the company’s present and future marketing plans.
The company provides a full range of construction services, from unique design to high-quality construction for every customer. Additionally, roof replacements and restorations of whole houses are among the most common services offered. Our company’s reputation is focused on providing personalized service to every one of our customers (Yusliza, et al., 2019). That ensures consistent high quality by using only the finest tradespeople with in-depth product knowledge and our combined expertise.
As a result, Boutique Build Australia has established four strategic goals for the firm to pursue.
a) Good management, high output, profit, and accountability
All financial operations, performance measures, and strategic policies must achieve an annual profit margin of at least 10%.
b) Build high-quality residences that satisfy the wants and demands of customers
To aim for a 10% annual increase in house sales in Sydney’s present market over three years.
c) Maintain a focus on cultivating long-term relationships with clients.
Better customer service and an increased desire to satisfy customers’ needs for a high-quality house.
d) Attract, hire, and train the most exemplary employees to broaden and deepen the diversity of the company’s workforce.
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Strengths |
weakness |
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– Price and quality are intertwined. – Well-executed leadership – Customer adulation – Creating a welcoming work environment – The amount of money accessible for investing |
– Only concentrate on the Sydney market. – In the beginning, marketing tactics – A brand name has yet to be created. – Casual workers have a high rate of turnover. |
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Opportunities |
Threats |
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– The housing industry is seeing expansion. – Markets in Brisbane and the Sunshine Coast have the potential for development. – Innovation in the field of environmental housing |
– Consequences for the environment – The building sector has been affected by changes in industry and government laws. – Negative consequences of government policy formation that may occur – A high degree of competitiveness is there. – Uncertainties in the international economy that are predicted to influence the amount of demand for housing – Failure to meet the needs of customers because of low pricing rivals |
Legality is a fundamental element of the ethical framework.
Legislation passed in 1994 governing the collection, evaluation, and management of public interest disclosures (Public Interest Disclosures Act 1994).
According to Colloff et al., 2021, the Act encourages public sector marketing in Australia to uphold high standards of honesty and accountability by:
- Promoting the disclosure of information concerning alleged misconduct in the public sector by public authorities
- Public interest disclosures should be welcomed and safeguarded from any adverse repercussions for public officials who make them
- The responsibility of ensuring an appropriate investigation and response to disclosures made by public authorities
- Review of marketing performance
Over the last several years, we’ve conducted a review of our marketing efforts.
Using SEO or search engine optimization, you may improve the number and quality of visitors to your website from natural search engine results. SEO stands for Search Engine Optimization. Digital marketing relies heavily on SEO because of the enormous volume of searches conducted each year (Mittal et al., 2018). Many of which have the business purpose of learning more about a company’s goods and services. Many firms use search as their primary source of traffic on the internet, but it may also be used to supplement other marketing efforts.
The data demonstrates that marketing hasn’t yet impacted brand recognition. For the firm, newspaper ads may not be the most effective type of marketing possible. According to feedback and review, Facebook and social media like Twitter will pay off in terms of online marketing efforts. This year, the company began a series of promotional activities in Brisbane and Queensland’s Sunshine Coast and even built up billboards for advertising in Brisbane and Caloundra.
Public relations, trade exhibitions, website development, and any other necessary special events are all included in the marketing budget, as are the expenses of print and broadcast advertising and the design and production of any printed products, such as newsletters, brochures, and press releases. The past year’s marketing expenses were about $80,000 in total.
- There has been a noticeable 7.7% rise in the housing industry in 2013/14, with an estimated number of new dwellings being built.
- Brisbane and the Sunshine Coast market have shown signs of expansion, which might lead to a rise in market demand.
- Encourage new ideas for environmentally friendly housing.
- Changing technological and IT trends will significantly influence the construction industry in the future, bringing new creative trends such as electronic documentation and project shared databases, electronic design, virtual design, energy management, and automation.
- Queensland’s state government helps the building sector by offering incentives and simplifying the approvals process for development proposals.
- An increasing need in the construction sector for personnel such as project managers, commercial contract administrators, and foremen.
Services offered
It is estimated that the projected return on investment would be 2.5 percent, based on the business’s forecasted earnings. Net Profit/Cost of Investment x 100 = $40,000/$1,600,000 x 100 = 2.5%.
- New goods and services: encourage new ideas in environmentally friendly houses. Future developments in technology and IT will introduce new inventive trends in the building industry, including electronic, virtual design, energy management, and automation in construction, which will have a significant influence on market practices in the years to come.
- Due to an increase in market demand in Brisbane and the Sunshine Coast, there is opportunity to develop into a new target market.
- New positioning, for example, a shift in price policy. By giving incentives and making it simple to get permits for development applications, the state government promotes the construction sector.
- Promote our new goods and services by attending trade exhibitions, seminars, and other events.
- Use both internet and conventional advertising, such as print media (e.g. newspaper, radio), and social media (e.g. Facebook and Instagram).
- -new target market
- -new goods and services
- -increase promotions
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S- Strengths |
w- weakness |
O -Opportunities |
T-Threats |
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• Deliver high-quality services • Strong and effective top management • Financial resources for investments • A very nice working environment and organizational culture |
– Marketing tactics are still in the early stages. – Only one place (Sydney) is focused – Casual employee limit exceeded |
• Significant potential growth in the Brisbane and Sunshine Coast areas. • Boom in the housing market • Innovation boosts housing growth |
• Excellent competition • Harmful to the planet • Legislative changes are impacting the building industry. • Lower price of rivals • Fail to meet client needs. |
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P Political |
– Documentation, permissions, and the involvement of regulators – Global marketplaces, state and local government policies for private sector initiatives |
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E Economical |
– Market demand, inflation, and changes in material pricing may all impact a company’s profitability. – Economic and property cycles, the effect of the economy on service demand, and an emphasis on the total cost of ownership |
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S Social |
– the trustworthiness of the employees’ supply chains – It is important to consider factors such as the tastes and attitudes of end-users and socio-economic groupings, and the distribution of money in a society. |
To achieve strategic plan needs, the company plans to forecast particular market targets.
- Faith and fairness are the foundations of business- All stakeholders have confidence in the company’s strategic planning and decision-making process.
- More leads will lead to more revenue- To reach the company’s strategic objectives, it is essential to focus on satisfying the requirements and desires of its customers.
- To grow your business, you need to build connections and get recommendations- To gain a reputation in the market; a firm has to build relationships with prospective customers.
Improve communication channels with stakeholders to assess industry needs, plan decisions based on the correct information, and create new goods in the new target market. If a firm is going to produce environmentally friendly homes, new technology in the building industry may lead to a wide range of unique and creative modifications. To examine policies and processes, the Australian Institute of Building Board has to comply with statutory requirements, such as ensuring that competition legislation and ethical values are upheld (Mirza, 2018).
Marketing and advertising services need constant development to provide high-quality services to the organization’s customers.
Growth markets may be targeted with strategic planning, multiple marketing initiatives, and advertising channels, all of which can boost sales, profitability, and market share.
- Increase sales by 10% in 2021 by focusing on the correct market.
- By 2021, we want to see a 15% improvement in customer retention and satisfaction as a result of building brand affinity and improving reputation.
Research and techniques for assessing indicators have been implemented in light of the aforesaid assessment and analysis of performance. Aiming for market success by using the SMART method of goal-setting. Here, I examine and offer a strategy that should be taken into consideration.
Clearly defined goals – Effective service marketing, promotion, and advertising need clear definitions and the introduction of a few changes.
The ability to quantify the success of an effort- The market’s growth rate should be monitored on a regular basis, with specific outcomes and competitive pricing policies in mind
Achievable goals – Quality services should be provided to fulfill the needs of customers, and all stakeholders should be talked to for business channels.
Information that is relevant – Keeping correct records of customers’ information in a database protected by the Privacy Act requires regular market checks.
Indicators that are time-based- There should be a six-month window in which all of the goals may be met, taking into account all of the available resources and personnel.
The following are two important measures of performance:
– Increase in monthly sales-Using a range of promotional methods and advertising platforms to target targeted growth areas and reach out to new customers. Consistently assessing the efficiency of all our activities and implementing changes as required to increase
– New consumers each month- Ensuring open lines of communication with all relevant parties in order to gather information on market needs and then tailor goods and services to meet those needs, all while working to continuously improve the level of service provided to customers.
References
Colloff, M. J., Grafton, R. Q., & Williams, J. (2021). Scientific integrity, public policy and water governance in the Murray-Darling Basin, Australia. Australasian Journal of Water Resources, 25(2), 121-140. https://www.tandfonline.com/doi/full/10.1080/13241583.2021.1917097
Mirza, M. (2018). Human Resource management policies and procedure; a case study of Sheltech Brokerage Limited. https://dspace.bracu.ac.bd/xmlui/handle/10361/10243
Mittal, M. K., Kirar, N., & Meena, J. (2018, October). Implementation of search engine optimization: through white hat techniques. In 2018 International Conference on Advances in Computing, Communication Control and Networking (ICACCCN) (pp. 674-678). IEEE. https://ieeexplore.ieee.org/abstract/document/8748337
Yusliza, M. Y., Norazmi, N. A., Jabbour, C. J. C., Fernando, Y., Fawehinmi, O., & Seles, B. M. R. P. (2019). Top management commitment, corporate social responsibility and green human resource management: A Malaysian study. Benchmarking: An International Journal. https://www.emerald.com/insight/content/doi/10.1108/BIJ-09-2018-0283/full/html
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