Tuesday, May 5, 2020

Strengths Weaknesses Opportunities Threats †Myassignmenthelp.Com

Question: Discuss About The Strengths Weaknesses Opportunities Threats? Answer: Introduction The report emphasizes the need of attracting 200 new customers from New Zealand in the Planting Festival of 2018. It is to be organized by the Queensland Folk Federation (QFF) in the Jinbara country that is located in the south-eastern part of Queensland. The event is termed as Woodford festival and involves celebrating a weekend, wherein participants come for planting trees. Precisely, the report, commissioned by the Festival Director focuses on developing a strategic marketing plan for successful completion of the festival. Addressing Research Gaps The reader must be aware of the fact that the report solely focuses on developing a strategic marketing plan of the Planting Festival that is to be held in the year 2018 and does not take into consideration the drafted marketing plan beyond 2018. Scope of the Report The report contains a mission statement and goals of marketing plan pertaining to the Planting Festival which is to be organized in 2018. Additionally, a strength-weakness-opportunity-threat (SWOT) analysis on the festival has been provided along with the PESTLE framework highlighting the political, economic, social, technological and economic analysis of Jinbara Country. This has also helped in depicting the prevalence of marketing plan and budget for the festival. All necessary information has in turn been collected from secondary sources such as website of QFF and past survey results Mission Statements Mission statements clearly reflect the purpose of existence of any organization and the means of achieving it (Ward, 2017). In the given case, it can be stated that the mission statement of the Planting Festival is to motivate maximum number of people from New Zealand to participate in the event that is organized at the parkland of Woodfordia. Likewise, it also mentions that QFF aims to educate people about the need of practicing sustainable methods so that damage to the environment can be minimized especially by planting trees. Marketing Plan Goals Marketing plan goals refer to the objectives of any promotional campaign. In this case, it refers to the initiative, which is undertaken by QFF to create awareness about the Planting Festival, which will successfully attract a huge number of visitors from New Zealand. Marketing plan in this case must be completed strategically so that it is possible to accomplish every tasks of promotion in a well defined manner to reduce the issue of budget failure (Ferrell Hartline, 2013). QFF will further undertake promotional campaigns so that the visitors from New Zealand can be aware of the prices of tickets for the Planting Festival. Besides, platforms of promotion will include social media, website of QFF, television and print media, which are most commonly circulated in New Zealand (Duermyer, 2017). Situation Review SWOT analysis is a tool that is used to determine the relative favorable and unfavorable situations, existing in the external and internal environment of an organization. In the present case, SWOT analysis will be able to know the manner, in which strengths and opportunities of QFF can be used to mitigate the threats encircling the Planting Festival (Ommani, 2011). The strength of the planting festival is that it focuses on planting trees, which are responsible for minimizing harm to the environment. Strength on the other hand refers to the internal factors that will enable the festival to become a grand success. Moreover, QFF has a vast acre of land that will assist the management to use on a full scale. Weaknesses in turn can be regarded as the internal aspects such as fund paucity, which can prevent the effective implementation of marketing plan (Woodfordia, n.d.). Threat refers to the external factors such as excessive tax imposed on revenue earning of QFF. Increasing awareness of individuals and government towards eco-friendly initiative can be regarded as the opportunities for QFF to generate revenues from the commencement of the planting festival (Pure Advantage, 2017). PESTLE analysis of Jinbara Country clearly explains about the situation of Queensland, which can create both positive and negative influence on the Planting Festival of 2018 Political- The government in Queensland is observed to provide ample support for programs that promote protection of environment. Thus, it can be stated that QFF will face no obstruction from the government pertaining to the promotion of the planting festival (The State of Queensland, 2017) Economic- The festival will generate new revenues for QFF (Woodford, n.d.) Social- Public in Queensland are quite aware of the damages caused to the environment and so the Planting Festival is supposed to be a great success (Moonee Valley, 2007) Technological-QFF has resorted to use power poles and lines along with water treatment lines in the parkland (Woodford, n.d.) Legal- The government in Queensland is observed to be strict on the aspects such as damage to environment (State of Queensland, 2017) Ecological- it is clearly evident that the program will be well appreciated due to intense focus on protection of environment (State Of Queensland, 2017) Competitive Positioning Competitive positioning refers to the strategies, which are adopted to create awareness about a particular product in a better manner as compared to the competitors. It is therefore essential to consider the cultural expectations of the target market so that any service or good is promoted in a successful manner. In the present case scenario, the competitive positioning can be done by mentioning about the various activities that are to be organized in the Planting Festival. For example, there is a need to mention about the water treatment facilities, workshops and presence of an amphitheatre that has a seat-capacity for 25,000 audiences. The posters must represent Kiwi, which is the national bird of New Zealand, which is also expected to motivate the people to visit the planting festival. Moreover, the posters must highlight the prices of tickets for the event (Hooley, 2008; NewZealandgovt, n.d.). Other Frameworks Porters matrix can be regarded as one of the tools that can be used to explore the extent, to which the program can be a success. It explains that leading position in the market can be obtained by reducing the costs or selling the differentiated product. Moreover, it has the potential to sell services or products to a narrow segment of the market that is termed as focused strategy (Kinyuira, 2014; University of Cambridge, 2016). The framework can be applied to the Planting Festival in the below described manner: Cost Leadership Offer tickets at lower price to attract large number of visitors from New Zealand Differentiation Charge high prices for entry pertaining to wealthy customers from New Zealand Focus Strategy Attract customers such as environmentalist, professors who are interested in programs that promote environmental awareness Table 1: Porters Matrix Issues to be addressed One of the foremost issue that needs to be addressed in safety concerns about the customers to be ensure that the children do not meet any kind of accident as the parkland contains bushes, insects and snakes. There is a need of constant video surveillance so that preventive measures can be taken prior to any fatality. Special initiatives need to be taken so that the disabled persons can properly experience the activities of the planting festival. The management must in turn address the issue of water wastage that can be undertaken by the visitors from New Zealand. Marketing Objectives The foremost objective of marketing is to attract at least 200 customers from New Zealand in the Planting Festival of 2018. Accordingly, promotional campaigns such as advertisements on website of QFF and social media need to be implemented. Strategic Focus Strategic focus refers to the initiative that is taken for attaining objectives of particular business project. In the present case, strategic focus of QFF is observed to be the proper allocation of funds for each activity so that maximum number of visitors participates at the Planting Festival. For example, to attract at least 200 customers in the year 2018, rapid advertisements must be undertaken with one year span to maximize the number of visitors. This can be done using social media and television that is comparatively lower than the print media. Moreover, there is also a need to decide about the target market. In the present case, it is for the target customers belonging to economy as well as wealthy class to maximize the revenue earnings (Sheila Stokes White, 2011; Lake, 2017) 4.1.2 Product Mix. Product mix is referred as the goods or services that are provided to the customers. Considering the Planting Festival, it can be inferred that product mix comprises the opportunity of the customers to participate in tree plantation, thereby enabling them to view the park, participate in workshops, camps and have their preferable food and beverages. Branding is vitally important for the program and hence can be done with the help of a tagline (Byjus, 2016). 4.1.3 Product Development. Product development in this case entails the upgradation of service quality that is provided to the patrons in the Planting festival. This can also be accomplished by understanding the perceptions of the visitors from New Zealand. For example, intense focus can be organized in the amphitheatre so that patrons can understand the need of planting trees through drama. Similarly, short films can be organized highlighting upon the ongoing environmental issues. These aspects must also be mentioned on the online websites of QFF along with the other tools of promotion (Booksellers New Zealand, 2011; Rouse, 2017), 4.1.4 Product Deletion. There is no such need of product deletion as variations in the services can attract different types of customers 4.1.5 Market Extension. It refers to the use of strategies so that market share can be raised. Extension of the Planting Festival can in turn undertake campaigns on the social media. This is because social media platforms such as Facebook, Twitter and YouTube are being used extensively by customers of the present scenario (Rouse, 2017a). 4.1.6 Target Customer Groups. Although all types of customers have been targeted, based on the survey results of 2015, it is logical for the target customers falling in the age ranges of 30-39, 18-29 and 40-49 (The Planting Festival, 2015). Three Year Marketing Plan - Goals and Strategies (Positioning/Branding) 4.2.1 Product. As already indicated, the products (services) that are to be offered in 2017- 18 include workshops, visual arts studio, water treatment facilities and amphitheatre. In case of further success, it is planned that QFF will open Parkland in New Zealand. 4.2.2 Price. A fixed price of AUD 200 will be charged from each customer. Thereafter, the prices will vary based on the amenities used and length of visit. No price will hence be charged for attending the workshops 4.2.3 Promotion. Based on the survey results of 2015, it is optimal to use the website of QFF, social media and television to promote the festival. Moreover, it is planned that celebrity endorsement will be more effective for creating awareness. 4.2.4 Place. Initially, the planting program will be organized in Jinbara Country in 2017-18. In case, the number of patrons coming from New Zealand increases, then it will be organized there itself in 2019. 4.2.5 People. There will be three tiers of employees in the Parkland. Top level management will look forward towards the planning mechanisms of the festival and middle level managers therefore need to look towards respective activities such as marketing, financial accounts, operations and hospitality. The frontline staffs are supposed to directly interact with the customers. 4.2. 6 Process. The process of service delivery can mostly be done by means of online platforms pertaining to the sale of tickets. Special discounts will then be provided in case of bulk purchase. 4.2. 7 Physical Evidence. The huge area of the Parkland is itself the physical evidence. Resource Allocation and Monitoring The estimated income and expenditure shows that net income after tax is going to rise from 2017-19 as shown in table 2 below: Table 3: Estimated Cash Flow Statement Non-financial Resource Implications The non-financial resources include the aspect such as staffing. It is planned that in 2017-18, the total number of employees will be 500, out of which 200 of them are supposed to be hired from New Zealand. Managers and frontline employees from New Zealand can better understand the culture of the patrons, who are from the nation. Accordingly, better strategies can be taken for high-quality hospitality. Monitoring and Reviewing The review and monitoring will be undertaken by a separate body. It will clearly detect whether all the tasks are carried on in terms of the plan. In case of any deviation from the stated budget and marketing plans, timely initiatives will be taken. Conclusions The Planting Festival is to be organized in 2018 at the Jinabara Country. It is decided that customers from New Zealand will be attracted. Tickets will be sold on an online basis so that it is possible to maximize revenue. The tools of promotion mainly include social media, television and website of QFF. Patrons will be able to participate in the planting festival, workshops and view films using eco-friendly initiatives in the amphitheatre. Recommendations QFF is trying to target customers from New Zealand in the planting Festival of 2018. It would hence be logical to get tied up with some Universities and schools in New Zealand, so that the students can visit the parkland and participate in the planting festival. Previous tie-ups will reduce the chances of facing losses in case there are sudden changes in the preferences of the customers to come at Jinbara Country. During the tie-ups, 50% of the payment must be taken in advance as security money. References Booksellers New Zealand. (2011). NZ Mountain film festival biggest turnout ever. Retrieved September 18, 2017, from https://old.booksellers.co.nz/book-news/events/nz-mountain-film-festival-biggest-turnout-ever Duermyer, R. (2017). Steps to create a marketing plan. Retrieved September 18, 2017, from https://www.thebalance.com/what-is-a-marketing-plan-1794426 Ferrell, O. C. Hartline, M. H. (2013). Marketing strategy, text and cases. USA: Cengage Learning Hooley. (2008). Marketing strategy and competitive positioning. India: Pearson Education India Kinyuira, D. (2014). Effects of Porters generic competitive strategies on the performance of savings and credit cooperatives (saccos) in Muranga county, Kenya. IOSR Journal of Business and Management (IOSR-JBM), 16(6), 93-105. Lake, L. (2017). What is a strategic marketing plan? Retrieved September 18, 2017, from https://www.thebalance.com/what-is-strategic-marketing-plan-4043393 Moonee Valley. (2007). Moonee Valley city council street planting strategy. Files, 1-64. Ommani, A. R. (2011). Strengths, weaknesses, opportunities and threats (SWOT) analysis for farming system businesses management: Case of wheat farmers of Shadervan District, Shoushtar Township, Iran. African Journal of Business Management, 5, 9448-9454. Pureadvantage. (2017). A tree for every Kiwi to be planted in 2017. Retrieved September 18, 2017, from https://pureadvantage.org/news/2016/11/03/tree-every-kiwi-planted-2017/ Rouse, M. (2017). Product development (new product development. Retrieved September 18, 2017, from https://searchcio.techtarget.com/definition/product-development-or-new-product-development-NPD Sheila Stokes White. (2011). Position paper strategic focus. Misc, 1-3. State of Queensland. (2017). Environmental protection regulation 2008. Environmental . Protection Act 1994, 1-317. The Planting Festival. (2015). The planting festival 2015 visitors survey report. Attachment, 1-54. The State of Queensland. (2017). Everyone's environment grants program. Retrieved September 18, 2017, from https://www.qld.gov.au/environment/pollution/funding/everyones University of Cambridge. (2016). Porter's generic Competitive Strategies (ways of competing). Retrieved September 18, 2017, from https://www.ifm.eng.cam.ac.uk/research/dstools/porters-generic-competitive-strategies/ Ward, S. (2017). How to write a mission statement mission statement examples. Retrieved September 16, 2017, from https://www.thebalance.com/how-to-write-a-mission-statement-2948001 Woodford. (n.d.). The festival our land Woodfordia. Retrieved September 18, 2017, from https://woodfordfolkfestival.com/the-festival/our-land.html Rouse, M. (2017) a. Extension strategy. Retrieved September 18, 2017, from https://whatis.techtarget.com/definition/extension-strategy Woodfordia. (n.d.) The Woodfordia land. Retrieved September 18, 2017, from https://woodfordia.org.au/the-woodfordia-land.html Byjus. (2016). Product mix. Contents, 1-4. NewZealandgovt. (n.d.). Kiwi. Retrieved September 18, 2017, from https://www.doc.govt.nz/nature/native-animals/birds/birds-a-z/kiwi

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