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Marketing plan of the Australia Essay

This is an essay based on the marketing plan of the Australia’s most attracting sport, Surfing. Marketing plan can be described as a piece of information, which helps one in making strategic decisions throughout the year. It’s also an important document in making day to day decisions. While planning, each an every step should be done cautiously by taking the process each step at a time. There are various ways to writing the marketing plan. However there are accepted topics to be covered in a plan. Of the most important is the situational analysis and budgeting.

The two is discussed in detail as below. Situational Analysis 1. Company analysis:This consist of the items below. Goal:The goal of marketing plan is discussed. In our case,the main objective for writing this marketing plan is to promote the surfing sport in Australia. Focus: All the required critical information on the and what people prefer in an event like this should be obtained. For the surfing event, informations like which months are best to stage such an event is discussed. Culture: The behavioural characteristics of a certain group of people living in a given region

should be studied. Times when Australian people like going to the

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beach and having fun should be the perfect time for staging surfing. Strengths:The budgetary allocations of funds should be enough to cover all the expenses used in promoting and conducting the actual event. Weakness:The weakness and shortcomings which might hinder the smooth running and conducting of this event should also be indicated in paper. This will enable the company to carry out risk assessment and also to avoid those circumstances which may lead to making of immense loses. 2. Customer Analysis

Number:The number of possible spectators and those who will attend the event should be determined. Type:The type and the origin of all the attendance should also be determined. Whether they will be coming from outside or whether they will be the citizens of the same country. Value drivers: What really will interest the crowd to come to the event? This should be exciting activity, which can attract the crowed to the place where this event is conducted. Those, which catch customer’s concentration, should be staged. (Palely, 2006 P: 110) 3. Competition Analysis:

Marketing position: The ability of the sponsors to stage such an event should be analyzed and compared with that of the prospective competitor. Strengths: The strengths and the weakness of conducting the event should be analyzed and compared to that of the competitor: 4. Collaborators: This is the possibility for the organization to join venture with other parties with the main objective of contributing funds in order to stage the event together. 5. Climate: This is scanning the external factors, which can affect the successful conducting of the event. These reasons can be as follows.

Political factors: These includes regulations provided by the government and legal matters. These matters might affect the successful performance of an event. e. g taxes, regulations regarding environment and political stability. Economic factors: Affects the number of attendance who will come to the event. This factors include exchange rate, interest rate and inflation. Social factors: These affects the needs of customers and the size of their turn up. 6. SWOT Analysis: This is an important factor in measuring and scanning the internal and external environmental factors which might affect the smooth conducting of the event.

It provides helpful information in comparing the firm’s resource with that of the competitive environment. Thus it’s an important instrument in formulation of strategies. (Mitchman, R. , Mazzee, E & Greco, 2003 P: 186) 7. Product Attributes: This involves the following issues; Benefits: The importance of the sport to the Australian people. The sport will help feature its importance in Australia and therefore its chances of attracting sports tourists is very high. This will help the country to showcase the business opportunity, which will result to signing of various agreements. Therefore it will increase the export goods.

Pricing: The pricing of the tickets should be low in order to improve the number of people attending the event. Promotional strategies: In order to catch many fans, the event should be advertised in the daily papers, billboards, sports journals and magazines. Radio and TV should also be used to advertise the sport in order to reach fans far and wide i. e. in order to reach even those outside the country. Picture clips, Photos and videos should be posted in the Internet to also serve similar purpose.

Distribution: Live TV matches should be aired so as to motivate those who are sited at home to attend the event. Photos pictures and Videos should be posted to the Internet so as to reach more people including those living abroad to attend the same event in future. Pictures should also be printed in the daily newspaper and also in the front pages of the most selling magazines. Marketing Budget: This is a detailed spending outline detailing on the spending requirements for meeting the objectives of the plan.

It also consists of the sources and the amount of funds to be spent. Tables and graphs should be used in order to obtain the correct results. Each Spending requirement should be outlined in order to make a smart tactical move. Spending timetable should be indicated by showing which product was bought, where, when and how much it was spent. (Holder, 1996, P: 37)


Paley, N (2006) The managers guide to competitive marketing strategy. London:Thorogood. Mitchman, R. , Mazzee, E & Greco, A (2003) Lifestyle marketing Reaching the American Consumers, Westport, CT. : Praeger. Holder, B, (1996) First Build a marketing plan ABA Banking Journal, vol. 88

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