Please note: As part of your assessment, you will need to update marketing information for the year 2012. You need to consider updating information where you see the following: Note: Information needs to be updated for thepresent year.
BBQfun steadily increased market share and profitability to 2010 when sales peaked at $10 million.Since 2010, the increasingly competitive retail environment, technological change, changes in consumer buying patterns and confidence has led to disappointing sales. However, BBQfun intends to return to healthy sales of $11 million in 2012 through building on its organisational strengths. Organisational strengths will be built through targeted marketing strategies aimed at key segments and through exploiting marketing opportunities.
BBQfun sees its moderate pricing, extensive and high-quality product range, great customer service, and product guarantees as key offerings to gain traction with a market dominated by low-quality providers.
The basic market need is for quality, fashionable and unique outdoor lifestyle items that fulfil the house-proud needs of our target market.
BBQfun uses market data from various sources, including private sources and ABS statistical data to better understand potential customers, their specific needs, and how BBQfun can better communicate with them.
The profile for the potential BBQfun market consists of the following geographic and demographic characteristics.
Note: Information needs to be updated for thepresent year.