BBQ Fun Business plan BBQ fun was established in 2009 by current CEO, Pat Mifsud. BBQfun offers an extensive product range, incorporating both local and imported goods. Since 2010, the increasingly competitive retail environment, technological change, changes in consumer buying patterns and consumer 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, through targeted marketing strategies aimed at key segments and through exploiting marketing opportunities. Currently, BBQfun operates two stores, one in Brisbane (Kenmore), and one on the Gold Coast. BBQfun is seeking business and marketing opportunities that could lead to interstate or national expansion if viable and scalable Mission To provide our customers with great value outdoor lifestyle products and second-to- none customer service. Vision To be, within five years, south east Queensland’s leading outdoor lifestyle retailer. Values - Quality - Customer value - People: Active encouragement of safety, teamwork, diversity, excellence, innovation and continuous improvement. Strategic directions The strategic context in which BBQfun will achieve its mission and vision is through: - engaging with customers through promotion and market research
- building reputation for quality products and quality customer service - supporting people to perform via training and performance management -controlling costs. - increasing sales revenue and profitability. Market Analysis 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 Market needs Selection – a wide choice of options.
Accessibility – the customer needs easy access to the store with minimal inconvenience. Customer service – the customer needs expert customer service to help sort through choices. Competitive pricing – the customer needs all products/services to be competitively priced relative to comparable high-end outdoor lifestyle options offered by competitors. - Flexible payment – the customer needs easily managed payment plan. - Quality guarantees – the customer requires three year product guarantees (as offered by most competitors). Market trends The market trend for outdoor lifestyle stores is headed toward a more sophisticated and informed customer. Outdoor lifestyles customers are becoming more sophisticated in a number of different ways: Item quality – the preference for high quality items is increasing a customers are learning to appreciate the quality differences.
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