Assortment of products that exceed competitor

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Assortment of products that exceed competitor offerings in quality, range and accessibility. Weaknesses A limited marketing budget to develop brand awareness. No online profile. The struggle to continually manage cash flow and profitability due to: - high marginal costs and expenses repayment plans taken out by our customers. Opportunities A growing market in a high growth area with a significant percentage of the target market still not aware of BBQfun value proposition. Increasing sales opportunities outside of our store locations – south east Queensland. Growing opportunity for online sales.
Threats Low-cost competition. Competition from national chains moving into the Brisbane market, potentially through online sales. A possible slump in the economy reducing customer's disposable income spent on outdoor lifestyles. Competition National competition BBQ’s R Us: Broad range of outdoor lifestyle products including trinkets and furnishings. Lots of cheap imports. Concentrating on established markets. Strong in the replacements segment. One store in Brisbane. Mostly in Melbourne and Adelaide. Considering e- commerce options. Outdoorz: Large operations of only a few stores per city. Mass markets outdoor lifestyles at good value prices. No imported goods. Extensive advertising. Low to medium quality. Strong in the replacement segment rather than new and refurbished dwellings. Gaining strength in Brisbane market. Considering ecommerce options Local competition All independents. These stores are owned by individual owner operators. Ranges vary according to owner preferences. There are very few imports. Mostly retailing Australian manufactured goods. Collectively their average item sale price is $250, they have a market share of 48%, and are growing at about 8% per year. One important source of market research is competitive analysis. BBQfun management continually visit local outdoor lifestyle stores for competitive analysis, providing BBQfun with timely information regarding other store’s service offering. BBQfun’s Profitability BBQfun has created an outdoor lifestyles range of retail products that is differentiated and superior to competitors. Customers can see the quality
of the product as it is displayed in the stores. The following are characteristics of the product: BBQfun’s credit offer is backed by a top tier bank Imported products make up 33% of the product range The three year guarantee is unique in the market place broadest possible range in chosen field Expert, friendly customer service BBQfun prides itself on providing service that is on par if not better than any of the local independent stores and far in excess of the national chains. BBQfun will ensure that all aspects that are involved in the delivery of satisfaction to the customer will work using an integrated approach . BBQfun Marketing preferences 2011 (survey of 500 customers) New builds Renovat ors Replaceme nts Have visited BBQfun in previous month 70% 70% 50% Have bought a BBQfun product in previous month 70% 65% 50% Customer service is essential 90% 95% 60% Price is most important 10% 20% 95% Australian made is important 80% 65% 55% Will buy online 100% 100% 100% Will pay for online delivery if chosen 30% 100% 100% Loyalty customer 30% 20% 10% BBQFun’s new market plan organization
BBQfun was established in 2009 by its current CEO, Pat Mifsud. BBQfun

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