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THMRKT2019 Assessment 2: Marketing Plan

THMRKT2019 Assessment 2: Marketing Plan

Assessment 2:
Marketing Plan

Archon Wireless
Charger

Introduction

Nowadays, people all over the world have been showing their
interests in wireless charging devices (Gotter, 2019).

In order to cater to the growing needs of the people, archon
charging has developed a unique wireless charging device that
can charge any gadgets even if it is covered in thick coating or
covering (Archon Invisible Wireless Charger, 2019).

In order to cater to the growing needs of the people, archon
charging has developed a unique wireless charging device that
can charge any gadgets even if it is covered in thick coating or
covering (Archon Invisible Wireless Charger, 2019).

Situation Analysis

Company Analysis

In order to cater to the growing needs of the
people, archon charging has developed a
unique wireless charging device that can
charge any gadgets even if it is covered in
thick coating or covering (Archon Invisible
Wireless Charger, 2019).

Charging can be done by following some
easy procedures.

However, the charger cannot send power
through mental.

Competitive Analysis

Buyers’ power on Archon charging is low
because there are only a few companies
that can offer a similar product

Suppliers’ power is assumed to be strong
enough because of the limited number of
suppliers.

Rivalry among the competitions is strong

The threat of product substitute is low
because of the limited presence of a similar
solution in the market (Hunt, 2018).

The threats of new entrants are moderate.

Contd…

PESTLE Analysis

Political factors

Stable political condition

Economic factors

Impressive GDP growth rate and sufficient disposable income

Social factors

higher education, comfortable lifestyle

Technological factors

technological revolution of the country

Environment factors

Rich bio-diversity and scenic beauty

Legal factors

number of legislations such as fair trading law and trade marking law in
Australia

Customer Analysis

The probable customer of Archon will
be young people, college students and
young travellers.

The company will also target the
business persons who have to travel
very frequently from one place to
another.

SWOT Analysis

Strengths

The unique feature of the product

Weaknesses

Higher pricing

Opportunities

Social media promotion

Threats

Cut-throat competition

TOWS Analysis

Problem Statement

Due to higher pricing Archon may face a number of challenges to attract
consumers

Although the product of the company is unique, Archon charging may
face difficulty to sell its product in Australia for lack of brand awareness.

Since Australia is a vast country, Archon charging may face some
challenges in terms of setting up effective distribution channels.

Target Market

In Australia, archon Charging is going to target the
educated and tech-savvy people of the country.

People with disposable income will also be targeted by
the company (Song et al, 2018).

The company will also the travellers who need wireless
charging solution in order to get rid of wire.

People aged from 25 to 40

Marketing Objectives

Marketing objectives:

To establish a 4% market share by the end of 2022 in the
wireless charging industry in Australia

To make a strong foothold in social media platforms and
to create a brand image within 18 months

Financial Objectives:

To grab 5% profitability by the end of 2 years in
Australian market

To increase sales by 4% within 18 months

The marketing mix

Product

In order to sell its product in the Australian market, Archon charging will adopt the product differential strategy

Place or distribution

Place or distribution is considered as an important aspect of the marketing mix (McDONALD, L. C. O. L. M., 2016).

Archon Charging is going to take a selective distribution strategy in order to distribute its wireless charging products
among the Australian consumers.

Price

In Australia, Archon will take a premium pricing strategy

Promotion

In order to promote its product Archon will take social media promotion strategy

Budget Allocation

Production

Media

Total (AUD)

Print

Catalogue
advertisements

3000

8000

12000

Catalogue
competition

5000

6000

Sponsorship

Event

12000

12000

Point of sale

Shelf display

6000

6000

Social media

Facebook

6000

6000

Instagram

2000

2000

Twitter

6000

6000

Total

23000

25000

AUD 50000

Implementation and Campaign Evaluation

Sponsorship

Archon is going to take part in the EduTech event of Australia in the year 2019

Stalls will be set up in innovative ways in order to catch the attention of the consumers

Social media presence

Archon needs to do considerable investment in order to develop their own website so that people can get
necessary information about its product

The company should use various social media platforms such as Facebook, Twitter, Instagram, YouTube and
so on in order to p0romoter its product.

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