Marketing Plan Of the Organization Vespa †MyAssignmenthelp.com

Question: Discuss about the Marketing Plan Of the Organization Vespa. Answer: Introduction This is a marketing plan for the organization Vespa which will portray the SWOT and competitor analysis of the organization. This also includes the mission, vision and the objectives of the organization. This will include the marketing mix, segmentation and position of the organization. This will also include the action programs of the organization which will help in the improving the market penetration of the organization. The implementation and control have also has been explained in the study which will help to apply to analyze the marketing strategy of the organization. The purpose of the marketing plan is to sell 200000 lack units annually. It will also serve as a document which will work as a statement of observation of the organizational objectives that they would achieve through theirmarketing strategies and objectives. This marketing research would be a documentation of the update information regarding the organizations environment competition and market segments. This marke ting plan would show how the organization would be establishing and maintain profitable customers and relationships both internal and external. For proper implementation and control this marketing on will define the progress toward objectives and measure it. SWOT and Competitor analysis strength weakness opportunity threat Dealership in Austin Maintenance shop which is one site Enthusiasm Service Quality Reputation and trendy as reputation Option for customization Dealership that is aesthetically pleasing Awareness about the new location Test drive is needed for motor cycle license Price is high Maintenance is needed on a frequent basis Web presence have increased Austin ties experience has to be taken advantage of Taking advantage of the urban dwellers who thinks that the Vespa is viable option for the organization. The second hand scooters hat has been selected for the analysis will include the threat from the second hand scooters hat has been sold during the study. The state is going through a downtown in economy. Honda and Yamaha are the two main competitors in the market. Table: SWOT Analysis Source: (SpA, 2017) Mission and objective One of the business units of the Sei Giorni is the accessories which are being funded by the target consumers if the Vespa scooters. The organization provides the consumers with exclusive accessories which may include umbrellas, helmets and t shirts. Vespa Sei Giorni brings to the table added values to those who make use of the vehicles. They would not just be proud of the vehicles they are riding on, but additionally satisfied with the exclusive and convenient accessories for making themselves a complete package - the helmets that use for getting on goes well with the motorbikes they ride that makes them different from others. Vespa Sei Giorni has a mission of protecting their customer lives with the help of their safe vehicles and helmets that are in line with the helmet wearing culture and the traffic laws set out by the governments. Vespa Sei Giorni also, apart from just making money would be contributing to the development and building if the Vespa lifestyle. Besides that Vespa Sei Gironi also acts like a PR tool for highlighting the impression of the company and the vehicles (SpA, 2017). For this specific business unit of Vespa, for key success elements are there: The best of the locations, in which the accessories and the vehicles are displayed properly for the customers. The most unique product that has the best of quality and the accessories that are decorated with the Vespa logo and are registered all over the world. The niche product range The best reputation and the global brand name. Formulate a detailed marketing mix strategy and place particular emphasis on a digital marketing communication plan In order to launch the Vespa Sergio in large Australian market, the organization needs to consider certain aspects related to market. Developing a product is not the only responsibility that organization needs to do to launch Vespa Sergio in Australian market, it has to focus on other associated factors such as product, price, promotion and place. Product-It is certain that in order to gain competitive advantages and increase the market share, the organization needs to launch a new product in the market. Moreover, to beat the competitors in the market, the organization should develop a new product, which could certainly help to maximize the market share and increase the market share. As put forward by Morgan, Katsikeas, and Vorhies (2012) people in Australia have the tendency to follow the recent trendy, which means the people in Australia tend to prefer the innovative products. Thus, when the market of an organization has saturated, the organization observes the need of making some changes in the market. In addition, this initiative can be fulfilled by launching a new product in the market. Thus, the organization should develop a new and innovative product in the market, which customers can easily accept. In order to increase the market share and the profit margin, the organization has decided to launch the new product called Vespa Sergio. This could be one of the relevant products as people in Australia tend to prefer innovation in two wheelers. Among different products launched by many other organizations in the market, this product certainly differentiates the organization from others as this is one of the innovative items of Vespa. Price As mentioned by Mullins, Walker and Boyd (2012), economic state of Australia has been very stable and it is effective for the business organizations. After the economic downfall in 2008 in Australia, no such economic downturn has not been observed, which remains as a significant opportunity for the marketers. Considering the stability in the economy, Vespa has decided to implement competitive pricing strategies, which will throw a significant challenge to the competitors in the market. If Vespa is able to maintain the quality of product and sell it at competitive price, it might gain a positive outcome from the market. Maintaining the quality remains as the significant criteria for Vespa, as the competitors already have a strong presence in the market. Thus, to beat the competitors in the target market, the organization needs to sell its new product with highest quality at the competitive price. Hence, penetrative pricing strategy might not be effective because people in Austra lia have the tendency to pay for the products that has the quality (Gordon, 2012). Therefore, any low-price strategy certainly creates a negative image in the market. To remain sustainable in the market, the organization Vespa needs to maintain a high quality and launch it at competitive pricing strategy. Promotion -The promotional activity is one of the significant marketing initiative that organization needs to consider. Appropriate promotional activities certainly help to achieve the strategic and marketing objectives. As put forward by Huang and Sarigll (2014) Australia is technologically developed and people in Australia have the tendency to accept the advancement in technology. In other words, the advancement in technology contributes to growth and expansion in business. The development in social media particular contributes to development of business. Therefore, the organization Vespa could take the advantages of social media platforms. Thus, while launching the product in the market, the organization should utilize the social media tools such as YouTube, Facebook, Snapchat, Twitter and other popular social media tools. Millions of people are regularly active in the social media channels. Moreover, the social media tools help to reach the audiences located in the remote areas ( Tuten Solomon, 2014). Moreover, the business could create a strong image in the global market with the help of social media tools. Thereby, to promote the new product in the market, the organization Vespa should create some advertisement contents such as the video, community group and other relevant activities. Place - The organization needs to focus a large market to launch or sell its new product. Even though, Australia is a large market, the organization needs to focus on the tier I and tier II cities, where the average population is more than 10 million. The organization Vespa could focus on Sydney, Melbourne, and other large cities. Present action programs designed to achieve the marketing and financial objectives Timeline Action Programs Jan- March In this period, the organization needs to decide the type of initiatives it needs to implement. Thus, in the content of Vespa Sergio, the organization needs to rely on the technological advancement to achieve the marketing objectives. The organization needs to use the social media tools such as Facebook, YouTube, Twitter and other social media tools to reach the wide medium. April-June After the decision-making stage in the last quarter of the year, the organization needs to implement plan now. In such context, the organization could contact an advertising agency and create an advertising content that can be published on the social tools such as Facebook, YouTube and other large social media tools where millions of people are connected on a regular basis. July -Sept After making the decision of particular initiatives that is supposed to be implemented and has been discussed in the last quarter, the organization should stipulate the budget that is required to implement the objectives. As the company is determined to launch the product in the existing market, it does not have to make additional investment, which would have been necessary if the organization launches the product in a new market. Oct-Dec In this phase, the organization needs to select the market and implement the developed strategies. For example, the organization could organize a launching event which is supposed to be held in the target market such as Sydney, Melbourne and other large cities. Table 1: Action Programs(Source: Same Larimo, 2012) Discuss the implementation and control of the marketing plan Firstly, the organization needs to focus on the research and development to make an innovative design for the proposed product. Considering the market needs, the organization develops the product. When the finished product is ready to be launched in the market, the organization needs to focus on the selected market, target audiences and pricing. In order to implement all these activities, the organization needs to create the promotion activities such as paying attention to social media channels such as YouTube, Facebook, Snapchat and other large social media channels. However, apart from the social media tools, the organization also needs to organize launching events in each city, where the organization is supposed to launch Vespa Sergio. Control Strategies Once the product is launched in the target market, the organization needs to focus on control and monitoring methods. This means the organization needs to monitor the performance of the organization after the launching the new product in the market. Most importantly, the organization needs to observe the profit margin, customer service, employee satisfaction, achievement of newly developed of strategic objectives. The organization needs to pay attention to the customers and their feedbacks. If anything, that needs to be changed in the operational methods, the organization needs to consider that particular aspect and develop the solution. Furthermore, the organization needs to should focus on the feedback of the customers to identify the issues such pricing, lack of information about the products that customers might experience. The organization needs to monitor all these issues and apply speedy solutions. Conclusion In conclusion, it can be mentioned that this newly developed product-Vespa Sergio will help the organization to reinforce its position in the market. In addition, the successful launch of the products might help the organization to increase the market share and customer base in the existing customers. However, it is certain that Australian market has been dynamic in nature, the organization should not make this as long-term strategies. The strategies should be developed based on the market demands and recent trends. References Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2015).Marketing: an introduction. Pearson Education. Filip, A. (2012). Marketing theory applicability in higher education.Procedia-Social and Behavioral Sciences,46, 912-916. Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix.Australasian Marketing Journal (AMJ),20(2), 122-126. Huang, R., Sarigll, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. InFashion Branding and Consumer Behaviors(pp. 113-132). Springer New York. Kesavan, R., Bernacchi, M. D., Mascarenhas, O. A. (2013). Word of mouse: CSR communication and the social media.International Management Review,9(1), 58. Mintz, O., Currim, I. S. (2013). 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