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BUS104 Introduction To Marketing
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Marketing Plan- Oxfam Australia
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Group Members
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Lecturer: Ian Jin
T0115-KOI Sydney

Shoaib Ishfaq ID 11500410


Abubakar Butt ID 11400604
Mubasir Ali
ID 11400097
Faisal Hayat
ID 11400829

Word Count: 2200

Executive Summary

The following report is about drafting a marketing plan for a product at Oxfam shop; which is
one of the subsidiaries of Oxfam Australia. Oxfam shop was looking for a product that should be
a creative, practical, and fun loving item. Therefore, the report drafted the plan about South
Asian traditional semi handcrafted apparel, naming Kurta; which is happened to be worn by
men only.
Further, the plan carried an industry analysis where an apparel industry of the Australia was
negotiated; along with, a competitor analysis was elaborated too.

Marketing Plan-Oxfam Australia


Moreover, to better pinch the product in the market; a customer analysis was carried too. Lastly,
a vigorous marketing mix plan was jotted to establish four main variables of the product, i.e.
product, price, place and promotion.

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Marketing Plan-Oxfam Australia

Contents
1.

Introduction............................................................................................................. 4

2.

Kurta for Men A traditional South Asian apparel still a trendy too.........................................5

3.

Industry Analysis....................................................................................................... 6

4.

Competitor Analysis................................................................................................... 6
4.1.

Rivalry among Existing Competitors........................................................................6

4.2.

Threat of New Entrants......................................................................................... 7

4.3.

Threat of Substitutes............................................................................................ 7

4.4.

Bargaining Power of Suppliers................................................................................ 7


Customers Analysis................................................................................................. 7

5.

6.
Brand Analysis..
.8
7.

Marketing Mix.......................................................................................................... 8
7.1.

Product............................................................................................................. 8

7.2.

Price................................................................................................................ 8

7.3.

Place................................................................................................................ 8

7.4.

Promotion......................................................................................................... 8

8.

Conclusion............................................................................................................ 10

9.

Reference List........................................................................................................ 11

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1. Introduction
Oxfam shop is a retail outlet, an e-commerce chain, and a big helper for striving people who are
located in developing or under developing countries. The shop is assisting
entrepreneurs/individuals belonging from deprived countries by selling their offering across
Australia and outside through already established retail outlets and e-commerce chain. Moreover,
the shop is a wholly owned subsidiary of Oxfam Australia whose vision is to make the world
wealthier and bringing people equal in terms of wealth acquisition. The shop gives an equal
chance to deprived individuals to sell their products through its widely developed network across
Australia. Furthermore, goods are purchased at a fair price from such individuals after which
subsequent selling takes place over its owned retail outlets and e-commerce sites. The return or
profit is sent back to individuals without taking a single penny from it. The shop works on the
principle of non-profit organization which is why it receives donations, and also local
communities help to run its operations (Oxfam, 2015). However, keeping in view the latest
requirement by Oxfam shop which is looking for a creative, practical and a fun loving offering
that can be introduced in an Australian competitive market. Therefore, this report is prepared to
draft a marketing plan for Oxfam shop that would include a competitive and at the same time a
unique offering which would make Australian fashion retail market look more attractive,
especially for men. This marketing plan would be all about an Asian wearing apparel for men,
especially catered for party or wedding occasions. However, a detailed picture and a report on
the product attributes will be centralized ahead in coming parts of the plan; additionally, the draft
would entail a situation analysis too, which may include competitor/industry analysis along with
SWOT analysis. Furthermore, a detailed customer categorization/analysis would also be included
to better target the product. Henceforth, a comprehensive marketing mix strategies will be
summed up too that would actually make the plan complete by identifying 4ps of the product, i.e.
product, price, place and promotion.

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2. Kurta for Men A traditional South Asian apparel still a trendy too

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Marketing Plan-Oxfam Australia


3. Industry Analysis
Industry analysis is the foundation of a marketing plan through which marketers analyze a
concerned market from the perspectives of their offering. Industry analysis gives a complete
picture of a market through identifying how favorable that market could be in terms of
introducing their offering. Moreover, industry analysis illicit about current market trends, future
potentials in a market, rivalry in a market and its subsequent impacts on an offering. Therefore,
to launch our aforementioned mens apparel, it is required to oversee the fashion industry of
Australia (Beaumont, 1989).
Over the past few years, Australia has been one of the toughest markets for clothing industry due
to intense competition and lower consumer purchasing power. The revenues have fallen over the
rate of 0.6% from 2014-2015; indicating that manufacturers are going for price cuts by keeping
cost of productions constant. Australian consumers are more on for saving their penny rather
spending on luxurious or fashionable stuffs. However, competition is high due to medium entry
barriers where small and medium sized entrepreneurs or businesses can open up a retail outlet in
a small street and attract customers (IBISWorld, 2015). Furthermore in another report, it was
identified that giant corporations of clothing have failed in Australia which have been replaced
by small and medium sized fashion outlets who produce apparels for a very niche market. The
industry is more inclined towards creative, innovative and fashionable designs under competitive
prices. An Australian clothing customer may not empower a brand rather cherish a uniqueness
and trend under an affordable price. However, future prospects for clothing industry are rather
tougher because reduction in tariffs could be seen in coming years which may abundant the flow
of imported cheap fashionable apparels inside Australia but at the same time, this would also
provide an opportunity to local manufacturers to expand their reach to other parts of the world
(Walsh, 2009).

4. Competitor Analysis
Competitor analysis plays a pivotal role always when forming new business strategies or
launching new product(s). It educates companies about how intense competitors are, for a
company; what are the current strategies of competitors that may help marketers to predict their
potential outcomes; and how such analysis will going to affect marketers business (Bergen and
Peteraf, 2002). Hence, all such analysis is summed up below, in Porters five forces.

4.1.

Rivalry among Existing Competitors

Industry competitors are the main stringent forces that may affect an operating company
positively or negatively; number of competitors and their moves, affect directly on operating
companys strategies too (Porter, 2008). Hence, Australian apparel market is majorly dedicated to
boutiques and individual fashion outlets that amount to 40% of total share; however, giant
clothing stores at amount to only 34% of the total share. In giant stores; Myer fashion store and
David Jones have been upfront time to time by giving tough time to each other. Both of the
stores have always been an edgy in terms of producing fashionable apparels under a cheap price.
Moreover, other specialty stores may include retail chain outlets that focus on niche market and
produce the limited quantity, such stores are; the Just Group, Retail Holdings, Specialty Fashion
Group, Colorado Group, Country Road, and Noni B; all these stores make to the list of
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Australias top 20 fashion apparel stores. These stores cater to different niche markets (Weller,
2007). However, the current trend is inclined towards small and medium sized businesses only;
whereas, giant fashion stores compete for their survival (Philips, 2014).

4.2.

Threat of New Entrants

The segment discovers how likely new entrants can impact on business moves; it goes in more
detail by elaborating barriers for new entrants; whether barriers for new businesses in a particular
industry are loose, or barriers are quite tougher where new entrants may face difficulties in
entering in a market (Porter, 2008). However, barriers in Australian fashion apparel industry are
quite loose comparatively to other industries; because the amount of capital required to start a
fashion retail outlet is not that big; a small vendor or a designer can open up a specialty store
with his/her own brand in his/her own street. Once again, it is convenient to assert that barriers to
entry could be high at times when an entrepreneur is more concerned about location which tends
to be bit expensive (IBISWorld, 2015).

4.3.

Threat of Substitutes

The term tries to explain the likeliness of impacts posed by products other than operating
industries. Substitutes can pose an immerse threat to actual operating business when customers
needs are not satisfied from an actual industry (Robbins and Coulter, 2012). Therefore, in this
scenario, the apparel industry does not happen to face any threat from substitutes because
alternatives of clothes do not exist. However, homemade clothes or direct purchasing from
manufacturers could be categorized as substitutes (Bodimeade, 2013)but again, customers in
Australia more prefer to buy clothes from stores or outlets rather stitching at home or buying
direct from manufacturers in a bulk quantity (Philips, 2014).

4.4.

Bargaining Power of Suppliers

Marketers take notice of the segment to know; how much power is vested to suppliers, or to
analyze the cost of shifting from one supplier to another, and also caters to an assessment of how
many suppliers do exist in a market (Robbins and Coulter, 2012). In Australia, there are many
small firms operating across the country mainly in Victoria, where 44% of revenue generation is
based on operations of such firms. Switching from one supplier to another could not be that
costly in Australia because many home based manufacturers can also be witnessed. Or,
entrepreneurs do also take an opportunity to get their designs/apparels manufactured from
developing or less privileged countries (Weller, 2007).

5. Customers Analysis
One of the main areas of concern for many marketers is to know how many buyers or customers
are there in market and how much powerful their actions are that can impact business strategies
directly. Likewise suppliers segment, marketers are keen to know; what/how many costs are
involved when customers decide to purchase the same thing from another seller (Porter, 2008).
However in this case, the costs of switching from one seller to another are very low, as of
negligible; because small vendors of fashionable apparel are mushrooming in Australia that can
offer likewise product in competitive price. Moreover, customers are getting harder on their
pockets when it comes to buying fashionable apparels which ultimately make them more
demanding (Weller, 2007). Likewise, customers today have more options to buy out their
offering from multiple chains, i.e. online, local outlet, department stores and branded outlets.

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Therefore, bargaining power of customers in Australia is much more higher and most of the
times sellers have to compromise (IBISWorld, 2015).

6. Brand Analysis
Oxfam is an icon for quality products with a charity perspective. People in Australia have a
social tend to support charity activities and Oxfam I considered as a leading brand in this sector.

7. Marketing Mix
Marketing mix tool is conducted to know more depth and breadth of a brand/product. It mainly
includes four major components, i.e. product, price, place and promotion. However, combination
of these four components determines the success of a product (Kotler and Keller, 2012).
Henceforth, the marketing mix of our brand will be elaborated below.

7.1.

Product

A Kurta is a long shirt for men and a Kurti is a same thing of a female version. A Kurta, is
always happens to be a collar less or with round collar (as in Sherwani Collar), with loose fitting,
having full arms, and mostly embroidery on it. The shirt is mostly adopted by south Asian people
while its basic footprints can be traced from way back in Middle East (WiseGeek, n.d.).
However, a Kurta is widely worn during special occasion, i.e. party, wedding, or other happy
ceremony. Moreover, A Kurta also comes in different forms that can be worn at different
occasions, i.e. for sad moments, for casual time, or as a night wear. A special aspect about a
Kurta shirt is; men look more handsome and attractive after wearing it, feels comfortable
throughout an occasion, and it can be used with a jeans or a traditional Shalwar or Pujaama.
Furthermore, a Kurta comes in variety of sizes, designs and colors; along with, a Kurta can be
made it order as per the custom sizes (JunaidJamshed, 2014).

7.2.

Price

Price of a Kurta is much affordable to any common man located at any part of the world; it starts
from just $20AUD. However, the price is totally depended upon the nature of embroidery
embossed on a particular shirt. The more a design a Kurta carries, the larger a price can be
expected. Apart from this, cloth quality also affects the price of a Kurt e.g. a silk is pricier than
cotton one. Hence, a good quality Kurta with enough embroidery on it can be bought for
$35AUD.

7.3.

Place

The product will be categorized as fashionable apparel at Oxfam shop; where it can be displayed
across all the shops located in Australia. Moreover, Kurta will be brought in readymade shape
from Pakistan by adopting one of the cheapest ways, i.e. seaways. From Pakistan, the product
will be distributed at all across outlets of Oxfam shop and also the same could be sold through ecommerce. However, it will be assured that a Kurta is easily available to South Asian community
residing in Australia; but along with, it would also be taken care that the local people do also get
to know about the product too.

7.4.

Promotion

The known fact is that the product will be displayed across Australia at Oxfam shops; therefore,
it will be made sure that customers are being attracted to Oxfam shop to purchase the product.
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For this, a newspaper ad could be published that appeals a soft message to an audience and
depicts a man wearing a Kurta in Australian wedding party, where all people seemed to be
amazed of seeing a men wearing a Kurta. Furthermore, a small outlet could be introduced beside
community gatherings or at public places; where the product can be sold off in discounted prices
for limited period of time. Additionally, a promotional campaign can be launched where a Kurta
is sold in a much more discounted price on every purchasing of a jean, either from the shop or an
e-commerce site.

8. Conclusion
According to the requirement of Oxfam
shop which asks for a creative, practical
and fun product for their outlets;
therefore, a traditional South Asian mens
short was suggested which is very popular
across the Asia. However, keeping in
mind that Australia is still one of the
largest countries which attract many
migrants from across the world, but
specially Asia (West, 2014). Therefore,
the marketing plan was produced that
included a brief apparel industry analysis,
competitor analysis, knowing about
customer bargaining power, and drafting a
complete marketing mix of the product.

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Marketing Plan-Oxfam Australia

9. Reference List
Beaumont, J. R. (1989) An overview of market analysis: Who?, What?, Where? and Why?,
International Journal of Information Management, pp. 5162.
Bergen, M. and Peteraf, M. A. (2002) Competitor Identification and Competitor Analysis: A
Broad-Based Managerial Approach, Managerial and Decision Economics, 23(4-5), pp. 157169,
[online] Available from: http://doi.wiley.com/10.1002/mde.1059.
Bodimeade, M. (2013) Global Apparel Industry, Companies and Markets, [online] Available
from: http://www.companiesandmarkets.com/MarketInsight/Textiles-and-Clothing/GlobalApparel-Industry/NI7468.
IBISWorld (2015) Clothing Retailing in Australia: Market Research Report, IBIS World, [online]
Available from: http://www.ibisworld.com.au/industry/default.aspx?indid=407.
JunaidJamshed (2014) Mens Kurta, Junaid Jamshed, [online] Available from:
http://junaidjamshed.com/Products/Products.aspx?CatId=1&SCatID=19&lp=prod&fil=0.
Kotler, P. and Keller, K. L. (2012) Marketing Management, 14th ed, New Jersey, Prentice Hall.
Oxfam (2015) Oxfam Australias vision, values and goals, Oxfam Shop, [online] Available from:
http://www.oxfamshop.org.au/pages/5560018.
Philips, C. (2014) A Silver Lining to Australias Fashion Crisis?, Business of Fashion, London,
[online] Available from: http://www.businessoffashion.com/articles/global-currents/silver-liningaustralias-fashion-crisis.
Porter, M. E. (2008) The five competitive forces that shape strategy., Harvard business review,
86(1), pp. 7893, 137.
Robbins, S. P. and Coulter, M. (2012) Management, 11th ed, New Jersey, Prentice Hall.
Walsh, S. (2009) AUSTRALIAN FASHION DIRECTIONS GETTING IT RIGHT, Victoria,
[online] Available from: http://issinstitute.org.au/wp-content/media/2011/05/ISS-FEL-REPORTS-WALSH-low-res.pdf.
Weller, S. (2007) Retailing, Clothing and Textiles Production in Australia, Melbourne, [online]
Available from: http://www.vises.org.au/documents/wp29.pdf.

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West, J. (2014) ASIAN MIGRATION TO AUSTRALIA, Australia, [online] Available from:
http://www.asiancenturyinstitute.com/migration/214-asian-migration-to-australia.
WiseGeek (n.d.) What Is a Kurta?, Wise Geek, [online] Available from:
http://www.wisegeek.com/what-is-a-kurta.htm.

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