Section 1

Learning activity: Strategic direction

1. BBQfun aims for the growth of its customers and for that,  its planning on advertising programmers. It
is also planning for developing new products on a regular basis every year. It is basically taking
operational strategy as well as business strategy.

2. Their target is to increase the number of loyal customers as well as the sales. It also aims for brand
recognition in Brisbane so that two out of three people recognize BBQfun.

Learning activity: Vision

1. To be leading outdoor-lifestyle retailer. 

2. To grow up to 50 stores nationwide.

Learning activity: Mission

Its mission is to provide our customers with great value outdoor lifestyle products and second-to-none
customer service.
Its main purpose is to provide quality products keeping customer value in mind.

Learning activity: Identifying cultural symbols

Woolworths Supermarkets says it wanted a modern identity that not only reflected its positioning as “the
fresh food people”, but also helped forge its new direction to make grocery shopping an easy experience
in a contemporary environment. The concept was to represent fresh food, energy, nature and a
commitment to the Woolworths heritage.
Qantas Group CEO Alan Joyce says: “Since the image of a kangaroo first appeared on a Qantas aircraft
more than 80 years ago, it’s come to represent the spirit of Australia. When passengers see the Qantas tail
at airports around the world, it’s a symbol of home. We wanted to make sure our brand remained familiar
but we also wanted it to be more modern and dynamic, like the 787 and like Qantas." The brand identity
update was meant to emphasize that ANZ is a “super regional” and “people-shaped” bank. The most
notable modification included the introduction of a three-part emblem in blue. The lettering “ANZ” now
wasn’t italicized, while the four stripes were replaced by a single stripe.
Learning activity: Values

 Embrace a vision
 Be authentic
 Support your team

Learning activity: Choose a method

 Email
 Presentation/ speech
 Face-to-face meetings
 Newsletter
 Presentation/ speech
 Brochure 
 teleconferencing / video conferencing
 Social networking

Learning activity: Legal requirements

One of the areas regarding legal compliance that affects BBqfun’s operation is sustainability. The
employees should focus on the proper waste management. The company should also focus on
energy management in order to escape penalties. Excessive use of energy should be controlled.

Learning activity: Win/win situation

1. Win/win is a situation, game, negotiation, or strategy in which all the parties benefit one way or
another – there are no losers. In a conflict situation, when the participants are trying to work out a
resolution, a win-win strategy is one in which everybody is accommodated; all participants come out
winning.

Learning activity: Access and equity in marketing

Under this, services should be available to everyone who is entitled to them and should be free of any
form of discrimination irrespective of a person’s country of birth, language, culture, race or religion and
services should be developed and delivered on the basis of fair treatment of clients who are eligible to
receive them.
 
Learning activity: identifying environmental factor

Ecological Factors

Ecological factors are natural forces that shape a macro environment. It is largely shaped by the ease of
access to natural resources used in the production and distribution of a company’s goods and services.

Environmental concerns affect both access to natural resources and the supply of natural resources a
company can utilize. As populations expand, access to natural resources increases, which tend to lead to a
depletion of said resources. Pollution increases resulting from population growth also shape the
environment.

For years, there’s been a growing shortage of raw materials, and a heavier emphasis is being placed on
changing business practices to utilize more sustainable materials. The hope is that placing less burden on
the environment will help to regenerate ecological cycles and make materials both more plentiful and
more accessible.

Resellers

If you decide to sell your product via a third party reseller, or middlemen such as wholesalers and
retailers, then the success of your marketing is going to be highly dependent on them. If let’s say, a
certain retail seller has a strong reputation, it will pass on to your product. As a link between you and the
customer, they are important in terms of these factors:

 Promotion
 Sale
 Distribution
 Marketing
 Financial mediation

The general public

Of course, every business organization has in its best interest to appease to the general public. Every step
that you take needs to be viewed from their perspective as well. It is extremely important how your
actions affect others because their opinion can be the one thing that either pushes you towards success or
pulls you down from the pedestal.
So, the general public is very important in terms of:

 Public opinion
 Media
 Environmental pollution
 

Learning activity: PEST analysis

Political: The government focuses on economic growth as well as population growth. It also focuses on
environmentally sound business practices. Looking at these situations, the marketing plan of BBQfun
should be fine.
Economic: Interest rate is supposed to be steady, so is disposable income. Employment level is also
assumed to remain the same. The performance of BBQfun may grow.

Learning activity: Competitive advantage

1. Ans; One of the competitive advantage of BBQfun is that they are unique as a company.
2. Ans: They are least active as far as corporate social responsibility is concerned.

Learning activity: Five forces analysis

The threat of entry: Your position can be affected by people's ability to enter your market. So, think about
how easily this could be done. How easy is it to get a foothold in your industry or market? How much
would it cost, and how tightly is your sector regulated?

The powers of buyers: How many buyers are there, and how big are their orders? How much would it
cost them to switch from your products and services to those of a rival? Are your buyers strong enough to
dictate terms to you? When you deal with only a few savvy customers, they have more power, but your
power increases if you have many customers.

Supplier Power: This is determined by how easy it is for your suppliers to increase their prices. How
many potential suppliers do you have? How unique is the product or service that they provide, and how
expensive would it be to switch from one supplier to another?
Threat of Substitution: This refers to the likelihood of your customers finding a different way of doing
what you do. For example, if you supply a unique software product that automates an important process,
people may substitute it by doing the process manually or by outsourcing it. 

Competitive Rivalry: This looks at the number and strength of your competitors. How many rivals do you
have? Who are they, and how does the quality of their products and services compare with yours?

Learning activity: SWOT analysis

A SWOT review is a list of the company's advantages, disadvantages, opportunities, and risks. The
primary goal of a SWOT analysis is to assist companies in developing a complete understanding of all the
variables that go into making a business decision.

Learning activity: product life cycle

A product's life cycle is divided into four stages: introduction, growth, maturity, and decline.
Management and marketing professionals use this definition to determine whether it is necessary to
increase ads, lower costs, expand into new markets, or redesign packaging.

Introduction: During this process, a significant amount of money is usually spent on advertisements and a
marketing campaign aimed at raising customer awareness of the product and its benefits.

Development: If the product is a success, it goes on to the next step, which is growth. Growing demand,
increased production, and increased availability characterize this stage.

Maturity: This is the most profitable period, as production and marketing costs decrease.

Decline: When other firms try and replicate a product's popularity, it faces intensified competition—
sometimes in the form of upgrades or lower prices. It's possible that the product will lose market share
and continue to decline.

Learning activity: Risk and Management

Franchising option risk:

 Damage to your reputation. Franchisees invest in a business model, but they also invest in a
reputation.
 For franchises, labor abuses have proved to be particularly difficult.
  Limiting the risks.
 FDD Compliance Issues.

Joint venture option risk:

 Objectives that is a little hazy...

 Flexibility may be restricted...
 There is no such thing as fair participation.
 There is a significant imbalance.
 Cultural clashes...
 A great deal of research and preparation is needed.
 Since there is a contract involved, it will be difficult for you to leave the relationship.

Learning activity: KPI

A Key Performance Indicator (KPI) is a measurable value that shows how well an organization is
accomplishing key business goals. Organizations use KPIs at various levels to assess their progress
toward their goals. Low-level KPIs may focus on processes in departments such as sales, marketing,
HR, help, and others, whereas high-level KPIs may focus on the overall performance of the company.

When it comes to formulating KPIs, your team should start with the basics and understand what your
organization's goals are, how you intend to achieve them, and who will be able to function on this
data. Analysts, department heads, and managers can all provide input during this iterative phase.

Learning activity: Organizational risk management

The process of recognizing, evaluating, and managing risks to an organization's resources and
earnings is known as risk management. Financial insecurity, legal liability, strategic management
mistakes, incidents, and natural disasters are just some of the challenges or hazards that could arise.
An company can save money and secure the future by implementing a risk management strategy and
considering the many possible threats or incidents before they arise. This is because a solid risk
management strategy would assist an organization in establishing policies to prevent future risks,
mitigate their effect if they do occur, and deal with the consequences.

Risk management approaches

 Risk avoidance
 Risk reduction
 Risk sharing
 Risk retaining