The Market Question Explanation More information

Question Unique selling position

Explanation Before we can begin to sell our product or service to anyone else, we have to sell ourelf on it. This is especially important when our product or service is similar to those around you. Very few businesses are one-of-a-kind. Just look around you: How many fuel and petrol gas company, hardware stores, air conditioning installers and electricians are truly unique? Know what motivates your customers' behavior and buying decisions. Petrol companies provide examples of changing Competitive Advantage and Unique Selling Propositions. One company put up petrol price boards to gain an advantage. When the rest followed, and the first company no longer had that particular Competitive Advantage. The first company then opened onsite stores to provide extra convenience (notice the benefit!) for their clients. That Competitive Advantage and USP lasted for a while, but then their competitors followed suit. That's only the beginning of the petrol company story To identify your own competitive advantage, first try to understand that the buying practices of clients depend on whether:

More information

they trust you you fulfil a client need, e.g. convenience you offer a higher level of quality in your goods or services your product or service has benefits that others do not.

For example, a competitive advantage for a sandwich shop might be We make and serve the highest quality gourmet sandwiches in the local area.Our company slogan is we deliver on service, on price and on time

Question

Explanation

More information

Your customers/clients

Question
Customer demographics

Explanation
Variables Range/ Characteristic 18 to 29 year 30 to 39 years 40 to 49 years 50 year or more Education level No education Elementary/Middle school High school University Gender Male Female Less than $ 2,470 $ 2,470 Annual income $ 4,940 to $7,410 $ 9,880 to $12,350 Number (N) Percentage (%)

More information
As society transitions to low carbon transport, overcoming behavioural barriers will also be challenging. The literature indicates that changing the way people and goods move will be difficult because individual travel and consumer behaviour is often more dependent on considerations of personal status, attractiveness, gender identity, perceived mobility needs, freedom, security and liberty, rather than of vehicle efficiency, affordability or practicality; income level strongly correlates to the emissions intensity of a persons personal travel behaviour such that the higher the income, the more emissions intensive the travel behaviour; personal travel behaviour is also very habitual, and changing travel behaviour can be very challenging unless it is supported by an effective package of incentives and disincentives. For example, for public transport to be seen as a more attractive option than driving a car, it needs to be perceived as safer, more reliable, cheaper, frequent and easy to use; transport demand, use and behaviour are intimately connected to many other drivers and behaviours, particularly in households. Measures to change travel behaviour may result in change but the emissions reduction

Age

106 92 84 102 48 184 112 40 170 214 44 119 138 36

27.6 24 21.9 26.6 12.5 48 29.2 10,3 44.3 55.7 11.5 31 35.9 9.4

More than $12,350

47

12.2

Question
Key customers

Explanation
It is useful gas for household and all kind of business and people. LPG has the capabilities and infrastructure as an alternative fuel to support the Governments carbon reduction, energy security and manufacturing growth objectives, and aims to deliver 10% of the transport fuel in Australia by 2020. b. LPG (as a Gaseous Fuel) is identified in the AA2020 as one of four priority opportunity areas for the long-term success of the Australian automotive industry. c. LPGs established infrastructure will underpin automotive industry confidence and be the reliable continuum as the industry transitions away from high-emissions-based fuels to alternate sources of Drives specific technological advances in LPG that will contribute to better outcomes for consumers, small business and the environment. A Rigorous Safety Study allowing updated messaging to be effectively communicated to It is useful for

More information

central heating, space spot heating, hot water and heated swimming pools cooking LPG provides immediate heat on ignition, instant response to changes in setting and distributes the heat evenly barbeques and patio heaters fuelling of boats, caravans and motorhomes

Question
Customer management

Explanation LPG has lower greenhouse gas emissions (GHGs) than petrol, diesel, and electricity, on an energy-equivalent basis. LPG is used in homes as a cooking gas, and in cars as an alternate for petrol or diesel. With more and more people buying vehicles running on LPG, most of the gas stations provide refueling systems for LPG-run cars. LPG turns out to be a lot cheaper and efficient in comparison to petrol and diesel. After petrol and diesel, LPG is the 3rd most extensively used fuel for transportation the world over. The LPGfitted cars are very popular in countries such as Japan, Italy, Canada, and Austria. However, people making use of LPG cylinders for cooking is not allowed, as the cylinders in many countries are available at fairly low rates compared to the ones available at gas stations.So we can easily manage our customer and can attract our customer.

More information
Visit our Customer service page. Visit our Codes of Practice page.

Your competitors
Your competitors

Australian lpg gas Corporation has two major domestic competitors, Queensland Petroleum and Melbourne Petroleum. Both are state-controlled, like our Corporation. There are two private competitors, Reliance Industries and Essar Oil. To get the success over these company I need to

determine your competitive advantage develop your unique selling proposition put your USP into action in a well planned and enticing advertising strategy.

Question
Competitor details table

Explanation Competitor: Caltex Australian ltd Established date: 22 March 2005 Size:60 Staff Member. Market share (%):40%market share. Value to customers: Diesel improved technology environmental benefit Better economy and reduced emissions Around 20% to 25% more efficient than petrol. The modern diesel engine uses less fuel than a similar-output fuel injected petrol engine under heavy engine load conditions, such as when towing heavy trailers or driving in soft sand.

More information

Strengths: Developing economy: Historically, demand for petroleum

products has traced the economic growth of the country. With GDP expected to grow at near 7% in the long-term, the energy sector would benefit from the same, going forward. Government decisions: The recent price increases and also the decision to allow oil companies to increase prices within a band of 10% augurs well for the industry.

Weaknesses> Crude prices: Nearly 70% of India's crude requirements are

fulfilled by imports and this figure is likely to increase going forward. Crude prices have breached the $45 barrier again and are likely to remain at around $40 per barrel range. Lack of freedom: Although the government has decided to provide autonomy to oil companies to increase petrol and diesel prices within a 10% band, other products such as LPG and kerosene continue to remain under the government controlled price mechanism.

Question
Market research

Explanation
What statistical research have you completed to help you analyse your market? Did you use a survey/questionnaire? If so, you may like to attach a copy of your survey/questionnaire to the back of this plan. Outline your planned sales targets. These targets need to be realistic and achievable. What quantity of your products/services do you plan to sell in a planned timeframe? Are they monthly or yearly targets? For example, you may set yourself a goal of selling 1 000 products in 12 months. Detail the results of the market research you have performed. Is the area experiencing population growth? Are there long-term employers in the area? Is the region's economy stable? Are there seasonal variations? What is the size of the market? What recent trends have emerged in the market? What growth potential is available and where do you fit in? How will the market/customers change when you enter the market? What external factors will affect your customers? A good place to start when researching your regional profile is the Australian Bureau of Statistics website. The regional profile information includes economy, population/people, industry and environment/energy statistics.

More information
Visit our Researching your market page.

Market targets

Environmental/industry analysis

Visit our Market research & statistics topic.

Visit the Australian Bureau of Statistics National Regional Profile page.

Question Marketing strategy

Explanation
What is your overall marketing strategy? What steps or activities will you undertake to achieve your goals/objectives? For each marketing activity/milestone: Marketing activity/milestone: Print advertising, online advertising, mail-out, giveaway, media release, event, website, blog/social networking, public relations, branding and artwork, or publications and catalogues. Person responsible: Who is responsible for completing this task? Date of expected completion: When do you expect to complete the marketing activity? Cost ($): Estimated cost of activity. Success indicator: What indicator/ measurement result will need to be met before this activity is considered a success?

More information
Visit our Marketing & advertising page.

Advertising & sales

Question
Advertising and promotional strategy table

Explanation
For each promotion/advertising: Planned promotion/advertising type: What is the promotion/advertising type being used (e.g. Print media advertising, online advertising, SMS, mail-out, giveaway, media release or event)? Promotional strategy: Why have you decided to use this promotion/advertising type? How and when will you use it? What is your strategy behind this? Expected business improvement: How do you expect it will improve your business success? Cost ($): What is the cost of each planned activity? Target date: When do you expect to complete each activity?

More information
Visit our Marketing & advertising page.

Sales strategy Sales and distribution channels table

What sales techniques do you use? What are your strategies behind these techniques? How is this different/better than your competitors? For each channel enter: Channel type: What channel will you be using (e.g. Shopfront, internet, direct mail, export or wholesale)?. Products/services: List all the products/services sold via this channel. Percentage of sales: What percentage of overall sales do you expect to sell via this channel? Distribution strategy: Why have you decided to use this channel type? How and when will you use it? What is the strategy behind using this channel type for this particular product/service?

Visit our Marketing & advertising page.

Marketing budget 2011

[Double-click the table below to enter your details or attach your own budget at the back of this business plan.]