Essays on Marketing Plan of Locatable Lifebuoy Case Study

Download full paperFile format: .doc, available for editing

The paper "Marketing Plan of Locatable Lifebuoy " is a great example of a marketing case study.   When something innovative and new is introduced in the market it’ s a marketing plan and the budget has to follow a carefully designed strategy. The segmentation always has to be identified as such products usually need a lot of research. After completely analyzing the market situation and product, it can be said that the Locatable Lifebuoy will be a successful product in the Australian market. The fact that Australia is a country where people love to go to the beaches, as they enjoy swimming and surfing makes this product a perfect product for Australia. 21 The Swot and Pest analysis carried out in the above essay shows that the locatable lifebuoy has a good strong market.

Its strengths overpower its weaknesses. The fact it may be a help in social events proves to be something extremely positive. Surfers in the competitions will defiantly serve as a good opportunity to market the locatable lifebuoy. 21 The timing regarding the entire marketing plan is important. Exactly when a single activity takes place will hold great importance to Working Platforms.

Taking the correct action at the incorrect time can at times be nearly as terrible as taking the incorrect action at the correct time. Therefore the company will have to follow the timeline given the above essay. Working Platforms will also have to employ a lot of good judgment, understanding, and market research. This will help the company to analyze the entire market from different angles. 21 However, as it is a new product and the above-designed marketing plan can only ensure it’ s a success.

It has to be sure to have a strong budget so it can sponsor events as well as handle other kinds of advertising and promotional strategies mentioned above. Thus to conclude it can be said that Working Platforms may be able to gain a lot of success and investment in the Australian market, regardless of the fact that the Locatable Lifebuoy is a new product. References23 Executive Summary This essay focuses on the marketing of the Locatable Lifebuoy a product recently developed by Working Platforms Australia. This new Product aims to save the lives of surfers and swimmers who come to the beach.

For this essay, a marketing plan has been developed which focuses on launching the Locatable Lifebuoy. A marketing plan provides businesses with direction and focuses on attracting and retaining customers. Based on the objectives, the marketing strategy includes segmentation of the market, selection of the target market and analysis of the marketing mix. A situational analysis was undertaken of both the internal and external environment. From the situational analysis, a number of opportunities and threats were identified. There is an opportunity for working platforms to target lifesaving organizations and the Government who have a high level of education and income.

On the other hand, current threats include another similar product that locates swimmers extremely fast. Three objectives were extrapolated from the SWOT analysis; however, this report focuses specifically on launching the Locatable Lifebuoy. The objectives are to successfully introduce the locatable lifebuoy in the Australian market. To save the lives of people who come on the beaches by marketing the locatable lifebuoy. To make sure that the marketing plan successfully convinces the people that the locatable lifebuoy promotes safety.


Aaker, D and Joachimsthaler, E (2000). Brand leadership, The Free Press

Assael, H. (1992). Consumer Behaviour and Marketing Action, 4th Edition, USA: PWS-Kent

Baker, M. (2000) Marketing Management and Strategy, 3rd edition, Macmillan Business.

Between The Flags (2007). Bronzed Aussie Gods: Surf lifesavers retrieved on July 20, 2010

Blythe, J. (2001). Essentials of Marketing, 2nd edition, Prentice Hall

Booms, B.H. and Bitner, M.J. (1981). Marketing strategies and organisation structures for service firms, in Marketing of Services, J. Donnelly and W.R. George (eds), American Marketing Association

Brassington, F and Pettitt, S, (2000). Principles of Marketing, Second Edition, Prentice Hall, Harlow

Brooks, I and Weatherston, J. (1997). The Business Environment. Challenges and Changes, Prentice Hall.

Chisnall, P.M. (1997). Marketing Research, Fifth Edition, London: McGraw-Hill

Davies, M. (1998). Understanding Marketing, 1st edition. Prentice Hall

Ellwood, I. (2002). The Essential Brand book, Kogan Page Limited

Fill, C (2002). Marketing Communications, Contexts, strategies and applications, Prentice Hall

Gabriel, Y & Lang, T, (1995). The Unmanageable Consumer, Sage, London

Hoffman ,D & Novak, T, (1996). ‘Marketing in Hypermedia Computer-mediated Environments: Conceptual Foundations’, Journal of Marketing, Vol 60(July), pp50-68

Hoyer, W.D. and MacInnis, D.J. (2001). Consumer Behaviour, 2nd Edition, USA: Houghton Mifflin Company

Kapferer, J. (1997). Strategic Brand Management, Kogan Page

Kerin, R., Berkowitz, E., Hartley, S., & Rudelius, W. (2006). Marketing (8th ed.) McGraw-Hill/Irwin New York, NY

Lamb, C.W., Hair, J.F. & McDaniel, C. (2000). Marketing (5th ed.). Sydney: South-Western College.

Life Saving Locatable Lifebuoy (2010). Life Saving Locatable Lifebuoy retrieved from retrieved on July 20, 2010

McColl-Kennedy, J.R. & Kiel, G.F. (1999). Marketing: A Strategic Approach. Melbourne: Nelson.

McKnight, L.W., Vaaler, P.M, and Katz, R.I. (2001). Creative Destruction: Business Survival Strategies in the Global Internet Economy, Boston, MA: The MIT Press.

McMartin, J. (1995). Personality Psychology: A student Centered Approach, UK: Sage Publications

Perreault, W., Jr., & McCarthy, J. (2006). Essentials of Marketing (10th ed.) New York: McGraw-Hill/Irwin

Quester G, McGuiggan R, Perreault W, McCarthy J, (2004). Marketing: Creating and delivering value, (4th Ed) Sydney: McGraw-Hill

Radler G, Hokamura M, (2000). Repositioning the brand in Europe, retrieved from retrieved on July 20, 2010

Stanton, W.J., Miller, K.E. & Layton, R.A. 2000. Fundamentals of Marketing (4th Australian ed.). Sydney: McGraw-Hill.

Summer, J. (2003). Essentials of Marketing. Melbourne: Nelson.

Sydney (2008). Sydney retrieved from on July 20, 2010

The New Inventors (2010). The New Inventors retrieved from on July 20, 2010

Van Auken, B. (2002). The Brand Management Checklist, Kogan Page

Download full paperFile format: .doc, available for editing
Contact Us