The paper "Bunning Marketing Plan Development" is a great example of a marketing case study. Bunning’ s is a reputable outdoor living equipment and home improvement products in New Zealand and Australia. The company deals with construction materials. It is one of the biggest housing industry, project builders and commercial trade people suppliers in Australia and New Zealand. The company operates a network of warehouse stores spread across these two countries. On the other hand, it is also operating in strategic trade centres and format stores; the company's business model is moulded to focus on both its commercial customers and consumers.
The company has a total of 234 warehouses 28 trade centres, 57 format stores and three mainframe and truss centres in operation across New Zealand and Australia(Greenblat, 2015). On the other hand, the company has a total of 40,000 employees working in its stores in both across these two countries. This paper, therefore, highlights on Bunning’ s Market plan with the focus of venturing into the U. S market. The paper also highlights various marketing strategies that the company can take up in its course of venturing into the U. S market.
It also touches on various ways in which these strategies can be implemented in order to ensure that the company transition into this new market is smooth. Situation Analysis The company's success has been attributed to its customer services and specialised networking with the housing and construction industry. In this case, the company's direct advertising fall in the "do it yourself market” . This is the people in the construction and building trade. The company should, therefore, focus on direct advertising approach in its new market by taking up unique selling propositions.
In this case, T.V ads will be the most effective mode of advertising due to their potential of cutting through the market since television are common sources of entertainment in most households. The company can strategically use advertising frequency in this form of advertisement where the ads occur thrice in a week during the weekends (Treadgold, 2011). Through this, this strategy the ad will occur on the baseball channel before the main weekend match; the other ads will also occur in the footy channel before the main match of the day commences.
The company will also embrace online advertising. In this case, the Bunning will develop backlinks on some of its main products therefore if one types the name of this product the ads resurface (Riches, 2016). Bunning main competitor in the U. S market Masters Home Improvement, also embrace these types of direct advertisements which have proven to be a success for the company sales. However, it is notable that Masters does not strike a balance in these mentioned advertising strategies rather it focuses more on the online ads.
Bunning should, therefore, take up this niche and use all these advertising strategies in order to break through the U. S market. Industry Trends Bunning Company has revealed its strong track record in the acquiring and integrating business. This attribute of this company will give it a competitive edge in the U. S saturated retail hardware industry. The Building and Hardware Supplies Retailing industry has recently been boosted by the buoyant trends in household discretionary income, a growing number of households and residential building investment in the U.
S. This, therefore, it boosts for the transition of the company into this market. The undersupply of affordable housing the increasing prices of house rent have contributed to more houses coming up, therefore, creating a huge demand for the construction materials in the U. S market (Greenblat, 2015).
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Riches, N. (2016). Can Bunnings replicate its success in the UK? - AdNews. Adnews.com.au. Retrieved 20 May 2016, from http://www.adnews.com.au/opinion/can-bunnings-replicate-its-success-in-the-uk
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