The paper "Strategic Marketing of Australian Post" is a good example of a marketing case study. The changing times have led to an increase in the use of digital technology. This has mostly affected how people communicate and interact. Communication is now mainly through social media, email and mobile telephony. This changing trend has highly affected the over 200-year-old Australian Post whose core business over the years has been delivering letters for businesses and consumer market segments. Now the organization mails 97-per cent of its letters from the government as most of the customers have moved to digital technology.
Now the organization is recording great loses and needs a good marketing strategy that would make it be still relevant in the market and make good profits. Basing on the Australian Post situation, several marketing strategic plans can be used in solving the problem to put the organization back to its normal business operation. The marketing strategic plan may include, Marketing Mix, Segmentation, SWOT analysis, Porter’ s five forces, Product life cycle, BCG Matrix, Ansoff Matrix, and scenario building. Below is an analysis of how each of the marketing strategic plans could be used in solving the Australian Post scenario. Marketing Mix The marketing mix is the mixing of several ideas and plans and then followed by having a marketing representative who would promote a particular product or brand.
The strategy involves combining several concepts and ideas to formulate a final strategy that will help in making the brand popular amongst the masses (Jain, 2001). Elements of Marketing Mix Marketing Mix is divided into four elements that are referred to as the four P’ s of marketing. The four P's need to be understood and analyzed in trying to understand how the marketing mix can be a strategic plan in solving a business's problem. Product This is the goods and services that an organization offers to the market.
It is necessary for the organization to understand the product in relation to the customers. The organization should understand the needs of the customer who wants to be satisfied with the product. The business should understand the particular features in the product that satisfy the customers’ needs. The product feature in the product or service that satisfies the customers’ needs should then be made in the specifications of how the customers love it. Place The place is the actual; place where the products are found and can be sold and acquired by the end-users of the product or service.
Buyers can buy products either from virtual markets or from physical markets. In the virtual market, the buyers do not interact with the sellers while in the physical markets the two meets. The business has to understand where the buyers look to buy their products.
They should then align the product to be available at the place where the customers want them. Price This is the actual amount of money that is paid for by the customers to acquire a specific product or service. It is important in understanding how the customers value the product. Understanding how the customers would relate to any increase or decrease in the price of the product is also important. The business has then to come up with a price that is suitable for the customer and still makes a good profit for the business.
Coming up with discounts to customers would depend on how well the price is understood in relation to the customer. And the price has to be analyzed with how it compares to the competitors’ prices (Jain, 2001).
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