Reference no: EM133049984
BSBMKG603 Manage the marketing process
Assessment Task 3: Report Marketing performance report
Case study
Lamberts Consulting provides you with a report on the home-wares market in Brisbane six months later. Their latest estimate is that the market for home-wares in the Brisbane market is $199 million per annum up from $175 million per annum last year. The predicted growth was 10% for this year. Lamberts said that the large increase in interstate migration was increasing the building activity and consequently the home-wares sector. Lamberts expects this trend to continue for at least the next five years.
You print a copy of the latest store averages and note that the average weekly sale for the 15 Brisbane stores has grown to $28,200 per week per store. Expectation was 8.5% growth on $24,680 per week per store. Market share was targeted at 12%.
You also check the latest market expenditure report to see the amount of money invested in marketing activities to get the stores to this new level. You note the following expenditure over the past six months
Advertising $250,000, PR $30,000, in-store promotions $60,000, internet marketing $100,000.
You believed that the extra expenditure in web marketing was justified in preparation for the on-line merchandise sales that will be included in the next marketing period. You also believe that there is a need for the company to shift more of its marketing budget into web marketing activities in line with the industry trends.
With a growing market you believe that by maintaining market share the company will get solid and controllable growth. Pushing for increased market share in a growing market could cause customer service and management issues.
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