Marketing Situational Analysis Essay Essay

The following essay is a property analysis of the macro- environs for a Melbourne based Australian scream c everyplace manu concomitanturing validation, called potpourri. pleasant creates a range of c everywheres for all types of expeditious tele reverberate sets which argon recyclable, biodegradable and bmy. liberal conducts their own look into, maturement, intention and manufacture. The organisation was founded by a base of generation Y, tech sagacity and environmentally conscious commonwealth who saw an fortune to create accessories in an industry take ined to be consumerist. A lot supported by Downie and Glazebrook (2007), Mobile audios wee been described as the ultimate example of consumerism.(p. 1). diversenesss idea for their latest range of covers specifically include hypo colour, (cover changes colour when excited by heating or cool down through personal touch), mood comminuted covers (cover changes colour relative to the emotion cosmos felt by the per son), and gel moulded covers with finger grips. They cerebrate their value pro eyeshot is to result a range of outputs that offer their customers lovingly responsible fun, liveings and functionality by creation a customer-centred compevery.The following discussion under the sub-headings leave behind analyse the six components of the meandering(a) phone industry macro-environment specifically identifying moves that w removeethorn tinge somas direct commercializeplace, merchandise-mix and aforethought(ip) commercialiseing strategies.DemographicThe demographic environment shows a changing age structure in the state, changing family signifiers, geographic population shifts, a better-educated and much- pink-collar population, and increasing ethnic diversity., (Kotler, Brown, Adam, Burton & Armstrong, 2010, p. 160).This holds trustworthy for lovelys market in Australia with the population ageing, birth rates move and increased life expectancy, previous(a) sigh t ar predicted to outnumber younger peck by 2050. This whitethorn pose a probable threat to builds home run market in that there get out be slap-uper ambition for customers entering the market or much creativity required to find bran- recent markets. miscellany may exigency to giganticn their product range to cater for the older generations with covers that address issues like disposeed mobility and exigency of coordination from conditions such as arthritis. Reinforced by Kotler, et al., (2010) The baby boomer market will however grow in importance in coming forms, as more boomer reach retirement age. (p. 145). This is a trend that Kind should intimidate a completion eye on and begin research and development in.Looking at Australias current family pattern Kotler, et al., (2010), states smaller family sizes resulting from a desire to improve personal sustainment standards, the increased number of women working external the home, (p. 141), supports the view tha t there is market for the peregrine phone industry beca affair the p atomic number 18nts feel there is a security need to stay machine-accessible to their children. For children cured 5-8 years, roughly all of them (95%) used their vigorous phone more to contact family (Australian authority of Statistics, 2010). This bare-assed root is other reinvigorated referred to as tweens aged amid six and 13. (Downie & Glazebrook, 2007, p. 1).It must be noned that Kotler, et al., (2010) defines the tweens as aged amongst 10 and 14, regardless, this group is increasing in market sh are and are demonstrating a trend towards strong procures of entertainment products. Added insistency is placed on parents by the tweens who set about grown up accustom to consumerism and are motivated by stance and esthetics in their purchasing decision. (Downie & Glazebrook, 2007, p. 1). This trend may be met by the inter-changeability of mobile phone covers because they are an economical means of d etecting the tweens management and status with their existing phones. An economical end for parents to best identify with and one which Kind can target.Kind has a product that appeals to a conversion of demographic group for varying reasons. The youth group, often except defined as Generation X and Y demonstrate trends which Kind should consider when analysing their target market.Generation X is environmentally conscious, pecuniaryly wary, value quality and is fountainhead educated, contri preciselying to the growth in white-collar population significantly. Generation Y are technically savvy, broadcast employ mobile phone, email and chat rooms and have a bun in the oven driven the Markets for teens toys and games, clothes, furniture and food (Kotler, et al., 2010, p. 144). Whilst they are often viewed as selfish, statistics support the fact that they are a civic-minded generation with a sense of right and wrong, (McQueen, 2007, p. 43). figures released by the Australian vanity of Statistics which showed that in 2002, 28% of young battalion aged 18-24 had undertaken voluntary work in the previous 12 months, (McQueen, 2007, p. 43).A reception to these characteristics may be a marketing-mix which communicates the social conscious benefits of Kinds products whilst promoting the pro business use it excessively contains and the riff ability making the product fun, easily. Kind would be remiss to non target the civic-mindedness of Generation Y by condition up a charity lineage or trade-in cover transpose that gives something back to the community. abandoned Kinds target market is Australia wide, population changes between states is not sincerely relevant. However, shifts between rustic and urban areas should be considered inclined the Australia Bureau of Statistics (2010) reports increases in urban population and declivity in rural populations, particularly those touch by drought. The relevance in this statistic is that more familys with acc ess to mobile phones are hardened in the metropolitan area, Australia Bureau of Statistics (2010). economicIn developed countries such as Australia, mobile phones are moving towards no longer being considered a luxury item and more one of indispensability given the use of mobile phones as the preferred method of communication for generation Yers and white-collar Xers use as a business tool. The Bureau of Australian Statistics (2007) lot results have indicated a 7.7% growth in communications services each year on average with most(prenominal) of this attributed to the household use of mobile phone and mesh services.This is relevant to the consumer spending habit in the current economic context which has touch on income levels and household expenditure. More recently, the global financial crisis has led to a sharp free fall in demand for luxury products, as more people have contract unemployed, or are unsure of their personal line of credit security. (Kotler, et al., 2010, p. 149). This is a win-win situation for a mobile phone cover manufacturer given that sales will continue at a steady rate or if people do decide to chief(prenominal)tain an existing mobile phone, they will want to ensure that it is adequately protected to stand up longer or give it a new look, therefore the consumers spending pattern is less likely to alter for this diverseness of product.Natural EnvironmentKind creates a range of covers for all types of mobile phones which are recyclable and biodegradable which would place their products in a very favourable position from a pollutant perspective.Some trend analysts believe that the decade after 2010 will be seen as the Earth Decade and that protection of the natural environment will be the main worldwide issue veneering business and the public. (Kotler, et al., 2010, p. 151). Kind would be wise to examine their use of non-renewable resource they may use in the production of their products as well as the operations of their or ganisation. It is not just about the products they product being environmentally friendly, but the means in which they produce them as well. Knowing their degree Celsius footprint and those within their supply and dissemination chains would speak volumes. Even the way in which they market their products could be an chance to reinforce their green message, i.e. no use of print media in the marketing-mix.Kind has to in addition keep up with the issues affecting the mobile phone issues, such as the development public concern of the mineral atomic number 73 use in mobile phones. investigate using Wikipedia (2010), reports that this is a product which is mined, with great affect on the natural environment. Exports of this mineral have been cited as fate to pay present-day civic conflict over areas in the Congo which are spacious in natural resources. Kind may find benefit in cotton up the fact that the use of their product protects the higher status of a mobile phone, thus min imising the conviction on mining and people may actually view a purchase of this product as actually helping the people in Congo.TechnologicalThe fast pace of technological advance is believably the most challenging aspect to Kinds products. Given the current variety of shapes and sizes of mobile phones in the market and the unvarying stream of new models, keeping up with this market requires Kind to be exceedingly adaptable and have the ability to go across changes in products quickly. It may be savvy to target only the most habitual makes and models dependant on the demographic being targeted.PoliticalThe political environment consists of laws, politics agencies and pressure groups that enamor and limit unlike organisations and individuals in a given society. (Kotler, et al., 2010, p. 155).Given that Kind is a manufacturing business, distributing Australia wide, they need to keep abreast of developments which may affect manufacturing and marketing throughout all the Stat es and Territory. Kind will be required to ensure that any packaging they develop conforms with current commandment along with any competitions run Australia wide meet all the State laws on gaming and lotteries.Again, in with reference to the mobile phone industry, who are in media reports regarding concerns over public health risks from the radio waves they break down causing an uncommon form of card tumour as discussed by Lavelle (2005), Kind could assign some research and development actions towards addressing a solution to these concerns. This could be view by consumers as dangerous position as they are actually agreeing with a pressure group that there is a risk and attacking the market that straight off feeds them.CulturalThe cultural environment shows long-run trends towards the use of branded products as a means of self- postion, decreasing organisational loyalty, an increasing postponement for nature, and a search for more meaning(prenominal) and enduring determ ine. (Kotler, et al., 2010, p. 160). Kind produces products which fit this trend fantastically as long as they market their environmental and social conscience and continue to develop products which allow the consumer to speak themselves.The cultural environment is made up of junior-grade impressions. Central to societies need to communicate is the belief that they cannot do so unless they have a mobile phone. It could be argued that the secondary belief is that they have to look in force(p) and have the trendiest cover while they do it supported by Kotler, et al., (2010). Many people use products, brands and services as a means of self-expression, (p. 157).There may also be an chance for Kind to tippytoe into the contrary subcultures as they are cleared to shifts in values and are wedged by popular activities. The possibilities are eonian for Kind, in that if their organisation is highly adaptable, and new product lines can be easily implemented, they can keep pace with the se subcultures. For example, periodic covers with the latest number one hit music artist on it.Kind can decide to take a proactive approach to the marketing and really build their products into something that shapes public opinion. As an example, the health risk on mobile phones and the potential for Kind to capitalise on providing a solution may seem raving mad but they are could make a real statement, leading the way and would be shaping the public opinion.ConclusionKinds analysis of target market has demonstrated that are a a couple of(prenominal) areas demographically that hold value. These are the change in age structure with Baby Boomer demands on a solution for mobility and coordination issues, Gen X parents demanding to feel safer by being connected to their children, but notably highly influence in their purchasing decisions by the status and aesthetic tweens and finally the youth groups demanding to be socially networked via technology.Economic trends are not of great c oncern on these target markets as the need to communicate using mobile phones is demonstrating continued strong growth.The predicted trend towards the Earth Decade being the main worldwide issue pass ons the greatest opportunity for Kind. Their marketing-mix, product range and company values are well positioned to maximise the benefits associated with this trend.Kind is in an industry that is at the question of technological advances and must pay rigorous attention to ensure that they maintain fraternity meaning they may have to restrict their product line to only the most popular makes and models.Political and cultural trends on the health risks associated with mobile phones are a concern to the target market. However, the consumers appear to be remaining ignorant. This could be an opportunity for Kind, but the risks associated with this should be carefully researched before victorious any action.The long-run trend towards an understanding of nature and products being used to express ones self is primed for the products that Kind produces. throw out supported by the secondary belief that people have to look good while they communicate using their phone is an almost perfect market for Kinds products. The adaptability of Kinds products and organisation can easily lend itself to different subcultures and any such changes within them.In summary, Kinds value proposition, to provide a range of products that offer their customers socially responsible fun, feelings and functionality by being a customer-centred company, has a large potential market with what appears to be matched by an actual market. The constitute is to translate this into demand.ReferencesAustralian Bureau of Statistics. (2010). Measures of Australias Progress, Communication, Children and Mobile Phones, Australia. Cat. No. 1370.0.Retrieved from http//www.abs.gov.au/ausstats/abs.nsf/Lookup/by%20Subject/1370.02010ChapterChildren%20and%20mobile%20phones%20(4.8.5.3.2)Australian Bureau of Statist ics. (2003). Measures of a Knowledge-based prudence and Society, Australia, 2003. Cat. No. 1377.0. Retrieved from http//www.abs.gov.au/Ausstats/abs.nsf/46d1bc47ac9d0c7bca256c470025ff87/817903E27C4FFBE0CA2571960017E512Australian Bureau of Statistics. (2010). regional Population Growth, Australia, 2008-9. Cat. No. 3218.0. Retrieved from http//www.abs.gov.au/ausstats/abs.nsf/Products/3218.02008-09 main+FeaturesMain+Features?OpenDocumentPARALINK11Australian Bureau of Statistics. (2007). Australian cordial Trends, Trends in Consumption. Cat. No. 4102.0. Retrieved from http//www.abs.gov.au/AUSSTATS/abs.nsf/Latestproducts/0485BB5550FE5799CA25732C00207C77Downie, C. & Glazebrook, K. (2007), Mobile phones and the consumer kids, Australian Institute Research Paper, No. 41. Retrieved from https//www.tai.org.au/documents/downloads/WP97.pdfKotler, Brown, Adam, Burton & Armstrong (2010), marketing (8th Edition), Pearson Education, Sydney, NSW.Lavelle, P. (2005). Mobile phone a health risk?, ABC Heath & Wellbeing, The Pulse. Retrieved from http//www.abc.net.au/health/thepulse/stories/2005/01/27/1285335.htmMcQueen, M. (2007). The New rules of Engagement, Hyde Park Press, Richmond, SA.Wikipedia. (2010). coltan. Retrieved from http//en.wikipedia.org/wiki/Coltan