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Question: Discuss about the Marketing Plan of Just Group. Answer: Introduction The following report is the brief marketing plan for Just Groups in Australia. The company is retail shops for mens, womens wear, and accessories. The name of the company is changed from the Just Jeans to Just Groups in the year 2001 (Justgroup.com.au 2017). The report summarises the situation of the company and its situation in Australian market place and what are the environmental factors that works as an advantage or disadvantage for the organisation. As the company faces huge competition in the retail industry of clothing the analysis of their position in the industry is given. The competitors as listed in the report, industrial analysis points, and the customers segment analysis is given in the chapter (Hannabuss 2013). The situational analysis and opportunity analysis is given too. Australia has a huge market place for these trendy shops. The companys origin was from 1970 (Justgroup.com.au 2017). The SWOT analysis based on the factors identified is highlighted. Identifying the target market by different geographic, demographic and psychographic profile of the consumers is also given. The segmentation and positioning of the organisations are also given. The marketing and communication and ultimately the sales objectives is also given (McDonald and Wilson 2016). The overall budget and implementation plan is given. Lastly the plan and steps to monitor the promotional campaign is given for Just group. Situational analysis Company analysis The organisation was opened in the year 1970 and Kimberly family founded it. This clothing chain was known as Just Jeans and acquired seven big brands of clothing afterward to increase its market profile. The big brands that are housed in the company are Jacqui-E, Peter Aelxander, Portman, Dotti and Smiggle. The premier investments are controlling the interests in the shares of just groups. It became the non-listed public company in the year 2008 and was removed from ASX (Varley2014). The seven different brands of the company are Just Jeans which is there inhouse brands, Jacqui E, Jay Jeans, Portmans, Peter Alexander, Dotti and Smiggle. It has 100 outlets in Australia and neighbouring countries like New Zealand, Singapore and in UK all around. Solomon Lew is the chairperson of the company and Mark McInnis CEO heads the board of directors (Justgroup.com.au 2017). Review of current promotional plans The current promotional campaigns of Just Group revolves around the advertisements through websites, bill-boards and posters, direct marketing and mail-marketing, Television advertisements and face to face selling as well as through public relation. As a strong presence in the retail chains, they also use the value marketing through different marketing channels (Das 2014). Brand image The organisation has grown drastically in the last four decades and continues to grow further. It is also comes under the list of strong retail brands for mens wear in Business insiders list. The packaging plan of the company is also very effective and premiere. Also the promotional plan through the recycling works wonderful for catching the customers attention. They also promote their outlets in societal marketing plan which highlights the energy efficiency plan of the company (McDonald and Wilson 2016). Environmental analysis Political factors This industry in Australia is directly affected by the political vulnerabilities of the country. Therefore, the performance of the organisation is dependent on the interest rates, and trade policies of Australia. A premiere investor acquired the company in 2008 which took over major proportion of the shares from the market making it a non public listed company in the country. The removal of tariff protection for export made it easy for the company to reach the overseas market for expansion. Dotti and Smiggle is one of the famous brand that have captured the market in abroad (McDonald and Wilson 2016). Economic factors The most important economical factor works for retail chains are overall financial performance of the economy. The employment regulation must be good and the economy of business should be firm. In the global financial crisis the company has suffered and faced major loss in the operations due to UK Brexit incidents in the recent years (Parente and Strausbaugh-Hutchinson 2014). Though the stability of the economy of the company has supported the continuation of their market, the overall sales had declined due to financial disruptions Social factors The customers are the centre of revenue generation for the business entity. The profitability of the company will increase as the fashion wear were sold through their 810 outlets. The largest company that uses this can reap the profitability of the company (Hannabuss 2013). The energy efficiency and recyclable usage of their outlets also gives hints of their attention to social responsibility towards their own society. The cultural diversity of the company and employment generation plan is evidence towards their contribution to society(Parente and Strausbaugh-Hutchinson 2014). Technological factors The new forms of technology helps in enhancing the shopping experience as well as the increase the sustainability of the factors. The loyalty programs and reaching the customers through the website of their outlet has become a trends of their brick and mortar. Efficient technological implications of waste management and recycle packaging of products acts as a push in their sales strategy (Varley2014). Cultural factors The lifestyle choices of the Australian are dynamic. Therefore, the choices of wearable fashion of the people changes with the global trends. They have been using the social responsibility factor to enrich their culture among the organisation. The sustainability initiatives taken by the company suggests their good intentions towards employees retention and enhancements of complete cultural uplifting strategies in Australia (Peppard and Ward 2016). Competitors analysis The developed market of retail fashion outlets in Australia poses challenges for Just group. Though their operation in the niche market of jeans in their previous years was limited to a target segment and market, after expansion with the seven brands they increased their domain as well as the opportunities (Peppard and Ward 2016). The strong competitors and their strengths/weaknesses and what challenges they poses for this company is given below. Woolworths and David Jones the largest retail supermarket in Australia, with huge number of outlets. The supermarkets availability and reasonable price affordability of their own and resourced products are threatening for their competitors. However, this retail outlet is more focused on selling the food items and stationeries in their outlets. The company has also enhanced its domain in ecommerce selling opportunities. David jones, which is a holding of the company, is fashion concentrated sellers of mens and womens fashion wear Speciality fashion group this company, though have lesser experience and experience in the Australian market is growing their wings in the industry. The womens fashion brands of Speciality group operate in the upper market clothings in Australia. The company sells its own brands in the market of premiers customers. Therefore, their reach is limited with the womens fashionable clothing (West et al. 2015). Cotton on this organisation is one of the major challengers in the country Australia. This has more information in the Australian market than other major competitors. The company has wide range of products in mens, womens, kids clothing as well as in other demography of people. This has established in the 1988 and has expanded their clothing brand in almost most of the years. The company is accounted as the market challenger in second position (Wilhelm-Rechmann et al. 2014). Big W is one of the competitors of just group. The organisation has strong presence in the industry and has taken its place in the top ten supermarkets of Australia. The clothings are affordable (Armstrong et al. 2015).. Customers analysis As the company in initial stages were dependent upon the jeans sells, they were focused on a certain segment of people. Through the years the target market has increases and based on that the customers segments have also changed. The trends of peoples choices have become dynamic in nature, which reflects upon their purchase choices. The age group lies between 12-35 years. The trend in their buying has been seen in more through their website and online purchase medium. The factor of brand recognition through their clothes has increased too (Parente and Strausbaugh-Hutchinson 2014). SWOT analysis Strength Good suppliers relationship with the most recognised brands in Australia Effective market expansion strategy to New Zealand, Singapore and UK Market experience of 47 years Good customer loyalty programs and gift card opportunity Association of 7 great brand included their own Strong investments opportunities from the new acquirer of major shares Strategic acquisition plan of big brands Opportunities The market coverage of good marketing areas in the international market The strong portfolio of fashion brands and other opportunities Diversification with the online presence as the new emerging market of ecommerce Threats The retail industry has reached it maturity stage in Australia which poses a great challenge for the companies Strong presence of the E-commerce companies in the Australia like eBay and Amazon The niches of upper market sells of clothings The government regulations regarding the export and import policies The competitors identified in the industry have wide range of variety of products that can cover more demography of people in Australia Weakness The most vulnerable weakness of the company is the range of their brands Being a market challengers and competing with the leader David Jones can have Operating on higher profit margin can be a risk factor that cannot be eliminated by increasing the volume of sales Opportunity analysis There is a huge market for the company in Australia as well as the UK, Singapore, China and Ireland. The opportunity to expand their company is also huge in this prospect (Lewis and Ling 2015). Following the trends of clothing is hard and to remain competitive in a mature market is very important for the company as they are in the market for the last 40 years. Objective Marketing objectives The initial objective of the company was to creates new brand of jeans of their own brands To increase the brand recognition and identity of the Just group Increase its portfolio of brands and make people aware of the fun in purchasing their product To increase their revenue and profitability by expansion in international market Communication objectives To make more effective profiling of the customers segments according to the identified target market To make people aware of the new fashion trends of the brands that are available for purchase To increase the brand identity and recognition among the new expanded market of the company To enhance the customer service of the organisation and enrich the public relations with the easily available user interface like Mobile application and website Sales objectives To increase the market share of the company in the Australian retail industry To concentrate in more aggressive marketing in the internal level so the brand gets recognised To be the market leader in Australia and be recognised as a global brand in the retail fashion outlets in the industry. Target market Geographic The geographic profile of the customers of the company is spread through all of Australia. The concentration of the customers is more in Melbourne and South Wales. The international clients of the company are in United Kingdom and Singapore. Singapore clients are very effective in the purchases of the brands of Just Group(Mullin et al. 2014). Demographics The demographic profile includes of the gender, age, professionals, generations and others. The age group that are to be targeted are between 12 to 35. The generation is very dynamic in their fashion choices and that includes the run of the people towards their trends. The Psychographic Wearing the trendiest fashion is very driver of purchasing decision of people. On every occasion, there are needs of different clothing purchases. Therefore, the company must focus of the key drivers of buying their brands of fashion wears. The women section is to be more focused for they are interested in purchasing more clothing (Armstrong et al. 2015). Positioning The seven strong brands of the company have different positioning among Australia. The Peter Alexander is most well known for their Sleepwears. Smiggle is positioned as the most toy store for people, which is very important for kids sections with low priced products (Solomon et al. 2013). Just jeans are positioned as the most comfortable and fun in clothes. Marketing mix strategy Product Product of marketing mix contains the all fashion brands that are acquired by Just group. The company has its own brand called Just Jeans and also the different store outlet of seven brands. Smiggle a trader in books and apparels of the same, Peter Alexander which is a strong sleep wear brand of the group, Jaccqui E and Jay Jays are have shown growth results in and has been performing well around the years (Lewis and Ling 2015). Price The affordability of the customers is reflected in their purchase behavioural pattern. Though some of the brands of the company is highly priced, the just jeans ranges from 40$ to 150$ AUD. The different denim brands are also available in the market price. The prices range differs in different products like mens and womens clothing, foot wears, sleep wears, accessories and all (Hollensen 2015). Place The company has 810 retail outlets all over Australia and international places. The number of outlets is also increasing with the acquisition plan. The availability of their stores are one of the strong point of the company in Australia (Mullin et al. 2014). Promotion The focused promotional tool for the company is direct advertising in their outlet. Other than that, offers in sales and purchase discount are also used in promoting their products. The handiest tool for their promotion is the Billboards of their different brands. The loyalty programs of the company through different gift cards and coupons to buy their products are also given. Free delivery schemes are also used for promoting their products (Gagnon 2016). The promotion through online media is effective promotional tool. The magazine and different leaflets as well as different print media advertisements are also used in the company. The social media accounts of the company are effective in drawing attention of the company. The websites are optimised in different search engines. The messages of the sales promotion and different online media ads are part of their promotional plan. The point of sale strategy and through sponsorship of events is also part of the promotional strategy (Yu et al. 2014) Budget proposed expenditure for the next year Activities website and search engine marketing $24,000 sponsorship of events $38,000 Facebook ads $80,000 video advertising $20,000 telemarketing $40,000 messages and email marketing $5,000 networking through channels $80,000 display of samples in shops $5,000 Gift cards and coupon $60,000 leaflets $10,000 Billboards advertising $50,000 Print media magazines $10,000 Total $422,000 Implementation plan Evaluation and campaign monitoring The marketing plan of the company will be tested with respect to the budget of the company. The evaluation plan of the will include the monitoring of the process of promotional tool. The monitoring will include post campaign feedback management and monitoring the reflections of customers from the outlet as well as the online customers (McDonald and Wilson 2016). Conclusions Therefore, from the above discussion and implementation plan is given for the marketing plan. The company Just group is looking for furthers expansion of their different brands in the international market. The above marketing plan includes the brief company background and key people in the organisation. The situational analysis of the company is further discussed in recognising the customers and other stakeholders of the company. The key factors analysed from the environmental factors are given. The competitors are also analysed for better insights of the position of the Just group in the clothing industry. To have better insights of the company itself the SWOT analysis of Just Group is given. The target market analysis of the geographic, psychographic and demography is discussed. The marketing objectives, sales and communication objectives are given in the chapters. The budget for advertising for one year are given with predicted figures. 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