1. Introduction
This marketing plan provides brief explanation of marketing plan purpose and suggest what may be done with the information contained in the plan and helps to establish, direct and coordinate a company’s marketing efforts.
Specifically, it will be analyzed the situational environs for this product including demand trends, social and cultural factors, demographics, economic and business conditions, state of technology and law regulations applicable. It will be also analyzed the shop’s external, competitor’s and internal environs. The analysis provided will also include the target market and problems and opportunities of the shop including the SWOT analysis, BCG Matrix and Porter’s five factors.
1.1 Company’s Background
The Reject Shop at Bondi Junction employs about 4 full-time workers including two managers, 4 part-time workers and 5 casuals. During the busy Christmas and Easter trading season, few more casual staff are employed. The Reject Shop at Bondi was opened in 1992. The store is located in Eastgate shopping centre on the first level in Spring street 40-43 at Bondi Junction. The Reject Shop operates in the discount variety retail sector serving a broad range of value-conscious consumers who are attracted to low price points, convenient shopping locations and the opportunity to purchase a bargain. The shop offers a wide variety of general consumer merchandise, with particular focus on: everyday needs - such as toiletries, cosmetics, homewares, personal care products, hardware, basic furniture, household cleaning products, kitchenware, confectionery and snack food; and lifestyle and seasonal merchandise - such as seasonal gifts, cards and wrapping, toys, leisure items and home decorations. As the vision statement indicates, ...