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Question: Discuss about the Marketing Strategy of ABC Company. Answer: Introduction ABC is an Australian company whose headquarters is situated in Sydney and it has been manufacturing various types of products from last 17 years. Quality of the products manufactured by the ABC Company is very high and this is the reason for high demand for their products. Products manufactured by the organization are exported to all states of Australia. Despite being the demanded products, ABC Companys sales are continuously decreasing and with this effect, organizations budgets and their targets are decreasing continuously. For the same, CEO of the organization has called up a meeting under which adequate strategies and methods could be invented to gain the organizations position in the organization. CEO of ABC Company has not any idea in relevance with the decreasing demands of the products without making any amendments in the products quality. For the same, organization has asked an expert from outside of the organization to evaluate issues and solutions to resolve those issues s o that organization could be able to achieve its lost position in the market. Identification of Problems ABC Manufacturing Company is facing certain issues through which organization is not able to meet its expenses as profitability is being affected due to decreasing demand for the products. With the affecting demand of the products, an organization has appointed an expert to identify the issues faced by an organization. [1] Following are some of the issues through which business operations is getting affected: Substitutes offered by Competitors Every organization has certain primary and secondary competitors but those competitors who create the same kind of products as compared to the ABC Company are very dangerous. A small mistake from either of the organization will take them towards the loss conditions and towards the loss of consumers. For instance, Coca-Cola Company and PepsiCo is the biggest example of this kind of issue. Both the companies have adopted the aggressive competition strategies to keep their products above from their competition. [2] The same situation is being faced by the ABC Company, as they produce a number of products which are distributed by them across all states of Australia. One of its competitors has developed the same product with better specifications in comparison. Due to this, ABCs products have been failed in the market and to improve from this issue. The organization needs to evaluate the external factors so that appropriate amendments could be made at a certain point of time. A competitor of ABC Manufacturing Company has taken the advantage of this issue and due to this; their sales have been decreased continuously. [3] As ABC manufacturing company is involved in developing various types of products which are distributed across the Australian state hence; market research needs to be performed to gain the knowledge about the dynamic choice of customers and other relevant factors of the dynamic business environment. Due to a production of various products, an organization was not able to concentrate on all of them appropriately, hence; for improving the conditions of the organization they need to divide the organization as department wise and a head should be appointed for each department. This will help the organization to concentrate on all types of products manufactured by the organization. [4] Change in the Customers Choice Customers choice is dynamic in nature and with the changing demands of the consumers, business environment also changes. Business environment and industries are dependent upon the consumers needs, their requirements and their choices. The market trend is also set up by the consumers. This is the biggest reason for conducting market research and with the results obtained from market research, appropriate techniques are identified to match up the consumers' requirements. Customers follow the market trend and trend is also setup by the people only. It is often seen that the people follow the products used by their favorite persons, celebrities, etc. To increase the demand for the products, organizations also wish to promote their products with the help of famous personalities of the country. Both these are issues faced by the ABC Company which is affecting the organizations sales despite being improvised technologies, improvised features and customer satisfaction. The basic concern is lack of market research, changing products features as per the customers demand, as per the market trends, etc. Solutions to the issues faced by ABC Company The first issue faced by the ABC Manufacturing company is substitutes offered by its competitors. The products delivered by organizations competitor are filled with unique features and needs satisfying. For this reason, ABC Companys sales and budgets are declining rapidly. Other issue is the rapid change in the customers needs and wants. [5] To overcome from this situation, the expert who was appointed to resolve the issues of the organization has suggested some of the methods through which organization could move up to the next level. For determining the affected area of the organization, an expert has implemented adequate set off strategies with a view to developing organization's goodwill in the dynamic business environment.[6] Following are some of the strategies suggested by the expert to implement those into the workplace of ABC Manufacturing Company to overcome the issues faced by them: Targeting market segments: ABC Company needs to evaluate its audience as per their production. For instance, ABC Company is producing toys, electronic games gadgets, etc. for children, hence; they should explore the audience below 14-15 years. To attract them towards the products manufactured by the organization, adequate strategies of promotion and advertisement must be followed. This will help the organization to build the image in the market and confidence towards the organization will also be developed in customers mind set. [7] Consumers needs: First of all, customers' requirements must be analyzed because this is the major reason due to which organization's sales report is showing declining rate. To overcome from this situation, products manufactured by ABC Company should be accompanied as per the consumers wants and their needs. This will help the organization to increase their sales as well as profitability. [8] Competition: Apart from these two strategies, to survive in the aggressive competitive environment, an organization needs to perform appropriately on adopted strategies. For instance, an organization has adopted the strategy of market research and competitive analysis to review its competitive organization's strategies, so that advanced and effective strategies could be built for promoting their products. This will help the organization to build its effective image in the competitive business environment as well as it will also help the organization to rebuilt its image in the Australian market. [9] Promotion: Promotional and advertisement techniques should include modern techniques such as electronic media, social media platforms, display shows, etc. these techniques are so helpful and result oriented. The electronic medium of promotion included television, radio, internet platforms, etc. These mediums are cheap as well as the organization could cover the whole Australia in one round. [10] Delivery: Apart from promotional techniques, the expert has also suggested to include some unique strategy of delivering the products to its consumers at no cost and at a promised time as well. This will build the trust for the organization in customers mind set. After Sale Service: providing after sale service is the most appropriate option to gain the customers confidence on the organizations working. This helps the customers not to take any burden over their heads for repairing or for damages in the certain period of time. They just need to call the organization; they will look after the products issues. [11] Customers feedbacks Complaints: This is the major issue through which organization looses its customers. Not solving customers' issues on time will reduce the confidence built by the organization through other methods. Their feedbacks and complaints must be taken on the priority basis and should be resolved on priority basis. Regular amendments: Time to time organization needs to conduct market research activities through which current markets trend and consumers requirements could be analyzed. This helps the organization to build the products as per the customers' specifications and with this organization is able to increase presence in the market. External and internal factors: SWOT analysis should be conducted on regular basis to overcome from the issues of losing opportunities due to weaknesses of the organization. An organization needs to perform their functions on regular basis and this will help the company to turn the weaknesses into opportunities and opportunities into its strengths. [12] All these strategies could be included in the plan to overcome from the current situation of the organization. This will help the organization to increase its effectiveness and presence in the dynamic environment. Apart from this, this will also help the organization to increase its sales as all the activities are performed as per the customers feedbacks and as per their demand Conclusion Under this report, ABC manufacturing companys decreasing sales and other relevant factors reason were analyzed. It is a manufacturing organization whose headquarters is situated in Sydney and fulfilling the demands of all over the Australia from past 17 years. For identification of reasons for decreasing sales of the organization, an expert has been appointed who has evaluated certain strategies and plans which could be implemented to gain the organizations lost position back. Issues and resolutions were discussed under this report in relevance with the ABC Manufacturing Company. Bibliography Colquitt, J., Lepine, J. A., Wesson, M. J., Gellatly, I. R. (2011). Organizational behavior: Improving performance and commitment in the workplace. McGraw-Hill Irwin. Biswas, A., Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East.Journal of Cleaner Production,87, 463-468. Ndofor, H. A., Sirmon, D. G., He, X. (2011). Firm resources, competitive actions and performance: investigating a mediated model with evidence from the in?vitro diagnostics industry.Strategic Management Journal,32(6), 640-657. Kim, W. C., Mauborgne, R. A. (2014).Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press. Akanbi, P. A., Adeyeye, T. C. (2011). The association between advertising and sales volume: a case study of nigerian bottling company plc.Journal of Emerging Trends in Economics and Management Sciences,2(2), 117-123. Northcott, D., Ma'amora Taulapapa, T. (2012). Using the balanced scorecard to manage performance in public sector organizations: Issues and challenges.International Journal of Public Sector Management,25(3), 166-191. Xia, J. C., Evans, F. H., Spilsbury, K., Ciesielski, V., Arrowsmith, C., Wright, G. (2010). Market segments based on the dominant movement patterns of tourists.Tourism management,31(4), 464-469. Stranieri, S., Baldi, L., Banterle, A. (2010). Do nutrition claims matter to consumers? An empirical analysis considering European requirements.Journal of Agricultural Economics,61(1), 15-33. Salunke, S., Weerawardena, J., McColl-Kennedy, J. R. (2013). Competing through service innovation: The role of bricolage and entrepreneurship in project-oriented firms.Journal of Business Research,66(8), 1085-1097. Jenkin, G., Madhvani, N., Signal, L., Bowers, S. (2014). A systematic review of persuasive marketing techniques to promote food to children on television.Obesity reviews,15(4), 281-293. Sampaio, P., Saraiva, P., Guimares Rodrigues, A. (2011). The economic impact of quality management systems in Portuguese certified companies: empirical evidence.International Journal of Quality Reliability Management,28(9), 929-950. Helms, M. M., Nixon, J. (2010). Exploring SWOT analysiswhere are we now? A review of academic research from the last decade.Journal of strategy and management,vol. 3 (3), pp. 215-251 Colquitt, J., Lepine, J. A., Wesson, M. J., Gellatly, I. R. (2011). Organizational Behavior: Improving performance and commitment in the workplace. McGraw-Hill Irwin. [Biswas, A., Roy, M. (2015). Green products: an exploratory study on the consumer behavior in emerging economies of the East. Journal of Cleaner Production,87, 463-468. Ndofor, H. A., Sirmon, D. G., He, X. (2011). Firm resources, competitive actions and performance: investigating a mediated model with evidence from the in?vitro diagnostics industry.Strategic Management Journal,32(6), 640-657. Kim, W. C., Mauborgne, R. A. (2014).Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press. Akanbi, P. A., Adeyeye, T. C. (2011). The association between advertising and sales volume: a case study of nigerian bottling company plc.Journal of Emerging Trends in Economics and Management Sciences,2(2), 117-123. Northcott, D., Ma'amora Taulapapa, T. (2012). Using the balanced scorecard to manage performance in public sector organizations: Issues and challenges.International Journal of Public Sector Management,25(3), 166-191. Xia, J. C., Evans, F. H., Spilsbury, K., Ciesielski, V., Arrowsmith, C., Wright, G. (2010). Market segments based on the dominant movement patterns of tourists.Tourism management,31(4), 464-469. Stranieri, S., Baldi, L., Banterle, A. (2010). Do nutrition claims matter to consumers? An empirical analysis considering European requirements.Journal of Agricultural Economics,61(1), 15-33. Salunke, S., Weerawardena, J., McColl-Kennedy, J. R. (2013). Competing through service innovation: The role of bricolage and entrepreneurship in project-oriented firms.Journal of Business Research,66(8), 1085-1097. Jenkin, G., Madhvani, N., Signal, L., Bowers, S. (2014). A systematic review of persuasive marketing techniques to promote food to children on television.Obesity reviews,15(4), 281-293. Sampaio, P., Saraiva, P., Guimares Rodrigues, A. (2011). The economic impact of quality management systems in Portuguese certified companies: empirical evidence.International Journal of Quality Reliability Management,28(9), 929-950. Helms, M. M., Nixon, J. (2010). Exploring SWOT analysiswhere are we now? A review of academic research from the last decade.Journal of strategy and management,vol. 3 (3), pp. 215-251.