BBQfun
Marketing Plan
1st edition version: 1 BSBMKG507A Interpret market trends and developments © 2015 Innovation and Business Industry Skills Council Ltd
Table of contents
1. Executive Summary .....................................................................................................1
2. Situation Analysis ........................................................................................................1
2.1 Market Summary .................................................................................................1
2.2 SWOT Analysis ................................................................................................... 3
2.3 Competition ........................................................................................................ 4
2.4 Service Offering .................................................................................................. 5
2.5 Keys to Success ................................................................................................... 5
2.6 Critical Issues ...................................................................................................... 6
3. Marketing Strategy ..................................................................................................... 6
3.1 Mission ................................................................................................................ 6
3.2 Marketing Objectives .......................................................................................... 6
3.3 Financial Objectives ............................................................................................ 6
3.4 Target Marketing ................................................................................................. 7
3.5 Positioning ........................................................................................................... 7
3.6 Strategy Pyramids .............................................................................................. 8
3.7 Marketing Mix ..................................................................................................... 8
3.8 Product Development ......................................................................................... 8
3.9 Marketing Research ............................................................................................ 8
4. Financials, Budgets, and Forecasts .............................................................................. 9
4.1 Break-even Analysis ............................................................................................ 9
4.2 Sales Forecast ..................................................................................................... 9
4.3 Expense Forecast ................................................................................................ 9
5. Controls ..................................................................................................................... 10
5.1 Implementation Milestones ............................................................................... 10
5.2 Marketing Organisation ..................................................................................... 10
5.3 Contingency Planning ........................................................................................ 11
6. Sales and Customer Data ........................................................................................... 11
6.1 FY2014 customer survey results (survey of 500 customers) ................................ 11
6.2 Sample of FY2014 customer spends on BBQ equipment (Brisbane area) $ ........ 11
6.3 Comparison of two Brisbane areas customer data FY2014 ................................. 12
6.4 Market Share ..................................................................................................... 14
6.5 BBQfun Sales Performance 2011–2014 .............................................................. 14
6.5 BBQfun Sales Performance break down by item 2011–2014 .............................. 14
BBQfun Marketing Plan
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1. Executive Summary
BBQfun will be the leading outdoor lifestyle retailer, catering to the growing need for
furnishing new and renovated dwellings in the greater Brisbane area. The assortment offer
of BBQs, outdoor furniture and BBQ accessories will position BBQfun as best-in-class for
outdoor lifestyle retailing.
BBQfun will reinvent the way people shop for outdoor lifestyle products. BBQfun will build
its reputation on offering the fullest assortment of products possible, incorporating both
local and imported goods with products sold on easy to manage long-term payment plans.
Our after sales service and three year guarantees will find traction with a market dominated
by low quality items.
2. Situation Analysis
BBQfun is close to entering its third year of operation. The initial rollout of stores has been
well received, and marketing is now critical to its continued success and future profitability.
The store offers wide ranging outdoor lifestyle items on easy-to-manage payment terms
and supplies a three year guarantee on every item sold. The basic market need is for quality,
fashionable and unique outdoor lifestyle items that caters to the house-proud needs of our
market.
2.1 Market Summary
BBQfun possess good information about the market and knows a great deal about the
common attributes of our most prized and loyal customers. BBQfun will leverage this
information to better understand who is served, their specific needs, and how BBQfun can
better communicate with them.
2.1.1 Market Demographics
The profile for the BBQfun customer consists of the following geographic, demographic,
and behaviour factors based on a local Chamber of Commerce report:
● Overview greater Brisbane area:
○ high population growth of 5% per year
○ new homes and renovated homes growing from a base of 50,000 per year
○ low unemployment of 4.7%.
● Geographic:
○ our immediate geographic target is the area of Brisbane with a population of
1,000,000
○ a 30 km geographic area is the average store market footprint
○ the total targeted population is estimated at 250,000.
Marketing Plan BBQfun
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● Demographics:
○ male and female
○ ages 20–50, this is the segment that makes up 50% of the Brisbane new and
renovated house markets, according to the Chamber of Commerce
○ high % of young professionals who work in the central business district
○ high % have attended college/graduate school
○ an average household income of over $130,000.
● Behaviour Factors:
○ no concerns about debt; will borrow on the future to enjoy today
○ looking for security in purchasing
○ looking for the ‘house-proud’ factor in outdoor lifestyle purchasing.
2.1.2 Market Needs
BBQfun is providing its customers with a wide selection of merchandise in its chosen field.
BBQfun seeks to fulfil the following benefits that are important to their customers.
● Selection – a wide choice of options.
● Accessibility – the patron can gain easy access to the store with minimal wait.
● Customer service – the patron will be impressed with the after sales service and
guarantees.
● Competitive pricing – all products/services will be competitively priced relative to
comparable high end outdoor lifestyle lines.
Above all, BBQfun believes that easy access to stores with extensive choices in our chosen
fields, that are sold on an easily managed payment plan with a three year guarantee are the
keys to our customer’s needs and wants.
2.1.3 Market Trends
The market trend for outdoor lifestyle stores is headed toward a more sophisticated and
informed customer. The outdoor lifestyles patron today relative to yesterday is more
sophisticated in a number of different ways.
● Item quality – the preference for high quality items is increasing as customers are
learning to appreciate the quality differences.
● Unique – our patrons appreciate the opportunity to include outdoor lifestyles in their
home that stand out from the mass produced and low quality items.
● Selection – people are demanding a larger selection of choices; they are no longer
accepting a limited offer in outdoor lifestyles.
The reason for this trend is that within the last couple of years there has been an explosion
of media in the form of TV shows and magazines that have promoted exotic and different
outdoor lifestyles. Consumers no longer need to accept a limited number of options. With
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more choices, patrons have become more sophisticated. This trend is intuitive as you can
observe a more sophisticated patron in larger city markets such as Sydney or Melbourne
where there have been more choices made available.
BBQfun strongly believes that customers are more interested in range of products, after
sales service and easily managed payments than any other issues. These are the reasons
that they will shop with us and become loyal patrons.
Technological developments with the broadband rollout across greater Brisbane and
Australia have opened up significant opportunities for internet shopping and for providing
information for our customers about our product range.
2.1.4 Market Growth
In 2014, the national outdoor lifestyle market reached $300 million dollars. Outdoor lifestyle
sales are estimated to grow by at least 6% for the next few years. This growth can be
attributed to several different factors. The greater disposable household income from two
income families, the greater availability of affordable and interesting quality imports with
the high value of the Australian dollar and the marketing by popular TV shows like ‘Homes
Beautiful’ and ‘Better Outdoor lifestyles’.
2.1.5 Economy
Based on economic forecasts, BBQfun assumes that interest rates are staying steady and
will have little to no effect on disposable income. The same assumption is made about
employment levels, where BBQfun assumes that unemployment levels remain the same at
4.7%.
2.1.6 Political
From research carried out, BBQfun identified that the Government focus and emphasis in
future legislative direction will be about ‘growing the economy’ and ‘population base’, which
BBQfun sees as a positive for their business model. There is also a strong push for
environmentally sound business practices in the legislative framework. BBQfun, as a
business operating in Australia, will abide by the law in all its dealings and comply with all
legislation that impact on its business activities.
2.2 SWOT Analysis
The following SWOT (strengths, weaknesses, opportunities and threats) analysis captures
the key strengths and weaknesses within the company, and describes the opportunities and
threats facing BBQfun.
2.2.1 Strengths:
● Excellent staff that are highly skilled and knowledgeable about outdoor lifestyles.
● Retail space that is bright, functional and efficient for a commercial urban district.
● High customer loyalty among repeat customers.
● Assortment of products that exceed competitor offerings in quality, range and
accessibility.
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2.2.2 Weaknesses
● A limited marketing budget to develop brand awareness due to the lack of critical
mass and store cover.
● The struggle to continually fund the growing long-term repayment plans taken out by
our customers.
2.2.3 Opportunities
● A growing market in a high growth area with a significant percentage of the target
market still not aware of BBQfun’s offer.
● Increasing sales opportunities outside of our target area – greater Brisbane.
2.2.4 Threats
● Competition from local independents that can reduce prices as owner operators lower
than our staff-run stores.
● Competition from national chains moving into the Brisbane market.
● A slump in the economy reducing customer’s disposable income spent on outdoor
lifestyles.
2.3 Competition
2.3.1 National Competition
● The Yard: has a limited selection but significant depth. All Australian made. No
significant marketing or promotion. The price point is high, but the quality of products
is quite good. Not in Brisbane.
● BBQ’s R us: Broad range of outdoor lifestyle products including trinkets and
furnishings. Lots of cheap imports. Concentrating on established markets. Strong in
the replacements segment. One store in Brisbane. Mostly in Melbourne and Adelaide.
● Outdoorz: Large operations of only a few stores per city. Mass markets outdoor
lifestyles at good value prices. No imported goods. Extensive advertising. Low to
medium quality. Strong in the replacement segment rather than new and refurbished
dwellings. Gaining strength in Brisbane market.
2.3.2 Local Competition
● All independents. These stores are owned by individual owner operators. Ranges vary
according to owner preferences. There are very few imports. Mostly retailing
Australian manufactured goods. Collectively their average item sale price is $250,
they have a market share of 48%, and are growing at about 8% per year.
BBQfun does not see the competitors changing their marketing strategy or product offer in
the foreseeable future.
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2.3.3 Growth and Share Analysis
New dwellings – growth in potential customers 10%. Estimated Brisbane customer
numbers in 2015 is 95,000.
Renovations – growth in potential customers 7%. Estimated Brisbane customer numbers in
2015 is 35,000.
Replacement – growth in potential customers 5%. Estimated Brisbane customer numbers
in 2015 is 120,000.
2.4 Service Offering
BBQfun has created an outdoor lifestyles range of retail products that is differentiated and
superior to competitors. Customers can see the quality of the product as it is displayed in
the stores. The following are characteristics of the product:
1. BBQfun’s credit offer is backed by a top tier bank.
2. Imported products make up 33% of the assortment.
3. The three year guarantee is unique in the market place.
4. Broadest possible range in chosen fields.
BBQfun prides itself on providing service that is on par if not better than any of the local
independent stores and far in excess of the national chains.
BBQfun will ensure that all aspects that are involved in the delivery of satisfaction to the
customer will work using an integrated approach.
At a Glance – The Prototype BBQfun Store:
● Location: a commercial, suburban neighbourhood, or urban retail district.
● Design: bright and functional.
● Size: 1,000 to 1,500 square metres.
● Employees: 15 to 20 full-time employees plus casuals
● Types of transactions: 60% cash, 40% on long-term repayment plan.
2.5 Keys to Success
Location, Location, Location.
BBQfun’s site selection criteria are critical to success. Scott Bremmer, former partner of an
international chain, helped us identify the following site selection criteria:
● new dwelling populations
● shopping patterns requiring easy access
● customer car parking counts.
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2.6 Critical Issues
BBQfun is still in the speculative stage as a possible franchise concept or joint venture. Its
critical issues are:
● Committed to sales growth which allows for greater options in import assortments
and in reduced price with volume buys. This will promote our uniqueness and
contribute to improved profit margins.
● Continue to finance the easy manage long-term repayment plan for customers.
● Locate in easy access sites close to the growing markets in new dwelling
development.
3. Marketing Strategy
BBQfun’s advertising budget is set at $250,000 for the year. The advertising program will
target local letter box drops, radio and magazines. BBQfun will use direct mail and local
advertising, with coupon inserts in the BrisNews magazine likely to be the most successful
of the campaigns.
BBQfun will try to get articles about BBQfun into the BrisNews magazine. Previous features
in the BrisNews magazine has seen a dramatic increase of sales immediately after the article
was published.
3.1 Mission
BBQfun’s mission is to provide customers with the most extensive assortment of quality
outdoor lifestyle products available in the market. Our after sales service is second to none
and supported by our easily managed long-term repayment plans which make unique,
imported and high quality outdoor lifestyle affordable to all. BBQfun exists to attract and
maintain outdoor lifestyle customers wishing to purchase products that give our customers
pride in their homes. Our services will exceed the expectations of our customers.
3.2 Marketing Objectives
1. Increase sales from $11 million per year to $15 million per year in the next two years.
2. Increase our loyalty customers list from 10,000 to 16,000.
3. Establish brand recognition in Brisbane so that at least two in three people recognise
our brand in a random survey taken in 18 months’ time.
3.3 Financial Objectives
1. A double digit growth rate for each future year.
2. Reduce the overhead per store through disciplined management of expenses.
3. Continue increase our gross profit margins.
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3.4 Target Marketing
The target market comprises three segments:
● New dwellings – generally want to purchase entire suites. Typically shop as couples.
Price sensitive to a point but co-ordination is the highest priority.
● Renovations – demand for high quality and different items. Unique and exotic over
rides price concerns.
● Replacement – basic functional products that replace and broken or worn item. Single
shopper. Cheap price required.
The BBQfun customers are mostly aged between 20 and 50, making up 50% of the new and
renovated dwelling market. Outdoor lifestyle stores have been very successful in
standalone, extensive car park access, close to new housing estates being established.
These areas have families who have household disposable incomes of over $40,000 per
year.
Combining several key demographic factors, BBQfun arrives at a profile of the primary
customer as follows:
● Sophisticated people who are house-proud.
● Shoppers who will drive to an easy to access store.
● Customers who require payment plans to spread their commitment over an extended
period.
● Renovators and new home builders
● 20–50 year olds.
3.5 Positioning
BBQfun will position itself as a broad assortment, quality, unique outdoor lifestyle retailer.
Brisbane consumers who appreciate high quality and uniqueness will recognise the value
and unique offerings provided by BBQfun. Patrons will be single as well as families, ages 20–
50.
BBQfun’s positioning will leverage their competitive edge:
● Product – the product will be wide ranging, quality and unique. It offers the ‘house
proud’ customer a different option from the cheap mass produced products prevalent
in the market.
● Service – BBQfun offer the only three year guarantee in the market. Our easy pay
payment scheme is just what our mortgage paying customers welcome. Our
experienced staff can assist with product knowledge second to none in the industry.
By offering a superior service in range and uniqueness, BBQfun will excel relative to the
competition and achieve our objectives.
Marketing Plan BBQfun
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3.6 Strategy Pyramids
The single objective is to position BBQfun as the premier outdoor lifestyles store in the
greater Brisbane area, commanding a majority of the market share within five years. The
marketing strategy will seek to first create customer awareness regarding their services
offered, develop that customer base, and work toward building customer loyalty and
referrals.
The message that BBQfun will seek to communicate is that BBQfun offers the widest, most
exotic, easy access outdoor lifestyle products in Brisbane. This message will be
communicated through a variety of methods. The first will be direct mail. The direct mail
campaign will be a way to communicate directly with the consumer. BBQfun will also use
ads and inserts in Brizzy magazine.
BBQfun also believe that the local patrons far prefer to receive information from the store
via flyers in the letterbox.
3.7 Marketing Mix
BBQfun’s marketing mix is comprised of these following approaches to pricing, distribution,
advertising and promotion, and customer service:
● Pricing – while BBQfun will price at comparable prices for comparable quality, it will
not be cheap. We push value over cheap and back this up with a three year guarantee.
● Distribution – BBQfun products will be distributed through a chain of retail stores
which customers can access easily via the large car parking arrangements.
● Advertising and promotion – the most successful advertising will be ads and inserts in
the Brizzy as well as a PR campaign of informational articles and reviews also within
the Brizzy. Promotions will take the form of in store entertainment and competitions
with prizes to exotic overseas destinations.
● Customer Service – BBQfun’s philosophy is that whatever needs to be done to make
the customer happy must occur, this investment will pay off with a fiercely loyal
customer base which is vocal to their friends with recommendations.
3.8 Product Development
It is envisaged that new products will be developed on a regular basis in line with changes in
customer taste which is targeted at every 12 months. The plan for product testing is to
engage market research firms. By getting feedback from these firms, changes can be made
or products ‘canned’ so that only tested and proven products make it onto the store
assortment list.
3.9 Marketing Research
During the initial phases of the marketing plan development, several focus groups were held
to gain insight into a variety of patrons of outdoor lifestyle stores. These focus groups
provided useful insight into the decisions, and decision-making processes, of consumers. An
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additional source of market research that is dynamic is a feedback mechanism based on a
suggestion card system in store.
The last source of market research is competitive analysis/appreciation. BBQfun
management will continually visit local outdoor lifestyle stores for two reasons. The first is
for competitive analysis, providing BBQfun with timely information regarding other store’s
service offering. The second reason is that local business owners are often part of an
informal fraternal organisation where they support each other’s business.
Access to ongoing market research will also be achieved via the publications from the
Outdoor Lifestyles Association which BBQfun has become a member of recently.
4. Financials, Budgets, and Forecasts
This section will offer a financial overview of BBQfun as it relates to its marketing activities.
BBQfun will address break-even analysis, sales forecasts, expense forecasts, and how those
link to the marketing strategy.
4.1 Break-even Analysis
The break-even analysis indicates that $8 million in sales per year is the break-even point.
Fixed costs are estimated at $4.8 million. Variable costs are 40% of sales, therefore sales of
$8 million is sufficient to pay for the fixed and variable cost.
4.2 Sales Forecast
Sales gradually increased with profitability being reached by the end of FY2014.
Gross profit is anticipated at 50%
Sales Forecast
FY2014 FY2015 FY2016
Total sales 11,000,000 12,000,000 15,000,000
Gross profit 1,800,000 2,400,000 4,200,000
4.3 Expense Forecast
Marketing expenses are to be budgeted to increase over time.
Marketing Expense Budget
Expenses FY2014 FY2015 FY2016
Direct mail 40,000 50,000 60,000
Magazine adverts 110,000 100,000 80,000
Radio promotions 30,000 50,000 70,000
Marketing Plan BBQfun
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Total 180,000 200,000 210,000
Cannon’s Consultants will advise on all aspects of the marketing function that BBQfun will
be engaged with; providing sales forecasting services. Cannon’s will also be given access to
the marketing cost data so that they can periodically examine and validate marketing costs
in line with industry benchmarks. They have always been the preferred consultants because
they are locally based unlike the national group of consultants, Brown & Holingsworth,
based in Melbourne.
Profitability outcomes budget
Profitability Average price Gross profit
BBQ $600 45%
Outdoor furniture $920 50%
BBQ accessories $50 60%
5. Controls
The purpose of BBQfun marketing plan is to serve as a guide for the organisation.
5.1 Implementation Milestones
The following milestones identify the key marketing programs. It is important to accomplish
each one on time, and on budget.
Milestones
Advertising Start date End date Budget Manager Department
Total radio advertising budget
July 2013 June 2014 $30,000 Marketing Manager
Marketing
Total magazine and PR budget
July 2013 June 2014 $110,000 Marketing Manager
Marketing
Total direct marketing budget
July 2013 June 2014 $40,000 Marketing Manager
Marketing
Totals July 2013 June 2014 $180,000
5.2 Marketing Organisation
BBQfun’s marketing manager is primarily responsible for marketing activities and has the
authority and responsibility over all company activities that affect customer satisfaction.
This is in addition to his other responsibilities. Cannon’s have been engaged to provide
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marketing services as required, and some outside resources for graphic design work, and
creativity are also to be utilised.
Feedback will come from in-store feedback forms and local customer surveys.
5.3 Contingency Planning
Difficulties and risks:
● Problems generating visibility.
● Overly aggressive and debilitating actions by competitors.
● An entry into the Brisbane market of another already existing, national chain.
Worst case risks may include:
● Determining that the business cannot support itself on an ongoing basis.
● Having to liquidate equipment or intellectual property to cover liabilities.
6. Sales and Customer Data
6.1 FY2014 customer survey results (survey of 500 customers)
New product acquisition
Product upgrade
Product replacement
Have visited BBQfun in previous
month
70% 70% 50%
Have bought a BBQfun product in
previous month
70% 65% 50%
Customer service is essential 90% 95% 60%
Price is most important 10% 20% 95%
Australian made is important 80% 65% 55%
Will buy online 100% 100% 100%
Will pay delivery charges for
online purchases
100% 100% 100%
Loyal customer 30% 20% 10%
6.2 Sample of FY2014 customer spends on BBQ equipment (Brisbane area) $
485.00 431.60 432.10 442.70 433.05
521.90 511.90 477.10 410.30 427.45
394.15 560.60 402.65 449.70 51.80
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447.35 606.35 292.70 572.75 627.70
418.40 324.70 389.15 448.20 580.25
582.80 492.65 358.25 537.40 628.10
478.20 462.20 534.50 387.80 602.60
388.20 420.15 516.35 676.40 611.80
525.75 497.00 403.30 495.50 495.20
434.70 460.20 321.65 441.60 746.70
6.3 Comparison of two Brisbane areas customer data FY2014
Brisbane City (BC) vs Sunshine City (SC)
Brisbane City (BC) Sunshine City (SC)
Customer number
BC: Pre-tax household income $
BC: Outdoor home ware spend $
Customer number
SC: Pre-tax household income $
SC: Outdoor home ware spend $
1 141,917.40 17,030.09 1 99,724.51 5,983.47
2 132,476.70 15,897.21 2 73,762.43 4,425.74
3 120,251.50 14,430.18 3 67,561.46 4,053.68
4 119,381.90 14,325.83 4 109,280.60 6,556.83
5 126,690.50 15,202.86 5 60,555.51 3,633.33
6 129,411.70 15,529.40 6 80,996.57 4,859.79
7 122,839.20 14,740.70 7 104,734.30 6,284.05
8 123,600.70 14,832.09 8 119,793.20 7,187.59
9 136,968.50 16,436.22 9 107,021.90 6,421.31
10 128,570.90 15,428.51 10 93,674.20 5,620.45
11 134,620.80 16,154.50 11 70,030.66 4,201.84
12 128,567.10 15,428.05 12 111,375.00 6,682.50
13 118,349.60 14,201.95 13 118,161.60 7,089.69
14 135,124.50 16,214.94 14 117,042.30 7,022.53
15 113,004.40 13,560.53 15 109,850.50 6,591.02
16 121,926.80 14,631.22 16 96,423.13 5,785.38
17 129,937.40 15,592.49 17 88,916.10 5,334.96
18 140,172.80 16,820.73 18 79,135.89 4,748.15
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Brisbane City (BC) Sunshine City (SC)
Customer number
BC: Pre-tax household income $
BC: Outdoor home ware spend $
Customer number
SC: Pre-tax household income $
SC: Outdoor home ware spend $
19 128,760.30 15,451.24 19 103,948.50 6,236.90
20 116,400.40 13,968.05 20 74,352.01 4,461.12
21 128,965.60 15,475.87 21 108,963.90 6,537.83
22 129,643.90 15,557.27 22 148,810.10 8,928.60
23 122,743.60 14,729.23 23 98,265.31 5,895.91
24 133,026.20 15,963.14 24 98,095.50 5,885.73
25 121,658.30 14,599.00 25 50,030.27 3,001.81
26 134,905.40 16,188.65 26 107,360.10 6,441.60
27 124,530.10 14,943.61 27 69,240.90 4,154.45
28 117,690.10 14,122.81 28 112,079.00 6,724.73
29 109,617.00 13,154.04 29 85,799.60 5,147.97
30 119,613.10 14,353.57 30 103,748.90 6,224.93
31 115,141.90 13,817.03 31 103,622.00 6,217.32
32 119,711.40 14,365.36 32 96,541.08 5,792.46
33 133,159.30 15,979.11 33 77,158.45 4,629.50
34 135,789.80 16,294.77 34 80,695.68 4,841.74
35 120,319.70 14,438.37 35 75,180.60 4,510.83
36 134,554.20 16,146.51 36 78,664.88 4,719.89
37 112,029.70 13,443.57 37 76,461.98 4,587.71
38 130,243.00 15,629.15 38 90,893.98 5,453.63
39 136,044.30 16,325.31 39 102,436.30 6,146.17
40 124,939.40 14,992.73 40 71,866.00 4,311.96
41 137,191.20 16,462.95 41 114,338.10 6,860.28
42 131,718.80 15,806.25 42 68,271.32 4,096.27
43 116,829.10 14,019.49 43 124,621.90 7,477.31
44 113,549.50 13,625.93 44 91,609.39 5,496.56
45 136,552.10 16,386.25 45 83,630.24 5,017.81
46 139,752.20 16,770.27 46 71,926.24 4,315.57
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Brisbane City (BC) Sunshine City (SC)
Customer number
BC: Pre-tax household income $
BC: Outdoor home ware spend $
Customer number
SC: Pre-tax household income $
SC: Outdoor home ware spend $
47 122,178.70 14,661.45 47 120,858.70 7,251.52
48 122,000.70 14,640.08 48 91,960.48 5,517.62
49 153,252.00 18,390.24 49 86,336.73 5,180.20
50 127,501.40 15,300.17 50 93,647.72 5,618.86
6.4 Market Share
The Yard BBQ’s R us Outdoorz BBQfun
FY2013 of 16,000 BBQs sold in Brisbane
– 4,000 4,000 8,000
FY2014 of 20,000 BBQs sold in Brisbane
– 6,000 6,000 8,000
6.5 BBQfun Sales Performance 2011–2014
FY2011 FY2012 FY2013 FY2014
Gross sales $ (ex. GST) 5,000,000 8,000,000 10,000,000 11,000,000
6.5 BBQfun Sales Performance break down by item 2011–2014
2011 sales
Item Average price
Average COGS
Average contribution
Units Revenue Gross profit on sales
BBQ $615 $290 $325 8,210 $5,049,150 $2,668,250
Outdoor Furniture $990 $490 $500 3,100 $3,069,000 $1,550,000
BBQ accessories $47 $20 $27 39,500 $1,856,500 $1,066,500
Total $9,974,650 $5,284,750
2012 sales
Item Average price
Average COGS
Average contribution
Units Revenue Gross profit on sales
BBQfun Marketing Plan
BSBMKG507A Interpret market trends and developments 1st edition version: 1 © 2015 Innovation and Business Industry Skills Council Ltd Page 15 of 13
BBQ $620 $315 $305 8,220 $5,096,400 $2,507,100
Outdoor Furniture $1,380 $475 $905 3,950 $5,451,000 $3,574,750
BBQ accessories $56 $15 $41 46,800 $2,620,800 $1,918,800
Total $13,168,200 $8,000,650
2013 sales
Item Average price
Average COGS
Average contribution
Units Revenue Gross profit on sales
BBQ $605 $365 $240 8,115 $4,909,575 $1,947,600
Outdoor Furniture $1,750 $470 $1,280 4,600 $8,050,000 $5,888,000
BBQ accessories $55 $12 $43 49,500 $2,722,500 $2,128,500
Total $15,682,075 $9,964,100
2014 sales
Item Average price
Average COGS
Average contribution
Units Revenue Gross profit on sales
BBQ $625 $390 $235 7,999 $4,999,375 $1,879,765
Outdoor Furniture $2100 $500 $1600 4520 $9,492,000 $7,232,000
BBQ accessories $50 $15 $35 54000 $2,700,000 $1,890,000
Total 17,191,375 11,001,765
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