Marketing Management Strategy: Bunny Warehouse

Marketing Management Strategy: Bunny Warehouse

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Marketing Management Strategy: Bunny Warehouse

Table of Contents

Introduction ................................................................................................................................ 3

Surveys regarding to 5 Cs of Bunny Warehouse ....................................................................... 4

Collecting information based upon market intelligence, market research ................................. 5

Developing marketing strategy ................................................................................................ 10

Developing marketing tactics .................................................................................................. 11

References ................................................................................................................................ 13

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Marketing Management Strategy: Bunny Warehouse

Introduction
Bunnings Group is being regarded as Bunny warehouse for trading comprises of Australia’s

huge hardware retail series and concatenation. The concatenation has been purchased by

Wesfarmers before in the year 1990’s as well as has shops in United Kingdom, New Zealand

and Australia. Bunny Warehouse became a public enterprise in 1952 which developed and

expanded into a retail sector buying many hardware shops. Bunning started its first ever

storehouse which now includes at present of about three hundred shops along with thirty

thousand workers.. In the western part of Australia, with the growth as well as development

of new stores in 1952 this organization is converted to a government sector company

advanced into a retail sector by purchasing many stores based upon hardware.

bunnings.com (n.d.) narrated that the mission, vision and objectives of Bunnings warehouse

is to provide the consumers extensive amount regarding house upgrading commodities and

provide good services to its customers along with the lowest costs strategies. The team

workers of this firm are fully devoted towards the heart as well as soul of business activities,

works and business purposes. The main mission and vision of this enterprise involves group

work, ambition, respect towards each other, responsibility as well as development. The main

principles are based on our work culture along with attaining and reaching the aims and goals

respectively.

This firm comprises of around 45,000 commodities involving hand as well as power

equipments, appliances along with kitchens, tools based upon gardening and deliveries,

lighting based upon outdoor as well as indoor products, heating and cooling, paints, flooring,

play equipments along with garden furnitures, electrical goods and items with facilities of

plumbing etc.

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Marketing Management Strategy: Bunny Warehouse

Surveys regarding to 5 Cs of Bunny

Warehouse
mbaskool.com (2017) stated that there are four types of swot analysis with respect to

Bunnings Warehouse and these are as follows:-

 Strengths- There is a rapid as well as extensive network and online internet facilities

which comprises of nearly 250 stores in Australia. Daily low prices are incurred along

with activities and programs based on loyalty. There are very good arrangements and

facilities of providing free trainings as well as advices for consumers to do the job by

themselves properly and perfectly. There are availabilities of well educated and good

trained consumers in doing significant works at house. The company, Bunny

Warehouse is regarded as one of the largest household retail series in Australia.

 Weaknesses- In Bunny Warehouse, the facility regarding online buying form is not

present there. If some of the working candidates working in that firm performs his job

in a wrong manner then it would lead to arouse negative attitude towards the

customers as well as towards the brand. Customers would consolidate it by using self

service facilities and hence the comprehending range regarding services would be

late.

 Opportunities- This particular organization could provide suitable buying platform

through online mediums if utilized, maintained and controlled properly and

effectively and in an efficient way. It has been found that there are much more

persons wanting to make outdoor warehouse hangout spots in their respective houses.

There is increasing number of house sole owners in this continent which is increasing

day by day.

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Marketing Management Strategy: Bunny Warehouse

 Threats- Bunnings Warehouse faces same competitions regarding to same hardware

enterprises in the present market. There are increasing numbers of enterprises which

are based upon agreement maintenance works, would minimise the buying of

hardware retail products among ordinary customers. At present the economic picture

of Australia encourages the customers to invest less on home products as well as

home appliances and thus, any hardware organization could face problems in the near

future.

Collecting information based upon market

intelligence, market research
This key organization has reduces the costs of products and goods which would be helpful for

the customers in purchasing the desired products along with commodities. kissmetrics.com

(n.d.) depicts. The permanent workers of Bunny Warehouse give maximum effort in their

works and providing 80 percent efforts working in the warehouses. This benefits the

consumers in providing services largely along with the advices of the experts. There some

usefulness of Bunny Warehouse in regards to consumers. These are as follows;-

 Providing free D.I.Y. workplaces for children as well as for adults too.

 This company employs free trailer.

 This particular organization provides house delivery on the same day.

 This firm employs employers in its shop.

 This enterprise places orders along with playgrounds for children, ladies nights and

cafe.

A good consumer must expect a well mannered behavior form their respective retailers.

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Marketing Management Strategy: Bunny Warehouse

There are many distributors, suppliers as well as other partnership enterprises that help the

organization to supply their items as well as commodities in the market.Bunnings Warehouse

is well known regarding its wide range of products, customer service facilities and low costs

of products. Wilmot (2016) stated that this company is well known regarding its policy of

adopting ‘sausage sizzle’ where the enterprise’s plan for allowing of clubs as well as

community teams in taking a chance to set up a barbecue which would be located outside the

stores that makes the consumers in eating up sausage sandwiches in respect of Bunnings

Warehouse.

There are also possibilities of less chances for new organizations to enter into the market if

there are enormous potentialities of gains and if there are no barriers in the means in

achieving profit. A Chinese organization such as Chinese hardware giant looms which

appears as a threat in regards to Bunnings Warehouse. One of the china’s greatest company

which is based upon materials building as well as firms related with home ware appliances

namely China Lesso group holdings which purchased two websites in the place of Sydney, in

Australia to set up a local enterprise that might leads to heavy weight market Bunnings. The

listed teams based upon Hong Kong groups that has purchased a bulky products site in the

inner western pats of Auburn and taking up a storehouse advancements in the western parts

because it creates a basic concept in regards to nearby businesses.

Oxfordcollegeof marketing.com (2014) described that an inspection based upon Pestle

analysis is essential which describes the fruitful factors which are affecting the organization .

Bunnings Warehouse’s pestle analysis are narrated as follows:-

 Political factors- These type of factors describes to stages in where public as well as

public enterprises might effect an enterprise or a distinctive industry. This involves

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Marketing Management Strategy: Bunny Warehouse

strategies based upon political issues along with policies regarding taxation, fiscal and

trade too and stability also.

 Economic factors- This factor helps in the growth as well as development of an

economy along with its performances which in turn facilitates the enterprise as well as

its probability. The factors involves prices based upon raw materials, interest rates,

rates based upon unemployment as well as on employment and rates based upon

foreign exchanges.

 Social factors-These factors emphasizes on the social environment as well as in

identifying rising trends. This enables a marketer to further understand the needs of

the consumers’ needfulness and wants. Factors involves changing demographics of

family members, levels of education, trends regarding cultural activities, attitude

changes in attitude and changes regarding lifestyles.

 Technological Factors: These factors involve the rate of technological innovation as

well as development, advancement and growth which could create problems for a

market or industry. Factors would involve changes regarding mobile or digital

technology, automation, research and development. There is often a tendency to focus

on growth and developments not only in digital technology but focus must also be

provided to new methods regarding distribution, logistics as well as manufacturing

too.

 Environmental Factors: These factors refer to the influence as well as impact on the

surrounding environment and the benefits of ecological prospects. With the rise in

importance of CSR (Corporate Sustainability Responsibility), this matter is becoming

more fruitful.

 Legal Factors: An enterprise must understand what is legal and allowed within the

geographical boundaries they works in. They should be very much conscious

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Marketing Management Strategy: Bunny Warehouse

regarding any changes in legislation as well as the impact which might affect on

business enterprises. Factors involves legislation regarding employment, law

regarding customers, healthy and safety, international as well as trade rules, regulation

along with restrictions.

Business at present works in a world where there arises information which are transmitted

more swiftly as well as rapidly available rather than in the past. Harrison and Capman,

(n.d.) identified that with the growth as well as development regarding networking

facilities, messages regarding trends of market, and with the availability of distributors,

consumers, product advancement with growth, suppliers, legislation and others are

developed along with the proper utilization of latest as well as updated machineries,

internet facilities, increasing productivities etc. The 5Cs of an enterprise comprises of

company, customers, collaborators, competitiveness and context. The usefulness of

search engines, websites regarding different enterprises, information based upon online

libraries and others collects information in an easy way and in a plentiful manner. For

an example, the proper and effective utilization of a device, competitor intelligence that is

being considered as the most fruitful aspect for accessing data and useful matters which

an experienced market intelligence consultant could achieve who would acquire

necessary reports from the competitors or by any other means. At the same time,

collecting of data regarding technical information is rapidly developing as well as

advancing in areas like development of products, which is quite often badly documented

and hence, finally needs one to one conversations by the help of a technical person or

technologist. Details which are specific substantially , validated as well as perfectly

represented which would be helpful to the decision makers who really needs an expert

market intelligence provider. Market intelligence refers to the detailed subject matter

which is similar to a firm’s market collected as well as inspected mainly in order to

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Marketing Management Strategy: Bunny Warehouse

achieve perfect as well as well determined decision making for describing the

opportunities that are available at the markets, adopting the measures of penetration

policies relating to market as well as development of metrics regarding marketing plans.

In today’s world, more valuable information is most conveniently available rather than in

the past and in a faster way in market research. The evidences as well as facts which are

more available to us nowadays if anyone is unable to find the evidences through a

Google search. Getting this information needs many more market intelligence concepts.

The market intelligence as well as market research concepts are required to determine the

5Cs of marketing. The swot analysis research is essential and prospective in this regard

with regards to company, Bunning Warehouse of Australia. The use of market

intelligence concept is used to analyze and determine the strengths, weakness,

opportunities as well as threats in respect of swot analysis. Consumers wanted to purchase

products and goods at a less price which is already available in Bunnings Warehouse.

Consumers wants to get some free offers with suitable discounts with regards to the

product and services which is being provided by the Bunnings Warehouse to meet the

needs of the consumers. A valuable brand strategy has been implemented by this

enterprise of Australia to satisfy and to facilitate the consumers in an effective and

efficient way. The competitors Of Bunnigs Warehouse of Australia are Chinese Lesso

groupas well as Hong Kong groups. Chinese hardware handlloms enterprise has posted a

real threat to Bunnings Warehouse. The concept of market intelligence analyses the Pestle

approach in a fruity manner and vividly. The suppliers, distributers along with other

partnering firms helpthis enterprise for its growth, development and advancement for the

progressiveness of this firm where Marketing intelligence concept is being utilizes.

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Marketing Management Strategy: Bunny Warehouse

Developing marketing strategy

Nowadays, segmentation, targeting as well as positioning is the most important strategic

concern in respect to modernized marketing. This is regarded as one of the most

prominent models based upon marketing is of usable today. Hanlon (2017 ) depicted that

it ranks second after the swot or tows matrix. With the appropriate and effective

utilization of STP model, proper setting up of marketing conversations policies is very

much essential as it would be useful for the marketers to get on line with propositions

and after that create as well as supply personalized along with similar information in

involving with various audiences. This is relevant with regards to product emphasized

aspect that helps in supplying more related information in respect to commercially

approaching spectators. The emergence regarding STP is related to digital marketing

also. STP mainly highlights on commercial efficiencies by chhosing the most useful

segment in regards to business policies and activities and in the end developing the

strategies of marketing mix along with product positioning policies regarding each and

every segments. Bunnings Warehouse helps in identifying recess with certain

requirements, mature markets in order to search latest consumers and in supplying more

efficient as well as effective information by means of segmentation. Market targeting is

useful in order to evaluate the capabilities as well as traditional prospects regarding

every segments. Market Targeting depicts the features of size of criteria, differences

among segments, seeking of profit motives, accessibility of the enterprise along with

various merits in respect to segments. Market Positioning is use to highlight the present

position of the business organization and in enhancing more opportunities by utilizing a

commodity positioning map.

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Marketing Management Strategy: Bunny Warehouse

Developing marketing tactics

Bhasin (2017) illustrated that the four P’s of marketing mix are narrated elaborately as

follows:- Product, Price, Place and Promotions.

 Product- In case of Bunnings warehouse, decisions based upon the products are

considered as the first decision before creating any marketing strategy. A product

could be classified into three levels- augmented product, core product as well as

tertiary product. The decisions based upon products might create problem for

other elements of the mix. But first of all, decisions regarding products must be

made.

 Price- More emphasis should be provided regarding pricing depends upon the

marketing as well as advertising expenses, any cost fall in the market, prices based

on distributions along with the product costs. A lot of such things could be

changed in a separate manner. The costing of a product has to be in such a

manner that it could sustain pressure and handle the changes for a certain period

of time.

 Place- Place refers to the channels of distribution regarding commodities. If a

product is based upon consumer approach, it is necessary to be usable as far as

well as extensive as it could be made possible. Moreover it could be illustrated

that if the commodity is based upon customer premium product, the product

would be made usable in certain stores. At the same manner, if a duct emphasizes

on business concepts, a group is needed that communicates with businesses and

allows the commodity usable to them. Distribution as well as supplying of

products etc. comes into considerations along with the place of the product.

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Marketing Management Strategy: Bunny Warehouse

 Promotion- Promotions determines and decides the positioning, targeting as well

as segmentation regarding the approach of new commodities in the market. The

needfullness regarding budget is also very much widely usable and huge too.

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Marketing Management Strategy: Bunny Warehouse

References
Bhasin, H.(2017). Marketing mix: the four Ps of marketing. [Online] Available

at:http://www.marketing91.com/marketing-mix-4-ps-marketing/ [Accessed 05.07.2017]

Bunnnings.com (No Date). About us. [Online] Available at:

https://www.bunnings.com.au/about-us [Accessed 04.07.2017]

Hanlon, A. (2017) The segmentation, targeting and positioning model. [Online] Available at:

http://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-

targeting/segmentation-targeting-and-positioning/ [Accessed 05.07.2017]

Harrison, M. And Capman, J. (No Date) Competitor intelligence research and market

intelligence [Online] Available at:

https://www.b2binternational.com/publications/competitor-intelligence/ [Accessed

05.07.2017]

Mbaskool.com (2017) Bunnings swot analysis - strengths, weaknesses, opportunities, threats

of bunnings. [Online] Available at: http://www.mbaskool.com/brandguide/lifestyle-and-

retail/9229-bunnings-warehouse.html

Mbaskool.com (2017). 5 Cs of marketing. [Online] Available at:

http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11179-5-cs-of-

marketing.html [Accessed 04.07.2017]

Swotanalysis24.com (2017). Bunnings warehouse swot analysis, usp and competitors.

[online] available at: https://www.swotanalysis24.com/swot-b/18046-swot-analysis-

bunnings.html [accessed 04.07.2017]

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Marketing Management Strategy: Bunny Warehouse

Wilmot, B. (2016). The Australian business review. [Online] Available at:

http://www.theaustralian.com.au/business/property/chinese-hardware-giant-looms-as-threat-

to-bunnings/news-story/5c6d6c28247bf40a19241dd15c77db69 [Accessed 04.07.2017]

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