Market that Ecoreco be Operating to Enter the Australian Market (Essay Sample)

Marketing Plan
Name
Institution Affiliation
Introduction
Australia has an ageing population. In less than 15 years, 50% of the Australian population will become 70 years and older of age (Best, 2009). This growing population increases the demand for motorised transport in the country. Motorised transport enables people to maintain a degree of independence and participation in community projects. Further, the population needs electronic scooters since they provide a safer and convenient mode of travelling to older people. The Australian government, however, recognise motorised mobility scooters are pedestrians and are permitted to use footpaths (Best, 2009). They are not allowed to use traffic lanes like vehicles. Ecoreco is a company that focuses on preserving the environment in a relaxed and fun way. The company amongst other companies in the industry manufactures the electronic scooters than aid motorised transport within the major cities of the country.
Internal Environment
Mission and Vision
Formulating the mission and vision help the company to gather a sense for the purpose and provide guidelines on how decisions will be made and how the resources will be located in future. A poorly constructed mission can cause significant damage to decision making amongst the employees, the managers and even the decision makers (Wood, 2007). The purpose of Ecoreco Company is to provide sustainable development to the current and future generation through initiating “green” projects. The mission of the company is to offer an eco-friendly alternative in today’s energy-depleting and environment-threatening norms. The company wish to rely on self-sustainable business such that the future entrepreneurs can be inspired and not shy away from joining their hands. Further, Ecoreco puts more effort to innovate, develop and source some of the brightest ideas around the globe and bring the right business models to their customers. They work to make sure their products are political and affordable. For instance, a survey conducted in America shows that 50% of the population drive for 3 miles or less in a day with one person in the car. This behaviour shows the unsustainability of using vehicles. On that sense, the company has proposed an efficient, a compact and an eco-friendly solution to the unsustainable mode of transport. The electric scooter is more efficient, cheaper, and causes less traffic congestion on the road. It saves parking fees and does not cause air pollution.
Marketing
The marketing strategy is crafted out of marketing. The establishment of a marketing strategy starts with a detailed and formative assessment of the company’s capabilities, its strengths and weaknesses concerning its competitive opportunities and threats. Further, the core objective of marketing will be selected and the broad focus of achieving them. The core marketing strategy for Ecoreco is to provide an efficient, cheap and green mode of transport in Australia (Wood, 2007). The company targets to serve the elderly who find it difficult to walk and the youth. Research shows that most teenagers ride the scooters for fun and pleasure. However, there is a growing number of elderly in Australia. After 15 years, the country will have 50% of its population aged 70 years and above. The company is capturing the elderly to consider the e-scooters as their alternative mode of transport. The company will sell the products directly to its customers through its stores that are located throughout Australia. The company targets the main cities that include Sydney, Melbourne, Adelaide, Brisbane, Canberra, Perth, and Newcastle amongst many more due to their excellent infrastructure (Johnson, Rose & Oxley, 2013). These cities have been selected because that enjoy excellent infrastructural support. However, the company intends to open more stores in other cities and towns around the country.
The scooter is a unique product in the market, and not many firms have ventured into the product. The product is differentiated with other modes of transport. These electric scooters will substitute other means of transportation such as walking and biking. The user does not have to spend energy because the scooters are chargeable. Further, the Ecoreco scooter is easy to clean compared to cleaning other modes such as the bicycle. Keeping it is also easy because one can fold them whenever they are not required on the road.
Organisation
The company will employ the functional organisation where the marketing department will consist of a specialist in the various marketing activities who report to a marketing coordinator. The functions of the marketing coordinator include sales management, advertising, managing promotions, research and development. The company will have managers who will be in charge of specific geographic locations with store outlets. These managers will report to the general manager who will be located at the headquarters in Sydney. This functional design provides a simple structure that is easy to comprehend. Also, the functional design permits a higher operational efficiency because it allows employees with shared knowledge and skills to interact. Each group of the professionals act independently with the management thereby functioning as cross-communication between the functional areas. The specialisation is also allowed by the functional structure.
External Environment
Economic Trends
Australia enjoyed good economic trends with the Gross Domestic Income at 1323.42 billion US dollars in 2017. This GDP represents 2.13 per cent of the world’s economy CITATION Emm18 \l 2057 (Emmer , 2018). The GDP has not grown lower than 417.40 USD Billion from 1960 to 2015. Australia is expected to remain close to the trend for the next five years. The country also enjoys a good employment reputation. The speed at which unemployment rate declines depends on the hours worked and participation behaviour. People have delayed retirement ages, and many have joined the workforce. Employment also increases the GDP of a country CITATION Tho19 \l 2057 (Thomas-Wilson , 2019). The inflation rates remained at 1.8% in 2018, and this rate is expected to increase in the next two years. This will mean an increase in the retail prices of goods and services. The remarkable GDP growth and employability will remain an increased rate of purchasing in the country. The e-scooters are therefore likely to be bought at a higher rate. Also, the increasing inflation rate will also mean an increase in the prices of the e-scooters.
Political Trends
The entry of Turnbull as the Australian prime minister has the country making trending on political grounds. He has seen a stable economy in the last few years. He is regarded as a man with moderate political instincts. He has the free market economy ideas, he pushed for marriage equality and removed the British Monarch as Australia’s head of state. He further defended Australia as the most successful multicultural society in the world CITATION Emm18 \l 2057 (Emmer , 2018). The prime minister has seen a stabilisation of the economy. However, the establishment of a free market economy gives companies the freedom to set their prices according to market prices. Ecoreco is therefore likely to make more profits from the sale of e-scooters.
Legal Trends
The Motorised scooters in Australia are considered as pedestrians are permitted to use the footpaths. However, they are allowed to use the road in areas where the paths are not fully developed. They are not allowed to travel as vehicles on the vehicular lanes. They are still considered as pedestrians. The maximum speed set by the Australian Council is 10km/h. Different states have different rules regarding the use of e-scooters CITATION Emm18 \l 2057 (Emmer , 2018). In Queensland, you must be 16 years and above to drive the scooters, though you don’t need to have a driver’s license. However, children of ages between 12 and 16 can also ride with the support from an adult. The riders must wear helmets. Other scooters have lights and reflectors that enable them to be driven at night. Scooters should not be operated under the influence of alcohol. Using a phone while also riding on a scooter is also not permitted by law. These laws make them easy to acquire and ride a scooter in Australia.
Technological Trends
The 21st century is marked with tremendous technological changes. Australia one of countries that experiences rapid technological changes in this age. Companies in Australia are moving to a single digital approach where they make a strategic commitment, explore the various business models and realise the hybrid of digital and traditional stereotypes. Secondly, enterprises are adopting the Internet of Things platforms (Hooley, Piercy and Nicoulaud, 2012). IoT helps in integrating the digital and the traditional data, correlate multiple data inputs and make a real-time analysis to improve decision making. Other technological trends in the country include Cloud computing where data is shared through the cloud encouraging a shit to a server-less architecture, and companies entering an age of information enlightenment.
Socio-Cultural Trends
The social commerce has been trending for the last five years. Companies today advertise their products on social media platforms such as YouTube, WhatsApp, Twitter, Facebook and Instagram. The number of