Marketing Plan Argumentative Essay Example

tool. The analysis of TP Bowling's micro-environment reveals strong market knowledge and a clear understanding of their target customers. This information is essential for meeting customer needs. Market trends show that big bowling chains like AMF Bowling and Brunswick Bowling are buying up local bowling alleys, while new bowling arenas like Queanbeyan Bowling Club are emerging in Australia.

Brunswick typically dominates the market and implements tactics such as price hikes, cost reductions, and diversification in their primary business strategy. With per capita income reaching $38,100 in 2008 (CIA, 2009), the needs of Australian customers are diverse. While Australians tend to enjoy recreational activities such as bowling, their consumption habits prioritize quality over price.

The bowling industry is dominated by key players such as AMF Corporation, Brunswick, and OZ Bowl. Brunswick and AMF are global leaders in the industry and frequently take control of competitors through mergers and acquisitions. Meanwhile, OZ Bowl is a renowned bowling organization in Australia with a presence in most major Australian cities. The Australian legal entity governing the sport of bowling is known as "Ten pin bowling Australia Limited".

The purpose of this body, according to Rogers (2008), is to gauge the dimensions of bowling lanes and foster rivalry among domestic and foreign players. Australian bowling alleys are required to follow this entity's regulations. Australia's economy is thriving, with increasing GDP, making it an attractive investment destination, particularly in the leisure sector. Typically, young adults are drawn to bowling, and successful marketing strategies can reach both genders.

Technological factors, such as online scoring systems and screens in bowling alleys, are linked to this sport. The SWOT analysis highlights the following: Strengths include an excellent

grasp of technology, solid relationships with key players worldwide, and top-notch services provided at all venues. Weaknesses include high start-up expenses.

Generating brand equity is a challenging task, especially when competitors hold the majority of the market share. However, TP Bowling has the opportunity to participate in a rapidly expanding industry and fill the gap for an exclusive bowling club for the affluent segment in Melbourne. Additionally, as revenue increases, TP Bowling can distribute its fixed costs more efficiently. Nonetheless, introducing a new service may not receive a positive response from customers.

In Australia, the absence of brand awareness may hinder customers from changing to a different brand. TP Bowling's goal is to target a specific market by establishing a family-oriented environment. The primary objective is to expand their customer base while implementing tactics that can generate customer recognition and increase their market share. They aim to promptly recover fixed costs and increase revenue per customer by 3% each quarter. In addition, they strive for sustained sales growth as part of their marketing strategy.

• The goal is to increase market share every quarter while also reducing customer acquisition costs by 1.5%. To achieve this, TP Bowling will target a specific market based on demographic and psychographic segmentation, satisfying their needs.

TP bowling uses both psychographic and demographic segmentation to target its consumers. The psychographic approach focuses on those who see spending money on expensive bowling alleys as a means of improving their social status and personality, while demographics targets household income, with TP bowling aiming at three categories: $34,000-$50,000, $51,000-$65,000 and $66,000-$90,000.

The main advantage of TP bowling is its capacity to provide high-quality bowling experiences that result in

long-term customer retention. The organization's primary target market comprises young adults who are either college students or employed in offices. There are over 6000 upper-class students within this group according to statistics.

TP Bowling's primary focus is on two core target markets, namely approximately 25,000 individuals employed in white collar jobs and an equal number of families living in the targeted region (National Relocation, 2007).