Havaianas Beachley Classic 2006

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Introduction

This is an essay based on the marketing plan of the Australia 's most attracting sport , Surfing

Marketing plan can be described as a piece of information , which helps one in making strategic

decisions throughout the year . It 's also an important document in making day to day

decisions . While planning , each an every step should be done cautiously by taking the process

each step at a time

There are various ways to writing the marketing plan . However there are

accepted s to be

covered in a plan . Of the most important is the situational analysis and budgeting . The two is

discussed in detail as below

Situational Analysis

Company analysis :This consist of the items below

Goal :The goal of marketing plan is discussed .In our case ,the main objective for

writing this marketing plan is to promote the surfing sport in Australia Focus : All the required critical information on the and what people prefer in an event like

this should be obtained . For the surfing event , informations like which months are best to

stage such an event is discussed

Culture : The behavioural characteristics of a certain group of people living in a given region

should be studied . Times when Australian people like going to the beach and having fun should

be the perfect time for staging surfing

Strengths :The budgetary allocations of funds should be enough to cover all the expenses used in

promoting and conducting the actual event

Weakness :The weakness and shortcomings which might hinder the smooth running and

conducting of this event should also be indicated in .This will enable the company to carry

out risk assessment and also to avoid those circumstances which may lead to making of immense

loses

Customer Analysis

Number :The number of possible spectators and those who will attend the event should be

determined

Type :The type and the origin of all the attendance should also be determined .Whether they

will be coming from outside or whether they will be the citizens of the same country

Value drivers : What really will interest the crowd to come to the event This should be

exciting activity , which can attract the crowed to the place where this event is conducted

Those , which catch customer 's concentration , should be staged (Palely 2006

: 110

Competition Analysis

Marketing position : The ability of the sponsors to stage such an event should be analyzed and

compared with that of the prospective competitor

Strengths : The strengths and the weakness of conducting the event should be analyzed and

compared to that of the competitor

Collaborators : This is the possibility for the organization to join venture with other

parties with the main objective of contributing funds in to stage the event together

Climate : This is scanning the external factors , which can affect the successful conducting

of the event . These reasons can be as follows

Political factors : These includes regulations provided by the government and legal matters

These matters might affect the successful performance of...