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Jb Hifi Marketing Analysis

In: Business and Management

Submitted By Tim1305
Words 5243
Pages 21
| | | | MKTG2100 Group Situation Analysis | | | |

Executive Summary
The primary goal of this report is to provide an analysis of the company JB Hi-Fi. In particular the report highlights the industry trends of the consumer electronics retail market as well as focusing on how JB Hi-Fi’s segmentation, targeting and positioning strategies. Consumer behaviour is also analysed using the buyer decision process as well as other factors such as culture being identified as important to JB Hi-Fi’s strategical approach.

The core of the report contains detailed analysis of the marketing mix, competitive situation analysis and use of the PESTLE. These examined how the company creates value in its current environment as well as the impact of external influences.

Lastly the report identified JB Hi-Fi’s recent expansion into the whitegoods markets with as a potential opportunity for the company to grow and expand into other industries, thereby repositioning the brand in the minds of consumers.

Table of Contents Executive Summary 2 Introduction 5 Industry Trends 6 Target Markets 6 Consumer Behaviour Issues 7 Marketing Mix 9 Product 9 Price 9 Place 9 Promotion 9 Process 9 People 10 Physical Evidence 10 Competitive Situation 11 Factors Indicative of Intentions and behaviours 11 Comparison between Marketing mix and STP Model 12 Macro Environment 13 Demographic 13 Aging Population 13 Households 13 Economic 13 Recession 13 Australian Dollar 13 Natural 14 Political 14 Free Trade Agreements 14 Technological 14 Online Shopping 14 Advancing Electronics 14 Consumers Have Limited Time 15 Healthy Lifestyle 15 SWOT Analysis 16 Strengths 16 Weaknesses 16 Opportunities 17 Threats 17 Opportunity Identification 18 Conclusion 20 Reference List 21

Introduction
JB Hi-Fi is an Australian...

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