Strategic Marketing Plan

Good Essays
Strategic Marketing Plan for Hydro Tasmania

Energy-Wind Power (2012 – 2014)

Table of Contents
1.0 Business Definition and Scope 1
Introduction 1
Mission statement 1
Business Definition 1
Business Overview 1
Organizational Structure and Product /Services Break-down 2
2.0 External Environment – Remote Environment 2
Economic forces 3
Sociocultural Forces 3
Political or Legal Forces 4
Technical Forces 4
Natural Environmental Forces 5
3.0 External environment – Near environment 6
Customers/ Buyers 6
Competitors 7
Suppliers 8
Potential Entrants 9
Substitutes 9
4.0 Critical Success Factors 9
References 10 1.0 Business Definition and Scope
Introduction
Hydro Tasmania is a Tasmania state-owned enterprise. As Australia’s leading renewable energy business, Hydro Tasmania generates an incredible amount of energy for the Australian market. (Hydro Tasmania website, 2012). This Strategic Marketing Plan for the Hydro Tasmania looks at the current market for renewable energy, wind power, and seeks to identify trends which will influence the market in Australia over the next 3 years. For a more precise result for Hydro Tasmania’s wind power energy in Australia market, this report will focus on strategic planning based on the analysis of their activities in the past a 5 years only.
Mission statement
As a renewable energy business, Hydro Tasmania is focused on growing an integrated energy business (Hydro Tasmania website, 2012).To develop and integrate energy, and contribute to a sustainable environment, so as to build value for Hydro Tasmania’s customer and people.
Business Definition
Hydro Tasmania is one of Australia’s leading clean energy businesses. Every year, Hydro Tasmania produces around 9000 gigawatt hours (GWh) of electricity from the renewable energy. They have an integrated hydropower scheme that has a total capacity of over 2600 megawatts and includes 30 power stations, 50 major dams and



References: Economic Forces: Wind energy is the most cost efficient renewable energy (Breusch 2008) Wind energy is the most cost-efficient renewable energy 4-4 Extremely high starting and operating cost (EWEA 2009) 3-5  Socioculture Forces: The majority of Australians think of a wind farm in positive terms (Bond 2008) gives opportunity to develop wind power Australia’s vast coast lines aids to the production of wind-generated power (Wind Energy & Solar Power Australia 2009) 5-5 The possibility of removal of native vegetation areas because of the huge area needed by wind farms (ACCIONA Australia , 2012) 2-4      Bird-killings from the tall structures of wind turbines (Cosier 2007) 2-4 3.0 External environment – Near Environment

You May Also Find These Documents Helpful

  • Good Essays

    Strategic Marketing Plan

    • 3680 Words
    • 15 Pages

    Strategic Marketing Plan - 2013 Crest ‘New’ So Mod Mouth Pods Submitted by: Farhana Submitted to: Nadia Hassan Reg#: 6102 Batch: MBA-10 INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD Table of Contents EXECUTIVE SUMMARY ...........................................................................................................3 SITUATION ANALYSIS: SWOT ...............................................................................................4 ISSUES ANALYSIS & OBJECTIVES…

    • 3680 Words
    • 15 Pages
    Good Essays
  • Good Essays

    Strategic Marketing Plan

    • 3242 Words
    • 13 Pages

    Strategy Marketing Plan As Seen On Screen (ASOS) Table of Contents Executive Summary………………………………………………………………………. 3 Case Study………………………………………………………………………………………5 Statement of the Problem………………………………………………………………5 Product Strategy…………………………………………………………………………….6 Communicating their Identity……………………………………………………….6 Competitor Analysis………………………………………………………………………7 Positioning Strategy………………………………………………………………………7 ASOS customer population by age groups……………………………8…

    • 3242 Words
    • 13 Pages
    Good Essays
  • Powerful Essays

    Maarit Karppinen STRATEGIC MARKETING PLAN FOR A HOTEL Hotel and Restaurant Business 2011 2 VAASA UNIVERSITY OF APPLIED SCIENCES Degree Programme of Hospitality Management ABSTRACT Author Title Year Language Pages Name of Supervisor Maarit Karppinen Strategic Marketing Plan for a Hotel 2011 English 59 + 2 Appendices Peter Smeds The aim of this thesis was to form a strategic marketing plan for Hotel X, a small privately owned hotel in Helsinki. The theoretical part of this thesis…

    • 16222 Words
    • 65 Pages
    Powerful Essays
  • Powerful Essays

    aggressive expansion plans in urban areas to attract urban consumers to a one-stop shopping outlet. The channels of distribution are abundant and almost at every sales outlet, the competitors are just next to you. Therefore, to be top of the consumers shopping list is to create an impact on the consumer to remember the brand and values that the product offers. Analyzing market opportunities, developing strategies, shaping the market offering, managing and delivering marketing programs are all a…

    • 8104 Words
    • 33 Pages
    Powerful Essays
  • Powerful Essays

    IKEA Case Study Strategic Marketing Plan Review Table of Content 1.0 Executive Summary Pg. 3 2.0 IKEA Company’s Proflie Pg. 4 3.0 Segmentation Base on Applied by IKEA Pg. 5 3.1 GEOGRAPHIC SEGMENTATION 3.1.1 TARGET MARKET SEGMENTS Pg. 5 3.2. DEMOGRAPHIC SEGMENTATION 3.2.1 TARGET MARKET SEGMENTS: Pg. 6 3.3 PSYCHOGRAPHIC SEGMENTATION Pg. 6 3.4 BEHAVIORAL SEGMENTATION 3.4.1 TARGET MARKET SEGMENTS Pg. 7 3.5 IKEA’S POSITIONING STRATEGIES Ph. 7 4.0 Customer…

    • 4890 Words
    • 140 Pages
    Powerful Essays
  • Powerful Essays

    include FedEx, United Parcel Service (UPS), DHL, and national post carriers such as US Postal Service and Royal Mail. They are well implanted and strong, they have strong marketing management to stay competitive. Thus, TNT needs to have high-level skills to cover a wide range of functions, including distribution, sales and marketing, finance, customer services and human resources. This will result in the use of highly trained staff, and technologies that provide a better experience for customers.…

    • 1260 Words
    • 6 Pages
    Powerful Essays
  • Best Essays

    single cinema would not be able to control it alone. The view for the marketing plan had to be changed and instead would now support a company-wide view. After the view change, a concise market analysis was taken out on Reading Internetioanl and summarised in this report using examples from the original Reading Courtenay analysis. This is to define who the company is and where they are currently in the market place. The Strategic Plan is next to define where the company wants to be and how it can get…

    • 3901 Words
    • 16 Pages
    Best Essays
  • Best Essays

    Islamabad, Pakistan Anindita Mukherjee Senior VP and Chief Marketing Officer Frito-Lay North America 7701 Legacy Dr, Plano, TX Dear Ms. Anindita Mukherjee, We are pleased to submit you the report you requested on September 21, 2012. The report is entitled “Strategic Marketing Plan for Frito-Lay”. This report provides information of current and potential target market for Frito-Lay. This document consists and concentrates on the existing marketing strategies and recommends strategies to improve the current…

    • 3377 Words
    • 14 Pages
    Best Essays
  • Powerful Essays

    Task Two: Marketing Plan The Marketing Plan is based on the model by The Chartered Institute of Marketing. 1. Introduction & Mission Statement Audi is a premium and performance car manufacturer. Our Strategy 2020 provides even clearer focus on our target to become the number one premium brand. With the change in demand from society in the types of cars people wish to drive, we have to adjust the path we are taking to achieve our vision. We can only achieve this if we focus our full and…

    • 5186 Words
    • 21 Pages
    Powerful Essays
  • Powerful Essays

    08 Fall Rituals: Strategic Marketing Plan Exporting Rituals to India Table of Contents 1 Introduction 4 1.1 Background 4 1.2 Problem statement 4 1.3 Main research question 5 1.4 Sub questions 5 1.5 Missions and Goals 5 2 (Current) External analysis 6 2.1 Market Analysis 6 2.1.1 Total market 6 2.1.2 Market segmentation 7 2.1.3 Target group 7 2.1.4 Customer characteristics and behavior 7 2.1.5 Positioning 7 2.2 Environmental / Trend Analysis 7…

    • 13263 Words
    • 54 Pages
    Powerful Essays