Dick Smith: The Great Adventurer

Case: Dick Smith: the great adventurer.

Contents

1. Situation Analysis---------------------------------------------------------------------------3

1.1 Objective of the case study-----------------------------------------------------------3

1.2 Market Size-----------------------------------------------------------------------------3

1.3 Analysis of marketing environment-------------------------------------------------3

1.3.1 External environment-------------------------------------------------------3

1.3.2 Internal environment--------------------------------------------------------4

1.4 The purchaser-------------------------------------------------------------------------4

1.5 Company analysis--------------------------------------------------------------------4

2. Consumer benefit and market segment---------------------------------------------------6

2.1 Consumer benefit---------------------------------------------------------------------6

2.2 Market segment-----------------------------------------------------------------------6

3. Financial & Marketing objective----------------------------------------------------------6

3.1 Financial objective and budget planning------------------------------------------6

3.2 Marketing objective------------------------------------------------------------------7

4. Marketing Strategy--------------------------------------------------------------------------7

4.1 Market demand-----------------------------------------------------------------------7

4.2 Promotional strategy-----------------------------------------------------------------7

5. Elements of marketing mix----------------------------------------------------------------8

5.1 Product---------------------------------------------------------------------------------8

5.1.1 Product features--------------------------------------------------------------8

5.1.2 Pack/outlet--------------------------------------------------------------------8

5.2 Distribution restructure--------------------------------------------------------------8

5.3 Pricing----------------------------------------------------------------------------------9

5.4 Promotion------------------------------------------------------------------------------9

5.4.1 Promotion Policy------------------------------------------------------------9

1.1 Objective of the case study

Dick Smith seen as the great adventurer is derived from his astute combination both of business and patriotism, rather than creating some disturbance for the multinational giants. He successfully operated his owned food company to fight back the trend that an increasing number of Australian brands are now foreign owned. By contrast,