MRKT20052: Marketing Management and Digital Communications
Term 2, 2020
Assessment 2: Marketing Audit
<<Insert Product Name Here>>
<<Insert all the group member names with student numbers>>
Submission date: <<Insert assessment submission date here>>
Word count: <<Insert your word count here>>
Important: You also need to submit a PowerPoint presentation of the plan to the Moodle
submission link
Campus (tick one): MEL  SYD  BNE  ONL  Other (write): ____________
Executive summary
For this report, the Good Guys organization was selected. The Good Guys are a consumer
electronics chain in Australia, and formerly New Zealand. The office is in the outskirts of
Southbank, Victoria. The chain was created by Ian Muir and was a family member of the Muir
party until his death in 2009. In 2016, JB Hi-Fi got Good Guys from the opponents. The study
was analyzed with the aid of competitive, customer, PESTLE and SWOT analysis, for the
situational analysis of The Good Guys. The report has been discussed about the STP of The
Good Guys Company. The case study outlines the different elements of the marketing strategy to
be followed in order to execute the proposal significantly. The study leads to recommendations
for Good Guys to concentrate on more general creativity in their operations and to further
expand employees’ knowledge and capabilities by taking into account additional training and
development criteria.
Table of Contents
Executive summary………………………………………………………………………………………………………..2
Introduction……………………………………………………………………………………………………………………4
Situation analysis………………………………………………………………………………………………………….5
Discussion of the Good Guys Segmentation, Targeting and Positioning………………………………9
Marketing mix Audit……………………………………………………………………………………………………11
Recommendation………………………………………………………………………………………………………….15
Conclusion……………………………………………………………………………………………………………………16
References…………………………………………………………………………………………………………………….17
Introduction
The Good Guys is an Australia and previously New Zealand consumer electronics store chain.
The headquarters are in Southbank, Victoria in the Melbourne suburb. Ian Muir founded it and
the chain was a family member of the Muir family until his death in 2009. In 2016, JB Hi-Fi
bought the Good Guys to rivals. The report will conducted the Good Guys STP’s market research
and analysis of retail electronics. It will also determine the clarity and positioning of the
company’s marketing mix and tools. However, these marketing techniques are also used for the
brand promotion. The reports will analysis to the three-point marketing recommendations for
Good Guys business and will gives an excellent brand on the consumer market for its intent.
Situation analysis
The Good Guys Situational analysis can be termed as a simple examination of the relationship
between business and customer. The Good Guys business needs to meet consumer standards, the
efficiency demand must be calculated. The required skills and capacity research must therefore
be performed.
Company analysis
In order for the Good Guys Company to evaluate its results more effectively, it provides useful
awareness of the Good Guys organizational structure, as it incorporates external variables that
the Good Guys organization has to follow. The Good Guys offer their consumers a low price
with a limited range of nationally branded products in various retail categories. The most critical
factors for the retail store to be so competitive are fast inventory turnover of the Good Guys, the
high volume of sales per warehouse, the use of an efficient management structure, decreased
stock handling and a cheaper retail operator. In terms of its consumer benefits, it defines it’s The
Good Guys business.
PESTLE analysis
A PESTEL analysis is a method of assessing and monitoring macro-environmental drivers which
have an significant impact on an The Good Guys organization’s results.
 Political Factors: As the retail business operates around the World, The Good Guys
success is affected by global political factors. These include tax rates, regulations and of
course the stability of the country in which the Good Guys Company operates. Owing to
growing financial uncertainty in the world, several governments promote the production
of jobs for the domestic population by retailers. The Good Guys also raises the demands
for its goods and diversifies its workforce as it plays a role in generating job opportunities
(Fozer et. al 2017, p. 75-85).
 Economic factor: Labour costs are a major economic factor which can affect Australia’s
electronic retail markets. For e.g., they keeps GDP 4.5 billion for his annual pay account.
The Australian minimum wage rate rose in 2018 by 5.4 present for 25 years and older.
Australia’s good Guys cost the upwards campaign millions of dollars. Many other factors
impact good people, that is to say. Investment, investment and revenue. The company
should reflect on higher funding costs in Australia. Ultimately, costs and prices will
increase and profits will decrease. The reputation of the organisation and the cost
management policy of the Good Guys may be affected.
 Social factors: The social aspect not only relates to consumer desires or wishes but also
to a better balance between our customers ‘ social problems and demands. The Good
Guys even followed the same rules in the present situation (Parkes et. al 2016, p. 229-
236).
 Technological factors: Youth use devices such as smartphones, social media etc. The
application should satisfy those elements because efficient and competitive output is
necessary to ensure. Without an incredibly important role the device cannot be presented
as a standard smartphone app of retail business
 Environmental factors: Environmental variables that specifically relate to the
atmosphere have to be identified during the process. By 2020, The Good Guys has
specifically agreed to reduce its carbon footprint by 50 percent, resulting in increased
pressure on companies to respond to environmental problems and behave in favor of
society. The Good Guys also decreases its stores’ waste by the social conscience of its
customers.
 Legal factors: Legal considerations of the Good Guys are external influences that decide
how the law affects the function and enforcement of companies and clients. Many of
these factors may be affected by regulation, such as commodity distribution, profit
margins, and profitability of some markets of the Good Guys (Schrader et. al 2020, p.
107-120).
Competitor Analysis
The Good Guys is being fought by Letgo, Poshmark, eBay, ThredUp, Gebraucht.de, Depp and
Craigslist in particular. Carousell and Tradesy are the biggest competitors since they offer cheap
and useful goods. On the international market, global prices are fluctuating easily. The Good
Guys often contend with convenience stores, which gain popularity as the preferences of
customers switch onto more trips for fewer goods. The market in convenience stores is strongly
divided. The Good Guys will see how things work in the community by listening to and
improving the customers’ interactions on every network.
Customer Analysis
The purchasing behavior of the consumer must be measured in order to determine the demand.
An analysis of Good Guys’ place in the Australian electronic retail industry shows that the
company has built a substantial dominant role in the Australian retail sector and the company’s
strategies are the main explanation for high results. The company has strategic development and
expansion plans, for example, including increasing its role in all its market segments and
enhancing its shareholder’s portfolio (Ting-Wei Lee et. al 2014, p. 1-4).
SWOT and TOWS Analysis
SWOT and TOWS Analysis of power, vulnerability, opportunities and challenges can help access
different factors within a market setting. Analysis by SWOT and TOWS shows clearly that The
Good Guys has an outstanding brand reputation with different social networks. Growth
opportunities in different countries with a lower price approach and targeted at men’s related
goods will accelerate growth.

Discussion of the Good Guys Segmentation, Targeting and Positioning
Segmentation
The overall business is divided according to various parameters in small markets. This may be
the segmentations of the population, geography, psychography and behaviour. In the case of The
Good Guys segmentation is given as:
 Demographic Segmentation
This divides the market according to consumer age , gender, values, income, etc. The Good Guys
has clearly reached all 6 to 55 years old as it delivers all the daily goods to its customers. It also
protects normally higher-revenue customers and prefers quality over cost.
 Geographical Segmentation
The Good Guys has chosen all Australia’s regions as its target market is Australian citizens as
The Good Guys serve services all over the Australia. The Geographical category was greatly
affected and led to the establishment of numerous retail outlets in different countries. Different
items were introduced in all retail stores based on climate change for improved satisfaction of
customers (Pyo 2015, p. 253-281).
 Psychographic Segmentation
Those who want quality instead of product costs are then targeted, because Good Guys has a
range of rivals in the market. A growing awareness of health and wellness has taken place in a
wider sense of physical activity. This gives the consumer an opportunity to purchase items for
active lifestyles.
Target Market Identification
The Good Guys aims for highways and says it is the cheapest if they take account of the points
given to good Guys customers. It is also aimed at other categories, including those interested in
quality. Finally, the Good Guys are competing for consumers who want a fair price and quality,
underlining the value of money. The Good Guys method leads to such methods. Following has
been the economy which has a impact on productivity.
Customers of Advanced application

Market Positioning
Business placement refers to the opportunity to monitor consumer opinions. Competitive
advantages allow a company to overtake its competitors with regard to a product or brand.
Market placements are the manner in which a brand or product logo or symbol is created so that
consumers can interpret the brand or product in a certain manner. With annual profits of 2.2 per
cent, the Good Guys are in the largest electronic retail industry in the healthiest place. The Good
Guys have a huge comparative gain over other leading retail stores. This represents the steady
financial performance of the Good Guys organization over the years underpinning their strategic
ability. The Good Guys are clearly committed to a long-term strategy to become an international
retailer and diversify the business into a global success. The paradox of the good Guys’ success
in rising is that they will take risks, make mistakes and learn from their past accomplishments
(Sinapuelas et. al 2015, p. 583-573).
Marketing mix Audit
The Marketing Mix approach focuses on the corporate marketing concepts and techniques. There
are four sections to the product, nature, position and promotion. The marketing strategy as all
activities is carried out in line with the marketing strategy and the carefully planned activities are
involved. Included in the marketing mix strategy are the following:
 Product
The Good Guys app is a smartphone application designed to ensure the safety of the user. The
product is highly helpful and efficient. The Good Guys product is the core aspect of the company
and is characterized by the combination of Good Guys goods and services with satisfaction of
customers. Good Guys’ commodity can be visible and immaterial. The marketing department
produced complete estimates of production and distribution ratios and sales volume. The Good
Guys offers a wide range of goods and even sells food in each section of its electronic retail
stores (Huang & Sarigöllü 2012, p. 92-99).
 Price
Price plays an important role in the creation and use of the programmer. Price is one of the most
relevant variables for any organization, because it is a monetary value of the product or service
for which customers are responsible. The amount paid for getting the deal by the customer is
referred to as The Good Guys product or service. The good Guys have always sustained low
prices in comparison with the other markets. Therefore, the good Guys gain 5% more marketing
efficiency. The Good Guys are trying to keep costs as low as possible without diminishing or
reducing the quality of their items. The service is free of charge. Everybody can very costeffectively install the app. This is important for the new application or product to be very costeffective. The Good Guys app has multiple activities, for example, to meet various consumer
needs. The Organization needs to take account of customer expectations to widen the product
range and take brands into account as a whole to avoid misleading customers.
 Place
The network is one of the core components of the business and includes the Good Guys activities
that bring the product to the customers. The place also included are the website, distribution, and
distributors of Good Guys customer. Good Guys Marketing has generated knowledge about the
position of the shop through market analysis studies. They can be quickly installed and used by
all customers. The good Guys, who use only network transmission on delivery networks, has
major advantages in this study. Although the Good Guys profits from many distribution
networks, several problems still exist because illicit copying and reduced network capacity are
the factors preventing market development.
 Promotion
The promotion “consciousness of the product used to educate customers and to promote potential
customers’ marketers” is identified. The Good Guys marketing department focuses on the
promotions of products by means of advertisement, advertising, promotion, direct marketing,
online communication and personal sales. The biggest advantage of the good Guys is its low
price. It differentiates between electronic retail chains. The Good Guys are entertaining their
customers all year long. Marketing is essential to a new product and application. If a new product
and technology is released on the market and customers are not aware of the product, the product
will not succeed. This means it is important that the product is widely marketed and advertised,
so that consumers can make the most of it (Datta et. al 2017, p. 1-20).
Budget
Budget is a schedule or explanation of how cash for different purposes is spent. The marketing
campaign budget determines how all promotional events are to be carried out. The budget needs
to be carefully organized. The Good Guys’s budget is the following:
Promotional Budget of the Good Guys

Implementation and Campaign Evaluation
The key issue to focus on is execution when retaining the marketing campaign framework.
Innovation and imagination are needed to create a strategy but just dreaming isn’t enough to
achieve success. The most critical factor is a detailed assessment of the plan. There are many
different methods of advertising that help to establish the precise marketing strategy
 Print: The Good Guys is a company of Electronic retail business and product owners
have opted to test it innovatively. The advertisements were therefore paid for by the
owners with the benefit of the catalogue.
 Sponsorship: The other method used in ads was YouTube channel. It was quite natural
that we had an understanding of YouTube’s popularity. The development team had been
dreaming about advancing the marketing of the app. They made YouTube advertisements
and funded them, too.
 Selling criteria: Good Guys is an app for smartphones and can be found in app stores,
but the choice is how to install the product. However, only the App Store instructions can
easily be used to render it.
 Internet and interactive media: The Internet is now popular and mostly used by the
younger generation on social media sites. In order to evaluate effective applications using
mass media, the Good Guys team has developed different techniques. Some
advertisement pages can be found on Facebook and Twitter.
Campaign evaluation
Various advertisement platforms are used to market the product from paper to digital. The
guiding purpose is to establish a brand image between Australians and the world. The reaction of
the people must be calculated to assess the success of the campaign. The effectiveness of the
system can be accomplished in two ways (Liu et. al 2017, p. 83-102).
 Prior launch survey: sample items were submitted to the renowned company in which
protection is required before the product was officially released. The business checked
the characteristics and made improvements according to its views.
 Campaign monitoring: the second approach for assessing the campaign is through the
application of marketing tactics and strategies to build a brand identity and to develop a
strong market position. The number of clicks obtained will calculate the response of
interested individuals. More people are interested in the number of clicks.
Recommendation
Australia has a very strong understanding of multiculturalism and aims to develop more types of
content. Good Guys Australia has some suggestions for expanding its customer base:
 The Good Guys must extend their products to provide additional resources such as
insurance, distribution to credit, help for after sales, aid lines, etc.
 The Good Guys should develop new products that align with emerging trends in the
industry. It should consider business opportunities and launch new products that benefit
from them.

Conclusion
The study concludes that the marketing plan is most critical for productivity and serviceability
determination to be carried out. The report briefly told Good Guys about the marketing plan of
the mobile app. The study addressed briefly the suitability and rationale of the Good Guys’s
proposal. The study provided an efficient way to define organizational problems by means of an
overview of the situation. The other proof that was motivated by the case study was the
marketing mix, etc. The study therefore includes a concise description of the Good Guys’s
marketing plan. The report includes strategic planning and a targeted marketing campaign to
promote potential business development. In addition, companies can aim to succeed with
diversified content and capital strategies in the streaming battle.
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