This assignment gives you the opportunity to examine how companies operate in the business...

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This assignment gives you the opportunity to examine how companies operate in the business environment. Writing an effective business report is a necessary skill for communicating ideas in the business environment. The key to a good report is in-depth analysis of company and its environment to show the reader how the writer has interpreted the findings. The lecturer will select a number of B2B companies and you have to select only one of these companies and write your report. To write your report you only have to use secondary data. You find secondary data from library, company’s website and report, industry report, newspapers, management journals, trusted websites, etc. Your report should be 2500 words ± 10%. When analysing your selected B2B company, you should identify and select a specific business to business theory / theories as a foundation for your analysis. In your report, you have to address following issues:  Introduce your chosen company, addressing the scale of their operations, past performance, the markets they operate in, and their product range. In your introduction, you must identify whether your company serves a business-to-business market or both business-to-consumer market and business-to-business market. You may need to use secondary data to develop a compelling introduction to your chosen firm. Use graphs, charts, and table if necessary.  Identify your organisation’s most significant competitors. You have to outline the strengths and weaknesses of these competitors relative to your chosen company. Note you should analyse only three competitors for this section of your report.  Identify and describe the target market for main products in your chosen company’s overall product range. In this section, you have to identify the major customers for your chosen company and provide a very short summary of who these customers are and what their main strengths are. Further, you need to identify the main supplier of raw materials for the selected products in your selected firm and identify their main strength. You only have to analyse three products and one supplier and one customer for each product.  Identify and discuss the different types of secondary data your chosen company could use for marketing purposes of products you identified. Further, you have to explain what criteria you use to assess the quality of this information and its appropriateness for use in decision-making.  For the three main products you identified in your chosen company, critically analyse their marketing mix (i.e. price, promotion, and place) using relevant theory.  Identify two macro environmental trends that are relevant to your chosen company. Discuss how your chosen company can improve its marketing mix in view of the macro environmental trends you identified only for the three products you selected.

Pushpa · Accepted Answer

Marketing Management 
Table of Contents
1.0 INTRODUCTION	1
2.0 INTRODUCTION OF THE COMPANY	1
2.1 Five years Total Shareholder Revenue (TSR) performance	2
3.0 IDENTIFYING COMPETITORS	3
3.1 Strengths and weaknesses of competitors relative to Dulux group	3
4.0 RECOGNIZING PRODUCTS, TARGET MARKET, SUPPLIERS AND CUSTOMERS	5
4.1 Identification of major three products and target market	5
4.2 Suppliers of selected products and the strengths	6
4.3 Major customers of Dulux group and their strengths	6
5.0 IDENTIFYING SECONDARY DATA FOR MARKETIG PURPOSE	6
5.1 Types of secondary used for marketing of products	6
5.2 Criteria for evaluating quality of secondary data and use in decision-making	7
6.0 MARKETING MIX	7
7.0 IDENTIFYING TWO MACRO ENVIRONMENTAL TRENDS	8
7.0 CONCLUSIONS	9
REFERENCES	10
List of Tables
Table 1: Strengths and Weaknesses of competitor's	3
List of Figures
Figure 1: Last five years performance of TSR	2
1.0 INTRODUCTION
Marketing management is the process of handling the marketing activities of the business in order to promote the products and services (Baker, 2016; Wilson and Gilligan, 2012; Shaw, 2016). With the help of the marketing management, organizations can offer the desired products to the target markets and perform the activities of planning, analyzing, implementation and controlling for the achievement of set goals. The current report is based on the marketing activities of Australian based business; Dulux Group that deals with diversified products and out of them major three products has been identified. For this purpose, three customers and two suppliers has been identified. Further, target market has been identified for the selected products along with competitors. Apart from these, marketing mix theory has been applied for the three major selected products involving wood stains, primers and effect finishes. 
2.0 INTRODUCTION OF THE COMPANY
Dulux is an international paint company which is established in Sydney, Australia. Dulux Group is operating its business from 1918 with a leading marketer in the Australia and New Zealand market place (Dulux Group ltd, 2018). The company is operating the business at large scale and has various brands in other countries also such as Papua New Guinea, China and South-East Asia etc. Further, Dulux Group has different locations of business including Malaysia, Dalian, Dongguan, Auckland, Wellington etc. (Dulux Group ltd, 2018). The company has 4000 workforces to all over the branches and producing the quality products. Further, the company is  the manufacturer of plenty of premium brands involving paints and coatings such as powder coating, protective coatings, woodcare, industrial, texture coating and decorative paints etc. (PPG Industries ltd, 2018). These brands can be used for construction of buildings, infrastructure, existing homes, industrial markets and new houses. Further, the company has a brand image in all over the world because it always produces innovative products for the satisfaction of customers. Moreover, Dulux Group has huge portfolio of premium brands like British paints, Cabot’s, Dulux, Selleys, Hortico, Berger etc. (Dulux Group ltd, 2018). The paint is heavily demanded in Australian market due to stable rate of GDP, higher prices of homes and low interest rates. 
	The construction products of Dulux Groups are; Concrete Plus ltd., EMER, Parchem, Avista and Flextool etc.  (Dulux Group ltd, 2018). The Products of Dulux Groups are Interior and exterior paint, Wood stains, Primers, Effects finishes, Caulks and Sealants etc. (PPG Industries ltd, 2018). Moreover, specialty paint and primers are also the high-quality products which are involved in the product portfolio of respective company. Apart from this, the company has different types of product range such as Duramax, Wash & Wear, Weather shield, Design effects range, Texture etc. (PPG Industries ltd, 2018). Beside this, Dulux Groups uses both types of businesses including Business to Business (B2B) and Business to Consumers (B2C). Moreover, both customers such as business professionals (B2B market) and end consumers (B2C market) can be easily catered by the company with the help of a unique web existence. Further, by this both, professional painters and DIY consumers can be attracted towards providing the best possible results (The Olive Global, 2018).  
2.1 Five years Total Shareholder Revenue (TSR) performance
The company has generated consistently strong position in the market place with solid performance. In last five years, the share price of the Dulux Group has been increased from $2.52 to $6.60 and the dividend pay-out ratio of the company is maintained approximately as 70% of Net Profit After Tax (NPAT) without involvement of non-recurring items. However, the profits of paints of Dulux Group Ltd has been risen 9% in half year profit (Dulux Group, 2016).  According to figure 1, it has been found that the share revenue of the company is enhancing on continuous basis from 2011 to 2016. 
Figure 1: Last five years performance of TSR
(Source: Dulux Group, 2016)
3.0 IDENTIFYING COMPETITORS
	Dulux Group is a leading brand in the international market; however, it has several competitors such as Henkel, Unilever, Proctor & Gamble (P&G), H.B. Fuller, etc. Moreover, there are other several competitors of Dulux Group including Soudal, Bostik, Den Braven and Sika etc. which creates the tough competition in the market (Owler Inc, 2018). Even that Dulux is investing a lot of money in manufacturing of quality goods and focusing to meet customer’s demands. Further, the company has effective network of sales which is helpful to attain sustainable competitive growth, advantages and stable income (Dulux Group, 2016). 
3.1 Strengths and weaknesses of competitors relative to Dulux group 
Table 1: Strengths and Weaknesses of competitor's
	
	Dulux Group
	Berger Paints
	Asian Paints
	Kansai Nerolac Paints
	Strengths
	· Brand image in decorative industry
· Quality products
· High market share
· Innovative products
· Higher growth rate (Trevor, 2018; Market research.com, 2018)
	· Wide range of decorative products
· Strong supply chain network
· Coverage of eco-friendly and low energy products
· Strong brand position 
· Higher quality products (Hitesh, 2018)
· Huge market share
· Berger is the single supplier of Nuclear power plants
· Best deliver of automotive coating (Report buyers,

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