The Temple Brewing Company’s Marketing Plan

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Executive summary

The Temple Brewing Company Pty Ltd has succeeded in ensuring a well-established market ground for its products. In the year 1986, The Temple Brewing Company Pty Ltd established one of its distinctive products like the temple pale ale which was later followed by another vary fascinating product named temple special bitter in the year 2007. Being situated in Melbourne, Temple Brewing Company Pty Ltd is one of the beer-producing companies in Melbourne whose reputation has remained for long despite the stiff competition in the beer industry (Adeyoyin, 2005).

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Generally, the Temple Brewing Company Pty Ltd has a well-organized plan for the marketing of its products which ensures its endurance and prosperity in the market. Further, In this case, the company’s logo and executive packaging of its products as well as organizing for various promotional shows have really played a significant role in ensuring the prosperity of The Temple Brewing Company Pty Ltd. In this respect, therefore, The Temple Brewing Company Pty Ltd has its strong belief in the power of sales promotion through advertisements and production of quality commodities to its customers (Kotler & Keller, 2008).

Introduction

The Temple Brewing Company Pty Ltd is one of the largest beer producing companies in Melbourne in which its quality products in the beverage industry have made it very distinctive and reputable. Following the current technological changes and modernization, various companies have devised different ways and means of acquiring large market shares for their products as competition gets tougher. In this regard, The Temple Brewing Company Pty Ltd is one of the beer-producing companies in Melbourne whose reputation has remained for long despite the stiff competition in the beer industry (Kotler & Keller, 2008).

Situational analysis

Being a well-known company for the production of quality products, The Temple Brewing Company Pty Ltd has its strength in its brand name, “Temple”. As it has been revealed, the name depicts a sense of quality, a product of high integrity, and being perceived as a premium product in which its interpersonal appeal attracts many customers. In this case, many people prefer and like things from their initial perception where The Temple Brewing Company Pty Ltd has succeeded in drawing people’s attention to its products. Actually, the company’s ability to come up with new brands from time to time has constituted its success in capturing people’s attention and thus encouraging them to buy their products.

Having a well-networked distribution channel and its support from the Melbourne government, The Temple Brewing Company Pty Ltd can be described as rising higher and higher from day today. In this respect, The Temple Brewing Company Pty Ltd has been able to acquire various awards and honors in the world market through its well-known and popular products which have led to its overall good performance. Meanwhile, the strategy of the company of hiring plants which have been producing in excess; in which it brands the products and markets them by itself. By so doing, the company would be broadening its income levels (Adeyoyin, 2005).

Marketing plan

Up to date, The Temple Brewing Company Pty Ltd has been very competitive in the marketing of its products; in which its strength here lies in its quality production and well-networked marketing structure. Furthermore, its support from the government of Melbourne has ensured the provision of the company’s products in the world market which makes it have a broad market base for its products. Following the current competition in the world market as a result of globalization and modernization, The Temple Brewing Company Pty Ltd has really made it embark on the production of quality products and expand its market bases. It is of great importance to note that, the marketing strategies for any company rely on the current situation in which the company plans on how to overcome the challenges expected and thrive in the market successfully.

Perhaps, The Temple Brewing Company Pty Ltd has a well-organized plan for the marketing of its products which ensures its endurance and prosperity in the market. In this respect, therefore, the following are some of the main market targets by The Temple Brewing Company Pty Ltd in the global economy:

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  • To be the main supply of beers in many social events across the world
  • To acquire more than 30% of the world’s market share in the beer industry
  • To retain its popularity among individuals and families through the offering of sales discounts
  • To establish and merge with other smaller industries in which its shares are expected to be more than 51%
  • To bring into the market a variety of products to give customers a variety of products to choose from; thus retaining most of its customers

The profile for The Temple Brewing Company Pty Ltd comprises the following population, geographical and behavioral factors:

Demographics

The population structure comprising the market base for the Temple Brewing Company Pty Ltd is almost a 1:2 ratio between males and female users. In this case, about 70% of the male users, aged between 20-45 years which form a potential base for the market base of The Temple Brewing Company’s Pty Ltd products for a very long time. On the other hand, the female users aged between 25 and 50 years constitute more than 60 % of the female users for The Temple Brewing Company Pty Ltd products. Perhaps, The Temple Brewing Company Pty Ltd has succeeded in attaining a good reputation from the youths which has consequently resulted in its potential market base for the future.

Geographics

The Temple Brewing Company Pty Ltd has no limit in which to cover the marketing of its products in which its products are sold within and outside the country. In fact, The Temple Brewing Company Pty Ltd targets to reach a minimum of one hundred million users in which the minimum number of countries to be covered should be forty. More so, the company plans to sell its products to at least one million households and fifty events per year (Fisher, Marseille & Miller, 2006).

Behavior factors

The Temple Brewing Company Pty Ltd aims at reaching all types of recreational and social centers in which the users are expected to remain loyal to the product by offering them unique satisfaction. By so doing, the products from The Temple Brewing Company Pty Ltd are expected to offer the following to its customers:

  • Unique satisfaction by offering them with the top quality brands
  • Well packed commodities to attract and maintain their preference to the customers
  • A very competitive pricing strategy for its commodities in which other related products are not expected to complete them

SWOT analysis

The company’s SWOT analysis covers the key strengths, weaknesses, opportunities, and threats facing The Temple Brewing Company Pty Ltd.

Strengths

The Temple Brewing Company’s Pty Ltd strengths are as follows

  • The company has been fully supported by the Melbourne government through being given subsidies and market researches
  • The company has a very competent management team which has ensured its success through strategic planning
  • The company is very strategically placed in which it has easy access to Washington DC, the headquarters of the global market

Weaknesses

The Temple Brewing Company Pty Ltd has been very successful in which its main weakness lies in the inability to open new branches apart from merging with other smaller companies.

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Opportunities

As revealed in the company’s current status, The Temple Brewing Company Pty Ltd has a variety of opportunities to explore the market fully by inculcating various strategies with the help of the government. In this regard, the company’s market proportion constitutes of youths at large who are believed to continue liking the company’s products for long. On this basis, therefore, The Temple Brewing Company Pty Ltd has the potential to adequately thrive in the market in the industry very competitively. Being very innovative, the company’s chances of capturing the preferences of its clients are very high which further guarantees the company of its success (Adeyoyin, 2005).

Threats

Perhaps, The Temple Brewing Company Pty Ltd is still faced with the threat of being overtaken and competent by the uprising companies in the industry which have been highly delocalized like the Millennium Wine Agencies. As it has been revealed, The Temple Brewing Company Pty Ltd has not spread very widely across the world and thus it faces the threats of being overtaken by the upcoming companies which are spread to many countries of the world (Kotler & Keller, 2008).

Competition

As a result of high technology in contemporary society, The Temple Brewing Company Pty Ltd has established a network of strategies that enhance its success by competing with other companies in the industry. On this regard, The Temple Brewing Company Pty Ltd has established a hiring approach of the existing companies which have been producing in excess. In this case, the company acquires a particular percentage of the total production by these companies and then brands them and markets them by themselves. By so doing, the company is ensured of a large market catchment where it has maximized its ultimate income by this strategy (Kotler & Lee, 2006).

As it has been revealed, the company acquires some of these products from these other companies and then modifies them through blending. On doing so, the company would be assured of competing effectively in the market by producing superior commodities. Generally, the company’s acquirement of the excess production by other companies gives it a better chance of conquering other company’s products by modifying them to be more superior. More so, the company would be assured of supplying its customers without shortages as it would have a wider production base, which further guarantees its competence in the market (Kotler & Keller, 2008).

Positioning

The Temple Brewing Company’s Pty Ltd ability to position its market target has been one of the main contributors towards its success. Having a variety of brands, The Temple Brewing Company Pty Ltd has succeeded in acquiring a wide market base for its products which have been very popular in the alcohol industry. On this regard, the company’s well organized strategies both in its marketing and the production has placed it very high in terms of its performance in the entire industry. In this case, the company’s logo and executive packaging of its products as well as organizing for various promotional shows have really played a significant role in ensuring the prosperity of The Temple Brewing Company Pty Ltd. In this respect therefore, The Temple Brewing Company Pty Ltd has its strong believe in the power of sales promotion through advertisements and production of quality commodities to its customers (Adeyoyin, 2005).

Product offering

Generally, The Temple Brewing Company Pty Ltd has been very competitive in the beer industry in which it has won various awards like trophies and titles. This has been by its attributed efforts and strategies in organizing for its sales and distribution promotion. Being supported by the government, The Temple Brewing Company Pty Ltd has emerged as one of the main exporters of beer in Melbourne in which this has given it an opportunity to explore the overseas markets leading to its consequent expansion. Perhaps, The Temple Brewing Company Pty Ltd can be described as very prosperous despite the currently competitive global market as a result of the increased level of technology and modernization (Fisher, Marseille & Miller, 2006).

Key to success

The company’s key towards it success has been attributed to its competent and highly skilled management and entire personnel; which has enhanced the company’s competence. More so, the success of The Temple Brewing Company Pty Ltd can be described to be from its full support by the Melbourne government. Generally, the key towards success of The Temple Brewing Company Pty Ltd lies behind its strategic market planning and the subsequent strategies to be competent (Adeyoyin, 2005).

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Critical issues

The main critical issues facing The Temple Brewing Company Pty Ltd are the rising competition in the market and the subsequent rise in completion. In this case, it is very important for the company tom put into consideration such issues so as to enhance its success and prosperity. As it has been revealed, the success behind the competence of The Temple Brewing Company Pty Ltd in the global market lies behind its unique marketing strategies and promotional shows; which enhance the familiarity of its products to the market. Perhaps, The Temple Brewing Company Pty Ltd has succeeded in its sales strategies by being focused on quality production followed by the subsequent intensive and extensive marketing for its products (Fisher, Marseille & Miller, 2006).

Marketing strategy

Majoring in producing hot beverages like beer, The Temple Brewing Company Pty Ltd has succeeded in ensuring a well established market ground for its products. In the year 1986, The Temple Brewing Company Pty Ltd established one of its distinctive products like the temple pale ale which was later followed by another vary fascinating product named temple special bitter in the year 2007. As a matter of fact, The Temple Brewing Company Pty Ltd has all the way long been well known for top quality alcohol products in the entire beer market which s(Kotler & Keller, 2008).

Mission

The mission of the Temple Brewing Company Pty Ltd is to establish high quality beer brands in the market which would satisfy all the needs of its users.

Vision

The vision of the Temple Brewing Company Pty Ltd is to be the leading beer producer and supplier in the world economy by encompassing the current technology and skilled labor.

Financials

The following table represents the production plan for the Temple Brewing Company Pty Ltd from the year 2007 to the year 2010

Year 2007 2008 2009 2010
Total Sales 1,000,000 USD 1,000,879 USD 1,101,007 USD 1,120,000 USD
Total Expenditure 780,000 USD 799,000 USD 801,000 USD 826,980 USD

Controls

As depicted in the company’s strategic plan, the company has a well established network of controls which would see the company higher in terms of its performance. As a matter of fact, the company has enhanced its success and assurance of quality through having a highly competitive personnel, which is meant to enhance quality production and marketing strategically. Generally, the main controls in the Temple Brewing Company Pty Ltd constitutes of its ability strategically organize the available resources to produce quality products and retain its good reputation in the market (Adeyoyin, 2005).

Reference list

Adeyoyin, S., 2005. “Strategic planning for marketing library services.” Library Management 26, no. 8/9: 494-507.

Fisher, P., Marseille M. & Miller E., 2006 Blueprint for Your Library Marketing Plan: A Guide to Help You Survive And Thrive. Chicago: American Library Association.

Kotler, P. & Keller, K. (2008). Marketing Management (13th Edition). New York: Prentice Hall Publishers.

Kotler, P. & Lee N., 2006 Marketing in the Public Sector: A Roadmap for Improved Performance. Philadelphia: Wharton School Publishing.

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