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Executive summary Affected by the escalating impact of globalization and the additional rising levels of intangibility there is more need than ever for businesses to consider innovative responses to marketing opportunities Moreover the advent of Internet has constructed a new business structure as many marketers have started to find ways to penetrate into new market to gain a competitive advantage by putting enormous effort to come out with the most approachable marketing strategy of their own Offensive marketing has to be one of the most effective and successful one it focuses on building long-term sustainable shareholder value The five elements of the offensive marketing approach are POISE as summarized by mnemonic of profitable offensive integrated strategic and effectively executed It brings together advances in strategy innovation and approach to produce a new level of effectiveness and market results The hardware industry in Australia has also adopted this business format and marketing approach Bunnings Warehouse which dominated the largest hardware market share in Australia has been proven a successful one using the particular marketing approach NFK Glazing Industrial Supplies Pty Ltd on the other hand represents a traditional marketing approach Content TopicsPages 1 Introduction 3-4 2 Brief summary of Australian hardware industry5-6 3 Organizational backgrounds7 31 Bunnings Warehouse7-8 32 NFK Glazing Industrial Supplies Pty Ltd9 4Comparative analysis of marketing approach10-23 41 Profitability10-12 42 Offensive13-16 43 Integrated17-19 44 Strategic20-22 45 Effectively executed23 5Recommendations24-25 6Conclusion26 7Reference 27-28 Introduction As different industry often has distinctive marketing approaches and strategy to tackle the market it is therefore decided that businesses under same category should be researched and discussed of the centrality of entrepreneurial marketing activity to the firms strategic approach and its profitability Bjerke and Hultman 2002 consider that the dominant view of marketing fits the old economic era and argue the unsuitability of conservative perspectives of marketing to fast growth new business enterprises Hardware industry in Australia will be the focus of the report
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