Business Studies HSC HSC Practice Question 2c – Strategic role of marketing

GridHome is a business that sells and installs residential battery systems that store electricity generated from rooftop solar panels. Customers can monitor battery performance using a mobile app.

GridHome’s current offer is a “Battery + Install” package sold through its website and a small network of independent solar retailers. The business has grown steadily, but a new competitor has entered the market with heavy advertising and a lower advertised “from” price.

GridHome’s management team is reviewing the strategic role of marketing in the next 18 months. They have identified three issues:

• Many customers do not understand why two households with similar solar panels can have different savings outcomes.
• Some leads expect the battery to provide full-home backup during long blackouts, but GridHome’s standard package only supports essential circuits unless customers pay for an upgrade.
• Retail partners complain that GridHome’s promotions generate website enquiries that are “low quality” and take time to filter.

Internal information (last 6 months):

Two alternative marketing directions are being considered:

• Direction 1: Increase lead volume by running a national “from \$8,999 installed” campaign and offering a limited-time discount for deposits paid within 7 days.
• Direction 2: Reduce discounting and reposition the offer around “right-sized energy independence”, including clearer pre-purchase education (savings estimator, blackout capability checklist, and retailer co-branded information sessions).

GridHome’s overall business objectives include sustainable profit growth, reduced cancellations, and protecting long-term brand trust in a market where safety and reliability are important.