PROFESSIONAL DIPLOMA IN MARKETING –LEVEL6
THE MARKETING PLANNING PROCESS
MARKETING PLANNING AND CHANGING MARKET DEMAND
MEMBERSHIP NUMBER : 12932235
SUBMISSION DATE : 5TH MARCH 2010
TASK ONE : RATIONALE AND MARKET PLAN.
NUMBER OF WORDS : 3254
NUMBER OF APPENDICES: 4
TASK ONE: RATIONALE AND MARKETING PLAN FOR ROYAL FOOD LPPU
TABLE OF CONTENTS page
1. Rationale for a short term marketing plan 3
2. Marketing plan 5
1. Executive summary 5
2.
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The short term plan has been developed to achieve the following;
Goal: To increase levels of demand of customers for Lunda Peanut Leady Food by increasing sales volume by 50% within 12 months.
Objectives:
• Sell 30% of the product to new customers.
• To sell 20% of the product to past customers.
• To maintain 100% of existing customers.
• Increase resources; financial and human skill.
The development of the short term plan involves a comprehensive consultative process and research with member of staff, customer representatives of all segments and marketing consultancy bodies. The areas that the marketing plan asses are;
• The sales volume
• Order value
• Product quality
• Price of Lunda peanut
• Promotion
• Economic status
The findings of this assessment will help Royal Food LPPU to come up with a short term marketing plan that will help to increase or boost the level of demand for Lunda Peanut Ready Food.
2. Marketing plan for Royal Food LPPU
1. Executive Summary
Royal Food LPPU, a Malawian based cereal food company is facing a problem of decrease in demand for Lunda Peanut Ready food product. The decrease is due to economic downturn effects and competition. On the basis of information gathered during research and audit, it has been determined that the product has potential of succeeding in the market if improvement and more
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