Marketing Audit of Bic

This marketing plan lays the foundations on which to build a solid and successful entry and entail a marketing campaign promoting core brand attributes and aligning them with our target market. To keep the plan on track specific objectives have been created to guide all strategic decisions. The objectives are divided into marketing and financial objectives

High cost of entering new markets International growth is expensive. Entering new markets with a new brand

Additionally, the company will deliver, invest, and brand their products in every major market across the

Mariotti & Glackin (2013) provide that development of marketing strategy and competitive advantage is from the "Four P's". The "Four P's" include product, price, promotion, and place. This paper further outlines each of the "Four P's". Mariotti& Glackin (2013) recommend continually referring to the mission statement and vision statement while developing the marketing strategy. This reference helps to build the marketing strategy and form the core competency for the business. The first part of the business plan, the mission and vision statements, are stated below:

The main reason of this assignment is to collect related information about the selected entities, their functioning and operations, what products they make along with their portfolios and implementation of marketing strategies. And also how they manage to deal with their competitors.

Marketing plays the most important role for the success of a business. In this chapter, the business’ marketing objectives are laid out together with the plans or actions that will be needed to achieve these objectives. Furthermore, this chapter includes the profile of the respondents which aided the researchers to create this part of the feasibility study.

To inspire moments of optimism through our brands and actions. To create value and make a difference everywhere we engage.

The company aims at ensuring that they are recognized as a leading company in its industry and rise above the noise in the market that is caused by competition.

Marketing Director to report quarterly on marketing strategies implemented by aligning business outcomes, i.e. units sold, during review period against prior set targets. Also to be considered is direction and influence marketing strategies have on company vision of being a ‘local, organic and sustainable’ producer, i.e. is marketing through large retailers detracting from public opinion that Alissa’s Artichokes is a local producer.

regarding their brand. Another objective is to preserve the quality of the company’s brand and

The purpose of a marketing audit is to review and appraise existing marketing activities and to look at the way the marketing is planned and managed, giving the opportunity for a systematic examination of each element of the organisations current marketing activity and achievements, and to objectively evaluate the effectiveness of the organisations investment in marketing.

Another interesting consumer attitude is the general opinion towards Ibis’s environmental stance. A July 2009 survey discovered that only a small percentage (around 5%) thought Ibis cares for the environment, however, as previously mentioned, Ibis launched a new initiative in January 2009, driving towards “greater and greener customer comfort” (Mintel 2009), on top of this, Ibis’s impressive website dedicates a large area to its

1. Executive Summary....................................................................................................3 2. Company Background................................................................................................4 3. Current Marketing Activity........................................................................................5 4. Evaluation of Marketing Activity...............................................................................6 5.

• 33. Internal analysis: Marketing mix Products Prices Promotional activities Distribution New product development Customer service

Company establishes key performance indicators for evaluation system. The actual performance of marketing activities is comparing the set objectives. The key performance indicators are:-