Sodebo Case

Objectives 3.1 Describe the relationship between differentiation and position of products or services. 3.2 Analyze the impact of the product life cycle on marketing. 3.3 Identify the appropriate price strategy that should be used in the development of the strategic marketing plan.

IntroductionMy name is Kevin Chen and I am a senior consultant of the Boston Consulting firm. Per the request of the A/S Dansk Minox, a food products manufacturer, I am preparing this analysis to identify the existing problems within the business of A/S Dansk Minox and provide possible recommendations. As a consultant, I will present the analysis without bias and for the best benefits of A/S Dansk Minox. In the following analysis, I am going to answer the following question: Should A/S Dansk Minox bring the new product, complete meal, to the market?Company backgroundThis case is set in Denmark in 1967 when the "boom" in consumer food products was just beginning more working mothers, more disposable income, more choices in convenience food

Question: Outline the marketing process and explain the importance of each element of the marketing plan.

Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the academic mentor in the learning community for this if you do not have it.

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

This worksheet is a complement to the study guide for both the MKT1. The purpose of this worksheet is to help you think about and apply important marketing concepts to Company G. By working through the exercises and matrices introduced in this worksheet (Section A, Section B, and Section C), you are laying the foundation for your marketing plan required in this assessment. This worksheet should be completed before you write your Marketing Plan, for which a template is provided.

This marketing plan will also engulf vision of the company, its mission statement, product and services, and underlying factor of the business. The plans will also contain a vivid description of the company in terms of its business product as well as SWOT analysis to demonstrate its strengths, weaknesses, opportunities, and threats. A market target segmentation of customers, strategic mission, and its foreign expansion

France is a nation known for its food, and fast food restaurants like McDonald's are slowly killing French dishes by luring customers away from previously successful establishments. Restaurants are forced to lower the quality of their in order to have even a small chance of being able to compete with the affordability of franchises like McDonald's, and by lowering their quality, they are losing their essential customer base: tourists. In addition to this, McDonald's has also been putting several French cattle farmers out of business, along with crippling the tourism industry in the area. Overall, the globalization of fast food has homogenized peoples across the world under the guise of a beneficial addition to any town. Fast food chains have been controlling the way cities grow and look, all while gradually annihilating all foods that were once vital to a people, and ultimately, their competitors. If the globalization of fast food is not stopped, then food, as a unique and diverse indicator of cultural identity, may be

The second part will present the SWOT analysis based on internal and external environment. The last section is to set the marketing objectives for developing the marketing strategies.

Briefly state your marketing strategy (horizontal vs. vertical); summarize your product positioning and launch strategy (5 Marks Total)

In the last decade, a lot of emphasis has been put on adopting healthy eating habits and informing the consumers that the healthy-eating option was available in fast-food restaurant chains. Interestingly, consumers eating in fast-food chains were found to be more likely to order fattening side dishes if they think that they are consuming a healthy diet (Men’s Fitness, March 2008). This observation is also true in Subway restaurants where a 12 inch Italian sandwich contains over 900 calories compared to the 600 calories BigMac from MacDonald’s (Wilson Quarterly, Winter 2008). Thinking they are eating “healthy”, Subway patrons then splurge on soft drinks, potato chips and desserts accompanying their sandwich, especially is they are offered as part of value meals.

Discuss the potential audiences for a marketing plan and the needs of those potential audiences.

It gives the consumer an alternative to buy products that have still not saturated the market.

Prior to this class, although I have some experience in a marketing type role, I thought of marketing as the process that was activated post product development and the vehicle to product/service promotion and advertisement to the marketplace. Through this class, I have a greater understanding of marketing, and realize promotion and advertisement is just a fraction of it, and has much more depth. Marketing begins at the beginning, and is integrated through to the end of the life cycle. It has a significant impact on the development stages as well as delivery to the marketplace. Marketing is a set of procedures facilitated in businesses for creating, communicating and delivering value to customers. Furthermore, marketing is about

In this section of task I am going to discuss about strategic marketing and the role of strategic marketing.