Table of Contents
1.0 Country Analysis 4
1.1 Hofstede Cultural Dimensions 4
1.2 PEST Analysis 4
i. Political 4 ii. Economic 4 iii. Social 5 iv. Technological 5
2.0 Industry Analysis 5
2.1 Porter´s Five Forces Analysis 5
i. Threat of new entrants 6 ii. Threat of substitute products 6 iii. Bargaining Power of Buyer's 7 iv. Bargaining Power of Suppliers 7
2.2 Competitive Analysis 8
3.0 Company Analysis 9
3.1 WheyHey Analysis 9
3.2 SWOT Analysis 10
4.0 Key Issues Entering market 11
4.1 Segmentation 11
4.2 Major Target market 12
4.3 Potential customers 13
4.4 Positioning 13
4.5 Differentiation strategies 14
5.0 Marketing Objectives and Communication Objectives 14
6.0 Marketing Mix 15
6.1 Product 15
6.2 Pricing 16
6.3 Place 18
6.4 Promotion 19
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is directly related with the area of each country. (See Appendix B) iii. Social Social factors of both countries includes health consciousness, population growth rate, age distribution and cultural aspects. Health consciousness is a key factor for Whey Hey product due its nature. Germany is located in the 12th place on the top 30 markets with rising health concerns, being the second European country to appear on the ranking, just after United Kingdom in the 9th place (EuromonitorInternational, 2012). Age structure is very similar between Germany and United Kingdom, hence the behaviour of the selected demographic segmentation will be similar to its home country. (See Appendix B). Based on Hofstede’s cultural index is appreciated that the similarities between British and German culture is high. iv. Technological
Technological infrastructure in Germany is considered as developed. Since Internet will be considered as a key tool for must businesses nowadays, considering the fact that from a population of 80,996,685 million people, 65.125 million have access to Internet and are considered as active users. (See Appendix B)
2.0 Industry Analysis 2.1 Porter´s Five Forces Analysis The attractiveness of the Ice Cream Industry will be evaluated with Porter’s five forces analysis (Kotabe and Helsen, 2010).
i. Threat of new entrants According to a recent market research of Canadean firm, Germany
They are women with incomes of $25,000 or more a year that care about their appearance and spend money on beauty products. They tend to have curly or frizzy hair. They are women that tend to use beauty salons and keep up with fashion and fashion trends.
▪ Special screenings with access to a premium food and beverage menu for VIPs only
Triple E’s main clients will be local area businesses who require access to marketing and event planning services but have no marketing/planning departments of their own. By focusing on businesses that have these specific needs, Triple E Marketing and Events will be able to provide smaller organizations access to comprehensive and combined event planning and marketing strategies, allowing them to create brand recognition and increased profitability for their businesses.
Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.
10. Conducting a Market Opportunity Analysis (MOA) is the first step in developing a marketing strategy.
Before launching or expanding a business venture, there needs to be an understanding of the industry, its competitors, and its customers. Market research is vital in assisting companies in the decision-making process and their marketing direction. Data from marketing research is important because it provides companies with ways to identify opportunities, identify market potential, minimize chances of loss, devise effective marketing strategies, gauge customer satisfaction, and serve as an evaluation tool.
Competitive advantage - Nundies is an innovative product which provides an alternative to visible panty lines; no other company produces the same type of product
A. Describe the environment, as viewed by Michael Porter’s model of competitive forces, that Valuejet was trying to compete in. consider competition, suppliers, customers, new entrants, substitute products? The five competitive forces that shape strategy are competition, suppliers, customers, new entrants, substitute products. Michael E. Porter demonstrates how the five competitive forces can be used in any industry. The results from all five forces not only look at the narrow aspect of competition rivals but as well as broader aspect of competitive interaction within an industry. These five competitive forces can also be used in the case of Valuejet. Competition within the airline industry is highly
Here is a résumé of the Five forces model of the ice cream industry in Russia:
Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.
Top managers develop long-range plans, called strategic plans that define the company's overall mission and goals. Strategic planning focuses more on issues that affect the company's future survival and growth. To develop strategic plan, top managers also need information from outside the company, such as economic forecasts, technology trends, competitive threats, governmental issues and shareholder concerns.
This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.
1. Please provide an in-depth five forces analysis to illustrate the competitive environment for Russia’s ice cream industry. How is it likely to evolve?
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
Besides sales increment, the number of ice-cream manufacturers, parlour and restaurants has grown and they are gaining popularity by introducing new flavours of ice-cream and providing a comfortable environment. Supermarkets play a role in supporting the sales by selling multipack ice-cream and bulk ice-cream. (SeowMIee, 2011) Hence, we will use PEST, SWOT and Porter's five forces analysis to analyse the industry.