Marketing Plan for a New Organic Goods Company 1. Executive Summary The primary purpose of this assignment is to propose a valid and a relevant business plan for an organic foods company named Beijing Organic and Beyond Corporation (OABC) through analysing different marketing approaches and attributes…
In this proposed marketing plan, a particular fruit i.e. organic apple has been taken into concern for promoting in the current organic fruit business industry of the UK. Now, the company is intending to expand its business in the emerging UK food business industry. In this regard, the proposed marketing proposal for the company would focus on critically analysing different marketing research tools such as PESTLE, SWOT and marketing segmentation strategies in the context of UK food industry. Additionally, the proposed marketing plan would also incorporate the process of selecting effective marketing approach and different actions in order to enable OABC to achieve its business objectives in the growing food industry of the UK. A financial plan, metrics and appropriate implementation as well as controlling process have further been illustrated for the company in order to attain success of its desired business objectives. Table of Contents 1. Executive Summary 2 2. Situation Analysis 4 2.1 PESTLE Analysis 4 2.2 SWOT Analysis 6 3. Market Segmentation 7 3.1 Targeting 8 3.2 Positioning 8 4. Objectives 9 5. Marketing Strategy 10 6. Marketing Programs 11 6.1 Marketing Mix Strategy 11 7. Financial Plans 12 8. Metrics & Implementation Controls 13 References 15 Bibliography 17 2. Situation Analysis The aspect of situational analysis involves the study of demonstrating the scenario with respect to external environmental factors of a country or a location, wherein the business to be performed (Grabosky & Braithwaite, 1993). The following situation analysis in the form of conducting PESTLE and SWOT would examine the major influencing factors in accordance with the business objectives of OABC. 2.1 PESTLE Analysis Political Factor Although the political condition of a country has major influence on a particular business, the adequate flexibility along with greater deregulatory policies within the political framework of the UK would eventually provide major opportunities for OABC to market organic apples. The well-structured governmental regulations and the adequate balances of the regulatory processes in the UK have long been identified to provide extensive support for the foreign entrepreneurs. Therefore, the political factors would provide a major support for the company to successfully establish its business unit in the respective country (Coventry University, 2013). Economic Factor The economic factors such as income level of the consumers, interest rates portfolio, taxation programmes, exchange and inflation rates of the UK can also be considered to ensure providing adequate support to OABC in successfully achieving its desired financial goals. Specially mentioning, the higher economic growth with regard to Gross Domestic Product (GDP) rate of the nation would also provide an effective support to the company to substantially market and promote its quality based highly nutritional organic apples (Agriculture Horticulture Development Board, 2013). Social Factor In the context of social factor, the increasing number of adult population along with budding changes in their food habits would also facilitate OABC to effectively perform its business operations in the UK market. Moreover, the increasing diversity of the UK populaces along with greater mobility of the communities can also provide greater ...
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