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Strategic Marketing & Planning (Blue Ocean Strategy)
Pages 15 (3765 words)
Name Institution Course Tutor Date Strategic Marketing and Planning Table of Contents Table of Contents 2 Executive Summary 3 Introduction 4 Background 4 Methodology 7 Findings 8 Blue Ocean Strategic Model 11 Blue Ocean Fundamentals 12 Why Blue Ocean 13 Recommendation 17 Conclusion 17 Bibliography 19 Executive Summary The frozen yoghurt industry was a fast-growing industry during the last two decades of the twentieth century.
Based on the findings of the report and the desert climate of Saudi Arabia, the frozen yogurt business may succeed. The strategy targets families with children between three years and twenty years, thus this is the target market for the company. Ideally, the company may bait them by offering punch cards and coupons upon a given number of purchases. Today, the most appropriate method of reaching the teenagers and youths is the social media. The company could attract customers to the company by offering coupons and other promotional gifts through their social media such as Twitter and Facebook. This will attract a loyal customer base as well create awareness on the company’s products and prices (Willy et al., 2011:150). In all stages of the strategy, the idea is to create value innovation and differentiation from the existing industry. The paper proposes a blue ocean-based campaign labeled “Froyo Goes Green”. The main objective of the campaign is to attract customer to the company through offering environmentally friendly products and services, including biodegradable consumables such as spoons, cups, and containers. ...
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