Question

Marketing Plan

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From the real international market, select a company of your choice wishing to start its activities in Saudi Arabia. The Company hired you as Marketing Manager of Saudi ArabianRegion.

You have to establish a marketing department starting from the Analysis of the market, formulate overall marketing goals, objectives, strategies, and tactics within the context of an organization's business, mission, and goals designing and planning the entire function.

Write a Marketing Plan considering the following points (2x5=10 Marks)

1. Introduction, Goals and Objectives

To introduce this section you should include the "mission statement" of the business; an idea of what its goals are for customers, clients, employees and the consumer.

a. Introduction about the business.

b. Business vision and mission

c. Business objective.

d. Products and services offered

2. Environmental Analysis

Conduct an environmental analysis that looks at and comments on your local area and your network of business contacts, competitors and customers.

3. Target Market Analysis

Identify the target market, describing how the company will meet the needs of the consumer better than the competition does.

4. SWOT Analysis

Conduct a SWOT analysis for your chosen company based on your research.

Strengths: List the strengths of the business approach;

Weaknesses: Describe the areas of weakness in the company's operations;

Opportunities: Examine factors that may improve the business's chances of success;

Threats: List the external threats to the business' success.

5. Marketing Mix (4 P’s ) Analysis

Describe each of the 4Ps of your chosen company.

Product or Service

Identify the product or service by what it is, who will buy it, how much they will pay for it and how much it will cost for the company to produce it, why a consumer demand exists for your product, and where the product sits in comparison to similar products/services now available.

Place

Identify the location of the business, why it is located there (strategic, competitive, economic objectives), the expected methods of distribution, and timing objectives.

Promotion

Describe the type of promotional methods that will be used. Identify techniques such as word of mouth, personal selling, direct marketing, sales promotion etc. television, radio, social media and newspaper ads.

Price

The prices of the products or services that reflects the overall company strategy. Should be competitive as well as a reflection of the quality, costs and profit margin.

Answer 1

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I have chosen the Amul company for this marketing plan.

The introduction, environmental analysis, target market analysis, SWOT analysis and marketing mix analysis of Amul is discussed in the explanation part.

Explanation:

1.I have chosen the Amul company for this marketing plan.

a. Introduction about the business:

Anand Milk Union Limited, commonly known as AMUL. AMUL is the milk and milk product cooperative dairy company, based in the small town of Anand, in the Gujarat state of India. The founder of AMUL is Tribuvandas Patel. The tagline or slogan of AMUL is 'The taste of India' and the Jingle is 'Utterly, buttery, delicious.....'

b. Business vision and mission:

Vision

• Vision defines where the organization wants to go or what the company wants to achieve. The vision statement defines a company's long term goals. An effective vision statement motivates the employee and provides them with a direction for carrying out day to day business activities.
• The vision statement of Amul is 'Amul's vision is to provide more and more satisfaction to the farmers, employees and distributors'

Mission

• The mission statements define the purpose or the reason for the existence of an organization. It answers the question of why the company exists? The mission statement distinguishes the company from other similar companies. The vision statement of the company inspires to dream and on the other hand, the mission statement inspires the company to bring dreams into action.

It shows the present as well as the future of an organization.

• The mission statement of Amul is 'We at GCMMF (Gujarat Co-operative Milk Marketing Federation) endeavor to satisfy the taste and nutritional requirements of the customers of the world, through excellence in marketing by our committed team. Through co-operative networking, we are committed to offering quality products that provide the best value for money'.

c. Business Objective:

Objectives are the small set of targets that a company tries to achieve in a given set of time.

Objectives are set by individuals to achieve desired goals. The objective is a step that helps to reach the vision by accomplishing a mission.

The business objective of AMUL is as follows:

I.   The business object of AMUL is to ensure that the maximum share of consumer's rupee goes back to the milk producers.

II.   Amul has an objective to supply goods with the best of quality and purity at very reasonable rates.

III. The objective of Amul, the dairy cooperative in India, is to spur the White Revolution in the country and make India the largest producer of milk and milk products in the world.

d. Products and services offered:

AMUL produces milk and milk products and renders services to customers to gain profit.

The products and service offered by Amul are as follows:

1. Amul Butter,

2. Amul Milk Powder,

3. AmulGhee,

4. Amul spray,

5. Amul Cheese,

6. Amul Chocolates,

7. Amul Shrikhand,

8. Amul Ice cream,

9. Nutramul,

10. Amul Milk and many more.

2.Environment analysis

PESTEL analysis is a tool used to conduct an environmental analysis.

Amul's PESTEL and environment analysis:

Political factors that impact Amul: Amul's profitability or chances of survival are diverse considering the political factors. The sudden change in political regimes varies on the decisions taken by the government. The overall political risk of Amul's company is dependent upon the political stability of the country.

Economic factors that impact Amul: Economic factors such as inflation rate, interest rate, foreign exchange rate, GDP (gross domestic product) helps the company to pertain in the industry. Amul company has to consider whether it is operating in a monopoly or any other type of market and any other above-mentioned economic factors before investing anywhere.

Social factors that impact Amul: The social factors that impact Amul are the culture, beliefs, attitude of the majority of population, demographics, class and many more. Social factors are important for both the operational and marketing aspects of Amul.

Technological factors that impact Amul: Technology is rapidly changing in the business environment. The recent technological developments of Amul's competitors encounter Amul to invest in its introducing new technology and innovation.

Environmental factors that impact Amul: There are different environment standards for different industries to safeguard the environment. Every company has to follow and work under the set standards. The environmental factors that impact Amul are weather conditions, climate changes, managing environmental habits

Legal factors that impact Amul: There are government institutions in every country that provide the framework for the companies that are operating in their country. The legal factors that impact Amul are intellectual property law, discrimination law, health and safety law, consumer protection law and many more.

3.Target market analysis

Amul has targeted its milk product in various segments and has targeted different groups of customers.

a. Kids aged four to sixteen: The products like Amul Nutramul, Amul chocolate milk, Amul kool flavoured bottled milk.

b. College going customers: The products like an Amul kool milkshake, Amul kool café, Amul kool Koko.

c. Specific season: The products like Amul Masti spiced buttermilk, Amul lassi, Amul kool Thandai.

Marketing is a core element for all business, to satisfy customers and to be better than its competitors, Amul had to reach their potential customers and had to satisfy the existing customers by providing a good quality product at an affordable price and give a wide variety of products.

4.SWOT (strength, weaknesses, opportunity, and threat) Analysis

SWOT analysis of Amul is as follows;

Strength: The strengths of Amul are as follows:

a. High brand equity and product image.

b. High quality.

c. Wide range of products.

d. Affordable price.

e. Trust of customers.

Weaknesses: The weaknesses of Amul are as follows:

a. Low market share in the chocolate segment.

b. Failure in some products such as Nutrela

c. Low sales in the ice cream segment.

d. Fewer advertisement and promotion.

Opportunity: The opportunities for Amul are as follows:

a. Product development.

b. Diversification.

c. Increase in exports.

d. Improvement in weak segments.

Threat: The threats of Amul are as follows:

a. Increase in strong competitors.

b. Economic slowdown.

c. Inflation.

d. Disease in cows and buffalos.

5.Marketing mix analysis

Product: Amul is one of the leading dairy product brand, having a diverse product portfolio. Amul offers a wide range of products such as Amul butter, Amul milk, Amul chocolate, Amul cheese, Amul buttermilk and many more.

Price: Amul uses competitive and low-cost pricing for its products. Amul started selling its product at an affordable or economical price. Amul uses low-cost prices for milk, ice cream, ghee and many more and Amul uses competitive prices for Amul spray, condensed milk and many more.

Place: Amul uses an enormous distribution channel that is spread across the world to deliver its product and reach customers. Amul produces products on a large scale (economics of scale) and then broken down into different units for customers. Amul uses acquisition and distribution channels for reaching its customers.

Promotion: Amul uses the most successful promotional campaigns, by using Amul Girl in its promotional campaign, Amul has attracted a large number of customers.

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