Marketing Plan

Marketing Plan

Length: 993 words (2.8 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓
Marketing Plan

I have been commissioned by the manager of Scottish lemonade ltd as a marketing consultant to conduct research into their product range and markets and report back to him on the findings. Due to the lack of their marketing expertise they requested a report to include any ideas and suggestions as to how the research can help the company expand its sales in the future. Scottish lemonade ltd also require me as a marketing consultant to help them develop their existing products, expand into future markets and advise on the creation of new product ranges for the company.

A discussion that illustrates the interdependence of key marketing activities in the development of a marketing programme.

When developing any marketing programme one of the first things a marketer must do is good market research. This involves collecting information on all aspects of a business’s environment. This involves information on existing and prospective customer’s needs, wishes, desires and wants. As well as any other characteristics that could help identify your target market such as the age, sex, religion, location and buying behaviour of your customers. Research into suppliers, intermediaries and competitors is also relevant as it can give your company an advantage over similar companies. The better the quality of market research, the easier and more effective a marketing strategy.

The reason market research is done is basically to identify who your customers are (both present and future) and what their needs and desires are so you can best fulfil them.

Once the market research has been done and a marketer has a clear view of the nature of the customers needs and wants then they can go on to orientate a product toward them. This is done through the use of the marketing mix which is product, price, promotion and place. These are considered when marketing a product towards a group or groups. A marketer will consider a strategy for each of the sections depending on their target market. An example of this would be if one was orientating a product towards a market segment of lower incomes then a price would be altered to what they believe to be acceptable as when marketing towards a wealthier group a marketer would charge a premium price as they may see it fit to pay a more premium price. This is why market research is so interlinked with the marketing mix as without proper research one cannot know who or how best to target a market.

How to Cite this Page

MLA Citation:
"Marketing Plan." 15 Jul 2019

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marketing Plan For A Business Organization Essay

- Introduction In any business organization marketing is one of the dominant parts that integrates and link up all the business matters. Every business organization has a business strategy which draws up the all business activities which are going to be implemented but the marketing plan works as guideline to execute the business plan. Marketing plan refers to the clarification of the customer value, value pricing, placing the value, and promoting the value to the customers accordingly (Kotler, 1986)....   [tags: Marketing, Management, Marketing plan]

Research Papers
980 words (2.8 pages)

Marketing Plan For A New Product Essay

- This paper will detail a strategic marketing plan for a new product that is ready to “go to market”. A strategic marketing plan is important when presenting a new product or service because it ensures that the maximum amount of profit can be obtained for the product. A good strategic marketing plan provides focus and helps to pinpoint opportunities. A strategic marketing plan incorporates an executive summary, target marketing, place, product, pricing and promotional strategies, and a distribution plan....   [tags: Marketing, Marketing plan, Hairdressing]

Research Papers
2276 words (6.5 pages)

Essay about Strategic Planning For A Marketing Plan

- A marketing plan is a comprehensive outline of the organization overall performance and success whose main aim is to provide business solutions by creating awareness to the customers expected. A Market plan can be operated under two different categories which involves strategic planning and tactical planning. Strategic planning involves the process of the organization creating its direction and making decisions that either affects the consumer directly or indirectly. Tactical planning involves taking of the organization strategic plans and creates short term actions to be met....   [tags: Marketing, Sales, Marketing plan]

Research Papers
1057 words (3 pages)

Marketing Plan For A University Hospital Essay

- University Hospital is located in Augusta-Richmond Country region. They help ensure their patients will have quality medical services. They have a main hospital, Heart and Vascular Institute, treatment centers, and private practice physicians. They also have a secondary smaller site located in McDuffie County. University knows your health care doesn’t end at the door to the hospital. They recognize the need to serve the community closer to home. Marketing has a huge impact for University Hospital....   [tags: Marketing, Marketing plan, Marketing strategy]

Research Papers
877 words (2.5 pages)

Essay on Marketing Plan Of Innocent Drinks For Kids

- 1. Introduction As a today’s breadwinners company in the fruit juice industry, Innocent company was built in the UK in 1999. Since the aim of the company is providing high quality products for the consumers, it maintain the healthy profits for a long time. As one of the leading competitors in fruit juice market, understanding the market, and adjusting the macro and micro environment situation will be very important. Thus, in this essay, a marketing plan of Innocent drinks for kids will be discussed....   [tags: Marketing, Drink, Juice, Marketing plan]

Research Papers
894 words (2.6 pages)

Essay on Internet Marketing Plan

- Contents Page 3 Situation 3 4 Strategy 5 Tactics (Marketing Mix for Pure France) 6 Control (Performance measures) 8 Customer reach, loyalty and retention (E-CRM)........   [tags: E-marketing plan]

Research Papers
2986 words (8.5 pages)

Marketing Plan For An Organization Based On My Research Essay

- LO 3 Develop and evaluate a basic marketing plan Listed below are some findings on how to produce and evaluate a basic marketing plan for an organization based on my research; It is important for all small business to outline the company 's course to success, a marketing plan is essential to define research and methods used to target customers (Martin, 2016). According to Entrepreneur, (2016, par.1) " A good marketing plan spells out all the tools and tactics you 'll use to achieve your sales goals....   [tags: Marketing, Marketing plan, Marketing strategy]

Research Papers
1358 words (3.9 pages)

Marketing Plan For International Furniture Industry Essay

- As indicated in the chart above, it is a huge market because of the population, more consumers as well as great opportunities for expansion; they are interested in purchasing American style furniture, middle class is growing about 3 to 4 percent of the total population with an outstanding buying power for western style furniture centered on Shanghai (NBSC, 2006). International furniture companies have stepped up their pace of entering into China market to take advantage of the opportunities, company like Air land based in Hong Kong now manufactures foreign brands beddings and mattress for the market, Ashley furniture a major American brand has expanded into China at a major scale, a global f...   [tags: Marketing, Strategic management, Marketing plan]

Research Papers
1003 words (2.9 pages)

Marketing Plan Essay

- Marketing Plan Introduction. I have been commissioned by the manager of Scottish lemonade ltd as a marketing consultant to conduct research into their product range and markets and report back to him on the findings. Due to the lack of their marketing expertise they requested a report to include any ideas and suggestions as to how the research can help the company expand its sales in the future. Scottish lemonade ltd also require me as a marketing consultant to help them develop their existing products, expand into future markets and advise on the creation of new product ranges for the company....   [tags: Business marketing Plan Development]

Free Essays
993 words (2.8 pages)

Marketing Plan Essay

- AN IDEA FOR AN ADVERTISING CAMPAIGN AND THEIR EXPLANATION In today's very competitive marketplace a strategy that insures a consistent approach to offering a product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy it must also has a well defined methodology for the day to day process of implementing it. It is of little value to have a strategy if you lack either the resources or the expertise to implement it. In the process of creating a marketing strategy it must consider many factors....   [tags: Marketing]

Research Papers
1285 words (3.7 pages)

Related Searches

Identification of the main issues to be considered when marketing an organisation

In all business environments there are factors which affect the business’s workings. Some of these can be beneficial and others detrimental. The job of a marketer is to asses and evaluate all of them in order to give the company the best possible chances of avoiding the pitfalls and exploiting the opportunities. These can be broken down into internal and external factors with internal being factors within your business environment which you generally have control of such as staff, advertising, product and producing decisions. The external factors are sub-divided into micro and macro-envrromental factors. The micro environmental factors are all affecting factors in your business’s immediate environment such as suppliers and intermediaries. A business usually exerts some control over this section but generally not much. The macro environmental factors are summed up in the acronym PESTLE which stands for political, economic, sociocultural, technological legal and economic. All these factors due to their nature are outwith any control of the business and can have a huge influence and yet are hard to predict, however they should be carefully explore for any possible problems or opportunities. An example of a benefit form the PESTLE factors could be a technological advance which would make the manufacturing of the product cheaper, while a disadvantage could be that new EU regulations force high sugar content food items to have some sort of waning label, which would be a legal.

In the case study it is clear that sociocultural effects of healthy living are affecting Scottish lemonade ltd as people are more conscious about high sugar and fat levels in food and drinks as they are blamed for a range of illnesses, tooth decay and obesity. A marketer would identify this not just as a problem but as a potential opportunity as they could expand into the market of healthy drinks which are up and coming and the flipside of this sociocultural trend.

Internal factors which could have bearings on the company in the case study could be the company’s own financial situation as without good funding a company may not be able to afford a good marketing campaign.

Key marketing information required to develop a marketing plan

To develop a marketing plan or strategy there is a whole range of information necessary. Firstly and fore mostly market research on your target market is essential as without it you cannot properly aim your efforts to the right people. A company should also have researched their competitors to see how they work and what can be learned from their successes and failures. Information on suppliers and intermediaries is also beneficial, details of how they run their own businesses are helpful so as to correctly synchronise with them. Information gathered from marketing information systems can be used to huge benefit in not only the planning stage but all throughout the task as the data gathered is continuous and can be used to show how effective certain changes are in sales and buying trends. All the information a marketer sources before developing a plan is important as it gives a marketer a group to target and information on them to use, to effectively market towards them.
Return to