Swot Analysis Of Fresh Milk

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PRICING
The pricing strategy to be used in Thailand will be Premium in order to enter to foreign market with expenses in transportation, additionally, the product has superior quality compared with competitors in terms of quality, and specially freshness of the milk and ingredients. Moreover, consumers are willing to pay more for importation products that are healthy with high quality and that are in convenient locations, even though demand of product is elastic.
The price is higher than competitors for its features. A suggested price for the 425 ml bottle is: $1.50 AUS, which are around 39 Baht.
Competition prices are around 25, 26 Baths. For example Foremost Flavor milk of 400 ml is 25 Baht, Meiji 450 ml is 27 Baht, Thai Danish of 400 ml …show more content…

Key Messages of Communication:
• Fresh milk no protein powders
• New, Australian made
• Fullness for your busy day
• Ready to Eat
• Extra energy, protein and taste

EVALUATION AND CONTROL
With the purpose of assess the performance and efficiency of the proposed marketing plan and each one of the objectives previously stablished, the next activities will be made

• SALES AND QUANTITY OF PENETRATION:
Monitor sales at 7-Eleven stores during the first six months to understand consumer buying behavior and make adjustments in the marketing strategy and determine the number of bottles to be exported in the next six months and the mix of flavors to be sent.
• BRAND AWARENESS:
Conduct a market research study to understand if the customers identify the brand and their willingness to buy it, also the general thoughts they may have about it. Information like market share, image and position of the brand among the customers will be evaluated.
• NEW MARKETS:
Monitor sales of the new three chosen retailers and cities, measuring actual against planned performance in each one of them.

CONTROL OF PROCESSES WITH BALANCE SCORE CARD

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