Running head: FOOD AND BEVERAGES MARKETING PLAN 1

FOOD AND BEVERAGES MARKETING PLAN

By (Students Name)

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FOOD AND BEVERAGES MARKETING PLAN 2

Table of contents

Executive Summary.3

Introduction; Company overview................................4

Company goals.4

Environmental analysis ...5

PESTEL Analysis....5

Targeting and customer value proposition ..6

Marketing review (Market mix 4Ps, 5Cs)6

SWOT ANALYSIS.8

Evaluation metrics i). Customer value.9

ii). Market margin.9

iii). Website content downloads and visitors9

iv). product adoption rates and retention..9

v). Customer engagement.9

Conclusion.10

References......................11
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Executive summary

This paper shall focus on a food manufacturing company targeting a wider market in the

UK, Europe, Asia, and North America as well as the global region. Majorly, the paper discusses

major trends and development in the market under manufacturing industries as well as service

industries. It is clear from the issues raised that technological advancement and innovation define

the future of global markets, therefore, manufacturers need to embrace new technologies and

support research programs for their existence into the world market. Networking also plays a

crucial role in positioning various businesses through extending their network communication

systems that act as a linkage to other complementary businesses within the globe. The job market

has taken a new dimension that focuses on multiple abilities. Therefore, many organizations are

investing in staff building capacity programs such as training and exchange programs to

benchmark successful businesses and companies to build ability and knowledge level.

As a measure to sustain established business, companies are advised to review their

operational criteria concerning industry service provision as well as marketing techniques

emulating the 4Ps and 5cs. Additionally, most companies are restructuring their strategic plans

to ensure that they correspond to the market demands and consumer tastes and preferences.

Ideally, this helps them fight the external market forces such as competitions that may limit their

operations. Therefore, this paper can be used by any business to focus on its growth and

expansion objectives.
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Market Analysis: Company X, food and beverages marketing plan

Introduction: Company overview

Ideally, the company in question (Company X), shall be one of the top industries in the United

Kingdom dealing with food and drinks. The company is structured to spread world widely with

about 2,000 outlets employing over 32,000 people. Ideally, its major target is to offer a variety of

services to its clients inclusive of retailing soul food at its buffet restaurant outlets as well as food

production. This company shall label its products at 50 percent of sales in three levels; value,

healthy, and excellent products. Extensively, the company focuses on diversifying its operations

in 20 markets outside the UK, Europe, Asia and North America (David & Nigel, 2012).

The mode of operation shall follow the supermarket industry service protocol

emphasizing on internal resources and external environment analysis, cultural dimensions and

companys competence strategies as a whole. Ideally, annual improvements in regards to

resources, customer retention, and industrial development strategy shall be incorporated basing

on the management views and market characteristics. Key aspects for its sustainability shall

include operational market principles, market concept, and approaches in practice, analysis of

consumer behavior, and the impact of the environment on market decisions.

Company goals

To win large customer base for maximum profits. This can be achieved through value addition

on food ingredients such as mineral component and high energy levels for a healthy living.

However, the company shall also enjoy customer loyalty by issuing loyalty cards to their

prospective customers in the UK and other outlets overseas.

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To diversify its market. Through the internet, X shall diversify its products through extensive

research programs incorporating market demands with the current trends in food, beverage and

other products giving it a strong position in the market economy.

To build an everlasting cooperation with clients and stakeholders via supply

management initiatives. X deals with many suppliers as well as employees. Therefore, the

company shall adopt a comprehensive communication network to monitor supply management

programs as well as building consistency long-term relationships.

Environmental analysis

PESTEL Model Analysis

Political factors. The company is mandated to consider the political and legal frameworks of

states under its jurisdiction. For example, fairness in its recruitment process of employees.

During its operation, Company X shall take key note of state laws on fighting discrimination in

the workplace.

Economic factors. Unemployment limits profit scope due to the lower purchasing power of

consumers. This factor affects X. However, this has to be regulated through mix product

techniques such as consumer real priced goods and services and discounts.

Social factors. Demographic changes such as aging population and decline consumption of

homemade meals have influenced the company to entice their services and products in terms of

value addition. Foods produced by the company therefore must meet the social and cultural

aspects of the society under coverage. Such issues shall include religion, believes, and customs

(David & Nigel, 2012).

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Technological factors. Products highly depend on technological advancements and innovations.

For instance, convenience and efficiency of both the company and customers shall be linked to

improvements such as wireless devices, intelligence scale, electronic money transfer and self-

checkout machines.

Environmental factors. The company shall take a sensible measure to sensitize the community

importance of safeguarding the environment. Furthermore, it shall produce environmentally

friendly products and use non-biodegradable packaging material to prevent pollution.

Legislative factors. Government policies within the range of company influence its operational

activities. Therefore, X shall strive to adhere to industrial taxation policies set by the state,

follow retrenchment policies, retirement benefits, and charge manageable prices and others.

Targeting market and customer value proposition

Primary market targets the local communities surrounding the business, and the ordinary

people with low income levels for daily consumption of food and beverages. These will therefore

consume readily made available food products in the cafes and restaurants of the company.

Secondary market shall comprise of people from a higher caliber. The rich shall fall under

this category as well as external markets for export purposes. Therefore, value addition in terms

of ingredient, flavor and packaging shall play a major part in maintaining them and boasting the

companys reputation (Fill, 2009).

Market analysis; Marketing mix strategy

The company shall exclusively embrace the four Ps of marketing and the 5Cs which

are: product, price, place, promotion, company, collaborators, customers, competitors, and

climate respectively.
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Product. X will embrace the art of diversity in the production of goods and services to meet

consumers needs. These shall include; food products, health and beauty products, utensils,

financial services to farmers, consumer advisory services, and seasonal goods. Competitively, its

brand market identity shall be maintained through consistent pricing and product and service

quality.

Price. The pricing strategy shall be achieved through valuable brand selling messages giving the

company a larger recognition in the market share. The management will focus on economies of

scale to regulate the costs of purchases and production.

Place. The full spread outlet across United Kingdom, Europe, Asia, and North America, works

to the advantage of the company. The online platform trough the website shall necessitate the

sell and marketing objectives too.

Promotion. Under the flagship objective of maximizing profit and increasing the brand image, X

shall utilize the media to run across by tag and identification messages for awareness. Unique

brand and nutritional value added to food are selling points for the industry. This shall be done

by event sponsorships programs, charitable activities, point-of-sales marketing strategies, regular

announcement of promotional offers and discounts.

Company. The company shall maintain its corporate image by selling to customers standardized

quality goods and services. Chain management programs such as club card, and partitioning

products shall be used for loyalty purpose. For instance, frozen food section, data and feedback

collection from customers, and delivery section will enhance efficient customer response and

reduce operational costs.

Collaborators. Product distribution will be via road network system. The chain of flow,

however, shall include some middlemen who act as suppliers and clients of the goods and
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services. One on one selling technique in supermarkets and stores are workable. Since the

company has an extensive network regarding website, customers place their orders via the

internet and their goods are shipped via sea, air or road to depending on the distance.

Climate. The political, technological, economic, cultural and social environments shall be

incorporated during daily to daily running of the business to eliminate any kind of wrangles

Competitors. Competition shall be on fair terms through adopting a differentiation strategy so

that the companys products, labels, simple managerial policies, buildings, and general customer

service appear different. The company may choose to confine its products in a particular market

to cut on operational costs, legal, political and social frameworks of different regions that may

prove to be cost effective.

Customers. Basic information about customers shall be stored in a database to help in measuring

the growth of the company. Equally, customers shall be segmented as either locals, low income

earners, global, or high income earners. This shall create a state of balance in the type of services

and goods offered basing on the preferences and needs.

SWOT Analysis

Strengths. Emulating the use of online platform for marketing, the company attracts a huge sale

of its products. A shared online platform will work to the convenience of the customers since

they can place orders prior to their visit. Additionally, production of quality food boosts the

companys reputation. Further, by using pursued price matching mechanism, gives the company

a future of existence into the market. Moreover, the company is at will to liaise with farmers for

standard quality of food at a relatively cheaper price through outsourcing (Kotler, & Armstrong,

2010).
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Weaknesses. The company is most likely to overspend on maintaining the customers via

research. With such a huge participation and outlets, management may be challenging in terms

of decision making slowing down the companys operations.

Opportunities. Diversified outlets in different states ensure the company obtains well equipped

laborers suiting the market needs at the local and global level. The use of a supermarket like

operational program limits customers from bargaining hence fixed prices for a substantial profit

margin (Palmer, 2009). The foreseen development of the office system will cope with the growth

that has been predicted by the increased number of telephone calls, bookings and annually

increment of events. Ideally, X can easily diversify its business by incorporating guesthouse and

bar services reaping maximum profits.

Threats. Upcoming organizations under the same line of business are a threat to X Company. It

is, therefore, a clear indication that if the cooperative is not going to develop at the speed

relatively above the competitor, then it may lose the market.

Evaluation metrics

Customer value. Customer value can be measured in terms of satisfactory with regards to the

services and goods offered. Indicators of value are; customer positive testimonials and feedback

on products and a wide range product supply and distribution. Companys role to initiate change

include rebranding, additional weight, additional ingredients and flavor amongst others (Pickton

& Broderick, 2005).

Market margin. Increase in number of buyers practically indicates a positive shift in favor of

the products and services offered by the company. This data can be achieved from online

platform as well as the marketing and sales departments.

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Website content downloads and visitors. Through the companys website, www.x.org.coke ,

internet connection, and mobile telecommunication services, data on how many people visited

the web is a good evaluation tool to determine the companys progress. Purchases and orders to

give the company a plus. (Www.statistics.gov.uk.consumer)

Product adoption rates and retention. Increase in purchases will be used to determine the

realization of objectives. Ideally, if a certain the food product is consumed at a higher rate, it will

indicate that its customers preference therefore shall be produced in plenty to retain customers.

Customer engagement. Positive feedback on the products, and services rendered shall be used

as indicators of satisfaction hence achieving the set objectives.

Conclusion

The current market trends are changing at an alarming rate. Therefore, the future of any

company relies on developing extensive measures of networking, research extension, staff

mobilization, integration policies and resource mobilization. These factors define the success of

the organization in the market share. Therefore, the company should develop a strategic plan that

will materialize and give it a better position as compared to its competitors.

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References

David Cravens & Nigel Piercy (2012). Strategic Marketing, McGraw-Hill.

Fill, C. (2009), Marketing Communications: Interactivity Communities and Content. London.:

Financial Times Press.

Kotler, P. & Armstrong, J. S (2010), Principles of Marketing. Pearson: Higher Education.

Palmer, A. (2009). Introduction to Marketing: Theory and Practice, Oxford University Press.

Pickton, D. & Broderick, A. (2005). Integrated Marketing Communication. London: Financial

Times Press. Www.statistics.gov.uk.consumer