Marketing
International Marketing Planning for Karicare | TEAM MEMBERS:-WEIWEI LIU:-1302199ANUJ SAREEN:-1211174SAMIP SONAR:-1302167 | | | |
Group Assignment
Table of contents
Chapter1. Executive summary and Company description....3
Chapter2. Situation Analysis 2.1 PESTLE +Competitor Analysis………………….4 2.1.1 Social force………………………………………4 2.1.2Environment force……………………………….4 2.1.3 Economic force………………………………….5 2.1.4 Technological force……………………………...6 2.1.5 Political force……………………………………7 2.1.6 Legal force……………………………………….7 2.2 SWOT Analysis……………………………………8 2.2.1 Opportunities……………………………………8 2.2.2 Problems and Threats……………………………9 2.2.3 Strength………………………………………….10 2.2.4 Weakness………………………………………..10
Chapter3. The marketing mix……………………………12 3.1 Marketing objective ……………………………12 3.2 Target market……………………………………13 3.3 Product strategy…………………………………13 3.4 Pricing strategy ………………………………..14 3.5 Promotions /integrated marketing communications strategy …………………………………………..15 3.6 Distribution strategy………………………………16
Chapter4. Marketing Implementation and Control…17
Chapter5. Reference……………………………………19
1. Executive Summary
The following marketing plan for Karicare has been created by its three international marketing consultants to secure additional funding for growth and to inform employees of company s current status and direction. Since 1896, Karicare was found by Dr Truby King, the firm has experienced greater demand for its products, and research show that racial similarity, role congruence, labeling intensity of ethnic identification, shared knowledge and ethnic salience all promote positive effects on the target market. Meanwhile, Karicare plans to explore opportunities for online sales. The marketing environment has been very receptive to the firm’s good quality of milk products. Over the following years, Karicare can increase
Group Assignment
Table of contents
Chapter1. Executive summary and Company description....3
Chapter2. Situation Analysis 2.1 PESTLE +Competitor Analysis………………….4 2.1.1 Social force………………………………………4 2.1.2Environment force……………………………….4 2.1.3 Economic force………………………………….5 2.1.4 Technological force……………………………...6 2.1.5 Political force……………………………………7 2.1.6 Legal force……………………………………….7 2.2 SWOT Analysis……………………………………8 2.2.1 Opportunities……………………………………8 2.2.2 Problems and Threats……………………………9 2.2.3 Strength………………………………………….10 2.2.4 Weakness………………………………………..10
Chapter3. The marketing mix……………………………12 3.1 Marketing objective ……………………………12 3.2 Target market……………………………………13 3.3 Product strategy…………………………………13 3.4 Pricing strategy ………………………………..14 3.5 Promotions /integrated marketing communications strategy …………………………………………..15 3.6 Distribution strategy………………………………16
Chapter4. Marketing Implementation and Control…17
Chapter5. Reference……………………………………19
1. Executive Summary
The following marketing plan for Karicare has been created by its three international marketing consultants to secure additional funding for growth and to inform employees of company s current status and direction. Since 1896, Karicare was found by Dr Truby King, the firm has experienced greater demand for its products, and research show that racial similarity, role congruence, labeling intensity of ethnic identification, shared knowledge and ethnic salience all promote positive effects on the target market. Meanwhile, Karicare plans to explore opportunities for online sales. The marketing environment has been very receptive to the firm’s good quality of milk products. Over the following years, Karicare can increase