marketing plan
Important note:
This marketing plan sample mainly illustrates the structure of your marketing plan. But do not follow its content too much because of its deficiencies (e.g. incomplete macroenvironmental analysis and insufficient analysis of the company itself). 1
INTRODUCTION TO MARKETING
Marketing Plan Report
2
Content pages
1. Executive summary…………………………………….p.3
2. Situation analysis………………………………………..p.3
3. SWOT analysis……………………………………………..p.8
4. Goals…………………………………………………………..p.13
5. Marketing strategy………………………………………p.15
6. 4Ps analysis………………………………………………….p.19
7. Conclusion……………………………………………………p.21
3
1. Executive Summary
Recently, there is a fiasco in the China milk powder market. Most of the famous local milk powders have been found melamine, which has caused many deaths.
As it is observed that there is in lack of a safety and affordable milk powder for the ordinary households in China, as being a socially responsible cooperation, we decided to plan to produce a safety and reasonably affordable milk powder to the mainland’s babies. Also, because our company is planning to further expand our business in the mainland China, we have decided to make use of this opportunity, which is to innovate such a new milk powder.
2. Situation Analysis
The Vitasoy International Holdings Ltd (abbreviated as “Vitasoy”), founded in
1940 as a soymilk manufacturer, has been providing nutritious food and beverages to both local and international consumers who are highly health-conscious. Currently our products are marketed under two major brands:
VITASOY for soy drink and tofu, and VITA for other categories ranging from dairy milk products, juice, and teas to carbonated drinks and distilled water. The brands have already obtained a significant market share in Hong Kong, and are expanding progressively in North America, Mainland China, South East Asia and
Australia etc. Vitasoy is about to enter into the milk powder market
This marketing plan sample mainly illustrates the structure of your marketing plan. But do not follow its content too much because of its deficiencies (e.g. incomplete macroenvironmental analysis and insufficient analysis of the company itself). 1
INTRODUCTION TO MARKETING
Marketing Plan Report
2
Content pages
1. Executive summary…………………………………….p.3
2. Situation analysis………………………………………..p.3
3. SWOT analysis……………………………………………..p.8
4. Goals…………………………………………………………..p.13
5. Marketing strategy………………………………………p.15
6. 4Ps analysis………………………………………………….p.19
7. Conclusion……………………………………………………p.21
3
1. Executive Summary
Recently, there is a fiasco in the China milk powder market. Most of the famous local milk powders have been found melamine, which has caused many deaths.
As it is observed that there is in lack of a safety and affordable milk powder for the ordinary households in China, as being a socially responsible cooperation, we decided to plan to produce a safety and reasonably affordable milk powder to the mainland’s babies. Also, because our company is planning to further expand our business in the mainland China, we have decided to make use of this opportunity, which is to innovate such a new milk powder.
2. Situation Analysis
The Vitasoy International Holdings Ltd (abbreviated as “Vitasoy”), founded in
1940 as a soymilk manufacturer, has been providing nutritious food and beverages to both local and international consumers who are highly health-conscious. Currently our products are marketed under two major brands:
VITASOY for soy drink and tofu, and VITA for other categories ranging from dairy milk products, juice, and teas to carbonated drinks and distilled water. The brands have already obtained a significant market share in Hong Kong, and are expanding progressively in North America, Mainland China, South East Asia and
Australia etc. Vitasoy is about to enter into the milk powder market
References: 1) Zhao Cheng, 2004. 中國消費市場近七成購買力流向名優品牌. China Report , [internet] 21 March 2) Matt Rosenberg, 2008. China Population – The Population Growth of The World’s Largest Country 3) China.org, 2008. China Faces Baby Boom. China.org, [internet] 20 April. 4) Consumer Council, 2008. Milk powder. Consumer Council, [internet]. Available at: http://shopsmart.consumer.org.hk/shopsmart/tr/tr_agentlist_mp.html [Accessed 5) Vitasoy Company, 2008. Corporate Milestones. Vitasoy Company, [internet]. 6) Weerakoon, Thilaka S., 1997. Product recall and customer loyalty : the case of Vitasoy