Mkt1003 Interview
1. Executive Summary
This is AwfullyChocolate’s (AC) marketing plan designed for the period starting 1st January 2008 to 31st December 2008 which was founded by Miss Lyn Lee in 1998.
The plan began with the introduction of the company’s background and mission statement, followed by the situational analysis (SA) of the microenvironment and macroenvironment. The factors identified from SA are extracted to SWOT analysis classified into four different categories, namely strength, weakness, opportunities and threats.
Three marketing objectives were established. Marketing researches were conducted to collect the primary and secondary data needed to complete the marketing plan. Primary data were obtained from surveys while secondary data were obtained from the Internet, books and newspaper articles.
Marketing strategies were developed and assisted by survey results, comprising of the target segment, positioning and the marketing mix and the activities from these strategies are spread across the twelve months indicated in an action plan. Sales are then forecasted, after-which advertising and promotions budget are computed for 2008.
The control and evaluation procedures were establish to ensure the smooth implementation of marketing plan and the successful attainment of the set marketing objectives, with allowance for contingency plan to ensure there is back-up if any unexpected situation arises.
2. Introduction
2.1 Company Background
AwfullyChocolate (AC) is a unique and unconventional chain of chocolate cakes and ice cream boutiques founded in Singapore in 1998 by Miss Lyn Lee and Mr. John Yap. It has franchise stores in China, Indonesia and Taiwan and is set to expand in the region.
AC’s head office is at 81 East Coast Road, #02-01, Singapore 428785. Currently AC has four outlets located at Cluny Court, Katong Mall, Republic Plaza and Sembawang Hills.
2.2 Mission Statement
“Our philosophy is simple and unique. The focus is not variety but
This is AwfullyChocolate’s (AC) marketing plan designed for the period starting 1st January 2008 to 31st December 2008 which was founded by Miss Lyn Lee in 1998.
The plan began with the introduction of the company’s background and mission statement, followed by the situational analysis (SA) of the microenvironment and macroenvironment. The factors identified from SA are extracted to SWOT analysis classified into four different categories, namely strength, weakness, opportunities and threats.
Three marketing objectives were established. Marketing researches were conducted to collect the primary and secondary data needed to complete the marketing plan. Primary data were obtained from surveys while secondary data were obtained from the Internet, books and newspaper articles.
Marketing strategies were developed and assisted by survey results, comprising of the target segment, positioning and the marketing mix and the activities from these strategies are spread across the twelve months indicated in an action plan. Sales are then forecasted, after-which advertising and promotions budget are computed for 2008.
The control and evaluation procedures were establish to ensure the smooth implementation of marketing plan and the successful attainment of the set marketing objectives, with allowance for contingency plan to ensure there is back-up if any unexpected situation arises.
2. Introduction
2.1 Company Background
AwfullyChocolate (AC) is a unique and unconventional chain of chocolate cakes and ice cream boutiques founded in Singapore in 1998 by Miss Lyn Lee and Mr. John Yap. It has franchise stores in China, Indonesia and Taiwan and is set to expand in the region.
AC’s head office is at 81 East Coast Road, #02-01, Singapore 428785. Currently AC has four outlets located at Cluny Court, Katong Mall, Republic Plaza and Sembawang Hills.
2.2 Mission Statement
“Our philosophy is simple and unique. The focus is not variety but