Assignment Sample on Marketing Plan
Introduction
A good marketing plan can direct a marketer and helps to focus on the brand, product or the company. A detailed plan can catalyze the growth of the business. It helps to build a new product for launch and provides the direction to sell the existing product. Even the organizations which are non-profitable those companies have their marketing plan to outreach efforts. The governmental agencies have their own marketing plan for making aware of the people about nutrition and tourism.
Background and content of a marketing plan
A marketing plan has a boundary of the scope in comparison to the business plan that offers a wide picture of the whole mission, resource and strategy of the organization. It has served the planning of product, place, price and promotion of the organization. It has helped to meet the marketing objective of the organization and divert the organization to focus on the potential customers to act (Erickson, 2017). The main purpose of the market plan is to make sure about the marketing activities of the organization to achieve the goal. It has a plan that defines a sustainable position in the comprehensive competition and identifying the resources that are essential to achieve the goal.
The length and content of the marketing plan has differed from one company to other company. The small businesses can plan a short form of marketing plan. On the other hand the large corporate companies have followed a highly structured plan of marketing to guide the actions and to implement.
Research role
Marketing plans can develop the strategies and the action programs for future work. The marketers can up to date the data about the environment, the market segments and competition to be served (Ind, Iglesias & Markovic, 2017). The plans are implemented, the marketers used different techniques of the research to measure the process of progress towards objectives and find out the improvements. The threats, opportunities and other parameters are included in the overall market. At last, the marketing research helped marketers learn about the requirements, expectations, and satisfaction of the customers. The marketing research has the well-informed targeting, segmenting, and decisions of positions.
Explaining roles of relationship
The marketing plan can establish the profitable relationship of the customer. It has sharpened the internal and external relationship (Fisher & Kordupleski, 2019). Initially it has affected the personal work of marketing with everyone and with other departments to deliver and satisfy the customers. On the other perspective, it has affected the way of work with the suppliers, distributors and partners.
Development of marketing plan to marketing action
Marketing plans over a long period can be created for general purpose. Marketers can start the planning for implementation date for allowing the time to plan market research via analysis, review of management, and the coordination within departments. After the initiative of the action program the marketers can monitor the results and can compare the projections and analyse any kind of differences (Tulung & Ramdani, 2018)
For the potential implementation of the marketing plan there is a need to progress the objectives that can be measured. Managers can use the schedules, budgets and the performance standards for the evaluating and monitoring outcomes. The planned expenditures can be compared with the real expenditure for a time period of month or week (Martin et al. 2017). This can be compared with the budget. The schedules should be managed in a way that can show the time period to complete the task. The tracker of performance can monitor the results of the marketing plan to find that the company has moved in the right way or not.
Value Proposition
Australian Dairy Goods Company has been capable of exchanging money. The dairy products have been verified and followed the protocols of ISO and HACCP. It has ensued the quality and value of the dairy products. In this case maintaining all protocols in the production of dairy products at an affordable price is the necessary value proposition for the market of this company (Koch, Puckey & Williams, 2020).
Current Scenario of Marketing
Description of the market
Australian Dairy Goods is the company in Australia that exports dairy goods or products in the market. Australian Dairy Goods was set up in the year of 1999 as an exporter association of the dairy products. It has exchanged the dairy things to the market and they have associated with vAsia, Mexico, Europe and other countries as the wholesaler.
Characteristics and Benefits of the Products
This company has innovated with the different dairy products and it has an official website where they have launched their new dairy products.The dairy products includes milk powder, protein powder, butter, fats or cheese. Moreover, Australian Dairy Goods have operated the milk powder factory and involved the modern techniques of dry blending (adgpl.com.au, 2021).
| Target population | Customer need | Corresponding benefits |
| Consumer market
● Family ● Professionals |
● Families need good nutritious dairy products for the children to serve them nutrition.
● Professionals can use it for their business |
● Children and other family members can get nutrition and can be comfort as it is best quality of dairy product
● Professionals can use it in production of other dairy products. |
| Business market
● The dairy product manufacturing companies ● Business man or shopkeeper |
● They need wide range of milk or dairy products
● Shopkeeper or small business owner can sell it and get profit |
● They can produce dairy products and also can use it in other food products.
● Shopkeepers can buy in low amounts and sel it for a higher price. They can earn handsome money from it |
Table 1: Characteristics and Benefits of the Products
(Source: Self-created)
Review of the product
The reviews of the products are good and all products are produced from the register organization that is controlled by the Department of Agriculture with the higher standard of international level. The entire range of dairy products have been manufactured by following the strict policies of HACCP and maintained the protocols of ISO that ensured the quality and safety standards of food (Payne, Frow & Eggert, 2017). The products have colourful and attractive packaging and have the logo of the company. The protein powder can give energy and help to gain weight. New products are improper texture yogurt, base powder and the fat filled powder milk.
Competitive reviews
There are so many companies in the Australian market of dairy products. It is obvious that there are some companies related to the dairy industry who can compete with the ADG. ADG has used modern technologies in launching new products and also provided the unique strategy of free shipping or discounts on the products which helps to maintain sustainability in the competitive market (Abdel-Basset, Mohamed & Smarandache, 2018).
Bega Cheese Limited Company, the company Lion Pty Limited and Freedom Foods Group limited are the major competitors of ADG in Australia. There is no doubt every company has their own marketing plan that makes them unique in the dairy industry of Australia.
| Competitors | Features of Product | Price |
| Bega Cheese Limited Company | Infant formula nutritional powder, peanut butter, cheese etc | Affordable price and offers on some specific products |
| Lion pty Limited | Milk, cheese, juice and beer | Little high price |
| Freedom Foods Group | Milk, butter, fat or cheese and protein powder | Affordable price |
Table 2: Competitive Review
(Source: Self-created)
Channels and logistics review
- The channels of the ADG have supported the company for the entire progress in the dairy industry.
- The indirect channels are similarly responsible for the progress.
- In this channel the intermediaries can compose the milk and supply to the customers
- These intermediaries have played a major role in logistics by participating in storing, gathering and dispensing the products in the market (Gürel & Tat, 2017).
- Intermediaries have functions in the transactions such as selling and buying
Analysis of threats and opportunities
Australian Dairy Goods Company has some areas of strength on which it builds but it also has some major weakness. This company has faced much competition in the dairy industry. This opportunity and weakness can be displayed by SWOT Analysis (Mustapha, 2017).
SWOT Analysis
| Strength | Weakness |
| ● Involvement of committed and very diligent staffs
● Excellent service to the customers and on time free delivery |
● Lack of creativity, cooperation
● Lack of prolonged patience and has very limited productivity |
| Opportunities | Threats |
| ● A large channel of customer
● Potential strategy of involving modern technologies and has a good relationship of Asia, Mexico, Europe market |
● High competition and high cost of labour
● Limited network of distribution and price wars with new entrants. |
Table 3: SWOT Analysis
(Source: Australian Daily Goods, 2021)
Strength
The staff or employees of the ADG have the capability and experience in the international dairy industry that helps to ensure the smooth delivery of the products. These employees are very efficient and diligent towards work.
Weakness
The lack of management in overall manufacturing of the dairy products, lack of cooperation in the employees and less creativity in the dairy products can be drawn to failure for ADG. Even if they have a boundary of production, this limited production can result in customers being attracted to another company which has a large range of production (Fuad, Tamtomo & Sulaiman, 2019).
Opportunities
A large range of dairy products and modern technologies paved the path to expand the market with Mexico, Europe and Asian countries. It has a large channel where the intermediaries plays a major role.
Threats
The new companies with creative ideas can be a threat for the company and the limited network of the distribution channel or suppliers can make barriers in the progress (Da Silva, & Las Casas, 2017).
Objectives and challenges
The objectives in the first few years to achieve by following the marketing plan:
Objectives
- To take place in leading brands of the Australian dairy market.
- To deliver quality dairy food products that make the customers happy
- To provide nutritious food and enhance the good health status of the public
Challenges
-
- The challenge is the absence of team work which makes less cooperation and low understanding of each other.
- ADG has thought about the new modern technologies which have caused extra cost or are expensive.
- The competition within team members has broken the pillar of the company and cannot establish their brand name in the market.
- This company also has issues with the brand name to establish in the meaningful positioning ((Australian Daily Goods, 2021)).
Marketing Strategy
ADG has an international image that helps to work in close partnership with the manufacturers of Australia, harnessing the competitive advantage and it has a wide range of product portfolio. It has the ability to make sure about the consistent supply of the products and communicate the competitive pricing (Syapsan, 2019). ADG has a unique marketing strategy where the group of ADG has paved the path to the market for numerous manufacturers in the USA and Oceania. The strategy has core to the business to the international level marketing and distribution. It has linked with the factories or has equity in the partnership. In this case, ADG has evaluated the 4p’s marketing mix strategy to segment the population and target them. Then positioning the company is in the target population.
Dairy Best Victoria
This is a part of their marketing plan, it is a manufacturing facility that has been constructed to occupy the warehouse, corporate offices and production of the capacity approximately 12,000 MTS per year.
Positioning
Australian Dairy Goods have the ability to be successful in the global marketing strategy in financing and marketing. This company has produced dairy products and has belief about the value and quality of the products in the perspective of the customer’s health.
Strategy of product
This company has different types of dairy products butter, cheese, fats, protein powder, milk and others. This company has operated their own milk powder factory where they produce the milk powders. The production of the products has followed the ACCP and protocols of ISO at the manageable price for the customers. This is the essential value proposition of the product or marketing of ADG (Australian Daily Goods, 2021).
Strategy of pricing
The pricing is communicated based on the target population status. It has given a scope to everyone to buy the products as the dairy products are an essential need of the families. ADG has finalized the pricing strategy by keeping in mind the income status of the population.
Strategy of distribution
The intermediaries have played a major role as indirect channels to distribute to the milk, stores and in the market. This company has ensured the good quality of the product and then decided to packaging. This whole process has been done by modern technologies (Springer & Hironaka, 2020). The strategy includes the stores and online marketers in distribution. For supporting the channel partners ADG has demonstrated the products in detail and given explanations about the nutritive value. In the past ADG has decided to arrange particular forms of payment terms for the marketers or distributors that can place a large volume of orders.
Strategy of promotion
ADG is active in the promotional activity including Australian origin products. ADG has their own online platform or official website to launch and advertise new products. Use of digital marketing enhances the path for the online purchasing of the customers. They also remote their products offline via its different stores (Springer & Hironaka, 2020).
Marketing communication strategy
Australian Dairy Goods have an official website to launch their new products and to communicate. They can get the reviews of the products from this website as the customers have an opportunity to comment or give their feedback (Springer & Hironaka, 2020). This is a most helpful communication tool that customers can use for online shopping. It enhances the possibility for any kind of online purchasing (Australian Daily Goods, 2021).
Marketing research
By following the research it can be identified the particular characteristics and benefits of the value of the target market segment. This feedback from the test of market, focused groups and surveys helped to develop the Australian Dairy Goods Company. The behaviours of the customers towards the competing products and brands have been analyzed (Springer & Hironaka, 2020). The research of brand awareness has helped to determine the efficiency and effectiveness of the media and messages. Atlast, the satisfaction of the customers have been studied to gauge the reaction of the market.
Organisation of the marketing
The mission of the organization is to generate the opportunities of marketing for dairy products and establish the export markets for managing the supply chain. The ADG has involved eight persons in the marketing of the organization. This has been hired the Worldwide Marketing for handling the national sales campaigns, trading and the promotions of the customers’ sales and the efforts of the public relation (Springer & Hironaka, 2020).
Action programs
There are summarizations of the action programs that have been used during the six month to meet the stated objectives.
In the first month, ADG has launched new products and has the promotion campaign. It exhibits the major industry that shows the dealers and the channel generators has supported the production in this six month. It has been created by providing the samples to the chosen product reviewer, opinions of the leaders, bloggers who are influencers and the celebrities. The training worker will work with the dairy products at large chains to explain the advantages of the products.
- In the second month, the campaign of internet advertising for the targeted consumers.
- In the third month, addition of the consumer sales promotions and uploading the videos of the customers who have used ADG dairy products in the website.
- In the next month, A contest will be held for the salesperson where a variety of prizes will be offered to him on the basis of sales rate.
- In the last two months an exhibition of dairy products has been evaluated and the channel partners with the new comparison of the competition handouts as the sales aid. Besides, it will be tallied and analysed of the results for the customer satisfaction surveys to use in the upcoming promotions and has provided the feedback for the products and activities of marketing.
Budget
The operating budget is $2.2m in the year of 2018 to 2019. The annual revenue of Australian Dairy Goods is $27.93million (Australian Daily Goods, 2021). This budget is mainly a value proposition budget; it is dependent on the benefits of the offered dairy products. The food markt increasing day by day and has demanded for some new products which the Company has produced. Break-Even point (units) = Fixed Costs ÷ (Sales price per unit – Variable costs per unit) = $3000000/$130 per unit – $100/unit = 100000
Controls
It has been planned that the control can measure or monitor the customer service and quality of the service that satisfied the customer. This has enabled us to react in a quick process to correct the problems that can occur. Other types of warnings can be monitored for the signs of deviation from the explained pan that includes the monthly sales and expenses of monthly. The volatility of the market can develop the contingency of the plans for addressing the environmental changes such as competition and new technologies.
Tools of marketing plan
In the development of marketing plans two significant resources can be used to assist the marketing plan such as the marketing plan Pro and the handbook of marketing plan. Marketing plan pro has included the step by step guides and included sample plans. The handbook of marketing plans has explained the process of creating a marketing plan that includes all checklists in detailed form and contains real life examples.
Conclusion
The last phase of the marketing plan is the evaluation of the planning where the monitoring of overall activities against the target of the organization. This stage of random evaluation can help the team of marketing that focused on the modification or introducing the new activities for achieving the objectives. It can be concluded that Marketing plans in any organization have given the way to develop the business growth. It has helped to achieve the objective as it has given the direction to the organization to improve the business growth. It helps to generate the marketing strategy and help to maintain the supply chain in the market. It has opened a path to achieve the brand value or brand name in the competitive market. The strategy of 4p’s such as price, promotion, place and product are the main parameters of any marketing strategy. The organization which has not followed any kind of marketing strategy has not achieved the objective or can be failure in the midway of journey. Marketing plan contains the innovative marketing strategies that give back support to the organization to stand up in the competition and can list the brand name in the top leading brand names.
References
Australian Daily Goods (2021). Homepage. Retrieved from: https://adgpl.com.au/about-us/
Da Silva, E. C., & Las Casas, A. L. (2017). Sports marketing plan: an alternative framework for sports club. International Journal of Marketing Studies, 9(4), 15-28. DOI: : http://doi.org/10.5539/ijms.v9n4p1
Erickson, G. S. (2017). New methods of market research and analysis. Edward Elgar Publishing. https://books.google.com/books?hl=en&lr=&id=WR06DwAAQBAJ&oi=fnd&pg=PT6&dq=Erickson,+G.+S.+(2017).+New+methods+of+market+research+and+analysis.+Edward+Elgar+Publishing.+&ots=Brd-lMI67e&sig=nwFnML9xfau00MILowyj5iiMDv0
Fisher, N. I., & Kordupleski, R. E. (2019). Good and bad market research: A critical review of Net Promoter Score. Applied Stochastic Models in Business and Industry, 35(1), 138-151. DOI: https://doi.org/10.1002/asmb.2417
Fuad, L., Tamtomo, D., & Sulaiman, E. S. (2019). Multilevel analysis on the effect of marketing mix strategy toward patient satisfaction in Magelang, Central Java. Journal of health policy and management, 4(1), 39-46. https://www.cabdirect.org/globalhealth/abstract/20193258264
Gürel, E., & Tat, M. (2017). SWOT analysis: a theoretical review. Journal of International Social Research, 10(51). DOI: http://dx.doi.org/10.17719/jisr.2017.1832
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Koch, C., Puckey, B., & Williams, V. (2020). THE CORPORATE BRAND: EMPIRICAL FINDINGS. Journal of Competitiveness Studies, 28(1), 1-19. https://search.proquest.com/openview/3c1e6800dc72d85da004845d1d987396/1?pq-origsite=gscholar&cbl=32907
Martin, G., Rentsch, L., Höck, M., & Bertau, M. (2017). Lithium market research–global supply, future demand and price development. Energy Storage Materials, 6, 171-179. DOI: http://dx.doi.org/10.1016/j.ensm.2016.11.004
Mustapha, B. (2017). Effects of Marketing Mix Strategy on Performance of Small Scale Businesses in Maiduguri Metropolitan, Borno State Nigeria. Journal of Marketing and Consumer Research, 31(2), 1-6. https://core.ac.uk/download/pdf/234694253.pdf
Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: evolution, development, and application in marketing. Journal of the Academy of Marketing Science, 45(4), 467-489. DOI: https://doi.org/10.1007/s11747-017-0523-z
Solimun, S., & Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development. DOI: https://www.emerald.com/insight/content/doi/10.1108/JMD-12-2016-0315/full/html
Springer, A., & Hironaka, C. (2020, November). Alternative Summative Assignment: One-Page Marketing Plan for COVID-19-afflicted Business Partners. In Innovate Learning Summit 2020 (pp. 316-319). Association for the Advancement of Computing in Education (AACE). https://www.learntechlib.org/p/218816/
Syapsan, S. (2019). The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable. Benchmarking: An International Journal, 26(4), 1336-1356. DOI: https://doi.org/10.1108/BIJ-10-2017-0280
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