MKT201 Marketing Plan Assignment Sample
Here’s the best sample of MKT201 Marketing Plan Assignment, written by the expert.
Part A
Executive Summary
The main purpose of this report is to conduct the micro and macro environmental analysis for choosing target market and strategy. Disba’s is supermarket chain which is leading its business in competitive market of Spain. The company decision to expand business in Barcelona is effective as Macro-environment is reflecting stable and flexible economy environment. This study also helped in collecting and analyzing the information related to competitors and customers of the company. Overall, this analysis helped in identifying target market which is Barcelona and positioning strategy of the company i.e., to grow in market by adding new product line with high quality.
Introduction
The main purpose of marketing plan is to analysis both micro and macro environment of the Barcelona where company wants to open its new store. Disba’s is a leading supermarket chain with more than 130 stores in different regions. This study will conduct an analysis of the company in order to understand and identify the internal environment and stability. At the same time, this study will also do macro-environmental analysis under which PESTEL analysis will help in understanding the Barcelona overall environment. In a similar manner, competitor analysis and customer and SWOT analysis will also conducted for doing in-depth study of the company strength and customer share.
Company Analysis
Disba’s is operating its supermarket chain business in Spanish market by opening large numbers of the stores in different regions of Barcelona islands. In last few years, Disba had made few acquisitions in Albacete and Cartegena and had also opened a store in Balearic Islands and Castellon. During the analysis, it is identified that Disba had significantly taken advantage of efficiency of its logistics system in order to offer the products at a lowest prices. In addition, the company strength is its sales which grow every year and customer base and its high quality of products and services. The market share of the company is large as Disba has acquired closure warehouses and opened various new stores for managing the investor and to reduce the logistics cut down. On the other hand, the customer base of Disba is identified have large in number as it target different locations or areas near to Barcelona islands in order to reach large market share.
Macro-environmental analysis
PESTEL Analysis
| Factors | Description |
| Political Factor | The political environment of Spain is democratic in nature which is form by the parliamentary government. This reflects that Spain has an effective political environment which supports or encourages the entrepreneurship by creating a contract under which business can hire a worker one year probation period. |
| Social Factor | The social environment of Spain reflects the ageing population of people because of decline in the birth rate, shrinking workforce and less demand for the consumable products (Castro et al., 2016). The socio-cultural environment of Spain is supported by the government by creating initiation for labor welfare for making flexible and cost competitive environment. |
| Economic Factor | In global market, Spain economy is considered as a developing country and known as 16th largest economy. In Spain economy, interest rates found to be high in comparison to other economy which creates a situation of instability in corporate sector (Davies et al., 2016). |
| Technological Factor | While analyzing, it is found that Spain has low level of innovation because of lack of adoption of new technology. Spain business enterprises are not focusing on adoption of new technology for brining innovation in the business (bin Jailani and Rahim, 2014). |
| Environmental Factor | The Spanish environment law is derived from the European law or legislation under which some regulations are developed as per environmental fields such as environment responsibility, protection of atmosphere and air quality, waste, etc. |
| Legal Factor | The legal environment of Spain is quite attractive because Spainsh law and regulation supports the foreign investment up to 100% equity. As per World Bank, For operating business in Spain, only 13 days required for staring business by undertaking six procedures. |
Competitor Analysis
There are different numbers of competitors which are also operating their business in same supermarket chain industry and growing rapidly in Barcelona. The name of the competitors includes Dia, Valvi, Caprabo, and Catalonia and so on. While analyzing the competitors, it is identified that the pricing strategy is competitive factor, which reflects that Caprabo and Valvi are selling their supermarket products by keeping high prices and that is three time more than price of Disba. At the same time, it is also analyzed that Catalonia is one competitor which has less stores in numbers (5-10) in comparison to Disba and others competitor which have more numbers of stores. In addition, Dia is one competitor which offered only 800 inventory keeping unit in contrast to Valavi & Disba. As well as Dia will compete the Disba in milk products as it sells milk at retail price which was less than Disba wholesale price respectively.
Customer Analysis
In Barcelona, shopping environment was highly localized in nature because of ancient design of city where different numbers of grocery stores which could offer only parking places. While analyzing, it is also identified that 96% of Disba customers interested in pulling shopping trolley in which there are different mix of women i.e., traditional housewives, young clients and working women but also male customers. All stated customers have different perspectives towards the purchasing of products and services like older customers i.e., housewives believes in going to store to store for purchasing the best products at a best reasonable price. Whereas, working women and young clients have limited time for shopping for which they don’t visit to several stores but male customers are those who go rare for doing shopping.
SWOT Analysis
| Strengths
· Large customer base · Selling high quality of perishable products |
Weaknesses
· Creativity and innovation |
| Opportunities
· Expansion of business to new market · Increase in non-food products |
Threats
· Increase in competition level · Adoption of new innovative technology by other competitor |
Target Market & Positioning strategy
The target market of the Disba’s is Barcelona where company is operating its business by opening new stores which attract more numbers of customers to purchases goods offered to them at a low price. In addition, the positioning strategy of the Disba is identified that company is focusing to move towards “upmarket” by adding the extensive product line i.e., high quality of perishable products where business can itself process and distributed their products in their retail stores as well as adding non-food products like kitchen appliances, beauty aids and health aids. This strategy will help the company to sustain in competitive market for a long term period by offering best quality products at reasonable rates.
Part B
Marketing Mix
According to Wu and Li (2018), marketing mix is defined as set of business tactics that is used to promote and sell all products in the market efficiently. In other words, marketing mix is general phrase which help in describing the kind of organizations that have to be made for bringing a product or service to the competitive market. The use of marketing mix is important tool for marketing used by various organizations as it comprises of all four main elements which influence the demand of the customers for the products (Harrington et al., 2017). The marketing mix includes 4P’s elements such as price, place, product and promotion which help in developing the product, and deciding the price and place where products will be sold and determining best promotion strategies.
The positioning strategy of the marketing plan is to raise the company share in competitive market of Barcelona by opening new stores with the addition of new product line. The 4P’s will help the Disba’s in execution of positioning strategy in the new competitive market of Barcelona.
Price: – The price of the new product line will be maintained reasonable for the targeting the Barcelona local customers and in order to attract customer for grabbing large market share (Álvarez-González et al., 2018). The price of the products will be kept at low which can be easily affordable by the customer’s mainly traditional housewives who demand for best quality at lowest cost.
Product: – The new product range of Disba’s include perishable products and non-food products that will be processed and distributed by the business for satisfying the customer needs and wants. The perishable product include meat, fruit and produce where as non product line include health and beauty products and kitchenware & clothing.
Place: – The place where identifiable new product line will be sold is Barcelona old ancient time city where large customers come to buy products at affordable price with best quality (Garrido-Morgado et al., 2015). The old Barcelona market will help in reaching to the customers easily without involving to any intermediaries.
Promotion: – For entering new product in the market, proper promotion is required and similarly for that Disba’s is also required to develop a suitable promotional strategies i.e., doing attractive advertisement, sales promotion, direct marketing and social media promotional strategy. These stated promotional strategies will somewhere support the company in the positioning the business in the market effectively by meeting the customer satisfaction level.
References
Álvarez-González, L., García-Rodríguez, N. and Sanzo-Pérez, M., 2018. Online Voluntary Transparency in Spanish Retail Firms. Measurement Index and CSR-Related Factors as Determinants. Sustainability, 10(10), p.3542.
bin Jailani, M.A.K. and Rahim, F.A., 2014. Assessing the situational analysis of heritage tourism industry in Melaka. Procedia-Social and Behavioral Sciences, 130, pp.28-36.
Castro, G.S.C., Gallegos, R. and Nordbrenden, M.S., 2016. How Sapa can gain a leading position in the Spanish aluminum extruder industry (Bachelor’s thesis).
Davies, H., Santos, G., Faye, I., Kroon, R. and Weken, H., 2016. Establishing the transferability of best practice in EV policy across EU borders. Transportation Research Procedia, 14, pp.2574-2583.
Harrington, R.J., Ottenbacher, M.C. and Fauser, S., 2017. QSR brand value: Marketing mix dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks. International Journal of Contemporary Hospitality Management, 29(1), pp.551-570.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research, 28(1), pp.74-104.
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