Cim Level 6 - Marketing Plannimg Process.Doc

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PROFESSIONAL DIPLOMA IN MARKETING –LEVEL6

THE MARKETING PLANNING PROCESS

MARKETING PLANNING AND CHANGING MARKET DEMAND

MEMBERSHIP NUMBER : 12932235

SUBMISSION DATE : 5TH MARCH 2010

TASK ONE : RATIONALE AND MARKET PLAN.

NUMBER OF WORDS : 3254

NUMBER OF APPENDICES: 4

TASK ONE: RATIONALE AND MARKETING PLAN FOR ROYAL FOOD LPPU

TABLE OF CONTENTS page

1. Rationale for a short term marketing plan 3

2. Marketing plan 5

1. Executive summary 5

2. Introduction 5

1. Mission statement 6

2. Corporate objectives 6

3. Marketing Audit 6

3.1. Products 6

3.2. Market analysis 7

3.3. Demographics 7

4. Business competition 8

4. Marketing strategies 8

1. Goal 8

2. Objectives 9

3. Target markets 9

4. Competitive advantage &positioning 9

5. Marketing mix strategies 10

5. Implementation 13

1. Budget 13

6. Control 13

7.0. Monitoring & evaluation 14

1. Rationale

Royal Food Likuni phala production unit( Royal Food LPPU) was experiencing aboom in demand for its product especially Lunda Peanut Ready food for the past four years up until in 2008 where Lunda peanut ready food experienced a decrease in demand and profit by 15%.

Lunda Peanut Ready Food is a high energy and protein food used as supplement to a day`s meal made up of sugar, peanut paste, soya oil and proteins, soya milk powder, fortified with vitamins and mineral and other flavours. It can be taken directly, added into porridge or spread on bread as margarine. It competes directly with Sibusiso and other products of Rab processors Malawi Ltd.

The unit is facing a challenge of significant decrease in the levels of demand by consumer and trade customers i.e. the commercial and institutional markets for the product of Lunda peanut ready food despite the effort and hard work of the unit. As the unit is positioned as number 3 in the industry with other companies below it, the decrease in demand for Lunda Peanut Ready Food has resulted due to many reasons. Some of them are the recent economic down turn which affect directly and indirectly at the customers of the product. The second reason is an increase in competition from the market leader and other companies.

The third reason is that there is a decrease in number of malnourished since Malawi is now experiencing bumper harvest as opposed in the past and decreasing number of HIV and AIDS patients.

The attitude of people considering the product or positioning the product as for the sick and malnourished but this attitude is improving.

This document outlines the marketing...
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