Haagen Dazs Marketing Plan

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The marketing environment focus analysis external environment to effect our industry market and how to effect our customer relationship to make it successful

The marketing environments can analysis both of micro-environment and macro-environment. The micro-environment can analysis our company how to serve our customer “which is included the company, supplier, marketing intermediaries, customer markets, competitor and public”.(Philip 2010). The macro-environment is analysis outside company to effect micro-environment “which is included demographic, economic, natural, technology, political and cultural” (Philip 2010).. First of all, I would like to one by one to apply Haagen-Dazs.

Micro-environment

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The company

For research and development, Haagen-Dazs will create more kinds of product use to ice-cream such as ice-cream and cakes, Haagen-Dazs hopes create moon-cake makes by ice-cream. It is because the Moon Festival is a lot of people to buy ice- moon cake, so Haagen-Dazs is need to important with ice-cream moon cake. The china marketing research is said that more than one of third people is like moon cake, however, the history of moon cake is start to going to dogs market, and it is because the moon cake is very fat, so that a lot of manufacture starts to make ice-cream moon cake

Supplier

Haagen-Dazs will provide win-win model price to the supplier, it is because Haagen-Dazs does not our product lost of the quality. If our product is lost of the quality, the customer starts to unsatisfy our product starts to change to other brand name ice-cream or cake market. So that Haagen-Dazs needs provide win-win price to buy the raw-material.

Marketing intermediaries
Physical distribution

When the a series of cake or ice-cream, we will send the product to all brand special brand shop to sell with customer, we will ensure all of product is enough to directly to sell with the customer. We ensure ice-cream quality is keep to 95%. So our distribution channel is head shop of Haagen-Dazs sell to Brand name of Haagen-Dazs. In transaction of the shop we use -15c weather to sell with the customer. It ensure ice-cream quality is good

Media distribution

When Haagen-Dazs is finish develop new products, we will open senior to talk about new product presentation, the presentation is talk about this product how attitude new customer to eat it. We will provide a short video to introduction the new product to attractive the customer to buy our product. We will make a short promotion to our website. And we will make a short promotion to youtube and yahoo video.

Competitor

Our major competitor will provide same raw-material ice-cream, however they can not use ice-cream to make a cake, we are use special brand shop to sell our product, however, our competitor only sell in supermarket, welcome supermarket, they can not directly to made a ice-cream to the customer, so our completive advantage is use 100% fresh milk to make the ice-cream and create difference cake and ice-cream.

Public

For financial public, we need to create customer loyalty outlook to attrite banker to help us to lend money to us to operation our shop. If Haagen-Dazs does not money, we will affect going concern with this company. Haagen-Dazs does not continues to serve the customer

For media public, the media can help Haagen-Dazs to promote our new product and social response to attribute more customers to buy our products. If Haagen-Dazs loss of media, Haagen-Dazs loss a lot of customer turnover rate, in that time, Haagen-Dazs will loss a lots of profit or make a lot of loss.

Government Public, Food Environment Hygiene Department is motivating Haagen-Dazs ice-cream product quality. The Food Environment Hygiene Department check Haagen-Dazs ice-cream day to day. The Food environment Hygiene Department will check Haagen-Dazs venue is good environment.

Customer

If customer feels our product is starts to...
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