Marketing Plan

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Marketing Plan
McBride Plc.

Executive Summary
This report is developed to outline the marketing plan of the McBride plc for offering proper marketing and growth strategies to pursue an international expansion. For this purpose, the proper environmental analysis would be carried out by taking into consideration different models namely, PESTLE analysis, Porter’s Five Forces Model and SWOT Analysis. It has been found that McBride already enjoys the leading status in the European market. Therefore, it time to expand to the international market in order to strengthen its competitive status and customer base. McBride is already enjoying trade relationship with China by offering its products in the Chinese markets. This indicates that the developing nations are offering significant opportunities for manufacturers and retailers to expand their businesses in these economies. Therefore, it is recommended to pursue market development strategy from the Ansoff’s matrix to offer the existing products into the new market. India will be a completely new market for McBride. Thus by pursuing the product development strategy, McBride could offer its existing personal care and own labelled products into India (a new and opportunistic market for its products). Other potential countries for retail globalisation are Turkey, Indonesia, Russia, Mexico, Egypt, South Africa and Vietnam. However, the company will have to face some technological and political barrier, but they if they will manage properly, could result in deriving high growth and success for the company.

S. #| Table of Contents| Page #|
1| Executive Summary | 2|
2| 1. Introduction| 4|
3| 1.1. Objectives| 5|
4| 2. Environmental Analysis| 4|
5| 2.1. PESTLE Analysis| 4|
6| 2.1.1.Political| 4|
7| 2.1.2.Economic | 5|
8| 2.1.3.Social| 5|
9| 2.1.4.Technological| 5|
10| 2.1.5.Legal| 6|
11| 2.1.6.Environmental| 6|
12| 2.2. Porter’s Five Forces Model| 6|
13| 2.2.1.Industry Rivalry| 6|
14| 2.2.2.Threat of Substitutes| 7|
15| 2.2.3.Power of Buyers| 7|
16| 2.2.4.Power of Suppliers| 7|
17| 2.2.5.New Entrants| 7|
18| 2.3. SWOT Analysis| 8|
19| 2.3.1.Strengths| 8|
20| 2.3.2.Weaknesses| 8|
21| 2.3.3.Opportunities| 8|
22| 2.3.4.Threats| 8|
23| 3. Alternative Growth Strategies| 9|
24| 3.1. Ansoff’s Matrix| 9|
25| 3.2. Critical Evaluation of the McBride’s Strategic Option| 12| 26| 4. Marketing Mix| 13|
27| 4.1. Product| 14|
28| 4.2. Price| 14|
29| 4.3. Place| 14|
30| 4.4. Promotion| 14|
31| 5. Conclusion| 14|
31| References| 16|
1. Introduction
McBride plc is the leading and famous UK based provider of own label and personal care products. They make products for the supermarkets based in the Europe. The current strategy of the company is to develop a potential market for the private labelled personal care and household products by improving the production, innovation, and product quality and customer service. This company is a UK based company that provide labelled products to different retailers (McBride, 2011). However, the company also aims to expand to the international market such as China, India, Russia, Brazil, etc. (Deloitte, 2012). These countries are the potential countries that offer significant opportunities for retail sector. 1.1. Objectives

This report is structured to outline the marketing plan for the McBride plc for offering proper marketing and growth strategies to pursue an international expansion. For this purpose, the proper environmental analysis would be carried out by taking into consideration different models namely, PESTLE analysis, Porter’s Five Forces Model and SWOT Analysis. 1. Environmental Analysis

2.2. PESTLE Analysis
It is an important tool for business to conduct the analysis of the external factors that influence the business operations. It consists of the...
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