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Business and Management HL Internal Assessment

Research question:
What marketing strategy will help achieve the company its target of a 30% increase in net profit?

Author: Davin Mercado

Word count:1870
Executive summary
Research proposal
Candidate number
School
School number

Table of Contents
Content| page|
Research proposal| 3-5|
Executive summary| 6|
Introduction| 7|
Research question | 8|
Methodology| 8|
Main Findings| 9|
1. Reasons for reduced net profits | 10|
2. INTAQ’s current marketing mix| 11|
Analysis and Discussion | 12|
1. SWOT analysis| 12|
2. Financial ratio analysis| 13-14|
3. Analysis of INTAQ’s product line| 15-16|
4. Analysis of INTAQ’s growth opportunities| 16-17|
Conclusion/Recommendation| 18|
Recommended promotion mix| 19|

Research proposal
Background
INTAQ (Integrated Aquaculture Specialist, Inc.) opened a new division in 2008. This division is into seafood distribution in the Philippines. The company sources its products from its sister company which is into seafood processing/ export and also imports from other countries.

IN 2011, Management mandated the marketing department a 30% increase in sales. Research question: What marketing strategy will help achieve the company its target of a 30% increase in net profit?

Rationale: INTAQ is a family run business created by my grandfather. This study was made to help the business of my family. Since there is also a possibility of me taking over the family business, learning about the company would be beneficial to me. As profit is key all firm’s survival, it is clear why INTAQ would want to increase sales and thus overall increasing profits. INTAQ also has plans of expanding in the near future, thus the profits would act as capital for the expansion.

Theoretical Framework:
Areas of the Syllabus:
* UNIT 1: Business Organization and Environment
1.6 Organizational planning tools- This topic was used to help in assessing the current situation of the firm. 1.7 Growth and Evolution- To make profit growth and development is needed, therefore this topic was used in the report. * UNIT 3:Accounts and Finance

3.6 Ratio Analysis- Ratio analysis was used to look at the firm’s past and current financial standing. * UNIT 4: Marketing- This whole chapter was used to assess the firm’s marketing mix and to recommend strategies of improvement

Methodology:
Sources of Information:
Primary Data:
* Interview: Interview the directors and key employees (such as the marketing head) within the company to gain a better understanding of the company’s internal structure and environment. Secondary Data

* The business textbook will be used as a secondary source of information. Theories and business tools are from this text. (International Baccalaureate Business and Management by Paul Hoang)

* Sales data provided by the firm will be used for the ratio analysis and other business tools. * Balance sheets
* Profit and loss accounts
* Profit and loss of products

Anticipated Difficulties:
Sales data may come later since it is not a priority of the firm’s staff. Management may be busy and the next time scheduling an interview may be in a few weeks or months. INTAQ is a small company, information from other sources outside its employees (like the internet) shall be hard to find.

Plan of Action:
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Executive summary
With all the opportunities of growth, management has mandated a 30% increase in profits by means of marketing strategies as the target goal for Integrated Aquaculture Specialist Incorporated (INTAQ). Therefore this paper analyses the question, what marketing strategy will help achieve the company...
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