Strategic Marketing Plan
Table of Contents
Title Page 1
Situation Analysis 4
Market Analysis 5
Customer Analysis 8
Competitor Analysis 15
Internal Analysis 22
S.W.O.T Analysis 28
Strategic Position 31
Vision and Mission 32
Marketing Mix Strategies 33
Redwin is a small Australian based company with a relatively broad product range of body and skincare brands. Redwin also seeks to expand their product range overseas and within other product categories. Their products are Australian made and owned, are relatively priced, environmentally friendly and are also created from natural ingredients. Their current products include a range of sorbolene lotions, body washes, hand washes, moisturising bars, deodorants, shampoos, facial cleansers and creams, and other assorted creams. Redwin are currently positioned within the hand and body and cleanser and moisturiser market.
The purpose of this report is to conduct a series of analyses in order to work out the strengths, weaknesses, opportunities and threats that directly affect Redwin and its overall business operations. This was done by looking at the environments, markets, customers, competitors and internal workings.
Skin Care Market Overall Analysis
Skin care’s constant value sales are expected to grow at a CAGR (Compound annual growth rate) of 3% over the forecast period of 2006 to 2011 to reach A$ 1.41 billion (Refer to table 1).
% constant value growth 2006-11 CAGR 2006/11 TOTAL
Facial care 3.2 16.9
Body care 2.2 11.4
Hand care 0.8 4.1
Skin care 3 16
Firstly we examined the value sales of cosmetics and toiletries by sector or type for the years 2001 to 2006. Below is a table that represents this data.
A$ million 2001 2002 2003 2004 2005 2006
Baby care 36.6 37.8 39.1... [continues]
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