Streets Ice Cream Marketing Plan

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1.0 EXECUTIVE SUMMARY………………………………………………………………………….……...5

2.0 INTRODUCTION.……………………………………………………………………………………….…7

3.0 SITUATION ANALYSIS………………………………………………………………………………….8
3.1 Business Environment (PEST)……………………………………………………………………...8
3.1.1 Political…………………………………………………………………………………………8
3.1.2 Economical…………………………………………………………………………………….9
3.1.3 Social………………………………………………………………………………………….10
3.1.4 Technological………………………………………………………………………………...11
3.1.5 Legal…………………………………………………………………………………………..11
3.1.6 Environmental………………………………………………………………………………..12
3.1.7 Infrastructure…………………………………………………………………………………12
3.2 Market Analysis (Industry Analysis)……………………………………………………………….12
3.2.1 Definition of the market……………………………………………………………………...12
3.2.2 Market Size and Outlook……………………………………………………………………13
3.2.3 Market Characteristics………………………………………………………………………13
3.2.4 Target Market………………………………………………………………………………...13
3.3 Competitor Analysis…………………………………………………………………………......…14
3.3.1 International Competitors Already in the Target Market………………………………..14
3.3.2 Local Competitors in Japan…………………………………………………………………15 3.3.3 Existing And Potential Australian Competitors……………………………………………16 3.3.4 Substitute …………………………………………………………………………………….16 3.3.6 Substitute Products …………………………………………………………………………16

3.4 Organisation Assets and Skills…………………………………………………………………….17
3.4.1 Experience in International Markets……………………………………………………….17
3.4.2 Technical Production Capabilities………………………………………………………….18
3.4.3 Relationships with distributors……………………………………………………………...18
3.4.4 Existing Supplier and Customer Relationships…………………………………………...18
3.4.5 Market Share…………………………………………………………………………………19
3.4.6 Company Profile and Financial Capabilities………………………………………………19
3.4.7 Company Business and Philosophy……………………………………………………….19
3.4.8 Organisational Chart………………………………………………………………………...20

4.0 SWOT ANALYSIS……………………………………………………………………………………….21
4.1 Strengths and Weaknesses………………………………………………………………………..21
4.2 Opportunities and Threats………………………………………………………………………….22
4.3 Implications of SWOT Analysis……………………………………………………………………22

5.0 EVALUATION OF ALTERNATIVE MARKETING STRATEGIES…………………………………23
5.1 Foreign Direct Investment…………………………………………………………………………23
5.2 International Joint Venture………………………………………………………………………...24
5.3 Acquisition…………………………………………………………………………………………...25

6.0 OBJECTIVES…………………………………………………………………………………………….26
6.1 Organisation Mission and Corporate Strategy…………………………………………………...26
6.2 Company Product/Market Objectives……………………………………………………………..26

7.0 RECOMMENDED MARKETING STRATEGY………………………………………………………..27
7.1 Target Markets and Market Entry strategy……………………………………………………….27
7.1.2 Target Market (Youth Market in Japan)…………………………………………………...27 7.2 Preferred Strategy…………………………………………………………………………………..29
7.2.1 Market Entry………………………………………………………………………………….29
7.3 Marketing Mix Strategy……………………………………………………………………………..30
7.3.1. Product/Service……………………………………………………………………………..30
7.3.2. Place (Distribution)………………………………………………………………………….30
7.3.3. Price………………………………………………………………………………………….30
7.3.4. Promotion (including Promotional Budget)……………………………………………….31

8.0 ECONOMIC EVALUATION…………………………………………………………………………….31
8.1 Planning Assumptions……………………………………………………………………………...31 8.2 Forecast Sales, Market Share and Costs (Capital, Operating, Marketing etc)……………….31
8.3 Forecast Profit (& Break-Even Analysis)………………………………………………………….32
8.4 Sensitivity Analysis………………………………………………………………………………….32
8.4.1 Worst Case Scenario…..……………………………………………………………………32
8.4.2 Scenario Assumptions………………………………………………………………………32
8.4.3 Best Case Scenario…………………………………………………………………………32
8.4.4 Assumptions…………………………………………………………………………………33

9.0 IMPLEMENTATION AND CONTROL…………………………………………………………………33
9.1 Action Plan for Implementation of Recommendations…………………………………………..33
9.1.1 In-depth Analysis for...
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