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Marketing Strategy

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Marketing Strategy
MKTG 1199 - MARKETING PRINCIPLES

PRODUCT/SERVICE CHOSEN:
CHAROEN POKPHAND FOODS (CPF)
READY MEAL

Table of Contents

1. Executive Summary …………………………………………………………………………. 4 1.1 Market Size …………………………………………………………………………. 4 1.2 Market Potential …………………………………………………………………………. 5 1.3 Market Structure …………………………………………………………………………. 5 1 Introduction …………………………………………………………………………. 6 2.4 Company Vision …………………………………………………………………………. 6 2.5 Company Mission …………………………………………………………………………. 6 2.6 Company Objectives …………………………………………………………………………. 6 2.7 Product Line …………………………………………………………………………. 7 2 Trends …………………………………………………………………………. 8
Demographic …………………………………………………………………………. 8
Economic …………………………………………………………………………. 11
Natural …………………………………………………………………………. 13
Cultural …………………………………………………………………………. 13
Technical …………………………………………………………………………. 17
Political/Legal …………………………………………………………………………. 22 3.8 Competitors …………………………………………………………………………. 22 3 SWOT Analysis …………………………………………………………………………. 23 4 Target Market Selection……………………………………………………………………….. 25 5.9 Segmentation …………………………………………………………………………. 26 5.10 Market Targeting …………………………………………………………………………. 29 5.11.1 Evaluating Market Segments ………..………………………………………………………. 30 5 Differentiation and Positioning………………………………………………………………. 32 6.11 Perceptual Positioning Map…………………………………………………………………… 32 6 Strategic Market Mix…………………………………………………………………………. 33 7.12 Product …………………………………………………………………………. 33 7.13.2 Level of Product …………………………………………………………………………. 33 7.13.3 Classification of Product…………………………………..…………………………………. 33 7.13.4 Branding Strategy…………………………………………………………………………. 34 7.13.5 Packaging …………………………………………………………………………. 34 7.13.6 Overall Product Mix
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