Environmental Changes to Marketing Mix
Forces in the marketing environment that lead to changes in the past 5 to 10 years to the company 's marketing mix:
The different aspects of the marketing mix will be assessed with regards to the forces in the marketing environment for ice-cream and food retailer, the Swenson 's Group ("the Company") operating in the Thai market. The context in which the changes in marketing mix will be examined will be based on their products, eg: ice-cream and food economic and the services, eg: customer service, retail premises etc.
Describe more about the company/product.
PROMOTION: The Company 's traditional promotion of its products and services was via the usage of media, ie: television and radio, as these were the pre-dominantly significant mode of advertising for the past 5-10 years. With the advent of the internet technology, the Company has changed its promotion modes using websites which has a global reach and relatively costing lesser.
PHYSICAL EVIDENCE: The demographic changes from the late 90 's evidences the increase in middle class population. This middle class segment would ideally be a bachelor degree holder with a fixed monthly salary. The increase of middle class society with a higher disposable income, would prefer to enjoy their ice-cream in more upmarket restaurant premises, which combine the elegant-ness of a traditional restaurant combined with the casual outlook of more middle class décor without looking very "arrogant", ie: an oulook which welcomes rather than restricts only to certain class.
PRODUCT: Although the Company is famous for its ice-cream, introduction of food/snacks combined with ice-cream would increase the chances of a combined and multi dining options, where customers are given the option of consuming food and ice-cream rather than just ice-cream, which effectively makes it a one-stop food centre.
PROCESS/Political Legal: The changes in local laws in order to encourage in small/medium industries resulted in the growth
The different aspects of the marketing mix will be assessed with regards to the forces in the marketing environment for ice-cream and food retailer, the Swenson 's Group ("the Company") operating in the Thai market. The context in which the changes in marketing mix will be examined will be based on their products, eg: ice-cream and food economic and the services, eg: customer service, retail premises etc.
Describe more about the company/product.
PROMOTION: The Company 's traditional promotion of its products and services was via the usage of media, ie: television and radio, as these were the pre-dominantly significant mode of advertising for the past 5-10 years. With the advent of the internet technology, the Company has changed its promotion modes using websites which has a global reach and relatively costing lesser.
PHYSICAL EVIDENCE: The demographic changes from the late 90 's evidences the increase in middle class population. This middle class segment would ideally be a bachelor degree holder with a fixed monthly salary. The increase of middle class society with a higher disposable income, would prefer to enjoy their ice-cream in more upmarket restaurant premises, which combine the elegant-ness of a traditional restaurant combined with the casual outlook of more middle class décor without looking very "arrogant", ie: an oulook which welcomes rather than restricts only to certain class.
PRODUCT: Although the Company is famous for its ice-cream, introduction of food/snacks combined with ice-cream would increase the chances of a combined and multi dining options, where customers are given the option of consuming food and ice-cream rather than just ice-cream, which effectively makes it a one-stop food centre.
PROCESS/Political Legal: The changes in local laws in order to encourage in small/medium industries resulted in the growth