TABLE OF CONTENTS
1.1 Company Background
1.2 Market Analysis
1.3 Key Facts
2.0 Situational Analysis
2.1 Key Findings
3.1 Who Is Important?
3.2 Customer Choice Factors/Decision Making
3.3 Target Marketing Strategies
4.1 Current Position
4.2 Positional Changes
5.1 Commodity Slide
5.2 Brand Pyramid Model
5.3 The Whole Brand Model
THIS REPORT AIMS TO PRESENT GLOBAL MARKETING OBJECTIVES, STRATEGIES AND RECOMMENDATIONS TO FUEL 4 WITH THE AIM TO AID THEIR COMPANIES GROWTH AND SUCCESS BY ENTERING A NEW MARKET OVERSEAS. EXECUTIVE SUMMARY
Over the past two years Fuel 4 has established itself as a small but strong and reliable camping cooking stove brand in the UK; focusing on their safety and environmental friendliness. With camping and hiking holidays and festivals outbound and inbound France increasing in popularity over recent years, opportunity within this market has never been higher. According to Mintel 'The United Nations World Tourism Organization (UNWTO) ranks France as the world’s fifth most important outbound tourism market by expenditure'; due to their high level of disposable income combined with their generous holiday entitlement.
The seasonality of camping equipment gives Fuel4 a 'short but sweet' window of opportunity. Due to the product being bought by consumers with the intention of repeat usage, a high level of consideration and research into options will be carried out. SMM LECTURE BOOKLET ON CONSUMER BEHAVIOUR! Fortunately for Fuel4, their product satisfies some key customer choice factors which their closest competitors cannot, which gives them an advantage when entering the market.
GLOBAL MARKETING OBJECTIVES
GLOBAL MARKETING STRATEGY
Using a SWOT analysis which can be found in appendix 2.6, strategies have been formulated and ranked with regards to urgency, probability and impact they could potentially have on Natures Garden.
Below are the highest ranked strategies following the analysis:
Become actively involved in the local community by providing knowledge and understanding to those less educated on the benefits of organic produce therefore creating a means of advertisement ST
Use regular customers as a base to promote the business, beliefs and educate family, friends and the local community on organic products therefore creating brand awareness WO
Offer new product ranges to appeal to customers’ needs – therefore giving a supermarket style feel to the business of a ‘one-stop-shop’ for all organic produce WT
Create a starter pack/discount/loyalty cards to new customers to compete short term with competitor pricing strategies therefore creating promotional materials
The strategies that require main focus derived from the SWOT/TOWS analysis above highlighted the need to create brand awareness through the local community, online media and advertising and generate sales using pricing strategies and new product ranges. With these strategies being identified, Natures Garden has multiple ways of perusing the viable market identified earlier. 3.0 TARGETING
The fundamental questions which need to be answered when focusing on targeting are as follows:
Who is important?
What are their choice factors?
When, why, where and how do they buy?
Detailed analysis regarding targeting can be found in appendix 3.0 3.1 WHO IS IMPORTANT?
Research into the organic market has indicated that there are three viable age groups that are important to the future success of Natures Garden in addition to the one that they currently appeal too. Under 25’s
Most likely to think it is worth paying more for organic produce -
Peaks in spending are amongst this group
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