1. Terms of reference
This marketing plan for Greenworld Game 2 aims to outline and analyse the market strategy in the simulation Game 2. Also, an evaluation of the previous strategic decisions as well as the SWOT of our company should be given. Based on this, recommendations for the next 4 years (8 periods) of the marketing strategy will be presented. 2. Executive Summary
This report provides an analysis of the competitive environment of the UK supermarket sector as represented in simulation game 2. The objective of this report is to prepare a strategic marketing plan for Greenworld Supermarket. The marketing plan for Greenworld would be developed according to ‘the marketing strategy process’ proposed by Hooley et al (2004). 3. Business Purpose
To offer consumers best value in health and fresh food products and establish our company as a market leader in the fresh food product category. 4. External Marketing Audit
Political: There is no obvious sign for the political and legal forces which may affect the business. There is 2.5% increase on purchase tax. UK government published “Healthy Lives, Healthy People White Paper”. The document points out the government and food industry will try to solve the obesity problem together.
Economic: For the past 3 periods there has been a steady rise in the market growth rate (%) for the fresh foods, kitchen cupboard, and drinks segment, although this is not reflected in the frozen foods segment. This is an indication of increase consumer spending as frozen foods are seen to be a cheaper substitute to fresh foods. Social: Social cultural factors are reflected in the Value proposition’s expected performance (Key success factors), it shows consumers who were less price conscious until the recession started in period 4. It is expected that the resurgent economy would lead to consumers regaining this preference for value added products with less emphasis on pricing. 1. Baby and Toddler sector are branded conscious within all sectors but they also value choice as a factor within the Kitchen cupboard and Drinks product category. The internet category relies on convenience as the overriding factor. 2. Child sector rates brand highly in all product categories but places more emphasis on choice in the kitchen cupboard and drinks categories. The internet category is also strongly based on choice. 3. Adult sector are more choice and convenience conscious in the fresh food sector they also value pricing as a factor in the frozen foods category, price and convenience are valued more in the kitchen cupboard and drinks categories. The internet is again dependent on convenience. 4. Pensioner sector show consistent preference for convenience, choice and price in all the product categories. Ecological/ Physical environment: The preference for convenience retail stores in the local area is a good factor for supermarkets with a large chain of stores in the United Kingdom, but the coming of the internet seems to be a factor that might help to reduce the impact of physical environment on the retail industry. Technological: Advertising mediums creating brand loyalty are an important factor as well as the coming of the internet has increased consumers preferences for convenience. MICROENVIRONMENT
| MARKET SHARE (%)
| SALES (£ million)
Total Market Size
Market growth rates
| Product category
| Present growth rate (%)
| Average growth rate all periods (%)
| Average growth rate post- recession (%)
| Baby and Toddler
| Fresh foods
| Frozen foods
| Kitchen cupboard
| Fresh foods
| Frozen foods
References: Jobber, D (2010): Principles and Practice of Marketing. 6thedition. Berkshire McGraw Hill
Hooley, G., Saunders, J., and Piercy, N. (2004): Marketing Strategy and Competitive Positioning. 3rd edition. FT Prentice Hall.
Malcolm McDonald (1999): Marketing Plans 4th Edition. Butterworth Heinemann.
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