Streets Ice Cream Marketing Plan

Topics: Ice cream, Marketing, Brand Pages: 34 (10356 words) Published: November 3, 2008
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...

Bibliography: Prime Minister Taro Aso (Since 24th September 2008)
Most likely regimes 60% LDP Coalition in 6 Month, 50% ~ 60% LDP Coalition in Five Year (The PRS Group, 2007)
Turmoil According to The PRS Group (2007), the turmoil in 18 month and five years time is consider as low.
3.1.2 Economical:
Forecast Real GDP Growth 2007 The forecast 2007 real GDP growth is 2.0% (The PRS Group, 2007), the growth is higher than the previous statistics, it is expected that the economic environment will growth constantly.
Official Language Japanese (Central Intelligence Agency, 2008)
Literacy Rate 99% (The PRS Group, 2007)
Urban Population 65% (The PRS Group, 2007)
Religions Buddhist and Shintoist 84%, Christian and others 16% (The PRS Group, 2007)
Fixed line and mobile phone subscribers 2007 115% (The World Bank, 2008)
Household with TV 2006 79.1% (The World Bank, 2008)
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