Marketing

Bradford School of Management |

Strategic Marketing |

Greenworld Strategic Marketing Plan |

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12026483 Min Kyo Kim, 12020687 Niraporn Thepa, 08003827 Chang Chih Huang |

4/24/2013 |

We certify that this assignment is the result of our own

work and does not exceed the word count noted below.

Number of words: 2294 words

(excluding appendices/bibliographies, tables and diagrams)

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Table of Contents

Mission Statement 4

Situation Analysis 4

Customer audit 4

Internal Analysis 7

Product audit 8

Product life cycle (Sales-Time graph) 8

DPM Matrix 10

External Analysis 11

Competitor Analysis 11

PESTLE Analysis 13

Porter’s Five Forces model. 14

SWOT analysis 15

Assumptions 20

Marketing Strategy (Ansoff Matrix) 20

Financial Summary 21

Summary of financial projections 22

Market Overview 23

Market Trends 23

Objective 24

ATR (Awareness, Trial, Reinforcement) 24

SMART Objective 24

Gap analysis 25

The GAP analysis: 26

Implementation: 26

Internal marketing 27

Estimate expected result and identify alternative plans and mixes. 27

Budget (Resource requirements) 27

First year detailed implementation programme (Marketing Implementation/Action Program) 28

Control 29

Recommendation 29

Appendices 30

Appendix 1 30

Appendix 2 31

Appendix 3 32

Appendix 4 33

Appendix 5 34

Appendix 6 35

Appendix 7 36

Appendix 8 37

Mission Statement

To put fresher food in Britain's bellies

Situation Analysis

Customer audit

| Baby and Toddler | Children | Adult | Pensioner |

Previous preference which to be considered when they bought the product | Green image (every products)Brand is the most important (every product) | Green image (every products)Brand (every product)Choice (Kitchen cupboard and drinks) | Green image (Fresh food and kitchen cupboard, green image)Choice (Frozen food)Convenience (Frozen food and drink).Brand (Drink)Price (Frozen food) | Convenience (every products)Choice...