Marketing Audit and Marketing Plan

Market Audit &

Preliminary Marketing Plan

Product

Breakfast Cereal

Proposed Country of Market Entry

Japan

Table of Contents

PART ONE – Market Audit

1. Introduction 4

2. The Product 5

1. Perceptions held by Intended Market 5

2. Major Problems and Resistances to Product Acceptance 6

3. The Market 7

1. Description of the Market 7

2. The Competitive Market 10

3. Market Size 12

4. Government Participation in the Marketplace 12

PART TWO – Preliminary Marketing Plan

1. The Marketing Plan 14

1. Marketing Objectives 14

2. Product Adaptation 15

3. Promotion (Advertising) 16

4. Sales Promotion 18

5. Personal Selling 21

6. Other Promotional Methods 21

7. Distribution 22

8. Freight Forwarder 25

9. Destination Point 26

10. Retain Distribution 28

11. Price 29

12. Terms of Sale 31

13. Method of Payment 32

2. Proforma Financial Statements and Budget 33

1. Marketing Budget 33

2. Proforma Annual Profit and Loss Statement 34

3. Resource Requirement s 36

1. Finances 36

2. Personnel 36

3.3 Production Capacity 37

4.0 References 37

Executive Summary

The following market audit and preliminary marketing plan have been carried out with the aim of introducing the breakfast cereal product into the Japanese market. The market audit has assessed elements of the product and market in relation to the cultural and economic analysis carried out previously. It has allowed for the evaluation of major problems and resistances that may be encountered with...