Marketing Plan for Aunt Mabels, Millba as

Student ID: 1xxxxxx

1xxxxxx

1xxxxxx

Marketing plan

Milba AS

Hand-in date:

05.12.2012

Campus:

BI Oslo

Examination code and name:

EXC34151 Marketing Management

Programme:

Bachelor of Business Administration/Shipping

Content

1. Marketing plan……………………....................................................... 2

1.1. Executive summary………………………………………………. 2

1.2. Situation analysis………………………………………………… 2

1.2.1. Internal analysis…………………………………………... 2

1.2.1.1. Market definition……………………………….. 2

1.2.1.2. Internal environment……………………………. 2

1.2.2. External analysis…………………………………………... 3

1.2.2.1. Consumers……………………………………….. 3

1.2.2.2. Competitor analysis……………………………... 3

1.2.2.3. Suppliers and Distribution……………………… 3

1.2.2.4. PESTLE analysis………………………………… 4

1.3. Strategic analysis………………………………………………….. 5

1.4. Company objectives and strategy………………………………... 5

1.5. Marketing strategy………………………………………….......... 6

1.5.1. STP analysis……………………………………………….. 6

1.5.2. 4 P’s analysis……………………………………………….. 7

1.6. Financials………………………………………………………….. 7

1.6.1. Sales forecast……………………………………………….. 7

1.6.2. Expenses forecast………………………………………….. 8

1.7. Controls……………………………………………………………. 8

2. Scientific rationale…………………………………………………….. 9

3. References…………………………………………………………….. 12

1. Marketing plan

2.1. Executive summary

Millba AS is currently in a strong position in its domestic market and the company is steadily growing. Millba AS has made realistic and ambitious goals which they wish to achieve in the near future. These goals are realistic however our analysis show that there are certain marketing strategies Millba AS can apply to achieve their aims. 1) Millba AS can expand their audience, introduce an additional consumer segment, people from the ages of 16-50, outgoing consumers who like to spend time with friends and family in café’s. 2) Open an exclusive café/bakery in Oslo and in major cities of...