Greencore Marketing Plan

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Marketing Plan |

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Course information: Project Business Case 1 - 2013Professor: Mrs. TappiAuthors, student ID: Estee Lanfermeijer 500660189 Joel Rijneveld 500662563 Chris Müller 500670292 Martijn van Rootselaar 500669722 Dieuwke Fetter 50066940415-10-2013 |

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Table of Contents

1. Executive summary 4

2. Introduction 5

3. External Analysis 6

3.1.1 Market analysis U.K. 6

3.1.2 Market Analysis U.S. 6

3.2 External environment analysis UK 7

3.2.1 Demographic 7

3.2.2 Economical 7

3.2.3 Social-Cultural 8

3.2.4 Technological 8

3.2.5 Ecological 8

3.2.6 Political 8

3.3 External environment analysis US 9

3.3.1 Demographic 9

3.3.2 Economic 9

3.3.3 Social-cultural 9

3.3.4 Technological 9

3.3.5 Ecological 9

3.3.6 Political 9

3.3. Competitors UK 10

3.3. Competitors US 10

4. Internal analysis 11

4.1 Target Market 11

4.2 Positioning 11

4.3 Competitive advantage 12

4.3.1 Excellent customer relationships 12

4.3.2 Well invested facilities 12

4.3.3 Actual scale 12

4.3.4 Operational excellence. 13

4.3 Marketing mix 13

4.3.1 Product 13

4.3.2 Price 13

4.3.3 Promotion 13

4.3.4 Place 13

4.4 Financial performance 14

5. SWOT 14

5.1 Strengths 14

5.2 Weaknesses 14

5.3 Opportunities 14

5.4 Threats 14

6. Segmentation, target market, positioning. 14

6.2 Market segmentation 15

6.3 Positioning 16

7. Corporate strategy 17

8. Objectives. 18

8.1 Operational objectives 18

8.2 Marketing objectives 18

8.3 Financial Objectives 18

9. Marketing mix 19

9.1. Product 19

9.2. Promotion 20

9.3. Place 20

9.4. Price 21

10. Budget/ Profit & Loss statement (3 year) 22

Budget explanation 24

Profit & Loss statement explanation 24

11. Recommendations to the decision maker 24

12. Source list 25

13. Appendices 26

13.1 Confrontation matrix 26

13.2 Connections SWOT 27

13.4 Cooperation Summary 27

13.5 Peer Evaluation 28

Joel Rijneveld 28

Estee...