Marketing

Marketing

Fast Food Products Ltd

Tutor: Sam Forrest

Author: Daniel Walsh

Table of Content

1 INTRODUCTION 5

2 PROCEDURE 6

3 FINDINGS 7

3.1 Task 1 7

3.1.1 Marketing Concept 7

3.1.1.1 The Marketing Concept 7

3.1.2 The Marketing Process 8

3.1.2.1 Situation Analysis 8

3.1.2.2 Marketing Strategy 9

3.1.2.3 Marketing Mix Decision 9

3.1.2.4 Implementation and Control 9

3.1.3 Benefit to Fast Food Products Ltd 9

3.2 Task 2 10

3.2.1 The 4 P’s 10

3.2.1.1 Product 11

3.2.1.2 Price 11

3.2.1.3 Place 11

3.2.1.4 Promotion 11

3.2.1.5 Limitations of the Marketing Mix 11

3.2.1.6 Service Mix 12

3.2.1.6.1 People 12

3.2.1.6.2 Process 12

3.2.1.6.3 Physical Evidence 12

3.3 Task 3 13

3.3.1.1 Product 13

3.3.1.1.1 Brand name 13

3.3.1.1.2 Quality 13

3.3.1.1.3 Packaging 14

3.3.1.2 Price 14

3.3.1.2.1 Pricing strategy 15

3.3.1.2.2 RRP 15

3.3.1.2.3 Discounts 15

3.3.1.2.4 Price discrimination 15

3.3.1.3 Place 15

3.3.1.3.1 Warehousing 15

3.3.1.3.2 Order processing 15

3.3.1.3.3 Transportation 15

3.3.1.4 Promotion 16

3.3.1.4.1 Promotional strategy 16

3.3.1.4.2 Advertising 16

3.3.1.4.3 Sales promotions 16

3.3.2 Marketing Plan 17

3.3.2.1 Mission Statement 17

3.3.2.2 The Challenge 17

3.3.2.3 Situation Analysis 18

3.3.2.4 Market Segmentation 18

3.3.2.5 Alternative Strategies 18

3.3.2.6 Selected Marketing Strategy 18

3.3.2.7 Short and Long Term Projections 18

3.3.2.8 Conclusions 18

3.3.3 Fast Food Products Limited Marketing Plan 18

3.3.3.1 Mission Statement 18

3.3.3.2 Objectives 18

3.3.3.3 SWOT Analysis 18

3.3.3.4 PEST Analysis 19

3.3.3.4.1 Political 19

3.3.3.4.2 Economical 19

3.3.3.4.3 Social 19

3.3.3.4.4 Technological 19

4 APPENDIX 20

4.1 A 20

4.1.1 The Production Concept 20

4.1.2 The Sales Concept 20

4.1.3 Market Segmentation 20

4.1.3.1 Requirements of Market Segments 20

4.1.3.2 Segmentation Bases in Consumer Market 21

4.1.3.2.1 Geographical 21

4.1.3.2.2 Demographical 21

4.1.3.2.3 Psycho-graphical 21

4.1.3.2.4 Behavioural 21

4.1.4 5 C Analysis 22

4.1.4.1 Company 22

4.1.4.2 Collaborators 22

4.1.4.3 Customers 22

4.1.4.4 Competitors 22

4.1.4.5 Climate 22

4.1.4.6 Information Sources 23

4.1.5 PEST Analysis 23

4.1.5.1 Political 23

4.1.5.2 Economical 23

4.1.5.3 Social 24

4.1.5.4 Technological 24

4.1.6 SWOT Analysis 24

4.1.6.1 Internal Analysis 25

4.1.6.2 External Analysis 25

4.1.6.3 SWOT Profile 26

4.1.7 Target Market 26

4.1.7.1 Attractiveness of a Market Segment 26

4.1.7.2 Suitability of Market Segments to an Organisation 26

4.1.7.3 Target Market Strategies 27

4.1.7.3.1 Single Segment 27

4.1.7.3.2 Selective Specialization 27

4.1.7.3.3 Product Specialization 27

4.1.7.3.4 Market Specialization 27

4.1.7.3.5 Full Market Coverage 27

4.1.8 Branding 28

4.1.8.1 Brand Equity 28

4.1.8.1.1 Financial 28

4.1.8.1.2 Brand Extensions 28

4.1.8.1.3 Consumer Base 28

4.1.8.1.4 Benefits of Brand Equity 28

4.1.9 Pricing Strategy 28