Marketing plan-Camel Milk Victoria
Contents
Executive summary 3
Background 3
Situation Analysis 4
Market Summary 4
Market Demography 5
Demand Analysis 5
SWOT Analysis 5
Current Competition 6
Competitors’ marketing promotional budget & Sales Analysis for competing products 7
Target Market 8
Market Positioning Analysis 8
BCG Matrix 9
Marketing promotion objectives and strategies 9
Media and budget allocation 11
Conclusion 12
References 14
Executive summary
The report comprises of the marketing plan of the Camel Milk Victoria. The company intends to expand its capacity in Australian territory as well as other regions in overseas. For that a complete analysis has been undertaken. The marketing plan for the company has been prepared taking into consideration background of the company, situational analysis, marketing promotional objectives and strategies and budget allocation.
The vision and mission statement of the company suggests that it aspires to expand its business globally and also to increase its revenue. The marketing objectives of the company are to work on market positioning and develop a media plan. At the same time it also focuses on developing a budget plan and promotional strategies by utilising SWOT analysis.
While preparing this report aspects such as market demography, market analysis, SWOT analysis, demand analysis, competition in the industry, promotional budget, sales analysis and marketing positioning analysis were utilised. The market demography denotes that the number of people who prefer to have camel milk is increasing and the income of people is also increasing. This implies that the demand of camel milk is increasing globally. The company has various strengths that enable it to avail the market opportunities in a significant manner, while there are a few weaknesses as well along with some threats. The marketing promotional budget and sales of competitors is also very high. The analysis also suggests that the company needs to work on its positioning strategy while its targeting strategy is strong enough. The company follows differentiating target strategy.
(I.C. JPS 1819)