Segmentation, Targeting and Positioning
1. Executive Summary
Herein, the paper is focused on to presenting a thorough understanding of marketing strategy and applying the same to Associated British Food with its plannedexpansion to China. The target market is identified and the current marketing mix of the company is elaborated to successfully enter the targeted market. SWOT analysis of the company is conducted in this report thatfeatures the strong brand presence of the company and its exemplaryopportunities, whichgives a positive response to its international expansion. Moreover, Ansoff matrix reveals the best possible strategy i.e., Market Development that the company should apply than other strategies.
On the whole, this report showcases that though ABF has a strong standing in terms of production across UK, Ireland and Australia, it is equally important for the company to flourish the market of China by applying adequate method of market entry.
Table of Contents
1. Executive Summary 2
2. Introduction 4
3. Application of theory to practice 4
3.1 Marketing processes and strategies 4
3.2 Critical assessment of marketing mix of Associated British Foods 5
3.3 Role of marketing models, tools and techniques in developing new products and effective marketing plans 6
4. Conclusion and Recommendations 9
5. References 10
2. Introduction
With the rebirth of industrial globalization during the 1980’s international footings had become an integral part of growth and development of the businesses. Herein, an organization having its operations in two differentcountriesis referred as multinational organizations. In current modern and dynamic business environmentmarketing strategies in order to reap the benefits from selected country plays a significant role (Annunziata and Vecchio, 2011). The current report is aimed at exploring the marketing strategies so adopted and evaluating its effectiveness.
(I.C. DS 215)