Contents

• Executive summary
• Introduction
• Business definition & scope – Corporate overview, Nature of the market, Products, Nature of the competition, Customers, Scope of the strategic marketing plan
• Macro environment analysis – Political factors, Economic factors, Socio-cultural factors, Technological factors, Natural environment factors, Summary of macro environment analysis
• Industry analysis – Market industry review, Competitive review, Customers, Business to business customer buying behaviour, Business to customer buying behaviour, Summary of industry analysis, Sales, Seasonality, Profits
• TOWS analysis
• Marketing related critical success factors
• Marketing objectives
• Marketing mix strategies
• Budget
• Implementation – Implementation plan, GANTT chart
• Evaluation & Control
• Bibliography

Description

The purpose of this Strategic Marketing Plan is to assess both the internal organisational capabilities, as well as external environmental factors that are likely to impact on the Greens free range egg business currently, and in the future. Green Eggs’ marketing problem is essentially the ability to sell value-added eggs profitably. They also want to be able to provide a product offering that is unique, differentiated, and superior in the market, thus providing a competitive advantage for their business. Their problem at present is that their brand is relatively unknown in the market, and they don’t have a wide-spread distribution network in place to grow their business.