We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Marketing plan - Essay Example

Comments (0) Cite this document
Summary
Unilever – Marketing strategy for CIF in China EXECUTIVE SUMMARY Headquartered in the UK, Unilever is keen to launch its CIF in China. Unilever is an established brand in China but to launch CIF it wants to first evaluate the market and the marketing conditions…
Download full paperFile format: .doc, available for editing
Polish This Essay97.1% of users find it useful
Marketing plan
Read TextPreview

Extract of sample
"Marketing plan"

Download file to see previous pages It should consider launching CIF in China keeping in mind the local tastes, culture and consumer habits. The short- and long-term marketing strategy have been suggested while also defining the control measures. Table of Contents 1. Introduction 1 2. Marketing Audit 1 2.1 SWOT ANALYSIS – internal environment of Unilever 2 2.2 PESTEL Analysis 3 3. Marketing Objectives 6 4. Market Mix Analysis 4.1 Segmentation 6 4.2 Targeting 7 4.3 Positioning 7 5. Market entry 8 6. Implementation strategy 9 7. Gantt Chart 12 8. Contingencies and Controls 14 References 15 Appendices 18 1. Introduction Unilever, one of the world’s leading FMCG companies, headquartered in London, offers products across several categories including foods, home, and personal products (Datamonitor, 2010). Unilever’s strategic priorities are the developing and emerging economies. The company has a diversified product portfolio as well as a wide geographical reach which explains diverse revenue streams. It has a strong portfolio of over 400 brands. Approximately 49% of its revenues in FY2009 came from emerging economies. This gives the company the confidence to tap new opportunities in the existing emerging economies. While Unilever has a strong presence in China as is evident from their sales figures between 2004 and 2007 (Appendix A), they would like to introduce a new product in China – CIF dishwashing liquid. ...
The Chinese FMCG market enjoys a balanced development both in the food and the non-food categories (Ryan, 2004). Despite the growth in the FMCG sector in China fueled by strong economic performance and higher disposable income, the sector is fragmented and still developing. An in-depth study of the competitive environment and consumer demand in the respective FMCG sector has to be conducted to understand the dynamics of that sector. These would include and understanding of the price dynamics, trade distribution, and consumption patterns (Moodle, 2005)). Thus, based on marketing audit, the short- and long-term marketing plan would be drawn up. 2. Marketing Audit The Chinese consumers demonstrate brand loyalty when it comes to foreign goods. However, marketing in developing economies differs from marketing the same product in developed in developed countries. International marketing requires the right business strategy and revolves around being competitive. The strategy can be devised after an assessment of the internal and the external business environment. The international marketing strategy has to depend upon the product characteristics, the time of entry, the consumer characteristics and the brand reputation (Ferner & Varul, 2000). Other factors that influence the marketing strategy include the differences in the culture, political stability, demographics, customer needs and government regulations. The business environment is constantly changing and marketing audit reviews the current situation based on which the marketing strategy can be devised. 2.1 SWOT ANALYSIS – internal environment of Unilever Strengths Unilever is a leading company dealing in FMCG with 270 manufacturing facilities across six ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing plan Essay Example | Topics and Well Written Essays - 4500 words”, n.d.)
Retrieved from https://studentshare.org/environmental-studies/1411352-marketing-plan
(Marketing Plan Essay Example | Topics and Well Written Essays - 4500 Words)
https://studentshare.org/environmental-studies/1411352-marketing-plan.
“Marketing Plan Essay Example | Topics and Well Written Essays - 4500 Words”, n.d. https://studentshare.org/environmental-studies/1411352-marketing-plan.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
MARKETING PLAN
The company feels  that the current marketing plan for its products does not put them in a position to reach the  profit potential for the small appliances.  Success with the new line will depend upon an accurate assessment of the market and a  well-crafted, effectively implemented marketing plan that will fit in the current market.  As the marketing manager, you are charged with the responsibility of developing a new  marketing plan that will enable the company to reach the full profit potential of one small  appliance from the new product line.  The president has suggested that you use the “clean sheet of paper” concept as you develop  the plan; therefore, during the time you
10 Pages(2500 words)Essay
Marketing Plan
The report has also analyzed the external business environment of USA, which is a necessary task while developing a marketing plan. The report has also conducted SWOT analysis for identifying the strengths, weaknesses and also the external threats & opportunities.
12 Pages(3000 words)Assignment
Marketing Plan
Marketing Plan: Individual Reflective Essay Student’s Name, I.D. Course Number: Course Title Term and Year Instructor’s Name Marketing Plan: Individual Reflective Essay Introduction In the age of market economy, marketing plan has emerged as a major substitute to the standard and traditional tools of budgeting and forecasting in business management.
12 Pages(3000 words)Essay
Marketing Plan
The commercial airlines sector is basically driven by the demand for travel and the US military spending. In turn, it is notable that both of these factors are mainly driven by the general status and outlook not just of the US but the global economy. This is even enhanced by the fact that most commercial airlines are now plying international routes with the rapid deregulation of the global airline industry.
2 Pages(500 words)Essay
Marketing Plan
This product has been selected as a result of growing concern for improving healthcare and welfare of different people. Nowadays, conscious people on personal about their health prefer organic foods and ABC
1 Pages(250 words)Essay
Marketing Plan
n of “Get It Done Office Pros” is to ensure its business clients a neat and healthy environment to support them in their work by providing them excellent cleaning services and fulfilling their relevant demands. The cleaning services will be provided on monthly, bi monthly
1 Pages(250 words)Essay
Marketing plan
The company provides the customers quality products at affordable prices. The company is known for its quality god across the world and being socially responsible in China as well. The company works on the philosophy of combining people and orders in
6 Pages(1500 words)Essay
Marketing plan
Its current market capitalisation stands at US dollars 20.15 billion. One of the product that Sony has developed is the Sony wristband known as the
1 Pages(250 words)Essay
Marketing Plan
This is because it is at the introduction stage that more information and education needs to be given out as part of promotion of the product or service (Saunders, 2005). It is based on this understanding that the current marketing plan is considered
12 Pages(3000 words)Essay
Marketing plan
Using these sites, we will reach a large audience. We will post important details such as our menu items, the date of the event, time and location on these sites. Social media advertising is cheap and will
1 Pages(250 words)Essay
Let us find you another Essay on topic Marketing plan for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us