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Strategic Marketing & Planning (Blue Ocean Strategy) - Essay Example

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Strategic Marketing and Planning Table of Contents Table of Contents 2 Executive Summary 3 Introduction 4 Background 4 Methodology 7 Findings 8 Blue Ocean Strategic Model 11 Blue Ocean Fundamentals 12 Why Blue Ocean 13 Recommendation 17 Conclusion 17 Bibliography 19 Executive Summary The frozen yoghurt industry was a fast-growing industry during the last two decades of the twentieth century…
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Strategic Marketing & Planning (Blue Ocean Strategy)

Download file to see previous pages... Based on the findings of the report and the desert climate of Saudi Arabia, the frozen yogurt business may succeed. The strategy targets families with children between three years and twenty years, thus this is the target market for the company. Ideally, the company may bait them by offering punch cards and coupons upon a given number of purchases. Today, the most appropriate method of reaching the teenagers and youths is the social media. The company could attract customers to the company by offering coupons and other promotional gifts through their social media such as Twitter and Facebook. This will attract a loyal customer base as well create awareness on the company’s products and prices (Willy et al., 2011:150). In all stages of the strategy, the idea is to create value innovation and differentiation from the existing industry. The paper proposes a blue ocean-based campaign labeled “Froyo Goes Green”. The main objective of the campaign is to attract customer to the company through offering environmentally friendly products and services, including biodegradable consumables such as spoons, cups, and containers. Moreover, the company will provide unique flavors and toppings that are not available in other competing stores. Introduction Every business, regardless of the industry of operation, has a chance to fail or succeed. As with all other business ventures, a frozen yogurt business can prove profitable if run properly. Indeed, we live in an informed generation where people are conscious about their diet and health, thus constantly looking for healthier alternatives to their favorite foods and drinks. Conceptually, the traditional ice-cream corn is a favorite for many people, thus initiating a frozen yogurt venture at any time is essentially right. Nonetheless, a business owner must undertake a comprehensive research of the target market to ensure that their business ideas are viable. Depending on the marketing and organizational framework, a frozen yogurt may be either market oriented or sales oriented. This paper seeks to determine the orientation of the frozen yogurt industry in Saudi Arabia using illustrations to back the orientation. Additionally, the paper explores the strategies to improve the effectiveness of the company, with emphasis on improving the strategic planning process using the Blue Ocean Strategic model (Kim and Mauborgne, 2005:23). Background Saudi Arabia is among the fast-growing economies in the world. A significant portion of the country’s GDP comes from oil and gas, and the growing private sector. The climate in the country is desert-like, with average temperatures of 45o and highs of 50o. This climate creates a potential market for frozen desserts in the market. The company may tap this opportunity and provide the Saudi Arabians with healthy frozen yogurts to cool off their day. More than 50% of the Saudi Arabians earn incomes above $50,000, thus majority will afford a frozen yogurt dessert worth between $3 and $5. Saudi Arabia provides a promising business environment for organizations that focus on customer needs and demands, as well as those that observe the health regulation of the kingdom. The frozen yogurt market is not a new venture in Saudi Arabia: the industry has ...Download file to see next pagesRead More
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