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'To Tweet or not to Tweet : that is the question' - Essay Example

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University: Course: Tutor: Date: Date: 6 February 2013 To: Betterbrekkie manager From: Betterbrekkie marketing manager Re: managing a twitter presence for betterbrekkie breakfast Overview Having reviewed the organization marketing situation, it is clear that the product is brand new among it intended clients…
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'To Tweet or not to Tweet : that is the question'

Download file to see previous pages... As such, the issue at hand is that the product is unknown to the market. This necessitates for massive campaign to make clients aware of the product. Since cereal bar is a new product being introduced into a flooded market, the company requires identifying the specific market niche that will value the new offering adequately to buy it in the long term. Another issue is that the company expects the product to have a 20 percent market share during the first year of its launch. One way to increase market share is through share of preference achieved through pricing, product and promotional changes. The company can also use the share of voice market driver, which entails increasing promotional and advertising expenditures. The company can also use the aspect of distribution to increase market share by ensuring it has an intensive distribution channels (Reidenbach, 2009, p 41) . Betterbrekkie Company can change its marketing mix variables (price, product, promotion and place) so as to cope with the competition. The company can offer its product at relatively lower price than the competitors. The features of the product can be improved from time to time to offer more value to customers. New channels of distribution may be added, as well as increasing advertisement and promotional expenditures to increase market share and keep up with competition (Business sense, 2012, para 4; Lamb, Hair and Carl McDaniel, 2011, p 490). Another issue of concern is how to segment the market. This entails a critical analysis of the market in order to come up with SWOT analysis for betterbrekkie product line, as well as the PESTEL and the porter five forces. SWOT analysis Strengths The product line of betterbrekkie products is healthy, which matches the growing concern on the need for healthy meals by consumers. Betterbrekkie products concentrate on offering organic and healthy foods, which are mostly ignored by fast foods. This can be the major source of the value proposition by the company to increase sales and market share. Weaknesses The company has weaknesses in that it does not have a global presence. Additionally, the products are relatively new and therefore unpopular. Opportunities The company has the opportunity in that it can enlarge its branches to different continents as it grows in size. Another opportunity is the growing concern on healthy diets by consumers, which the company is offering to the market. This can be a source of competitive advantage. The company can also use twitter account and other online facilities to market and popularize its products to prospective consumers. Threats The major threat is the intense competition from established food joints like McDonald’s, KFC and Burger King, which has a global presence and an established brand name. Pestle analysis Political The government has brought strict rules to food sellers to offer information to consumers on whether the food items contain genetically modified ingredients. The GM labeling rule came into force in 2004. Additionally, the political decisions in the UK are largely influenced by marketers’ decisions. The goods and services tax in the fast food market has seen a massive increase in regulation in the recent times. Betterbrekkie has to adopt better and follow regulations stipulated by the food standard agency. Economic The cost of setting up a food joint is fairly low, which makes it easier to enter ...Download file to see next pagesRead More
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