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The Development of United Biscuit - Essay Example

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This essay analyzes United Biscuit, that is the pioneer bakery company of UK and Europe. The micro and macro environment analysis of United Biscuit have provided the base for framing proper marketing strategy for Hobnobs Cookies in its existing market…
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The Development of United Biscuit
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Download file to see previous pages However, its key competitors also offer substitute cookies in the existing market that it poses the great threat to the success of Hobnobs Cookies.The micro and macro environment analysis of United Biscuit have provided the base for framing proper marketing strategy for Hobnobs Cookies in its existing market. Considering three key strengths of Hobnobs Cookies i.e. high quality, lower price and different taste, its marketing strategies has been framed. As per the Ansoff matrix, United Biscuit will try to attain the product development at the initial stage and in this process, the promotional mix is very important. The core strategy for Hobnobs Cookies will be the combination of low cost and differentiation strategy that will enhance the consumers’ value by building the product’s brand in existing market.
It is very necessary to develop a proper marketing plan for organizational growth and success as marketing has become inevitable business activity. An effective marketing plan ensures sufficient amount of sales revenue that determines the existence of a firm within its industry. In recent years, the scope and importance of marketing and strategic planning have significantly increased due to intensified competition in the market. For the financial success, the organizations aim to counter their key competitors for gaining an upper hand position in the market. However, in this process, the planning is the foremost task for them. Stevens and Loudon have defined that “planning is one of the key success for any undertaking” and the planning “must be founded in a root philosophy or conceptual framework that provides a basis for analysis, execution, and evaluation” (Stevens and Loudon, 2005, p.4-5).
This paper will attempt to present a marketing plan for United Biscuit to position its new brand's product. The primary aim of this paper is to develop a proper marketing plan for the existing product in its existing market. ...Download file to see next pages Read More
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