Marketing Plan (minimum 5 pages Develop a strategic marketing plan for a new product or service for either a “real business” or a “new business” the student would like to create. When developing a strategic marketing plan, you have the option to:
(1) take an existing product or service and target it at a new market or customers
- OR -
(2) develop a new product or service for an existing market.
The paper should be written using the following format/subheadings:
• Cover Page
• Introduction (a brief history of the product or service; also, state the purpose of this report.)
• Situational (SWOT) Analysis
o Internal Factors (organization’s strengths & weaknesses)
o External Factors (external environment’s opportunities & threats)
• Marketing Planning
o Marketing Objectives
o Target Market(s)
o Marketing Mix:
o Key Individuals (responsible for implementation of plan)
o Timetable (for sequence of tasks)
o Evaluation plan (method for evaluating success or failure of plan)
Papers require a cover page (in addition to the 2-page min), an introduction, a body separated into multiple sections (subheadings), a conclusion, and a separate References page. Papers should include references which support the readings (tie in concepts/theory from the textbook to the application/article) and follow APA writing guidelines. Papers should also include page numbers.
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This report is about exploring and developing opportunities in the “healthy food outlets” space in the Indian Market. It tries to explore the opportunities in one of the emerging markets. The company selected is Panera Bread which is among the America’s top healthiest fast food restaurants. (Health Magazine, 2009) And a hypothetical situation has been showcased where the company has its marketing plan for the QSR market in the Indian subcontinent. This market has been selected as the opportunities here are relatively larger (The Economist, 2013) The other big players such as Domino’s Pizza (US) also opened 23% of its 500 new restaurant in India itself in year 2012. National Restaurant Association of India says that over 80% of the Indian Food service sector is unorganized and that the foreign companies have only occupied a small territory. The proportion of foreign brands & domestic brands within the organized sector is 63:27. (Crisil, 2013) In the foreign segment the market shares of various companies in descending order is Domino’s Pizza, Subway, Mc Donald’s, KFC and Pizza Hut. McDonald, the global fast food giant came here in 1996 with its first store. In the initial years, the chain was largely confined to bigger cities & Metros. Later on, with the increasing disposable income and changing preferences McDonald penetrated into the smaller cities as well. With the growing appetite for fast-food and a combination of socio-economical factors, Indian fast food market is going to from Rs 34 billion in 2012-13 to Rs 70 billion in 2015-16. (The Wall Street Journal, 2013) However, as the economy is improving the obesity rates have also increased and other health concerns. So, in this context of plenty of opportunities in QSR market and a brand name for healthiest option, Panera Bread can roll out its marketing plan to grab its share....
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