Essay Available:
Pages:
9 pages/≈2475 words
Sources:
10 Sources
Style:
APA
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.K.)
Document:
MS Word
Date:
Total cost:
$ 46.66
Topic:
Marigold HL Milk Marketing Principles
Research Paper Instructions:
Product for research is Marigold HL Milk in Singapore and further
***Please only use online resources
1)Introduction - Company, Brand & Product 10 Marks
The introduction should describe the company and brand very clearly, using summarising or paraphrasing to show understanding and should be accurate and up to date and not older than 2014. The key attributed of the product/product category/levels of product and stage in the product life cycle need to be introduced here. Find out about the company - vision and mission. Include the range of products and briefly discuss the product in the stages of the product life cycle. Include simple product life cycle graph.
2) Internal (Micro) Analysis : CUstomer, COmpetitor and COmpany 10 marks
This is all about the marketing elements related to the current situation internally and with direct competitors and existing customers over which the company exerts some control or influence. It presents and describes the research from relevant, up to date and credible sources on customers and competitiors and buids on research on the company. Competitors strengths and weaknesses relative to high calorie low fat milk competitors are presented. Customers social and other media feedback on the company is described and analyzed in relation to products strength and weaknesses. Identify 2 competitors and briefly explain and descrbe them and identify their marketing strategy that the company is adopting. Do competitors market Segmentation, Targeting, Differentiation and Positioning (STDP).
3) External (MAcro) Analysis : PESTEL analysis 10 MArks
This section presents and describes research from relevant up-to-date and credible sources on all parts of the external environment or matters over which the company has no direct control, and do so in the form of a PESTEL analysis. These findings are to be applied to the product in question. Opportunities and threats for the product that come from the research need to be explained. Use a table, each quadrant at least 5 points. SHow how it affects your company. DO linkages.
4) SWOT : Strengths, Weaknesses, Opportunities and Threats (5 marks)
For this report, a SWOT is simplay a summary in the form of a table of 2) & 3) and need only to be half to one page in length. It is vital that the facts summarised here are putin the appropiate sections. As a general rule, items from the External Analysis and Opportunities or Threats. The SWOT is a summary of earlier sections and no items should stand alone (i.e all things presented should be able to be found in earlier sections). Use a 2 by 2 table, each quadrant at least 5 points.
5) MArketing STrategy (Segmentation, Targeting, Differentiation and Targeting) and Recommendations (15 MArks)
This section outlines the current segmentation, targeting, differientiation and positioning of the product and moves on to provide recommendations for the future. MArket segments should be clearly defined using graphics (eg psycographic segmentation) and based on research presented in earlier sections. ENsure the target markets is measurable and accessible and a clear picture of the ideal customer emerges (middles class health conscious). The product should be clearly differientiated from its competitor set and a positioning statement analysed or recommended. Recommendations demonstrate innovation and relate to the product to market, and come fromr esearch. NEed to be specificand identify their strengths and explain. Identify only 1 marketing objective for the project.
6) Marketing Mix (the 4 P's) and recommendations (15 marks)
THis sectionoutlines the current mix - Product, Place, Price and Promotion of the product and moves on to provide recommendations for the future. Product branding, packaging, labelling and support (augmented) services should be succintly and clearly described. A recommendation on the strategy for sustainin the product life is well made. The 4 P's must be explained in detail.
Research Paper Sample Content Preview:
MARIGOLD HL MILK MARKETING PRINCIPLES Student: Professor: Course title: Date: MARIGOLD HL MILK MARKETING PRINCIPLES Introduction Company Marigold HL Milk Company was launched in Singapore in 1988 and remains one of the firms that distribute quality low-fat milk products in Singapore. The company distributes close to one million packs every month (Marigold, 2016). MARIGOLD HL Milk Company has efficient sales and distribution networks that cover several of its market centres that are located in Singapore. The company has a number of distribution vans and trucks that travel throughout Singapore to distribute its products to the market as fresh as they leave its milk plant (Markgraf, 2012). This is a clear indication of the company’s commitment to quality. Marigold HL Milk Company has an established research and development laboratory that houses several experienced staff members who constantly pursue innovative new products that would meet the needs of the customers. This team vests research in establishing the manner in which the company could use technology, new equipment and productive manufacturing processes to improve the company’s efficiency in the development of quality products (Mishra, 2015). The company also has a specialized team of Quality Control experts which ensures that the products undergo regular tests within the stages of manufacturing to make sure that the products conform to the relevant international standards. The vision of Marigold HL Milk Company is to continue to develop and create new innovative products in the market that respond to the changing needs of the consumers. Attaining this vision would help the company achieve market leadership in its industry (Markgraf, 2012). Its mission is to build its brand by promoting its tagline as a healthy product with the aim of advancing the quality of the consumer’s lives. Brand and product Marigold HL Milk Company has an extensive range of products including the following: MARIGOLD HL Milk which comprises MARIGOLD UHT Milk, MARIGOLD 100% Fresh Milk, MARIGOLD Canned Milk and MARIGOLD PowerBeans Fresh Soya. Fruit Juices such as MARIGOLD Fruit Drinks, MARIGOLD 100% Juice, and MARIGOLD Peel Fresh. Yoghurt such as MARIGOLD 0% Fat Yoghurt Drink and MARIGOLD Yoghurt. Cultured Milk such as VITAGEN Collagen Less Sugar and Vitagen Less Sugar; Asian Drinks such as MARIGOLD Asian Drinks; Chilled Tea such as MARIGOLD UJI CHA; and Desserts such as MARIGOLD Pudding and MARIGOLD Jelly (Marigold, 2016). Figure 1: Marigold products at maturity stage of the product life cycle At the moment, the products of Marigold HL Company are in the maturity phase of the product life cycle. The products are established in the marketplace and the company’s objective is simply to sustain the market share which it has been able to build up over time. In essence, this is a highly competitive time for the products and Marigold HL Company needs to invest wisely in the marketing activities it carries out. In addition, the company needs to take into consideration any product changes or improvements to the process of manufacturing which may give the company a competitive advantage (Orbach & Fruchter, 014). Internal (Micro) Analysis Customer The main customers of Marigold HL Company...
Get the Whole Paper!
Not exactly what you need?
Do you need a custom essay? Order right now:
👀 Other Visitors are Viewing These APA Research Paper Samples:
- Compare Cases New Business Models15 pages/≈4125 words | 4 Sources | APA | Business & Marketing | Research Paper |
- LOG490 CA43 pages/≈825 words | 4 Sources | APA | Business & Marketing | Research Paper |
- Occupational Stress 8 pages/≈2200 words | 2 Sources | APA | Business & Marketing | Research Paper |
- Cross Cultural Differences2 pages/≈550 words | 4 Sources | APA | Business & Marketing | Research Paper |
- Skills Possessed by a Change Agent4 pages/≈1100 words | 5 Sources | APA | Business & Marketing | Research Paper |
- Global Logistics and Supply Chain Strategies of FedEx11 pages/≈3025 words | 5 Sources | APA | Business & Marketing | Research Paper |
- Marketing MOD1 SLP3 pages/≈825 words | 6 Sources | APA | Business & Marketing | Research Paper |