Marketing Management Course Work

UGANDA

MANAGEMENT INSTITUTE

COURSE WORK : MARKETING MANAGEMENT

NAME : MUSINGUZI MOSES AMOS

REG. No : 10/DBA/WKD/066

Qn. Think of an organization of choice, Chose one product/ service ( Current/Future) not juice or Bottled water and develop a one year marketing plan for the product / service.

A One year marketing plan and strategy for Good African Coffee.

1.0 Executive Summary Good African Coffee manages, processes and develops coffee from the farmer’s gardens to the final consume able product of coffee as a beverage. This marketing plan illustrates our marketing segments and strategies we are employing to get customers and create a solid revenue stream. Our unique focus of our product is creating coffee with a new twist giving us an advantage over our competitors by giving customers a new taste to enjoy coffee.

1.1

Vision

Our vision is to provide people with a brief cup of coffee over the course of their normal day. We do this by providing them with timely delivery of our products to the shelves in supermarkets, Grocery stores that they access during their shopping. Our marketing challenge is to attract visibility quickly and we intend to accomplish this by approaches that involve social media, email marketing, sales promotions advertising, to gain market share. As we gain traction in the market place, word of mouth will lift our products significantly.

1.2 Objectives 1. Increase sales from current 50 millions to 100 millions per month. 2. Generate over 850 millions in sales by the end of year one.

MONTH JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL

PROJECTED SALES in MILLIONS 54,000 52,000 53,000 51,000 60,000 50,000 67,000 70,000 80,000 108,000 98,000 105,000 848,000

1.3 Marketing Audit Situational Analysis External Analysis a) Many substitute products like Tea, Cocoa and many others therefore price sensitivity. b) The importance of organic products, consumers are getting more aware. c) Imported

products do dominate the market.

d) Most consumers are middle income earners.

Internal Analysis a) The product packaging is not visible and attractive. b) The company is into sales oriented and not marketing. c) Promotions, Pricing and Distributions are poorly budgeted thus less funds are allocated. d) The Marketing team is not properly stream lined.

Strengths a) 50% of our profits after tax are invested in communities to initiate programs to support disadvantaged members of our society. b) It’s a local company with its management structure in place. c) Product diversity. Examples Roasted coffee , Freeze dried coffee , e.t.c d) Specialty in 100% Arabica Coffee Beans.

Threats a) Competition b) Perception c) Packaging d) Distribution e) Awareness of the variety of product brands.

1.4 Marketing Strategies a) Improve on the packaging of the products. b) Restructure the marketing / Sales Department.

c) Carry out sales promotions. d) Increase on the distribution channels. e) Review pricing policy. f) Increase product awareness – Branding

g) Buying off small competitors.

1.5 Marketing Tactics 1. Improve on the packaging a) Redesign the packing. b) Ensure visibility and attractiveness

2. Restructure the Marketing / Sales Department a) Set sales targets to the salesmen. b) Carry out training of the Sale team and need to assess them regularly i.e Assess trial results. c) Select right size with right skills.

3. Sales Promotions a) Participate in trade fairs and shows. b) Discounting products. Example Buy one get one free. c) Giving out samples. d) Organize events. Example Raffles.

4. Increase on distribution channels. a) Reviewing and modifying the distribution channels i.e Setting key performance indicators. b) The creation of customer data base. c) Reward distributors. Example give bonuses to the best performing distributor. d) Establish a midterm feedback system with the distributors.

5. Review pricing policy a) A recommended retail price (RRP) on the packages. b) Price discounts c) Stock keeping of different sized packages and brands.

6. Increase product awareness a) Advertising reach on major social media postings example TV , Radio

etc. b) Talk shows c) Send sms d) Increase visibility of the brand of products. e) Use attractive brand names and brand image.

2.0 Implementation Schedule

Objective

Increase sales from current 50 millions to 100 millions per month.

Strategy

To carry out sales promotion, Trade fairs and Farmers shows.

Tactic Activity

Give out samples Participate in trade fairs and shows.

Time Schedule

1 month of sales promotions 7 days in the trade fair 7 days in the Farmers show

Responsible Person

Marketing Manager

3.0 Expense Budget Summary We do not expect to increase in marketing staff requirements during the year one because two persons can actually do a lot of these activities. Once they have put marketing plan in place, the marketing activities up keep becomes easier and can be handled by the assistant marketing personal.

No.

Item

Quantity

Sales Promotion

Trade Fair

7 days in Trade fair

Farmers Show

7 days in Farmers show

Rate

Total

200,000/= @ Show 400,000/=

Adverts on Social Media Other Misc. Expenses

1,000,000/=

400,000/=

1,000,00/=

400,000/=

1,800,000/=

4.0 Monitoring and Control a) Customer Feedback , Customer tracking , Customer surveys , Customer complaints b) Sales Analysis and control -

Sales volume

-

Breakdown of sales by product.

c) Market share analysis and control d) Profitability analysis and control

5.0 Assumptions The marketing plan is usually based on a set of assumptions that impact on its successful implementation. These may include:a) Political stability and Government support in the agriculture sector. b) Farmers will supply us with quality coffee beans for quality production. c) Interest rates will be stable d) Inflation stable e) Exchange rates fairly stable.