Management 1 Running Head: MANAGEMENT *

Running Head: MANAGEMENT

ECPI University

Daniela Watkins

Management

Introduction

Generally this research paper is
about developing a marketing plan for a selected company. For instance, for
this marketing plan, Saxonville Sausage Company is selected in this research
paper in order to fulfill the aims and objectives. Basically, this company such
as: Saxonville Sausage is a company that produce produces a variety of pork
sausage products to customers in the global market. In addition to this, this
paper describes the concept, as well as process of marketing plan to identify
the effectiveness or requirement of marketing. Moreover, this paper also focus
on marketing research of a company those run its operations in an international
market.

Part A: Mission and
Objectives

Purpose of the Marketing Plan

The main purpose of this marketing
plan is to improve the business of the Saxonville Sausage Company in the market
through improving marketing practices and strategies in order to attract the
customers and improve position in the market. On the other hand, the main
purpose of this marketing plan is to focus on the company’s marketing
strategies and tactics to attract or retain the target customers.

Organization Mission Statement

The mission statement of the Saxonville
Sausage Company is “to eventually become the most admired and revered company
in the minds of the customers through providing them high quality products and
services at sufficient price.

Competitive Advantage

Saxonville Sausage Company is
entered in the market 70 years ago in Saxonville, Ohio. The company produces
variety of pork sausage products and the company earned around $1.5 billion
revenue in 2005. The main brand of the company are bratwurst (70% revenue come
from it), breakfast sausage both links and patties (20% of revenue) and Italian
sausage named Vivio (5% of revenue). The company sold the products in the all
over the US through national and regional brokers and distributors (Kelly,
2011). The main competitive advantage of the company is provide full value of
the customers through provide quality products at sufficient price that helps
it to maintain good reputation and position in the market.

Part B: Situational
Analysis Using SWOT

“This section of the marketing plan
focuses on identifying the problems faced by the Sausage Company related to
marketing its products and services in the global market. For instance, to
identify the problems and weakness related to marketing of Sausage Company, SWOT
analysis of the company is conducted. The below section describes the strengths,
weakness, opportunities and threats of Sausage Company:

Strength	Weakness
● Vivio & bratwurst brand success in the existing market ● Good reputation and strong brand recognition ● Strong distribution network ● Provided high quality products	● Vivio position is not clear in the market ● No product differentiation ● Less effective market segmentation ● German company, but brand famous of Italian products ● No clear positioning of products
Opportunity	Threats
· Enter in the new markets · Less competition in fresh sausages sector ● Increased consumer spending. ● Enter in other product segments	● Competitors as 29 competitors already established in the market ● Government policy or legal changes which make selling abroad (internationally) difficult ● Changes in society such as an increase attention to health products. ● Taxation rules which reduce the firm’s or consumer income

(Source:
Krishnamacharyulu, 2011).

On the
basis of the SWOT analysis, it can be said that Sausage Company faced different
issues and problem related to thelack of
segmentations and differentiation of products that impacts on its marketing
strategies. The weakness section indicates the main weakness and problems faced
by Sausage Company related to marketing of products and services.

Part C: Identifying and
Evaluating Opportunities Using STP

On the
basis of the weakness, issues and opportunities identified through conduct SWOT
analysis, it can be stated that Sausage Company change its marketing mission, vision
and goals to target the more customers in the market. In this situation, Sausage
Company focuses different alternatives to solve the problems and issues related
to marketing strategies.On the basis of
explanation of all elements of the SWOT dimensions, it can be said that Sausage
Company use different marketing strategies to improve its position in the global
market.

Market
Segmentation

The SWOT analysis also indicates
that the lack of segmentations and differentiation of products is the main
weakness of Sausage Company’s marketing strategy, so that introduction of
latest technology, different flavors or tastes, and different sizes bratwurst
and breakfast categories products with attractive design through use innovation
or technology apply strategy would be appropriate of the company. This strategy
helps the company to differentiate its bratwurst and breakfast categories
products from other competitors (Brown & Osborne, 2012). Moreover, the
company should also change bratwurst and breakfast categories products
according to the particular market customer need or preferences that can help
it proper segment of products in the market.

Target Market

Sausage Company should be target
the different age group customers such as children, young and middle age people
by introducing new products and changing products flavors or taste according to
the need or taste of customers in the market. The company should also introduce
latest technology, different flavors or tastes, and different sizes products to
target the different age group customers in the target market (Brown &
Osborne, 2012).

Market
Positioning:

The company should also provide
full value of the customers through provide them best after sales of products
as well as quality or unique flavor products of them (Wright, Frazer &
Merrilees, 2007). Sausage Company should
be introduced the innovative or different kinds of products in the target market
in an effective and proper manner in order to gain market share. The company
should also focus on different bratwurst and breakfast categories of products
according to the need and preference of the customers (Sinclair & Wilken,
2009).

Hence, it can be said that the
company should focus on using different marketing and business strategies in
order to attract more and more customer in the global market.

References

Brown,
K. & Osborne, S.P. (2012). Managing
Change and Innovation in Public Service Organizations. UK: Routledge.

Chang,
S. (2011). Sony vs Samsung : The Inside
Story of the Electronics Giants’ Battle For Global Supremacy. USA: John
Wiley & Sons.

Hall,
D. (2007). Business Studies. SA:
Pearson Education.

Kelly,
J.F. (2011). Sams Teach Yourself Samsung
GALAXY Tab in 10 Minutes. USA: Pearson Education.

Krishnamacharyulu,
C.S.G. (2011). Rural Marketing: Text And
Cases. SA: Pearson Education.

Röhm,
S. (2007). VW Phaeton – Did Zeus’ Anger
Hit Sales of Volkswagen’s Luxury Car. Germany: GRIN Verlag.

Sinclair,
J., & Wilken, R. (2009). Strategic regionalization in marketing campaigns:
Beyond the standardization/glocalization debate. Continuum: Journal of Media & Cultural Studies,23(2), 147-157.

Wright,
O., Frazer, L., & Merrilees, B. (2007). McCafe: the McDonald’s co-branding
experience. Journal of Brand Management,14(6),
442-457.