Royce Chocolate Marketing Plan1 Essay

3682 words - 15 pages

DIPLOMA IN BUSSINESS MANAGEMENT 16TH INTAKE SEMESTER 1 DB 101 PRINCIPLES OF MARKETING GROUP PROJECT GROUP NAME Members Lecturer Date PRODUCT : : : : : : Marketing Plan Report Juliana Yeo, Anthony Ng, Selva Raj, Johnny Quek

Mr Louis Sim June 2009

Royce’ Chocolate Marketing Plan

Table of Contents Executive Summary Brief Background of Company Mission Statement Marketing Objectives Situational Analysis Marketing Mix Strategy Implementation Evaluation Control Recommendation & Conclusion

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Some of those are also in the premium market as Royce’.

2.1 Company Analysis ➢ ➢ ➢ ➢ ➢ ➢ Goals Focus Culture Strengths Weaknesses Market Share

2.2 Customer Analysis ➢ ➢ ➢ ➢ ➢ Number Type Value drivers Decision process Concentration of customer base for particular products

2.3 Competitor Analysis ➢ ➢ ➢ ➢ Market position Strengths Weaknesses Market Shares

2.4 Collaborators ➢ Subsidiaries, joint ventures, and distributors, etc 2.5 Climate Macro-environmental PEST analysis: ➢ ➢ ➢ ➢ Political and legal environment Economic environment Social and cultural environment Technological environment

3.0 SWOT Analysis

3.1 Market Segmentation

3.2 Alternative Marketing Strategies

3.3 Selected Marketing Strategy Discuss why the strategy was selected, then the marketing mix decision (4 P’s) of product, price, place (distribution) and promotion.



Distribution (Place)




2.0 Situation Analysis

Target Markets

Market Analysis Market Analysis

2001 Potential Customers Under 30 Over 30 Other Total Growth 12% 9% 0% 10.70% 36,000 28,500 0 64,500

2002 40,320 31,065 0 71,385

2003 45,158 33,861 0 79,019

2004 50,577 36,908 0 87,485

2005 CAGR 56,646 40,230 0 96,876 12.00% 9.00% 0.00% 10.70%

2.1.1 Market Demographics The profile for Royce’s customer consists of the following geographic, demographic, and behavior factors: Geographics Currently Royce’ is well situated to serve the CentralBusiness District area. This is an area where most offices are located, and with the most concentrated workforce. With two outlets, one at Takashimaya and another at Suntec City, Royce’ is able to serve the customers within the area. Population within CBD is estimated at ____________ Demographics 1. Male and female. 2. Ages 18-55. This age range draws off a combination of university students and locals within the community. 3. Have (or are getting) a college education and some with graduate degrees. 4. An income over $40,000 (except the students who earn far less but have a decent amount of disposable income).
Behavior Factors • • • Enjoy alternative, or less commercial, movie options. Prefer to be stimulated intellectually when viewing their films. Participate in cultural activities.

2.1.2 Market Needs ICF is providing the customer with a wide range of high quality film rental options. ICF seeks to fulfill the following benefits that are important to their customers:

Selection: A wide range of rental options that are unavailable at the larger, dominant rental chains.

• • •

Accessibility: All rentals are available from ICF's centrally located storefront. Additionally, ICF is open a wide range of hours to accommodate customer's various schedules. Customer service: The patron will be impressed with the level of attention that they receive. Competitive pricing: All rentals will be priced competitively relative to the competition.

2.1.3 The Market and Trends...

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