Cultural Strategies in Marketing and Management

Running head: MARKETING
Marketing and management of Dairy Farm International, Singapore
Name of the student:
Name of the university:
Author note:

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MARKETING
Table of contents
Part 1..........................................................................................................................................2
1. Introduction/Purpose of the report..................................................................................2
2. The business portfolio.....................................................................................................2
3. Introduction of the BGC Matrix......................................................................................3
4. Measuring the overall health of the portfolio..................................................................4
5. Recommendations/Justifications.....................................................................................5
Part 2..........................................................................................................................................5
1. Executive Summary........................................................................................................5
2. Situational Analysis........................................................................................................6
• SWOT Analysis..............................................................................................................6
3. Marketing Strategy..........................................................................................................7
4. Implementation & Control..............................................................................................9
References................................................................................................................................10
Appendices...............................................................................................................................11
Appendix 1...........................................................................................................................11
Appendix 2...........................................................................................................................11

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Part 1
1. Introduction/Purpose of the report
This report is constructed for enhancing the awareness of the audience towards the
marketing and management of Dairy Farm International, Singapore. The report is divided
into two sections, which provides the readers with a deeper understanding about the business
portfolio of the brand and the marketing strategies used for luring large number of clients and
customers. Tools like BCG matrix is used for shedding light on the market share of the Group
amidst the competitive ambience (Wagner and Eggert 2016). Overall health of the business
portfolio is a conglomeration of the internal and the external environment, which contributes
in enhancing the overall productivity. As a matter of specification, the report aims to create a
marketing plan for the brand, Cold Storage.
2. The business portfolio
Dairy Farm International achieves accolades and glory as a leading pan Asian retailer.
The collaboration of associates helps in catering to over 230,000 people across the globe.
According to the annual report of 2018, the revenue generated was more than $21 billion.
The functions of the group is spread in more than 10000 outlets. 230,000 skilled and efficient
members invest their talents in the services of the group, which acts assistance in
accomplishing the identified goals and objectives (Dairyfarmgroup.com 2019). The Group is
an umbrella, comprising of the brands like supermarket, hypermarket, convenience stores,
beauty stores, home furnishing and other retailers. 50% interest is owned by Maxim, which is
considered to be one of the leading restaurant chains. Incorporation possession is accounted
to be that of Bermuda. The Group is enlisted under London Stock Exchange. Along with this,
the Group also possesses the secondary listing in the threshold of Bermuda and Singapore.
The operations of the Group are regionally monitored by Hong Kong Dairy Farm
Management Services Limited. The Group is owned by Jardine Matheson Group
(Dairyfarmgroup.com 2019).

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3. Introduction of the BGC Matrix
Star
The financial services business unit of Dairy Farm Group is a star. As the market is a
prospective one, therefore, finest infrastructure contributes towards enhancement of the brand
loyalty. Strategic business units are the biggest contributor to the operating income. Vertical
integration and joint ventures expands the scope and arena of the supply chain network.
Product development strategy helps in increasing the shelf life of the products. According to
Gummesson (2017), the major drive behind this is hiring skilled and efficient members of the
research and development team, who apply continuous improvement strategies for embracing
change and innovation in the products.
Cash cows
Supplier management services depicts the cash cow for the Dairy Farm International
Group. This supplier network has been a constant source contributing to the enhancement of
revenue. The market share of the company is high, however, a major concern is that of the
declining market share due to the self-supplier management instead of outsourcing. The
electronic commerce platforms like social medias adversely influence the business of Dairy
Farm International Group. Increase in the demand of the international food has assisted the
international business unit of the Group to accumulate 30% share of the market (Kotler et al.
2018).
Question mark
Local food business unit of Dairy Farm International Group relates with the condition
of question mark. Localization strategies helps in catering to the specific needs, demands and
requirements of the local customers, strengthening the market share. Mention can be made of
the confectionaries, which has been in great demand, expanding the customer base. However,