Marketing Plan for Green Poultry Farm of Pakistan

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author Note

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Executive Summary
The report intends to propose a marketing plan for the Green Poultry Farm of Pakistan which is
operational in the village Shahkot. The report begins by providing an overview of the Green
Poultry Farm and also the business environment in which it conducts its business. The report
next discusses the internal marketing environment in which the farm operates and also the threats
as well as the opportunities that the farm faces. The report next suggests two marketing
objectives, namely, enhancement of customer base by 10% and increase in profit margin by 20%
and both of them have been explained on the basis of SMART goals. The report also proposes a
marketing mix for the farm on the basis of the product (product diversification and organic
products), pricing (cost leadership), promotion (digital marketing) and place (time based
competition) that the farm can use for the achievement of the above mentioned marketing
objectives. The report also suggests the implementation plan and also the control and evaluation
methods that the farm needs to use. Finally, the report concludes by suggesting two
recommendations, namely, use of governmental loan or investment and supply of organic
products that the farm can use to attain a higher level of growth.

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Table of Contents
Introduction......................................................................................................................................3
Case Background.............................................................................................................................3
Marketing planning theory and concepts.........................................................................................6
Internal marketing environment and development of SWOT.........................................................7
Marketing goals and objectives.......................................................................................................8
SMART Goal for Marketing Objective 1....................................................................................8
SMART Goal for Marketing Objective 2....................................................................................9
Marketing Strategy........................................................................................................................10
Marketing Implementation............................................................................................................13
Evaluation and controls.................................................................................................................13
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
As opined by Brown (2016), the dynamicity of the contemporary business world
becomes apparent in the increasingly different kinds of business strategies which are being used
by the diverse business enterprises. Baker and Saren (2016) are of the viewpoint that the
contemporary business enterprises use marketing or promotional strategy so as to promote the
products or services offered by them to the customers in the best possible manner. However, at
the same time it needs to be said that the organizations need to formulate the marketing or
promotional strategy on the basis of the requirements of the business environment in which they
are operational and also needs or the demands of the customers (Chernev 2018). This report will
propose a marketing plan for the Green Poultry Farm of Pakistan on the basis of the analysis of
the business environment in which it is operational. The organization can thus use this proposed
plan for the formulation of their actual marketing plan on the basis of the analysis of key
capabilities as well as resources and also the performance goals that they have outlined for
themselves.
Case Background
Poultry Industry is one of the largest agro based segment of Pakistan and contributes
more than 1.3% to the national GDP (Abbas et al. 2017). Green Poultry Farm is a small-scale
poultry farm located in Shahkot in Pakistan and has acquired a fine reputation for itself over the
years, for the excellent quality of its poultry products. More importantly, the farm takes the help
of quality control specialists to generate poultry products that are great to taste and safe for
consumption by people of all ages. Furthermore, it is seen that extreme focus is being placed on

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the factor of hygiene and the farm also takes the help of different kinds of machineries so as to
ensure the fact that the quality of meat offered by them is high. The Green Poultry Farm caters to
the requirements of the inhabitants of the town and sells its products to poultry shops in the city
and its adjoining areas. The products offered by Green Poultry Farm include eggs, chickens and
others which have been much appreciated by the local inhabitants of the region under discussion
here.
According to Memon et al. (2015), after 1960, the commercialized production of poultry
started in Pakistan because of the widespread demand from the people. The Poultry industry
generates employment and provides a source of income to more than 1.5 million people residing
in Pakistan through direct or indirect means (Hussain et al. 2015). The major segments of the
market that Green Poultry Farm focuses on include children, adults and the elderly regarding-less
of the economic demographic to which they belong. The key consumer need that Green Poultry
Farm aims to satisfy includes providing a major source of daily protein to the people of Pakistan
which is good not only in terms of taste but at the same time in terms of quality as well
(Chaudhary and Mazhar 2018). However, the major customer base on which the farm is
currently focusing on are the working class male individuals related to the age bracket of 30-55
years of age since they are ones who take care of family shopping and related affairs. It is
pertinent to note that although the farm had selected this demographic of the population yet the
poultry products offered by it are being consumed by individuals related to all age brackets and
sections of the population. Factors that affect consumer purchasing of poultry products include
disease outbreaks, fluctuations in prices, the hygiene level of the farm and also the chickens, the
ability of the farm to satisfy the demands of the customers in terms of both quality and quantity
and others (Abbas et al. 2017).

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Arshad et al. (2018) are of the viewpoint that from 1971 to 1980, the poultry industry
experienced 177% growth in the total number of birds, 271% growth in total poultry chicken
production and 297% on the total number of eggs. An indicator about the scope of expansion and
growth of the Poultry industry can be gauged by the fact that it is estimated that about 6.5 million
thousand eggs per year are being produced commercially (Abbas et al. 2017). The present
income rate of the Poultry industry in Pakistan is about 750 billion rupees and there are nearly
three hundred and fifty-two hatcheries in the country with a capacity of nearly 346 million-day-
old chicks on an annual basis and 44% of the poultry comes from rural areas (Memon et al.
2015). It is precisely this booming market that the farm under discussion here intends to utilize to
attain a higher level of growth.
The key opportunities that the poultry business market of Pakistan offers to the Green
Poultry Farm is the opportunity to increase their range of products by adding organic eggs and
because of the demand for these products in the business market (Webster Jr. 2015). More
importantly, Green Poultry Farm also has free land area that can be used to increase the number
of hens by building more hen houses, hatcheries and control sheds. Cross breeding can be
adopted and the existing numbers of hens ad chickens can be increased to garner more produce
and bring in more profits. The threats include pollution, poultry litter, high cost of poultry feed
and an increase in expenses in order to hire more employees. In addition, Green Poultry Farm
also faces stiff competition from the plethora of large-scale poultry farms that are located in the
adjoining areas (Möller and Parvinen 2015).
In the light of this, it can be said that the key marketing goal or objective of the farm
under discussion here should be not only enhance its existing customer but at the same time the
amount of profit that they are currently earning. For example, for the coming one year the