Ayam Brand Marketing Management Plan

Running Head: Ayam Brand 1
Ayam Brand Marketing Management Plan
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Ayam Brand Marketing Management Plan 2
TABLE OF CONTENTS
1.0 ABSTRACT 3
2.0 SITUATION ANALYSIS. 3
2.1 COMPANY OVERVIEW. 3
2.2 MISSION 3
2.3 VISION 4
2.4 VALUE 4
2.5 PEST ANALYSIS. 4
2.5.1 POLITICAL. 4
2.5.2 ECONOMICAL 4
2.5.3 SOCIAL 5
2.5.4 TECHNOLOGICAL. 5
3.0 AYAM COMPANY COMPETITIVE ANALYSIS. 5
3.1 Competitive Rivalry from The Existing Competitors 5
3.1.1 Buyers Bargaining Power. 6
3.1.2 Suppliers Bargaining Power. 6
3.1.3 Threats From Substitutes 6
3.1.4 Threat Of New Entrants. 6
3.2 SWOT Analysis. 7
3.2.1 Strengths 7
3.2.2 Weaknesses 7
3.2.3 Opportunities 8
3.2.4 Threats. 8
4.0 TARGET MARKET. 8
5.0 MARKET RESEARCH/ BUYING CYCLE 9
6.0 AYAM COMPANY BRAND. 11
7.0 AYAM COMPANY MARKETING CHANNELS. 12
8.0 AYAM COMPANY MARKETING STRATEGIES AND TACTICS. 13
9.0 REFERENCES 14

Ayam Brand Marketing Management Plan 3
Abstract
Ayam company is one of the Asian oldest consumer brands founded in 1982. The
company is specified in food production and is situated in Singapore. Among the food products
that the company produces include; vegetables, canned meat, seafood, and baked beans. The
paper will describe the marketing management plan of Ayam company. These will include the
company's situation analysis, the competitive situation, the company's unique proposition,
company brand, Ayam company marketing strategies, channels and tactics.
3.2.1 Situation analysis.
3.2.2 Company Overview.
Ayam company is one of the Asian oldest consumer brands founded in 1982. The
company is specified in food production and is situated in Singapore. Among the food products
that the company produces include; vegetables, canned meat, seafood, and baked beans. Ayam
brand has a total number of up to 1000 employees that work in helping the company achieve its
visions and long-term mission. Ayam brand, which was considered among the luxury brands
when it only produced canned food during the colonial period, has become among the top brands
with superior products (Borzooei, & Asgari, 2015). As it is the brand's mission, it has managed
its zeal to produce quality products and its vision in producing natural, healthy, and high-quality
products.
3.2.3 Mission
The Ayam company's mission is to offer their consumers a natural and healthy product
with superior quality.

Ayam Brand Marketing Management Plan 4
3.2.4 Vision
The Ayam company have three main visions, which are;
i. Natural and quality foods
ii. Sustainability
iii. No waste
3.2.5 Value
Emerge is a household name in the country and Asia, mainly in providing quality and
good food products.
3.2.6 PEST Analysis.
PEST analysis of the Ayam company will be based on four main aspects, which are
political, economic, social and technological.
3.2.7 Political.
The Ayam brand adheres to halal food processing, handling, preparation and storage
guidelines. These are the standards made by the country and the Asian region in general, which
govern the production, processing, handling and storage of food and related products in the
country. Hence, Ayam company being among the top brands in the region has to adhere to the
regulations and guidance of the commission.
3.2.8 Economical
In its operation, Ayam company must consider its inflation rates because the rising of the
manufacturing cost helps boost the profit margins in the company. However, other economic
regulations are considered in implementing the costs.