Marketing Management: PDF
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Added on 2020-11-02
Marketing Management: PDF
Added on 2020-11-02
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Component Name: Marketing ManagementLecturer: Vincent WeeStudent Name: Selva Kumar S/O SubramaniamStudent Number: 0080MWYMWY0620MASTER OF BUSINESS ADMINISTRATIONUniversity of Wales Trinity Saint David12/08/2020“I declare That this assignment is all my own work and that, I have acknowledged allmaterials used from the published or unpublished work of other people. All references havebeen duly cited”.1 | P a g e
TABLE OF CONTENT1.0Introduction.......................................................................................4Customer Perceived ValueConsumer BehaviourMarketing ObjectiveMarketing Value2.0Consumer Decision Making Process.........................................................53.0 SWOT ANALYSIS.........................................................................62.1Need Recognition........................................................................7&82.2Information Search.....................................................................92.3Evaluation of alternatives.............................................................2.4Purchase Decision......................................................................2.5Post -Purchase Behaviour..........................................................103.0Segmentation, Targeting, and Positioning (STP) of ....................................11.3.1Market Segmentation...............................................................123.1.1Demographical Segmentation..........................................3.1.2Psychographic Segmentation...........................................3.1.3Behavioural Segmentation................................................3.2Targeting Marketing.....................................................................3.33.4Market Positioning................................................................i.4.0 Competitive Analysis of Gardenia ..........................................13ii.Marketing Mix Action Plans (3 Year) ......................................................14iii.Marketing Object2 | P a g e
a.Product ..................................................................................15b.Place............................................................................c.Price........................................................................16d.Physical Evidence........................................................................e.Process........................................................................f.People.....................................................................................g.Promotion........................................................................................iv.5.8 Recommendations........................................................................17v.6.0 Conclusion.................................................................................18vi.Annexure.......................................................................................19vii.References.......................................................................................20.IntroductionGardenia Bakeries is subsidiary of a food listed company. Gardenia is a quite good familiar inAsian market like Gardenia Singapore, Gardenia Philippines, Gardenia China. In 1969Gardenia Bakeries was born in East Malaysia as small bakery. Gardenia founded by an3 | P a g e
American named Horatio Scy Slocumm. He is with solid 35years of baking experience. In1986 Gardenia Bakeries entered to fist Loaf Bread production, with in short span GardeniaBakeries become bread market leader with astounding selling record. Gardenia’s multiply itsproducts chain throughout the years, which slowly become better and soon best.Gardenia Bakeries now produce variety of Deli product like waffles, Toast buns, Cream Rolls, Cupcakes and much more. Gardenia Bakeries has now 5000 workers all around Asia.Gardenia Bakeries are growing and evolved through the years becoming better and better each step. Leveraging on Gardenia brand strength. Gardenia now produce a variety of baked produce to satisfy customers demand. Gardenia bakeries always associate with good quality and taste, freshness and reliability. Gardenia recipe and method of making bread always improve and keep the aroma and traditional maintained.4 | P a g e
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