Marketing Plan for Haigh's Company: SWOT Analysis, Marketing Mix, and Strategies

This report focuses on the marketing plan of Haigh's company to enhance its entire turnover by emphasizing the sale of chocolates on the occasion of Christmas. The report includes SWOT analysis, marketing mix, competitive advantage, and positioning strategies.

Running head: Haigh’s Company
Haigh’s Company

Haigh’s Company
Executive Summary
In this report marketing plan of Haigh’s company is made. In first phase of the report SWOT
analysis is discussed. In next phase marketing mix is explained which can help the company to
achieve success in competitive market.
In last phase of report the strategies of marketing plan of company are considered to analyze
performance level of the organization. The theme which is considered is related to Christmas.
1

Haigh’s Company
Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
SWOT ANALYSIS.........................................................................................................................3
Marketing Mix.................................................................................................................................5
Product Strategy...........................................................................................................................5
Pricing strategy............................................................................................................................5
Place strategy (distribution strategy)............................................................................................6
Promotional Strategy....................................................................................................................6
Competitive advantage and Positioning..........................................................................................7
Marketing objectives.......................................................................................................................7
Target market...................................................................................................................................7
Demographic market....................................................................................................................8
Geographic Market......................................................................................................................8
Psychographics Market................................................................................................................8
Benefit segmentation....................................................................................................................8
Usage rate segmentation..............................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
2

Haigh’s Company
Introduction
This report will focus on marketing plan of Haigh's company to enhance entire turnover
by emphasizing on sale of chocolates on occasion of christmas. The marketing plan will focus on
the effective strategies that will assist the organization to attain the overall goals and objectives.
It has been analyzed that business focuses on the confectionary products and there is a high
competition in competitive market. The company deals quality products to the customers. It is
important for company to emphasize on making the core competency in two particular sectors to
enhance its sales. The two areas are offering quality chocolates and the next is concerned with
keeping a low cost so that cost leadership in all the products of chocolate can take place.
Haigh’s was established by Alfred Haigh who offers all the details and direction to the
workers related to the operations of the company. All the operations of the company were started
with the small store of ice cream and desserts. It has been evaluated that company has the biggest
chocolate outlet in Australia. By overall evaluation potential of the market can be analyzed by
considering the information of the opportunities and threats exist in competitive market.
The company is considered as the fourth generation chocolatier that gives chocolates for
the special occasion. It has been evaluated that the chocolates of the company are famous in
South Australia also (Chocolates, 2018). The organization offers premium handmade chocolates
and focus on creating good positioning in market just because of the good image. The company
also focuses on maintaining effective connection between the organization and its customers.
SWOT ANALYSIS
Strength
Company has goodwill in entire market and also company offers good quality products
with good brand equity. The organization is recently conducting its operations in various
3

Haigh’s Company
countries like South Australia. The company products include milk, chocolates and also dark
chocolates (De Meulenaer, Dens & De Pelsmacker, 2015).
Weakness
Each and every company possesses some weakness but it is the duty of organization to
reduce weakness present in the organization. The organization requires latest technologies and
there is a restriction in context to the budget. In addition, organization has to face many policies
related to governance penalties that are just because of the governance program which enhanced
the entire production cost (Wolf & Floyd, 2017).
Opportunity
Various opportunities are there in the market, but it requires the correct focus to consider
the correct opportunities. Opportunity is concerned with growth and development of business
that can be grabbed. For increasing the market share of organization it is essential to emphasize
on giving gifts and discounts to attract more customers towards the product of company. Haigh's
also has opportunity for selling products online and delivering products in context to e-
commerce. For this, it has been evaluated that company can install cyber computing system in
entire value chain operations so that opportunities that are prevailing can be achieved and also
the business units can be sold easily (Ramli, 2017).
Threats
It is important to consider the effective strategies so that threats can be minimized in a
proper manner. The threat faced by the company is concerned with high competition level and
also just because of the new entrants of the business in the market. It has been evaluated that just
because of the growth of this company; there are new entrants that are conducting their activities
with their proper strategies to rule chocolate market industry. To increase quality and to maintain
the product value it is essential to focus on the effective strategies. The threat is also concerned
with managing the perishable products for a long time in company warehouse (Salinas, 2016).
4

Haigh’s Company
Marketing Mix
Product Strategy
The company emphasizes on customization of goods and facilities in market. The plans
will not only induce high percentage of customers in market but also focus on entire requirement
of customers in determined approach. The strategy related to product will change products which
exist according to values, belief, and demand for existing chocolate. Also, in addition, it has been
seen that branding and packaging of products should be made as per occasion of Christmas. For
example, if products provided on Christmas, the packaging should focus on considering the
proper packaging and also induce clients so that they can purchase the product of the company
easily. To customization of products should be done according to target market so that sales can
be enhanced easily (Hoek & Gendall, 2010).
Figure 1(Planned customized designs to induce customers towards products)
Pricing strategy
To conduct the operations of the company it has been analyzed that marketing has an
important role. The leaders should focus on considering the strategies so that the demand of the
company can be met easily. The strategy related to pricing should be based on the target
customers like premium products that are of high prices for the wealthy customers (Xu & Huang,
2014). The organization should emphasize on considering the pricing strategy that influences the
5

Haigh’s Company
supply and demand of the company products. The objective of pricing should be taken into
consideration by the organization so that the sales can be enhanced by the products. The price of
the products should be related to the cost price of the product. The cost price is an essential
factor on which focus should be given by the company so that nominal prices can be set (Lusk,
2014).
The prices are set for consumers should be reasonable as it can help to avail the products
that are given by organization. Focus should be given on the level of competition so that
operations can take place properly. If the organization does not focus on the competition level
then the company can face difficulty in surviving in the competitive market. If the product
demand is low then it has been analyzed that pricing strategy is one of the important factors that
should be considered to enhance the entire sales. When there is low demand the product price
should be less so that the sales can be enhanced (Herstein, Drori, Berger & Barnes, 2017).
Place strategy (distribution strategy)
The organization focuses on considering the retail stores so that product distribution can
be done easily. The product distribution can take place by making the product available on the
retail outlet if the comparison is made with the wholesalers. This can be considered as one of the
effective methods that can serve the customers easily and also the availability of the products can
be made easily. The retail outlet is considered as the selling point for the products and also
through this proper control can be made over the products. In this way the production process
can also be managed and products can be made available to the large customers. The distribution
strategy also gives a chance to enhance the engagement which the customers as this reflect on the
efficiency of the company. The chocolates should be made available at each retail store so that
distribution of the products can take place in the right manner. The accessibility of the products
should be made easily to the target market by offering products in the retail stores. It has been
evaluated that distribution is considered as the effective strategies for product distribution to the
customers (Jewell & Saenger, 2014).
Promotional Strategy
This strategy can assist the company to increase the level of performance in a proper way.
The company focuses on the promotional techniques so that products can be distributed in the
market. The company focuses on engagement with the customers in various manners like online
6

Haigh’s Company
presence focuses on the primary level marketing and also selling off the tools. It has been
evaluated that the company has a good presence on the online platform that assists the consumers
to purchase the items online. This technique not only increases the sale but assist to enhance the
customer number (Shankar et al., 2016).
The efficiency of the company can be enhanced through the distribution channel and also
the focus of the company is on the social media so that the customers can be induced easily. The
customer engagement can be enhanced as it is related to bringing improvisation in the
development and the packaging criteria. The cost of the marketing can be reduced if the
company considers social media and also through this large market share can be attained in less
time framework (Fine, 2017). This is one of the effective techniques in the target market. The
company can consider advertisements so that new ideas can be gathered. There are various
promotional methods consider by the organization. It includes the options related to packaging
and also the method of distribution through retail stores in comparison with the supermarkets.
Competitive advantage and Positioning
There are many competitors of the company in the market like Nestle, Cadbury, and
Mayfield chocolates. The company is considered one of the manufactures that provide good
quality chocolates. The competitors prevailing in the market emphasize on considering the
corporate behavior so that organization can operate the activities in the long run. The company
also emphasizes on the core competency in various areas to enhance the sales as good product
quality and the next is concerned with making the product cost low so that the core competency
can be created in the market in context of the cost leadership style in the market (Fosfuri,
Giarratana, & Roca, 2016).
The company should also emphasize on the maintaining the best packaging quality and
provide good quality of the chocolates to enhance the brand image and also to make a good
position in the international market. The best method to compete in the competitive market is
related to emphasizing the core competencies related to two areas that are selling good product
quality and also to reduce the cost of the products. Haigh's should focus on accomplishing the
goals and objectives by providing the best quality products to the customers (Douglas & Craig,
2011).
7

Haigh’s Company
Marketing objectives
The company motive is to enhance the awareness of the company's products and also to
increase the brand recognition in the market. The operations of the company should be
conducted by focusing on the overall level of performance. The innovation of the products
should also be taken into consideration so that growth can be achieved and also differentiation
can take place. The aim of marketing the operations is to enhance the product image in the
market and also to create awareness among the customers.
Target market
The target market is concerned to the market that the company should focus on so that
overall product sale can take place. It is important to the focus on targeting the market so that
operations can take place. It is analyzed that if organization promote the product without
focusing on the target market then to remain the in the market is difficult (Grünig & Morschett,
2017).
Demographic market
It is concerned with the age, race and income level of the people. Demographics can be
related with the different markets so that company can easily target the customers in the proper
manner. The company should emphasize on the targeting the people of all age groups. The
emphasis of the organization should mainly on the middle and high-income people as it can
assist the company to enhance the sale of the items. The target market on which the company
emphasizes should be on male and also on the female (Sondhi & Chawla, 2017).
Geographic Market
It is the important factor on which the company should emphasize so that growth can be
achieved by the company. This will give assistance to the company to break the section of the
market by emphasizing the states and climate. The organization should focus on achieving the
large share market so that there can be an increase in the sale of the products. The share of the
market has an essential role to enhance the profits of the company. Haigh's should focus on the
considering the target market so that operations can take place in an effective manner (Suyatna &
Suwardikun, 2014).
8

Haigh’s Company
Psychographics Market
In this, the market considers the personality traits, interests and attitude of the customers.
This is one of the essential factors as it assists in proper designing of the products. Haigh's
should emphasize on introducing the chocolates in the market according to the interest and
lifestyle of the customers so that success can be achieved. The company can only attain the
success if the emphasis is given to the introducing the products according to the lifestyle of the
customers in the market.
Benefit segmentation
It is concerned with dividing the market by focusing on the value and benefit of the
customers from the products and services given by the company. The targeting of the market
can be considered by focusing on the quality, performance and also the customer service. The
company focuses on maintaining the quality so that customers can be attracted more towards the
products. The emphasis is also given on the customer service and also on the packaging of the
products. It is essential for the company to focus on maintaining the quality so that large
customer base can be attracted towards the products (Khan, Lockshin, Lee & Corsi, 2017).
Usage rate segmentation
It focuses on dividing the important or use of the products. The organization should focus
on the good customers so that it can be easier to achieve success in the market. If the rate of
usage of the customer increases then it can be easy to achieve growth and profits in the
competitive environment. The company should target the areas so that the overall sale can be
maximized and also due to this profits can be achieved. In this aspect, it has been evaluated that
demand for the products has a great role in the level of performance of the company (Vidal et al.,
2016).
Conclusion
By analyzing the report, it can be evaluated that the issues that can be faced by the
organization at the time of product marketing are competition level prevailing in the market. Just
because of the high competition level the company will not be able to distribute its product. It is
essential to consider proper promotional strategies so that success can be achieved in a proper
way. Strategies like proper and effective taglines and also proper advertising of the products
9

Haigh’s Company
should be considered so that large customer base can be grabbed. Through innovative
techniques, the organization can easily minimize the problem and can achieve growth in the
market.
On the occasion of the Christmas, the products can be promoted by the company by
considering the Christmas pictures for advertising and also by designing the chocolates in flower
share or in rose shape. It has been evaluated that there is high competition level in the global
marketing environment. Therefore, it is important to have effective control of all the factors so
that operations can be completed properly. By focusing on the recent scenario, it is important to
focus on quality so that the customers can be satisfied.
References
Chocolates. H. (2018). Haigh Chocolates. Retrieved from
https://www.haighschocolates.com.au/.
De Meulenaer, S., Dens, N., & De Pelsmacker, P. (2015). Which cues cause consumers to
perceive brands as more global? A conjoint analysis. International Marketing
Review, 32(6), 606-626.
Douglas, S. P., & Craig, C. S. (2011). Convergence and divergence: Developing a semiglobal
marketing strategy. Journal of International Marketing, 19(1), 82-101.
10

Haigh’s Company
Fine, S. H. (2017). Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Fosfuri, A., Giarratana, M. S., & Roca, E. (2016). Social business hybrids: Demand externalities,
competitive advantage, and growth through diversification. Organization Science, 27(5),
1275-1289.
Grünig, R., & Morschett, D. (2017). Determining the Target Markets. In Developing
International Strategies (pp. 85-104). Springer, Berlin, Heidelberg.
Herstein, R., Drori, N., Berger, R., & Barnes, B. R. (2017). Exploring the gap between policy
and practice in private branding strategy management in an emerging market. International
Marketing Review, 34(4), 559-578.
Hoek, J., & Gendall, P. (2010). Colors, brands, and trademarks: the marketing (and legal)
problems of establishing distinctiveness. Journal of Advertising Research, 50(3), 316-322.
Jewell, R. D., & Saenger, C. (2014). Associative and dissociative comparative advertising
strategies in broadening brand positioning. Journal of Business Research, 67(7), 1559-
1566.
Khan, H., Lockshin, L., Lee, R., & Corsi, A. (2017). When is it necessary to localise product
packaging?. Journal of Consumer Marketing, 34(5), 373-383.
Lusk, J. L. (2014). Are you smart enough to know what to eat? A critique of behavioural
economics as justification for regulation. European Review of Agricultural
Economics, 41(3), 355-373.
Ramli, N. S. (2017). A review of marketing strategies from the European chocolate
industry. Journal of Global Entrepreneurship Research, 7(1), 10.
Salinas, G. (2016). Brand valuation: principles, applications and latest developments. In The
Routledge Companion to Contemporary Brand Management (pp. 80-99). Routledge.
11

Haigh’s Company
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016).
Mobile shopper marketing: Key issues, current insights, and future research
avenues. Journal of Interactive Marketing, 34, 37-48.
Sondhi, N., & Chawla, D. (2017). Segmenting and Profiling the Chocolate Consumer: An
Emerging Market Perspective. Journal of Food Products Marketing, 23(2), 123-143.
Suyatna, O. H., & Suwardikun, D. W. (2014). Generating Spontaneous Purchase Through
Packaging And Displays. Bandung Creative Movement (BCM) Journal, 1(1).
Vidal, L., Antúnez, L., Giménez, A., Varela, P., Deliza, R., & Ares, G. (2016). Can consumer
segmentation in projective mapping contribute to a better understanding of consumer
perception?. Food quality and preference, 47, 64-72.
Wolf, C., & Floyd, S. W. (2017). Strategic planning research: Toward a theory-driven
agenda. Journal of Management, 43(6), 1754-1788.
Xu, Y., & Huang, J. S. (2014). Effects of price discounts and bonus packs on online impulse
buying. Social Behavior and Personality: an international journal, 42(8), 1293-1302.
12