Global Marketing Plan for Bakkavor's Protein Alternative Meat Product in China

Individual report

EXECUTUVE SUMMARY
Having incorporated the roots in the core market and global locations like China, Bakkavor
is one its future plans to make expansion to a new marketplace. Measuring the options and
development potential of the Chinese market, this document purposes an global marketing plan
for assisting the expansion of Bakkavor’s new protein alternative meet product to China. By
considering PEST and SWOT analysis, the firm was identified the business environment of new
market. By considering STP analysis, the company was segmented and targeted customers as per
its new commodity. Different market entry strategy is effective and offered an option to firm to
enter in Chinese market with its protein product. Marketing mix tool was effective to offer
information about products and pricing strategy which is considered by the firm to offer
customers.

Contents
EXECUTUVE SUMMARY............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing Environment...............................................................................................................1
Competitor review.......................................................................................................................1
STP analysis.................................................................................................................................1
Market Entry Strategy..................................................................................................................2
Marketing objectives...................................................................................................................3
Marketing Mix.............................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
International marketing is explained as the exchange of goods and services crosswise
national borders to meet the needs of the target audiences. It considers customer analysis in
foreign nations and finding out the target market. It is the multinational process of planning and
executing the conception, costing, advertising and distributing thoughts, goods and services to
make exchanges that fulfil people and establishment objectives (Blut, Teller and Floh, 2018).
This report is based on Bakkavor which is an international food manufacturing organisation and
specialising in fresh prepared foods. The firm want to expand its business in China with its
protein based alternative meat product which is not manufactured from animals but are in
appearance, taste and texture exactly same as beef or pork. This written document will consider
information about marketing environment, competitor review and STP analysis of the enterprise.
Further, it will discuss about market entry strategy, marketing objective and marketing mix of
firm.
MAIN BODY
Marketing Environment
PEST analysis- PEST analyses is an external analysis in which the external factor which affects
the business activities gets evaluated. PEST is an abbreviation for Political, Economical, Social
and legal. All these factors come out of control of any organisation and it is very important to
analyses these factors. The PEST analyses for Bakkavor are as follows:
Political: Political factor includes the rules and regulations which are formed by that
region or country government. This factor may include the rules which the government set like
trade regulations, taxes, corruptions and the so on. The company, Bakkavor is a food
manufacturing company; they have to manufacture the food according to the government rules
and regulations. For example there were some of the indigents which the UK government
prohibited to use in access so the company has to put that indigent according to the government
guidance’s. Also, any increase in the prices of food ingredient can also affect the manufacturing
process, for example the rise in the prices of wheat can affect the costing of production, it will
increase the production cost (Zhang and Wang, 2019). Therefore The Company has to make the
required changes according to these laws.
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