Market Segmentation and Targeting Doc

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Individual ManagementReport1
EXECUTIVE SUMMARY:Macro environmental factors refers to major external and uncontrollable factors thatinfluences an organisation decision making process, its performance and strategies. The PESTLEAnalysis is a framework used to scan the organisation external environment. It evaluates impactof Political, Environmental, Legal, Social and Technological factors that affects the operation ofbusiness. These are management tool used by company to evaluate potential impacts,opportunities and threats that can affect the operation of overall business along with theStakeholders that company deals with. Market segmentation is also management tool used forsegmenting, targeting and positioning a product or services provided by company within theirtarget market.The mode of Market entry refers to entry within different foreign markets andparticipation strategies differ in the degree of risk they present, control and commitment ofresources required and return or investment promised by these foreign markets.Porter's generic strategy was developed by Michael Porter which is used by company togain competitive advantage by applying different components offered through this strategy.Components are; Differentiation, Cost Leadership and Focus.2
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31. Macro environmental analysis of GERMANY and United Biscuits.......................................3TASK 2............................................................................................................................................52. Assess three modes of market entry and recommend the best mode......................................5TASK 3............................................................................................................................................73. Concepts of market Segmentation and targeting. Evaluate the potential target market.........7TASK 4............................................................................................................................................94. Apply porter's generic strategy and how it will help company to gain competitiveadvantage:...................................................................................................................................9CONCLUSION..............................................................................................................................113
INTRODUCTIONStrategic Management refers to managing of organisation resources in order to achievethe desired objectives and goals of company. It includes setting objectives, analysing competitiveenvironment and evaluating strategies for firm.United Biscuits is a British multinational foodmanufacture industry that provides some of the famous food items like, Jacobs Cream, McVitiesand Twiglets. This report discusses about the use of management tools like PESTLE Analysis,Porter's five generic Strategy, etc. by United Biscuits for introducing its new product Fat FreeBiscuits within markets of Germany.TASK 11. Macro environmental analysis of Germany and United BiscuitsUnited Biscuits is introducing a new product Fat free biscuits within market of Germany.Fat free biscuits is an important ingredient used in many dishes for cooking. Company isintroducing this product in London and other parts of Germany; PESTLE Analysis has beenconducted and its impact over the product.Political:The government of Germany is taking measures to address deterioratingeconomy, which includes mix of monetary and fiscal policies. The government ofGermany is Parliamentary and it has independent federal judiciary consisting ofconstitutional courts and other courts with jurisdiction in financial, labour and socialmatters.It is one of the most powerful countries of the world. Political Stability ofcountry is strong and it offers the advantages of both location and world class innovation.It has strong base of Industrialisation and its membership with European Union hasenabled country to become more competitive.The constitution of The Federal Republicof Germany lays down the fundamental structure of the government and dictates whatvale system should be followed by the citizen (Lichten and et. al., 2015).However, The recent elections have created serious problems for Germany anddeeply damaged Europe by wasting the continent and human capital resources. UnitedBiscuits needs to carefully analyse the market situation. Tax reliefs are given to investorson their capital gains. The current corporation tax rate for company profits is 15% and itit is the lowest than other European Union Nations. This will provide great opportunitiesfor United Biscuits and generates more revenue(Barney, 2012).4
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