Marketing

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Authors note

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MARKETING
Executive Summary
The business planning in this report is about the development of a new product named
"Edamame” in the markets of Addu, a southern city of Maldives. The product offers people
with a vegan and healthy food option which would be available in readymade packaged form.
The popularity of vegan food is increasing with the health consciousness of busy
contemporary lifestyle. People prefer the food that is meat-free and at the same time provides
with huge health benefits. “Edamame” is designed for the population that is health-conscious
and follow a busy routine in work. The company has decided to launch the product in the
local market of Addu with preferably low price so that the gap of demand and availability of
these types of food options is mitigated. The marketing strategies and planning had been done
after analysing the environmental factors influencing the business.

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MARKETING
Table of Contents
Introduction....................................................................................................................3
Analyzing marketing situation.......................................................................................3
PEST analysis.............................................................................................................3
Porter’s Five Force.....................................................................................................4
Opportunities and Threats..........................................................................................5
Issues and Objectives.....................................................................................................6
Marketing Strategy.........................................................................................................6
Marketing Programs.......................................................................................................8
Implementation Control...............................................................................................10
Conclusion....................................................................................................................11
Reference......................................................................................................................12

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MARKETING
Introduction
Marketing plans are the instrument to develop a product, mapping its marketing and
control for the company's growth and profit. Introducing a new product in a market is a
challenging task as business risks are associated with it. The success of the product depends
on the market research, preparation and introduction method of the product and management
of these risks strategically (Baker 2016). Market demands change according to target
customers preferences and need. The changing lifestyles of the modern people have produced
the demand for foods that are ready-made and at the same time, healthy. People of Maldives,
like other parts of the world, are concentrating on health awareness. Their inclination towards
healthy food is resulting in increasing demand for the "meat-free and vegan" packaged foods.
Our product "Edamame” is designed to fulfil these market needs in Addu, Maldives. This
report presents the planning for the launch, development and marketing of “Edamame” in the
food market of Addu.
Analyzing marketing situation
PEST analysis
Political factors
The Maldives has the President as its head of constitution and political decisions. The
country has been through lots of problems for the dictatorship for long. The situation is
different now with the establishment of the new government. The political background of this
country is quite stable in present days though the religious extremism effects these political
scenarios sometimes. Another important fact is that the government of Maldives is very
active in the issues related to business. The companies have to go through different
governmental processes for each step in business.