Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Identification of the market segments..............................................................................................2
Customer persona............................................................................................................................4
Determination of the target strategy................................................................................................6
Determination of the positioning strategies.....................................................................................6
Effectiveness of the current marketing mix.....................................................................................6
Recommended marketing mix elements..........................................................................................7
Product.........................................................................................................................................7
Price.............................................................................................................................................8
Place.............................................................................................................................................9
Promotion....................................................................................................................................9
Process.......................................................................................................................................10
Strategies for gaining competitive advantages..............................................................................10
Identification of essential resources...............................................................................................12
Determination of the performance indicators................................................................................12
Conclusion.....................................................................................................................................13
Reference.......................................................................................................................................14

2MARKETING MANAGEMENT

3MARKETING MANAGEMENT
Introduction
On the basis of the situational analysis done on Nestle, it is identified that there are few
positive as well as negative factors associated with their current business affairs. Thus, the new
recommended approach should be in line to these factors and to ensure the maximum return from
the side of the market. It is identified that nestle should come up with a new product, which will
be in line to the current market trends and will fulfill the growing customer sentiments. They
should introduce a plant fiber based dairy alternatives for the vegan population. The rapid
growing of the vegan population in the recent time is threatening the existence of Nestle because
sales of dairy products are getting reduced due to their non consumption of animal based
products (Gruen and Jones 2015). Thus, with the introduction of the plant fiber based dairy
product, Nestle will be able to tap the growing market sentiment along with increasing the
alternatives in the market. However, in this case, marketing activities and strategies should be
effective enough to meet the market changes. In this case, the existing marketing activities of
Nestle might get changed for meeting the different market scenario (Fuentes and Fuentes 2017).
This marketing plan will discuss about the new customer segments, targeting and
positioning strategies for this new recommended product. In addition, the new marketing mix
elements will also be discussed that will further assists in enhancing the market relevance for the
new product and in this case, the limitations in their current marketing mix will also be
identified. The sources of gaining competitive advantages for Nestle will be identified, which
will be beneficial in ensuring the long term opportunity for the new product in the market.
Identification of the market segments