Marketing & Management Assignment (document)

MARKETING &
MANAGEMENT

Contents
Introduction................................................................................................................................3
Environmental Analysis.............................................................................................................3
Strategic marketing plan............................................................................................................7
Strategy direction.....................................................................................................................10
Marketing mix analysis............................................................................................................11
Cross-functional needs.............................................................................................................14
Conclusion................................................................................................................................14
References................................................................................................................................16

Introduction
Company Introduction
MU store is longest established, identified, and trusted brand chain in nation`s wholesale
industry. Since last 35 years, the company is dedicated in availing and finally distributing
valuable and affordable items in nation. The mission of the organisation is to source best
quality coffee particularly at reasonable price.
Product
The Maldives’ segment aims to deliver quality coffee to customers, which aims to bring new
product named as “Nestle Toll House Cookie.” This franchise of Nestle has the charge of
creating cookie store in US. MU store has the ability to importing, use marketing campaigns,
and distribute “Nestle Toll House Cookie.”
Environmental Analysis
Selected model for external environmental analysis is PESTLE Analysis-
Political factors Economic factors Social factors
This factor play a
crucial role, which
affects the trade
procedures.
Stable and free foreign
trade policies (Rastogi,
and Trivedi, 2016).
Economic indicators show
the demand of the product
through GDP, per capita
income, and purchasing
power. PPP (purchasing
power parity) is estimated
at USD 15553 with GDP
MVR 27.70 billion in 2016
(Health.gov, 2019).
With increasing tourism,
the demand of tourists
have improved the income
level and GDP of
Maldives.
There is higher concern for
food, and personal health
(Bîrsan, Shuleski, and
Cristea, 2016).

Maldives is a tax-free
nation with limited
taxation of few imported
goods.
Technological factors Legal factors Environmental factors
1. advertising
campaigns
2. Online promotional
activities
Majority of food staples
are imported especially
flours and sugar, this
necessitates the
implementation of food
security policy (Vintilă,
Filip, Stan, and Ţenea,
2017).
Malnutrition is major
concern for Maldives
people, which forces
government to bring
sustainable management in
imported goods
(Health.gov, 2019).
Climatic changes have
become severe threat to the
existence of Maldives.
It includes coral mining,
sewage disposal,
population issues, and
beach erosion (Islam, Al
Mamun, and Amanullah,
2017).
The selected model for internal business environment analysis, SWOT analysis has been
used.

 SWOT analysis
Strengths Weaknesses
 Introduction to redesigned items
 Accessibility of appropriate
distribution channel (Phadermrod,
Crowder, and Wills, 2019).
 Nestle was recently called for food
contamination.
 This can lessen the MU store`s
support for Nestlé’s Cookie Toll
(Aithal, 2017).
Threats Opportunity
 Unnecessary cost addition due to
distribution and marketing service
of MU store (Jiang et al., 2018).
 Competitor`s threat from
Pillsbury, Pamela, and Kellogg
 Offering gluten free Nestle cookies
 Maldives tourism has shown
increase in growth rate of 1.7
percent in food demand in 2016.
This shows there is greater chance
to become a holiday snack and
earn higher profits (Bull et al.,
2016).
Critical evaluation
 Influence on external environmental elements towards future marketing activities
Factor implications Critical examination
Political Stable political
environment avails a
chance to import new
Easy accessibility of
imported goods will lead to
increasing revenue

product (Nestle Toll House
Cookie).
Social Due to heath concerns, the
demand of glue free
cookies have been
increasing.
Restriction on excessive
sugar cookies
Gluten-free products will
increase the cost.
Economic Being tax free state,
importing cookies will be
easy.
Increasing profit for MU
store
Legal Implementation of food
security policy laws will
safeguard consumer
interest.
MU store will have to
attention towards its
distribution channels.
Technological Addressing advertisement
campaigns and online
promotional activities
It will help to increase the
sales of Toll Nestle
Cookie.
 Influence on internal environmental elements towards future marketing activities
According to author Bellver et al., 2019-
Factors Impact Critical evaluation