Marketing Management Assignment | Simonds Farsons Cisk
Added on 2021-02-19
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Marketing Management
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY ..................................................................................................................................1Market positioning and unique selling proposition ....................................................................1Marketing audit including internal and external factor that provides overall marketattractiveness...............................................................................................................................3Describing defended new marketing mix action to attain the gap between company's presentmarketing strategy and external environment.............................................................................8CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................13
INTRODUCTIONMarketing management is the term that is used for the purpose of doing proper planning,techniques that will be used for selling and buying of products by the company. It helps inensuring proper functioning of the organization (Deepak and Jeyakumar, 2019). Marketing mixsuch as product, price, place and promotion. Strategic decision is being taken for effective use ofresources that enhance productivity as well as profitability. There are different promotionaltechniques used for selling product and gaining larger market share. As there are differentmarketing concepts that help in providing market offerings, value and satisfaction to customers. Present study will be used upon Simonds Farsons Cisk company. It deals in Maltese foodand beverage sector. It was founded in 1928. Report emphasized on marketing positioning as well as unique selling proposition ofbusiness. It also includes internal and external factors that affect operations of the company.Furthermore, it includes marketing mix that help in fulfilling gap between the company'smarketing strategy and external environment. MAIN BODY Market positioning and unique selling proposition This study will be based upon Simonds Farsons Cisk plc is a Maltese food and beveragecompany. It comprises brewing, production, sale and distribution of soft drinks and beers. It alsodeals in wholesale business of food and beverages. This company establishes in 1928 and wasthe first brewery that established on the island near the capital city of Valletta. First beer that isbeing produced by the company named as Farsons Pale Ale. After one year, Simonds FarsonsCisk merged into H.G. Simonds for the purpose of gaining larger market share. After that itsfamily is establishing private bank that is opened in Malta Export Brewery. In contrary SimondsFarsons Ltd granted license to brew ales and Export Brewery is getting temporary license underthe name Cisk Pilsner and Munchener. After twenty years, Malta Export Brewery getting merged with Simonds Farsons Ltd. in1948. It is also providing beer that help in gathering larger market share for the company (Yangand et. al., 2017). It also export food and beverage at international level that will be managed byFarsons Beverage Imports Company and Quintano Foods. This group is having franchisee ofBurger king and Pizza Hut for running its operation through Food chain limited. 1
Market positioning is the strategy that will be used by companies for measuringperception of consumer regarding particular brand or product in comparison with competitors ofparticular product (Lima, 2019). Positioning of a product can be done by using different strategyin Simonds Farsons Ltd as under:Product positioning:- Simonds Farsons Ltd. positioning its product by doing advertising intothe market that help in gaining larger market share for the future. For establishing an image inthe market Simonds have to identify target market that help in evaluating various perspective forthe purpose of branding product into the market. Simonds Farsons Ltd use various strategy fordeveloping its product into Malta. Various marketing strategies such as advertisement,promotional campaigns will be organized for making consumer aware about existence of productinto the market. Cost positioning:- This strategy help Simonds Farsons Ltd as focusing on cost that will beoffered into the market. As this strategy help in eliminating waste from the company so that itwill not increase operational cost in the future. As organization invested into operational activitythat help in catering inventory procedures effectively and enhance business as providing foodand beverage to customers (Iyer and et. al., 2019). As Simonds continuously investing for thepurpose of updating its system so that it help in providing effective product to consumers. Ifthere is less operational cost that will help in positioning into market effectively. Procedures thatare implemented by business help in evaluating various perspective and enhancing businessoperations that create effective positioning in the market. Price Positioning:- Price of product will be positioned by Simonds Farsons Ltd that will bedecided by seeing consumer needs and wants that help in fulfilling it in the future. Price plays animportant role in positioning product into the market. As general customers are depended onprice for the purpose of buying product from the market. Price of product not depend on qualityas most of consumers buy product by seeing quality that need to be enhanced effectively. Competitive Positioning:- Competitors are the biggest threat for setting up a positioning ofproduct into the market. For gaining competitive advantage Simonds Farsons Ltd have to providebetter product and services to customers that help in building reputation in market. For thepurpose of gaining effective marketing strategy that help in evaluating different perspective in2
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