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 marketing objectives..........................................................................2
Determination of the growth strategy.................................................................................2
Market penetration.........................................................................................................2
Product development.....................................................................................................3
Market development.......................................................................................................3
Diversification.................................................................................................................3
Identification of the market segments................................................................................4
Selection of the target market choice............................................................................5
Identification of the targeting strategies.........................................................................5
Identification of the positioning map..................................................................................5
Marketing mix strategies....................................................................................................6
Product...........................................................................................................................6
Price...............................................................................................................................7
Promotion.......................................................................................................................7
Place..............................................................................................................................7
People............................................................................................................................7
Process..........................................................................................................................8
Physical evidence..........................................................................................................8
Conclusion.........................................................................................................................8
Reference..........................................................................................................................9

2MARKETING MANAGEMENT
Introduction
In the first assignment, the situational analysis of Origin Chocolate is being done
and different challenges and opportunities are being identified. Based on this analysis, a
marketing plan is recommended in the following sections. This marketing plan included
different elements that will be helpful for Origin chocolates in gaining long term business
sustainability. In addition, the target market segments for them are also identified along
with the ideal positioning strategy.
Identification of the marketing objectives
Prior to the commencement of the marketing plan, it is important to identify the
marketing objectives due to the reason that based on these marketing objectives, the
further strategies will be designed to achieve. The following section will discuss about
the various marketing objectives to achieve.
To increase the market share by minimum of 10 percent within the next 1 year
To achieve the market leadership status in the Australian chocolate industry
within the next 3 years
To increase the revenue count by 5 percent within the next 1 year
To increase the global presence of the brand and covering more countries
Determination of the growth strategy
In the current business scenario, growth strategy is important for the
contemporary business organizations due to the reason that it will help Origin Chocolate
in enhancing their market area of operation and increase in the business revenue. The
more effective will be the growth strategy of Origin Chocolate, the more will be their
potentiality in terms of business development (Bello, 2014). In this case, Ansoff matrix
will be effective in identifying the potential growth strategies for them. According to this
matrix, there are four major elements that can be beneficial for the companies in
growing in the market. The following sections will discuss about each of these elements
from the perspectives of Origin Chocolate and the extent to which they are applicable.
Market penetration
According to the market penetration approach, Origin Chocolate should introduce
more variants of their existing products in the existing markets. This is due to the reason
that currently, they are majorly offering premium products for the higher customer
segments and introducing cost effective variants of these products will be beneficial for
them in further penetrating in the market. Increasing the product variants across
different price levels will help Origin Chocolate to target the lower segments as well and
getting more established in the market. On the other hand, it is also recommended that
they can have market penetration strategy in terms of the flavors and tastes due to the
reason that existing chocolates being sold by them are already available in different
flavors and characteristics (Hussain et al., 2013). Thus, increasing these varieties will