This report focuses on the development of a marketing plan for Whittaker's Tip Top chocolate for its expansion in the United States market. It includes analysis of the external environment, identification of key competitors, market selection and entry methods, target market selection, and product-related decisions.
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Running head: MARKETING Marketing Name of the Student Name of the University Author note
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3 MARKETING Executive Summary The report focuses on the development of a marketing plan for the expansion of a company in a foreign land. The focus is on J.H.Whittaker & Sons. Ltd. (Whittaker’s)a chocolate manufacturing company located in New Zealand. The aim is to expand in the United States so that the company can grow at an international level. The report focuses on the marketing objectives of the company and the manner in which analysis of the external environmental factors can help in its development. The product that is in focus for promoting the company in the United States market is a newly manufactured Tip Top chocolate. A brief description of the marketing decisions that are needed to be undertaken byWhittaker’s is provided that includes adopting a price bundling strategy so that the company can attract the target market. A marketing budget is also provided along with the assessment of the marketing plan. Team information The team consists of 5 people with each of the member being assigned a particular role. For example, roles such as collecting data, identifying conditions in the United States and conducting a marketing analysis was provided to the members NamesRoles Ricky StewartCollecting information about the United States market Martha NobleFormulating a budget Steven QuinnMaking action plan for implementation Kara PaxtonFormulating promotional program such as the theme Pillu SonIdentifying ways to improve the services Table 1: Team information (Source: Created by author) Introduction The report focuses on the development of a marketing plan for the development and promotionofa companyalong with its product.The marketingplan developedis for J.H.Whittaker & Sons. Ltd. (Whittaker’s). The company is located in New Zealand and is the secondlargestchocolateconfectionarymanufacturingcompanyinthecountry (Whittakers.co.nz, 2019). The company came into existence in 1896 and it is estimated that the company holds 41% of the local block market. About 30% of the production is now exported (Whittakers.co.nz, 2019). The aim is to expand the company in the United States after it had expanded its position in Malaysia in 2014 (Whittakers.co.nz, 2019). The product that is specified upon for expansion is the new developed Whittaker’s Tip Top chocolate (Whittakers.co.nz, 2019). The reason for the promotion and expansion of thisparticularproductisthatitislabeledaslimitededitionandcurrentlyitisbeing manufactured using different cocoa rates. The expansion can help Whittaker’s to continue its growth and become an international company by being competitive against a more popular brand, Cadbury. Therefore, the marketing objective of the company can be taken into account for its expansion.
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4 MARKETING Marketing objectives The marketing objectives of Whittaker’s include: To gain recognition in the international market To ensure that the quality of products are maintained in the international market To identify the factors that may have a negative impact on its development in the international market To indulge in proper pricing so that the products can be afforded by every people Market opportunity analysis Analysis of relevant uncontrollable variables In order to expand into a new and foreign market it is necessary that an analysis of the business environment of the particular country be made.Armstronget al. (2015) stated thattheexternalenvironmentfactorscannotbeuncontrolledbythemanagersofan organisation and thus mitigation techniques and contingency plans need to be developed with a prediction of the changes. In the case of Whittaker’s planning to expand in the US market,analysisoftheexternalfactorsneedsto betakenintoconsiderationso that competition can be understood. Political:The political scenario in the United States is unstable particularly with the restrictions made by new Governing body. However,Da Silva and Mazzon (2016) observed thattrade relations with different countries are maintained and Whittaker’s can use it to its advantage for promoting the Tip Top chocolate along with the expansion of the company. Despite this, the challenge posed from this particular factor can be considered as severe. Economic:The economic condition in the United States can be stated to unstable mainly because of the rise and fall of dollar prices in the stock market. Hence, expansion in the United States can be considered as risky and the economic factor can be critical for Whittaker’smainlybecausethecompanycannotincreasethepricesoftheTipTop chocolate (Whittakers.co.nz, 2019). Social:The social factor can be considered as an advantage for Whittaker’s as the people in the United States are keen on the consumption of chocolates. A new product or a chocolate manufacturing company can gain massive recognition from the promotion of the new cocoa flavoured chocolate. Technological:UnitedStatesofAmericaisconsideredasoneofthemost technologically developed countries. Hence, Whittaker’s can gain advantage in terms of improving its products and manufacturing it with an improved quality that matches that of Cadbury or Nestle. Legal:The legal laws in the United States are strict particularly on the laws that involve the employment of people and setting up business. For Whittaker’s the development of the company need to be done by taking into consideration the legal factors that relate to the environment as well as the employability (Whittakers.co.nz, 2019). Hence, this particular factor can be considered as severe for the survival of the company. Competitive environmental:The environmental factor can be considered as severe for Whittaker’s mainly because manufacturing companies tend to sometimes lay waste to the
5 MARKETING healthy environment. However, for Whittaker’s this can be a relaxation factor as it is the second largest chocolate manufacturing company in the country without causing damage to the natural environment of New Zealand (Whittakers.co.nz, 2019). Market / product “fit” The product fit is necessary to analyse the degree to which a product satisfies a strong marketing demand. It is the first step towards developing a successful venture in which a company meets customers and tries to gain an insight into the requirements of the customers. For Whittaker’s, the company can apply the 40% rule, which suggests that the customersmaybedisappointediftheparticularproductisnotprovidedtothem (Whittakers.co.nz,2019).Whittaker’scanconsiderTipTopastheproductthatthe customers must have in order to gain success in the business environment of the United States(Refer to appendix 1 for the product fit model). Identification and analysis of key competitors The major competitor of Whittaker’s in New Zealand is Cadbury as Whittaker’s is second in terms of manufacturing chocolates in the country. Cadbury is an international renowned organisation and despite Whittaker’s expansion in the United States, Cadbury is considered as a key competitor of the company. Apart from this, another internationally famous company, Nestle is considered as a key competitor for Whittaker’s. Apart from this, localcompanylikeBlommerChocolateCompany,Hersey’sandModelezcanpose competition to Whittaker’s in the United States. Key Industry Success Factor Priority is given by Whittaker’s (1=low priority,4=high priority) Competitor rating of Cadbury Competitor rating of Nestle Competitor rating of Hersey’s Competitor rating of Mondelez Competitor rating of Blommer Chocolate Company Distribution process 344212 Focus on customer 241144 Economies of scale 321233 Innovation of products 423441 Table 2: Competitor analysis (Source: Created by author) Market selection and entry method(s) In order to gain support in the market it is necessary for Whittaker’s to understand the mode that need to be followed to enter the market. The market selection method can be based on the type of demography and customers that exist. In this regard, it can be said that an appropriate entry method can be taken into account for identifying the best source of gaining the trust of the customers. One of the modes of entry that can be taken by Whittaker’s is the direct marketing entry mode (Whittakers.co.nz, 2019).
6 MARKETING Kotleret al. (2015) stated that in this mode, companies select the market that needs to be targeted and based on it direct entry by forging a strong bond with the Government can bemade.However,aspointedoutbyKubackiandRundle-Thiele(2016)external environmentanalysisis needed for gaininga directentry.Another mannerby which, Whittaker’s can gain entry into the market is by joint ventures. Whittaker’s can develop joint venture strategy with local companies so that it can gain proper entry into the market (Whittakers.co.nz, 2019). This can also help Whittaker’s to learn about the customers. Primary and secondary target market(s) selection For Whittaker’s to succeed in the competitive environment it is necessary that the company find success by identifying the primary as well as the secondary target market. This can be done by segmenting the market so that it can gain accurate customers in the business. For Whittaker’s, the primary customers need to be the children and adults that are interested in purchasing the chocolates (Whittakers.co.nz, 2019). It can indulge in direct marketing with the customers by selling the chocolates on a door-to-door basis or setting up small shops in the areas. The secondary target market can be the departmental stores and the shopping centres that help in the distribution of various products. These products can be of Whittaker’s aswellasitscompetitors(Whittakers.co.nz,2019).Theadvantageprovidedbythe secondary target market is that Whittaker’s can measure the rate of chocolates sold with that of the measurement of the popularity of Cadbury or Nestle (McDonald, 2016)(Refer to appendix 2 for market segmentation graph). GeographicDemographicBehaviouralPsychographic Thegeographic locationofthe customerssuch aspeople residing within a range of 10 miles from the shops Thetarget populationcan be the kids and the young adults thatenjoy chocolatein varioustastes and flavours Therateof purchaseof chocolateis usuallymore amongthekids. Whittaker’scan providebenefits such as gifts with the chocolates The primary and secondary target marketarenot restricted to any classorattitude as the aim is to expandthe companyinthe United States Table 3: Market segmentation (Source: Created by author) Product-related decisions Features & design The product that is to be promoted by Whittaker’s at the initial stage of expansion in the country is the recently developed Tip Top chocolate that consists of varied cocoa and caramel. The feature of the product is that it consists of different range of cocoa that ranges from 35-62% (Whittakers.co.nz, 2019). Hence, the product can provide customers with different choices related to the chocolates that are selected. The designing of the chocolates are made so that it attracts the customers and provides a difference in identifying the different percentage of cocoa that is used in each product. Hence, in this regard, it can be
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7 MARKETING said that Whittaker’s can gain a strong competitive advantage if the company start to focus on the packaging of the product (Whittakers.co.nz, 2019). As stated byNykiel (2016)the designing of a product can help in attracting the audiences as a new product can be easily seen among already known designs of other products. For example, the traditional violet and white logo of Cadbury can be easily identified among a bunch of chocolates but the new designed Tip Top chocolate with the uniquelogoofWhittaker’scanattracttheaudiencestopurchasetheproduct (Whittakers.co.nz, 2019). Hence, the decision related to the designing of the product can be kept using the traditional logo colours ofWhittaker’s(Refer to appendix 3 for feature and design of the product). Product assortment The product assortment refers to the breadth and depth a product possess. The combination of the product breadth and depth make up the assortment or the merchandise mix. According toMcDonald and Wilson (2016), the product breadth outlines the number of product lines while the product depth is the variety in each of the lines. In the case of Whittaker’s, the product assortment of Tip Top can be considered as broad as it is aimed to promote the product for the satisfaction of the customers (Whittakers.co.nz, 2019). The product mix takes into account the width, length and depth along with the consistency of the product. The product line can be defined as a set of products that are related as it performs similar functions. For Tip Top the product line can change mainly because the products have varied features and ingredients used for its manufacturing (Whittakers.co.nz, 2019). It can account for the fact that in the United States, demand for chocolates that can be suitable for moving it from one place to another are more popular. Hence, Whittaker’s need to consider this requirements and ensure that a different packaging of Tic Toc other than the original product is taken into consideration in the markets of the United States (Whittakers.co.nz, 2019). Therefore, the product assortment can be small in size so that it can fit easily in the bags carried by the people. Branding & positioning The branding of a product or company is necessary so that recognition can be gained in the market. As stated byLinton (2016)it is necessary that branding be done properly so that every customer remains aware of the products or companies that exist. In the case of Whittaker’s, the company need to take into account the development of the company and Tip Top in the competitive United States market so that it can continue its strategic expansion in the market (Whittakers.co.nz, 2019). At the same time, it is necessary that the positioning of the brand be done and analysed in a way that helps in understanding its quality and the satisfaction level that exists within the customer. Hence, comparison can be made with the reputed companies like Cadbury or Nestle to understand the importance of branding as well as the position at which Whittaker’s remain in the market (Whittakers.co.nz, 2019). Based on the analysis of the competitors it can be said that Whittaker’s need improvement in terms of focusing on the customers along with the distribution process so that innovative products like the Tip Top chocolate can be promoted in the market (Whittakers.co.nz, 2019). The promotion of the branding need to be done via
8 MARKETING social media and the focus need to be more on thedevelopment of the quality of the chocolate. Promotion-related decisions Objectives The objective based on the promotion of a product or company is to gain importance and analyse the capabilities it possess in business. In the case of Whittaker’s, the company need to promote its product so that the people of the United States can identify it as a chocolate manufacturing company that serves quality chocolates that are unique from the local products or the internationally famous companies (Whittakers.co.nz, 2019). In this regard, the promotional objectives of Whittaker’s include: To identify the best promotional medium for the development of the company To ensure that the media used can reach the target market so that it can continue to progress in the market To identify the financial constraints that exist in applying for the promotional medium Promotional mix decisions The promotional mix describes blending for the promotional variables that are chosen by a company. As stated byArmstrong(2015) it is necessary that the decision related to the promotional mix be taken for the development of a product to achieve the best marketing results. For Whittaker’s, the challenge is to find the right mix so that the vast population of the United States can be reached (Whittakers.co.nz, 2019). Hence, it is necessary that the promotionalmix pertain to the advertising of the products so that the customers can understand the type of products that can be expected from Whittaker’s (Whittakers.co.nz, 2019). ThepromotionofTipTopchocolateneedtobedonebyunderstandingthe effectiveness of the sales promotion through direct marketing so that every customer can be reached with ease. This can help in the development of the primary target customers and ensure that every customer is provided with the product (Kotler et al., 2015). Whittaker’s can also indulge in product placement by recruiting potential child artists for the promotion of the chocolate via television advertisement (Whittakers.co.nz, 2019). However, the company need to be financially stable and meet the financial requirements of the promotional mix. Promotional themes/executions According toKotler and Armstrong (2015),the promotional themes need to comply with the requirements of the customers so that assurance can be gained about the manner in which decisions regarding the development of the promotional activities can be made. For example, the promotional theme needs to ensure that it matches the objectives and the organisational values that are usually followed. In the case of Whittaker’s, it is necessary that thepromotionalthemesaddresstherequirementsoftheUnitedStatespeople (Whittakers.co.nz, 2019). An example can be provided in this regard, to understand the decision that can be taken for the proper execution of the theme. Whittaker’s can address the issues that exist in the United States such as the political issue to develop a theme for the advertisement (Whittakers.co.nz, 2019). However, as stated byLidstone and MacLennan (2017)it is needed to be kept in mind that proper consent is
9 MARKETING taken and approved from the concerned institution based on which the theme is done. The execution of the development of the theme need to be done based on the financial capability and the consent received by an organisation. For Whittaker’s, the financial position of the company need to be taken into account so that proper theme can be developed that can address the requirements of the people (Whittakers.co.nz, 2019). Costs The cost of the promotional campaigns needs to depend upon the financial stability that exists in the business.Lamb and Crompton (2017) are of the opinion thatit is necessary that the costs be divided as per the capability of an organisation as well as the financial factors that affect the development of the business. Hence, for Whittaker’s, the cost of developing a proper theme for the promotion of Tip Top as well as the company can be based on the budget that the company develops (Whittakers.co.nz, 2019). However, an fictional estimation of the costs that may occur while implementing each of the promotional activities can be calculated to understand the financial capabilities of the company. Promotional typeCost (AUD$) Advertisement via newspapers2,300 Advertisement via television5,000 Recruitment of actors7,000 Direct marketing6,500 Social media advertising4,500 Theme based promotion8,000 TOTAL33,300 Table 4: Cost of promotion (Source: Created by author) Timing/scheduling As stated byFloreset al. (2017) the timing of the promotion of the products as well as the company need to be scheduled based on the importance of the activity and the urgencytogaintheconsentofthecustomers.ForacompanylikeWhittaker’s,itis necessary that the company understand the timing of the promotional activities so that the companycancontinuetodominateintheorganisation(Whittakers.co.nz,2019).Itis necessary that Whittaker’s develop a roster that can help in scheduling the activities of the company and ensure that timely promotion is made so that it can develop its business prowessintheUnitedStates(Whittakers.co.nz,2019).Thetimingandschedulingof Whittaker’s in terms of the promotional campaigns required for the development of the company can be provided. Activities1stweek2ndweek3rdweek4thweek5thweek Identifythe target market Analysethe financial capability Developa budgetfor promotion
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10 MARKETING Identifythe feasible promotional plan Identifya theme Developa themeand applyitfor proper promotion Table 5: Timing/scheduling (Source: Created by author) Pricing-related decisions Objectives, strategies & tactics In order to ensure success in a business, it is necessary to estimate the prices that need to be developed so that customers can be satisfied (Fine, 2017). The satisfaction of the customers can be based on ensuring that the prices of a product are such that it can be affordable. In the case of Whittaker’s, it is necessary that the company develop pricing strategiesbasedontheproductthatistobepromotedintheUnitedStates (Whittakers.co.nz, 2019). Thereby, for Tip Top the objectives of the company can be: To estimate the prices that can maintain the satisfaction of the customers To identify the product manufacturing costs To examine the retail pricing that is necessary for the development of a proper pricing strategy To develop a proper pricing strategy based on appropriate strategy Therefore, Whittaker’s can develop the strategies based on the identification of the customers and the demands (Whittakers.co.nz, 2019). For example, Whittaker’s can make pricing decisions in the form of pricing bundle by providing a toy with Tip Top so that it can attract the children (Whittakers.co.nz, 2019). The bundle pricing strategy is effective in trying to develop trust and recognition among the customers. The tactics that can be applied for the development of the pricing strategy need to be basedontherequirementsofanorganisation.Whittaker’scandevelopitsfinancial resources by increasing the price of Tip Top chocolate by a little margin so that the cost of the toy can be covered (Whittakers.co.nz, 2019). However, the perception need to be provided to the customers that the recent prices set has been dropped. Product costs AccordingtoBaverstock (2015),the productcostorthemanufacturingcostis important for the development of prices mainly because it provides an understanding of the financesthatarerequiredformanufacturing.ForWhittaker’sitisnecessarythatthe company estimate the cost of the production of Tip Top so that it can identify the financial prospects required for its development (Whittakers.co.nz, 2019). Therefore, the product cost
11 MARKETING need to be sub divided in terms of ingredients required and the experts required for its manufacturing. A fictional example can be given about the manner in which Whittaker’s can break down the product cost required for the manufacturing of Tip Top. Materials requiredCost (AUD$) Ingredient cost5,500 Employee cost7,000 Utensil cost4,500 Shipping charges7,500 Packaging cost3,700 Transportation cost7,000 TOTAL35,200 Table 6: Break down of Product cost (Source: Created by author) Wholesale & retail pricing Wholesaling is the sale of goods and merchandise to retailers that help in the sale of goods to every people other than the customers.Zhang and Yeung (2016) stated thatthe wholesalers include the departmental stores that act as an indirect relation between the manufacturing company and the customers. It is important that wholesaler abide by the retail price that is marked by the company so that profit gained can be shared. For Whittaker’s, it is necessary that it analyses and identifies wholesalers that are capableofpromotingandsellingTipTopchocolateatthemarkedretailprice (Whittakers.co.nz, 2019). For this, it is necessary that Whittaker’s understand the effective wholesalersinthebusinessandensurethateachofthesewholesalersgainan understanding of the profits that can be gained from the product. Therefore, the company needs to maintain contact with the local wholesalers to promote Tip Top chocolate in a proper manner (Whittakers.co.nz, 2019). Hence, the retail prices need to be adjusted as the target market for the manufacturing and sales of the product can reach every customer. Distribution channel(s) decisions Distribution channel(s) decisions The decision of the distribution channel needs to be based on the effectiveness of the supply chain that is adopted by an organisation.Wonget al. (2016) is of the opinion that it is necessary that the decisions based on the distribution channel be taken after analysing the external factors that cause affect to a business. For Whittaker’s it is necessary that the distributionchannelremainlocalandhelpinthedevelopmentofthesupplychain management(Whittakers.co.nz,2019).Therefore,itisnecessarythatthedistribution channel be developed that can address the need of the customers. Whittaker’s have managed to develop a target market in the United States and for this; the adoption of direct selling can be viable for the company (Whittakers.co.nz, 2019). This can helpWhittaker’s to interact with the customers directly and ensure that every customer can provide the feedback for the development of the company in the United States. However, introduction of a third party by adopting selling through intermediaries can
12 MARKETING be considered as an option for Whittaker’s in order to expand the range of market in a limited period(Whittakers.co.nz, 2019). Distribution intensity The intensity of the distribution channel need to be based on the services provided and the responses gained from the customers. In this case, the bargaining power of the suppliers can be understood for the analysis of the distribution intensity of Whittaker’s (Whittakers.co.nz,2019).AccordingtoRivera(2017),thedistributionintensityofthe company can be attributed to the manner in which the company can gain profit. Hence, it is necessary to analyse the effectiveness of the distribution channel. In the case of Whittaker’s, the adoption of direct sales can have a major impact on the business (Whittakers.co.nz, 2019). The expansion in the United States requires personal interaction with the customers so that the business can commence in a proper manner. The intensity of the distribution channel of direct sales can be well understood with the development of profit in the company (Pride & Ferrell, 2016). The feedback of the customers can be analysed so that Whittaker’s can identify the intense manner in which competition exists within the market. Hence, it is necessary to identify a proper distribution channel required for the maintaining the intensity of the business (Whittakers.co.nz, 2019). Distribution channel & method(s) The distribution channel and the method that is applied by Whittaker’s is the direct sales method. By this method, the company can reach out to the customers across the country directly and promote Tip Top (Whittakers.co.nz, 2019). This can help in managing the customers and ensuring that the direct sales take into account the development of the feedback of the customers. However, as stated byJuska (2017)another consideration that needs to be made is the fact that alternative source of distribution requires to be developed. During engaging with the wholesalers, it is necessary that Whittaker’s adopt the wholesale distribution channel. This can provide the wholesalers with an opportunity to continue with the development of profit for Whittaker’s so that it can expand in the country properly. Therefore, the development of both the direct sales as well as the wholesale distribution channel can be feasible for the company (Whittakers.co.nz, 2019). However, Alzahraniet al. (2017) awareness about the manner in which wholesalers can be made to ask for less finances need to be understood by the companies. Wholesaler type, functions needed, availability Thetypeofwholesalersincludesmerchantwholesaler,agentorbrokersand manufacturers’ sales branches and officers. For Whittaker’s it is necessary that the company understand the functions needed from the wholesalers to perform (Whittakers.co.nz, 2019). The type of wholesaler that can be associated with Whittaker’s is the merchant wholesaler (Whittakers.co.nz, 2019). The function of the merchant wholesaler is to engage in a primary manner in buying and handling the products in large quantities. According toBowieet al. (2016), the large majority of the wholesalers’ establishment can be based on the number or merchants that exist in the market. Hence, services provided by the wholesalers need to be available during the time of crisis for the organisation (Fine, 2017). For Whittaker’s, it is necessary that the wholesalers of the company be available throughout the session so that the company can ensure proper
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13 MARKETING expansion of the prospects (Whittakers.co.nz, 2019). In this regard, the retailer decision is also needed to be understood so that the type of functions required account for the availability of the managers of Whittaker’s. Retailer decisions – type, functions needed, availability The choice of retailer decision needs to be based by identifying the type of retailers that exist in a business environment. The type of retailer that is most suited for Whittaker’s involve the department stores (Whittakers.co.nz, 2019). This is mainly because Tip Top can be sold via department stores in order to gain importance in the market (Whittakers.co.nz, 2019). The functions of the departmental stores are to ensure that new products get proper promotion in the market so that its revenue can increase. This can help in the development of Whittaker’s and Tip Top in the United States and ensure that the products are readily available in every department store near the market (Whittakers.co.nz, 2019). This can be considered as an effective way of understanding the popularity of the product. Marketing budget The marketing budget of Whittaker’s need to comprise of the essential requirements that is necessary for the development of the business in the United States(Whittakers.co.nz, 2019). It is essential that the company identify the source of funds and the usage required fortherevenuesothatanyformofsurpluswithinthecompanycanbedetected (Whittakers.co.nz, 2019). ItemsAUD$ Sources of funds38,800,000 Revenue from delivery services34,800,000 Loan from bank2,500,000 Interest from investments1,500,000 Usage of revenue(Expenses)35,820,500 Purchase of property1,500,000 Accounting expenses3,500,000 Licensing costs200,000 Legal expenses150,000 Advertising costs300,000 Interests on bank200,000 Cost of service provision300,000 Electricity155,000 Maintenance of building105,000 Salary28,400,000 Telephone405,000 Repairs and maintenance100,500 Miscellaneous505,000 Budget surplus2,979,500 Table 7: Marketing budget (Source: Created by author)
14 MARKETING Sales goals Based on the analysis of the sales goals of Whittaker’s, the sales goal of the companycanbebasedonincreasingitsabilitytorecruitmoresalespersonnel (Whittakers.co.nz, 2019). It is necessary that the revenue from the delivery service increase so that the income of the company can increase further. The marketing budget of the company is analysed to understand the flaws that exist in the market and the manner in whichWhittaker’s can take corrective actions against it(Whittakers.co.nz, 2019). The sales goals of Whittaker’s include: To understand the popularity of the product that is being sold To identify a proper selling channel of the company To reduce any type of gap that may exist between the expenses incurred and the income received To ensure that sales rate increases for gaining the profit of the company Marketing Plan analysis / evaluation methodologies After completing, the marketing plan of Whittaker’s it is necessary that an analysis be madetoidentifythe keyareasfordevelopment.Theevaluationmethodthatcanbe undertaken for the analysis of the marketing plan includes identifying the profit and the responsesgained.Whittaker’scanundertakeasurveyofthecustomersinorderto understandthefactorsthataffectthechoiceofthecustomersinthemarket (Whittakers.co.nz, 2019). It is necessary that an analysis of the external environment of the United States market be conducted so that Whittaker’s can develop strategies for continuous development(Whittakers.co.nz, 2019). At the same time, the budget of the company needs to be taken care of mainly because of the promotional methods of Whittaker’s. Hence, it can be said that the choices made Whittaker’s during its expansion in the UnitedStatescandictatethesuccessthatthecompanyisexpectedtogain (Whittakers.co.nz, 2019). Furthermore, the marketing plan developed also focuses on the importance of wholesaler and distribution channels that is necessary for the growth and development of a strong customer base. Overall, it can be said thatWhittaker’scan continue with its development based on the activities of the external factors (Whittakers.co.nz, 2019).
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16 MARKETING Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015).Marketing. Pearson Higher Education AU. Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015).Marketing. Pearson Higher Education AU. Kubacki, K., & Rundle-Thiele, S. (Eds.). (2016).Formative research in social marketing: Innovative methods to gain consumer insights. Springer. Lamb, C. W., & Crompton, J. L. (2017). Analyzing marketing performance. InMarketing the Public Sector(pp. 173-184). Routledge. Lee, N. R., & Kotler, P. (2015).Social marketing: Changing behaviors for good. Sage Publications. Lidstone, J., & MacLennan, J. (2017).Marketing planning for the pharmaceutical industry. Routledge. Linton, I. (2016).Taking technology to the market: a guide to the critical success factors in marketing technology. Routledge. Lovelock, C., & Patterson, P. (2015).Services marketing. Pearson Australia. McDonald, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice. InThe marketing book(pp. 108-142). Routledge. McDonald, M., & Wilson, H. (2016).Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons. Nykiel, R. A. (2016).Marketing Your Business-A Guide to Developing a Strategic Marketing Plan. Opresnik, M. O. (2018, July). Effective Social Media Marketing Planning–How to Develop a Digital Marketing Plan. InInternational Conference on Social Computing and Social Media(pp. 333-341). Springer, Cham. Pride, W. M., & Ferrell, O. C. (2016).Foundations of marketing. Cengage Learning. Rahman, M. (2016). Overall marketing plan/activities/strategy of Support Group. Rivera, J. (2017). Marketing Principles. Tuten, T. L., & Solomon, M. R. (2017).Social media marketing. Sage. Whittakers.co.nz (2019). Home - Whittaker's - New Zealand's Finest Chocolate Since 1896. Retrieved from https://www.whittakers.co.nz/ Wong, H., McLean, J., Lam, L., Shan, M., & Chen, M. (2016). Marketing Plan Report. Wood, M. D., Thorne, S., & Butte, G. (2017). Technology infusion and marketing. InMental Modeling Approach(pp. 69-82). Springer, New York, NY. Zhang, J., & Yeung, D. (2016). Sales and marketing.
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18 Market:United StatesProduct:Tip Top chocolate Model:Direct entryChannel:Direct expansion MARKETING Appendices Appendix 1 Product fit Appendix 2 Success derived from market segmentation Appendix 3 Feature and design of Tip Top
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