Marketing Plan for Activia Yogurt

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Table of Contents
Introduction:...............................................................................................................................4
Company Overview:..................................................................................................................5
Macro environmental Factors:...................................................................................................5
PESTEL Analysis:.....................................................................................................................5
Political:.................................................................................................................................5
Economic:..............................................................................................................................6
Social:.....................................................................................................................................7
Technological:........................................................................................................................8
Environmental:.......................................................................................................................8
Legal:......................................................................................................................................9
Industry Analysis:......................................................................................................................9
Competitive Rivalry:..............................................................................................................9
Bargaining power of the Buyers:...........................................................................................9
Threat of Substitutes:...........................................................................................................10
Bargaining power of the Suppliers:......................................................................................10
Threat of new entries:...........................................................................................................10
Internal Environment and the Competitive Advantages:.........................................................11
Marketing Mix:........................................................................................................................12
Price:....................................................................................................................................12
Promotion:............................................................................................................................12

2MARKETING
Place:....................................................................................................................................13
Products:...............................................................................................................................13
Tactical Changes on the basis of the industry environment:....................................................13
Conclusion:................................................................................................................................0
References:.................................................................................................................................2

3MARKETING
Introduction:
The business operations in the modern world is becoming intensely competitive and
one of the prime reason of that is seen to be entry of new organizations. There are
considerable number of industries that are seen to be populated by the entry of new
organizations and one of them, is seen to be the dairy products industry. With a precise focus
on the health consciousness of the people, the consumption of the diary products is seen to
increase in a notable manner. Under such situation, the market is seen to expand in a notable
manner and the increment in the growth of the market is seen to play a crucial role in
triggering the new organizations towards the opening of their business in the industry
(Barkema et al. 2015). However, the existing organizations of the mentioned industry are
seen to face the heat of competition and that is pretty evident with the undertaking of
different strategies from the part of those organizations in minimizing the impact of the
competition. Majority of the established organizations are seen to undertake the strategies
regarding the application of the low pricing or improving the quality of the products inside
the organizations (Barkema et al. 2015). Apart from that, some of the companies are seen to
consider the customer relationship to be their top most priority. Under such situation, the
paper is focused in the formation of the marketing plan of one such business organization
named as Activia.
The company operates in the dairy industry or more specifically sells the yogurt
product across the globe. The paper is focused in the description of the business operations of
the mentioned company. Along with that, the paper also includes a critical analysis of the
macro and micro environmental factors of the company. With a precise focus on the findings,
the paper summarizes the trends of the industry that the company is expected to manage for
conducting a sustainable business. Considering the trends of the market, the paper formulates