Marketing Plan Analysis 2022

Marketing Plan 0
Global Marketing
Student’s Name
8/19/2019

Marketing Plan 1
Table of Contents
Introduction......................................................................................................................................2
Market Analysis...............................................................................................................................2
Organizational Analysis...................................................................................................................3
Competitor Analysis........................................................................................................................6
Macro Environment.........................................................................................................................8
Porter Five Forces........................................................................................................................8
Value Chain.....................................................................................................................................9
BCG Matrix................................................................................................................................10
SWOT Analysis.............................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Appendix........................................................................................................................................14

Marketing Plan 2
Introduction
Marketing strategy play an essential role for the organization to grow in the competitive
market. The company led in the market with the help of efficient marketing strategy. The
international market involves opportunity and threats for the companies. One of the leading
brands Tim Tam biscuit already expanded its business in the international market. The company
is planning to cover Asia-Pacific country in which Sri Lanka will be the target market for the
brand to expand is business in such market (Morgan, Whitler, Feng & Chari, 2019).
In the following part there will be detailed analysis of the Sri Lanka’s market according
to which the company can able to enter in such market and the strategies that is been adopted by
the company with the threats that is involved in the market.
Market Analysis
 Size of the Market and Growth Rate
In the year 2008, the per capital income of the biscuit consumption was in the region of four
kilogram’s. As the time, the consumption of biscuit in Sri Lanka was pegged at slightly below
than 44000 metric tons a year as well as its value at around 17.8 billion. In order to analyze the
current situation the consumption of biscuit increased to 81000 metric tons as well as is valued at
36 billion rupees (Herath, 2018).
 Population
The current population of the country Sri Lanka is approximately 21, 0827,970 that is
equivalent to the 0.27% of the total world population. The country is considered as 58 ranks in
the list of the countries by the population and 19.7% of the population is urban. Therefore, it
represents that the country possess high range of population that enhance an opportunity to the
company to grow in the competitive market in an effective manner (Herath, 2018).
 Market Barrier and Market Driver
Market Barrier Market Driver

Marketing Plan 3
 The country has implemented special
commodity levied on the imported
vegetable oils, sugar, and wheat as well
as on other basic products that will
enhance the overall cost of the
organization to the certain extent
(Wijayarathne & Perera, 2018).
 The country has enacted new
antidumping law as well as
countervailing duties law with
safeguard measure low to protect the
domestic industries.
 Consumer Affair Authority of Sri
Lanka set maximum retail prices for the
essential items (Berk, Cummins,
Dowling & Lucey, 2017).
 The country has been the member of
World Trade Organization since the
year 1995 in which they have adopted
liberal trade regime. The strict control
over the imported agricultural items
have been changes as well as the
organizations are also allow to trade
free without any special restriction
(Talagala & Arambepola, 2016).
 The tourism is increasing at greater
level in Sri Lanka that enhances the
opportunity for the companies to attract
wider range of consumers in an
effective manner (Jebarajakirthy &
Lobo, 2015).
Organizational Analysis
 Background of the company
Tim Tam is one of the biscuit brands of Arnott Company that as introduced in the year 1964
in the Australian market. Tim is the famous Australia biscuit brand in Australia that is consumed
by nearly 95% of the household. In the recent, it has manufacturing plant in Sydney, Brisbane, as
well as Adelaide. According to its official website, the company has various product categories
which include Chocolate Biscuit, Sweet Biscuit as well as Savory Crackers which Tim Tam is
the product line belongs too. The market value of the brand is 2.2 billion and every year the
brand made 670 million. It is estimated that the brand has cover 60% Australian market which is
the actual market size of the brand (Tim Tam, 2019).