Marketing Plan for Donald B Company

Running Head: MARKETING 1
Marketing

MARKETING 2
Executive Summary
In the 21st century, marketing has extremely emerged and it has become a vital component of
business operations. Considering this importance, today’s companies are focused on preparing
marketing plans for their new products and services. Designing of marketing plans is essential to
organizations. The major objective of this report is to discuss about the marketing plan of Donald
B Company. Donald B is a small chocolate producer that has two outlets in Melbourne,
Australia. Now, the company is planning to expand its business in international markets. In this
report, here is the discussion about targeting, market segmentation and positioning approaches
which Donald B can adopt to deal with the competition in foreign market. The report consists of
marketing mix strategies which can support the firm to attain its marketing objectives and attract
more customers.

MARKETING 3
Table of Contents
Introduction.................................................................................................................................................4
Company Description..................................................................................................................................4
Recommended Growth Strategy.................................................................................................................4
Market Penetration.................................................................................................................................5
Market Development..............................................................................................................................5
Diversification..........................................................................................................................................5
Market Segmentation Strategies.................................................................................................................6
Target Market..............................................................................................................................................6
Positioning Strategy.....................................................................................................................................7
Physical Characteristics Approach...........................................................................................................7
Price Quality Approach............................................................................................................................8
The Competitors Approach......................................................................................................................8
Elements of Marketing Mix.........................................................................................................................8
Product....................................................................................................................................................8
Price.........................................................................................................................................................9
Distribution............................................................................................................................................10
Promotion..............................................................................................................................................10
Extended Marketing Mix...........................................................................................................................11
People....................................................................................................................................................11
Process..................................................................................................................................................11
Physical Evidence...................................................................................................................................11
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12
Appendix:..................................................................................................................................................13
Summary of Analysis.............................................................................................................................13

MARKETING 4
Introduction
Marketing is the process of developing and implementing different activities and processes for
promoting new products and services in the marketplace. Today, each and every business aims to
expand and develop business activities in foreign market (Chernev, 2018). This report is focused
on developing a marketing plan for Donald B Company that is producing and offering chocolates
all over the world. The organization aims to expand its business in Australia and spread the
operations in global world. On the basis of first assessment, this report includes growth strategy
for the company in new market. In the first section of the report, there is the discussion about the
target market and strategies to attract that potential market. The organization will be making
effective strategies to entice its customers. Moreover, positioning strategy and approach of
Donald B is discussed. At the end, the report includes all the components of marketing mix. This
part describes that how this company uses marketing mix framework to deal with the competing
brand in new market.
Company Description
Donald B is well-known chocolate producer that owns two stores in Melbourne, Australia.
Primarily, the company offers chocolate and confectionary products. The main business
objective of this company is to emerge and improve its brand presence in global industry. By
developing its products and services, the company aims to deal with the competitive threat from
producers of cocoa products, candied nuts, glazed fruit etc. In Australian market, Donald B is
planning to seek the support from supermarkets like Woolworths and Coles so that it can
increase its sales in perspective market (Weinstein & Pohlman, 2015). In today’s competitive
business environment, this firm needs to emphasize on external market factors in order to gain
more competitive advantage. From the previous assessment, it is identified that Donald B should
develop effective strategies to overcome the impacts of environmental factors and maximize the
positive outcomes.
Recommended Growth Strategy
Growth strategy of any company can be identified by using Ansoff Matrix framework. It assists
the organization in developing its marketing strategies.