Marketing Plan for Garden Life Bread

Running head: MARKETING PLAN
garden Life Bread
A Marketing Plan
6/11/2019

MARKETING PLAN 1
1. Executive Summary
The intent of this report is to present the marketing plan for Garden Life Bread in the Hong
Kong market. The report is comprised of a detailed marketing plan of the product such as
external and internal market analysis, segmentation, targeting and positioning strategies of
the company, and marketing strategies. From the analysis, it has been identified that the
company is successfully operating its business in the Hong Kong market with increasing
marketing share. The company has gained a leading position due to its flagship life bread and
aggressive marketing efforts. Presently, Life bread is at the growth stage, but soon it can
reach to the decline stage with the entering of new players in the market. Hence, to ignore
this, the report has recommended a company to adopt market development and product
development strategies of the Ansoff Matrix such that it can increase its sales as well as
market share.

MARKETING PLAN 2
Table of Contents
1. Executive Summary...............................................................................................................1
2. Introduction............................................................................................................................3
3. Overview of Garden life Bread..........................................................................................4
4. Situation Analysis..............................................................................................................4
4.1. 5C’s Analysis..............................................................................................................4
4.2. SWOT Analysis..........................................................................................................8
5. Segmentation, Targeting and Positioning Strategies of Garden Life Bread......................9
5.1. Market Segmentation..................................................................................................9
5.2. Targeting...................................................................................................................11
5.3. Positioning.................................................................................................................11
6. Product Life Cycle...........................................................................................................13
6.1. Introduction Stage.....................................................................................................13
6.2. Growth Stage.............................................................................................................13
6.3. Maturity Stage...........................................................................................................14
6.4. Decline State.............................................................................................................14
7. Marketing Strategies........................................................................................................14
7.1. Marketing mix...........................................................................................................14
8. Recommendations................................................................................................................17
8.1. Ansoff Matrix................................................................................................................17
8.1.1. Market Development..............................................................................................17
8.1.2. Product Development.............................................................................................17
8.1.3. Diversification........................................................................................................18
8.1.4. Market Penetration.................................................................................................18
9. Conclusion............................................................................................................................18
10. References..........................................................................................................................20
11. Appendix............................................................................................................................24
Figure 1: 5C's Analysis............................................................................................................24
Figure 2: SWOT Analysis........................................................................................................24
Figure 3: STP Analysis............................................................................................................25
Figure 4: Product Life Cycle....................................................................................................25
Figure 5: Marketing Mix..........................................................................................................26

MARKETING PLAN 3
Figure 6: Ansoff Matrix...........................................................................................................26

MARKETING PLAN 4
2. Introduction
A Marketing plan is a type of operational document of business for outreach and advertising
for generating leads and reaches the target audience. Marketing plan supports businesses in
developing the services and products that fulfill the requirement of the target market. Good
marketing assists consumers in understand the reason why the company's product is superior
in comparison to other competitor products (Burns, Bush and Sinha, 2014). An effective
marketing plan can provide support to the business in reaching to the ideal target market,
increasing the base of the customer, and eventually increasing the bottom line. It is mostly
required while seeking funding for the business and helps in setting the measurable, realistic
as well as clear objectives for the business. For developing a marketing plan it is very
important to conduct research, strong commitment, and time because it is one of the most
valuable procedures which contribute to the success of the business. Besides this, without any
customer, a business cannot survive in the market (Drummond, Ensor and Ashford, 2010). In
order to attract and retain the customers, the business has to understand the importance and
value of the market. People do not take interest in the business if they do not have knowledge
regarding the services of the business; hence, it is important for the business to have effective
marketing strategies into its marketing plan such that it can attract a maximum number of
customers to target (Westwood, 2013). The intent of this paper is to present the marketing
plan for Garden Life Bread in order to analyze its position in the market and plan strategies
for the future development of the business. The report is comprised of a detailed situation
analysis of the Garden Life Bread to comprehend its internal and external environment. In
addition to this, the report is also discussing regarding its target market, segmentation and
positioning strategies and the effectiveness of the marketing mix that businesses use to target

MARKETING PLAN 5
the market. From the analysis, the report is providing recommendations for the Garden Life
Bread Company such that it can succeed and grow in the future.
3. Overview of Garden life Bread
The Garden Company Ltd. is the leading baked goods and packaged bread supplier of Hong
Kong, who is known in the market for supplying in the restaurant, catering, and retail market.
The product range of Garden is comprised of biscuits, pastries, ready-to-eat packaged bread,
hamburger, cakes, rolls, cookies, candy, and snacks. During the mid-2000s, the company
started producing a new line of health food, comprising calcium-enriched products and bread.
Garden is also involved in the production of frozen and partly baked products along with
frozen dough products (Garden, 2019). The company operates its business from the factory
with 70000 square meter size in Sham Tseng, Hong Kong, which is comprised of around
eight automated production line of the biscuit, three production lines of cake and four
production lines of continuous baking bread. The bread brands of the company comprised the
flagship life bread, Sweet hone brand, Better Sandwich snack bread, and other specialty
bread, like pita bread, sweet round rolls, and the Satellite bun. Garden Company is the top
producer of the packaged cake of Hong Kong, majorly advertised under the brand Garden
brand, and the Be Be cake mix line (Industrial History of Hong Kong Group, 2015).
4. Situation Analysis
Situation analysis is the collection of the techniques and tools used by the managers to
evaluate the external and internal environment of the business for understanding the
capabilities, customers, and environment of the business. The situation analysis is comprised
of 5C’s analysis, Porter Five Force analysis, and SWOT analysis.