Green World's Marketing Strategies

This assignment examines Green World's strategic approach to leading the UK food retail market. It focuses on two key growth strategies: market penetration, aimed at increasing market share through existing products in existing markets; and product development, involving innovation and potentially extending the brand into new areas. The document also outlines control and implementation measures, emphasizing leadership, contingency planning, meetings, feedback mechanisms, resource optimization, and quality management techniques.

Marketing Plan

EXECUTIVE SUMMARY
Marketing plan is the blue print of all the activities which is being carried out by
the marketing manager of firm. In the present report, marketing plan has been prepared
for the Green World. In this context, it is analysed that the firm resides in 3 position in
terms of market share as compared to its competitor. In this context, the main objective
of cited firm is to perform necessary improvement in its existing market share.
Furthermore, with the help of marketing plan Green World can attract large number of
buyers towards its products and services and thus can gain the benefit in the form of
increased profits and sales in an effective way. In this context, it is analysed that the
Green World has set four different type of objectives. Here, with an aim to attain the
given objectives different type of marketing strategies are set. However, with an aim to
control and evaluate the framed marketing objective, different control and evaluation
tactic is being used by the manager of cited firm.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
UNDERSTANDING OF THE SMP PROCESS........................................................................1
SITUATIONAL ANALYSIS..........................................................................................................2
Market Analysis.........................................................................................................................4
Competitor Position..................................................................................................................6
THE TARGET MARKET..............................................................................................................8
MARKETING OBJECTIVES........................................................................................................9
Marketing Strategy....................................................................................................................9
CONTROL AND IMPLEMENTATION......................................................................................10
PROJECTED PROFIT & LOSS STATEMENT......................................................................11
CONCLUSION.............................................................................................................................13
REFERENCES............................................................................................................................14
APPENDIX...................................................................................................................................15
Appendix 1: Understanding the SMP process....................................................................15
Appendix 1: SWOT analysis..................................................................................................15
Appendix 3: Marketing objectives.........................................................................................15
Appendix 4: Marketing strategy............................................................................................18
Appendix 5: Control and implementation............................................................................20

INTRODUCTION
Marketing planning is the most complex process in the business of the company.
It provides an in-depth understanding of the targeted business area and the customers
(Xiong and HU, 2005). The following report is about preparing a marketing plan for a
simulated organization named Green World. The company operates in the FMCG
industry and deals in food items. Green World is the retail firm which offers fresh and
organically sourced food to its respective buyers. The main mission of the company is to
deliver fresh food to all Britain citizens. In addition to this, the company also purse the
goal of providing high quality of services to the respective buyers. In addition to this,
financial goal of company is to increase the revenue of firm from £238.5 to £288. The
cited firm also fulfils its responsibility towards the environment. In this context, it is
assessed that firm makes all sort of efforts with regard to reduce the impact of carbon
footprints in all its operation. The core competency of the firm rely upon the given
aspect that it offers organic and fresh food for its buyers in order to maintain the health
of the respective buyers. In addition to this, there are range of products being offered by
the firm. It consists of drink, frozen food and fresh food etc.
UNDERSTANDING OF THE SMP PROCESS
The strategic marketing process consist of two main essential components. First
is marketing which recognizes the primacy of customer values in exchange and second
is strategy which act as the marching process. The strategic marketing is about
matching the organization resources with the customer values. The process helps in
identifying the customers with similar needs and requirements. It shows where the
company can compete and enter into which segments. By implementing the process
company can identify its target market segment where there are chances of profitability.
It is about establishing solid and intangible goals which can pin the business down to
specifics. It also helps in removing the unrequired activities and emphasize on some
important factors. With the help of given approach, manager can get the detailed
information about the customers which it will target during the specified time frame.
Furthermore, the information obtained through the given proves can be used by the
1

manager with an aim to make an effective information about the firm in future (Ward,
2011).
On
the basis
of analysis it is assessed that with respect to sales, Green World covers 10% of UK
market share. It’s others competitors are also enjoying the same market share. In this
context, the cited firm has the objective with regard to perform significant improvement
in the given market share. This can be done by firm by targeting or focusing upon other
customer segment. At present, the firm is focusing more upon adult customers. Thus, in
future firm has the opportunity with respect to produce the product for the baby and
toddler section. This is because, as per product portfolio summary, it is another most
effective section which provides opportunity to the cited firm with respect to achieve
growth in the respective market in an effective way.
The following report deals with a Green world Marketing Plan. The aim is to sell
fresh food and drink items for the people of Britain. It investigates the UK food and drink
market
SITUATIONAL ANALYSIS
For the firm, it is very essential that it must analyse the situation prevailing in
market before reaching upon some specific decision. For this purpose, manager will
2
Figure 1: Simplified Strategic Marketing Process
(Source: Chernev, 2014)

have to anlayze the marketing environment of company. However, with an aim to
assess the same the tool such as SWOT analysis will be used. With the use of this tool,
Green Wold can analyse its own capability and accordingly it can formulate its
marketing tactic which would help in terms attracting the large number of customers
towards the firm in an effective manner (Siguaw and Simpson, 2015).
SWOT analysis will help in combining the internal and external aspects of the
Green World. It can assists in analysing the potential of the business and can lead
towards the rationale for the direction which has been selected.
Table 1: SWOT analysis of Green World
Strengths Weaknesses
 Fresh and innovative concept of food
 Well trained and professional
employees
 Strongest in adult customer segment
 It has the team of 80 full time staff
who dedicatedly works towards the
goals and objectives of enterprise.
 It is financially stable
 High level of competition
 Lack of brand image
 Choice of products
 Green image
Opportunities Threats
 There is very less competition is being
seen in the respective segment.
 Increase in the demand of food and
other related product.
 To target the other segment
 To launch the product in new market
 To perform innovation in the existing
products.
 Change in the tastes and preferences
of buyers.
 Intense competition.
 Down turn in the economic condition
of nation.
 Change in the government policies
and regulations.
3

Market Analysis
The above figure depict the gross profit of Green World and its competitors. For
example, if past three year periods are taken into consideration at that time it can be
said that Green World has achieved high profit in 4 period. However, it has declined
significantly in the 5 period due to intense competition. But, it has again increased in the
6 period. After analysing these past three year period of Green World, it can be said that
the gross profits of firm will increase significantly in future. In addition to this, the
company will face better scenario in other three years.
Figure 2: Size of UK market
(Source: Bradshaw and Urquhart, 2015)
4

With respect to
the total sales, it is examined that the food and drink market of United Kingdom is value
around £2.2 billion. The market basically offers different type of products which is being
categorizes among four basic categories such as kitchen cupboard item, fresh food,
drinks and frozen food. Among all the given products, fresh and frozen food are the
most popular items and thus they accounts for 60% of the total market share. In addition
to this, there are four different types of customers who purchase the respective
products. It consists of pensioner, adult, baby and toddler along with child. There is
significant growth is being seen in the given market. The whole year is divided into two
period of 6 months. Here, in each period firms are growing at 7.5 % rate. In addition to
this, there are different firms operate or compete in the given market and here each
firms have similar market share which is of 10%. The firms includes Valueshop, Focus,
Bigstore, Greenworld and Drinkit. These all retail chain covers half of the UK market
share. However, the other half market share is covered by some other players which
possess local shops and small retail firms (Endres, 2013). There is huge competition is
being seen in the respective market as each companies including Green World
operating in the respective market is offering the similar type of goods and services.
5
Figure 3: Market Shares (by sales value)
(Source: Bradshaw and Urquhart, 2015)

Competitor Position
With an aim to perform the competitor analysis, the above mentioned figure is
used. The given figure depict the market share of Green World and its respective
rivalries. In this context, it is analysed that during the first period all firms have similar
type of market share. However, in the third period Green World has achieved some
growth in the market share as compared to its competitor. Thus, in the fourth year an
intense competition is being seen between Green World and Drinkit. However, the
whole scenario has changed during the 5th period. Thus, in the 6 period Green World
has lost its first position. In this context, it can be said that there are many ups and
downs is being faced by Green World in UK market (Vana and Cern, 2012). However, in
order to win the given race cited firm will have to work upon its marketing and operation
tactic.
Table 2: Competitive Analysis of Green World
Major
rivalries
Products/
Markets
Business
direction and
current
objectives and
strategies
Strengths Weaknesses
6

Bigstore
It targets all
type of
buyers
irrespective
of their age.
Dominate the
market
 Having all age
segment
customers
 Good brand
image
 Inability in
maintaining
consistency
 Lack of skilled
manpower
Focus
Strongest
in selling to
children.
Also good
sales in
baby and
toddler
Focus on the
under 18
market
 Very good
coverage on
children and
baby segments
 Presence of
differentiation
 Limited on
children
segment only
 Lack of range
of products
and services
Drinkit
It also
cover all
type of
buyers
irrespective
of their age.
But it puts
its major
focus upon
adult
buyers who
prefers
alcoholic
drink.
Dominate the
drinks market
 High market
share of
alcoholic drinks
 High potential
of generating
sales
 Negative
image
 Dependency
on adult
segment
Greenworld It also
cover all
type of
buyers
irrespective
Pursue any
market where
green-ness is
needed
 Strong
presence in
adult segment
customers
 Fresh and
 High level of
competition
 Lack of brand
image
 Choice of
7

of their age.
But it puts
its major
focus upon
adult
innovative
concept of food
 Well trained
and
professional
employees
 Strongest in
adult customer
segment
products
 Green image
Valueshop
It also
cover all
type of
buyers
irrespective
of their age.
But it puts
its major
focus upon
pensioner
Pursue any
market where
low prices are
needed
 Good capturing
of pensioner
segment
 Good presence
 Low market
share
 Lack of range
of products
and services
Thus, on the basis of above conducted internal and external analysis specific
direction is being set for the Green World. Through given analysis the objective to raise
the sales of cited firm by 17% is set. This objective is set on the basis of strength and
opportunity of Green World. In this context, it has been analysed that cited firm has the
opportunity to launch the respective product for the new customer segment. With an aim
to perform the same it possess the team of competent and talented employees too. In
the similar way, Green World can also attain competitive position in market by
performing varied type of innovation in the existing product.
THE TARGET MARKET
It depict about the major customers which firms wants to target during the year.
In this context, it has been analysed that the individuals who ages between 25-45 age
8

ranges will be consider as major target market of Green world. But, this does not mean
that the people who ages more than the given range will not being consider as the
target market of buyers. Thus, by assessing the target market of firm an effective
products and services will be launched by the corporation.
MARKETING OBJECTIVES
There are different marketing objectives is being set for the Green World. These
are framed as per the SMART criteria. The detailed explanation of the framed objectives
are depicted in below:
 To raise the overall sales of firm by 17% till the year 2018.
 To attain a competitive position in the market in next 2 years
 To increase the profits of firm in child sector by 15% within a one year tenure.
 To use the social media methods with an aim to give information about the
product to the respective buyers.
The above mentioned first and second objective are the time related because
there is a one specific time frame is being decided with regard to the given objective.
It is being regarded as one of the most effective way of formulating the objective.
This is because, by using the given method comparison can be carried out by the
manager of firm that whether it has achieved the given objective or not. However,
the last framed objective is specific because it is giving information about the specific
mean which cited firm can use for the purpose to give the information about the
specific product to the respective buyers. Likewise, second objective is measurable
because here result of the same can be measure by the firm in next 2 year.
Marketing Strategy
In order to attain the above framed objective there are different type of marketing
tactics will be used by the manager of cited firm. For example, with an aim to achieve
the goal of raise the sales of firm by 17% the market penetration type of tactic will be
used by the manager of Green World. In the given tactic, the initial price for the product
is set at the low prices. This is done with an aim to lure the large number of buyers
towards the corporation in an effective way. Thus, through this way the objective framed
9

can be met by the manager of Green World in an effective way. In addition to this, the
given type of tactic will also be used for the third marketing objective of cited corporation
which is to increase the profits of firm in child sector by 15% within a one year tenure. In
addition to this, the firm goal of to gain the competitive position in market can be
achieved by performing some innovation in the existing products and services. For
example, by launching the drink in the different flavour the framed objective can be met
by the corporation. This is because, through this way only Green World can differentiate
its product with that of its buyers. Finally, by taking the help from the popular social
media websites such as Facebook and Twitter etc the objective to spread the
information about the product will be met in an effective way.
CONTROL AND IMPLEMENTATION
There are different type of criteria will be used by the manager of Green World
with an aim to control or measure the outcome of the framed marketing objective.
 Sales increment: it is being regarded as one of the most effective method of
measuring the performance of firm. For example, if manager of cited corporation
has identified its sales has improved significantly then in the given circumstance
this conclusion can be drawn by the manager of cited firm that it is going on to
the right direction with respect to the marketing objective of raising sales by 17%.
However, if some negative result will be found at that time, corporation has the
opportunity with regard to take the necessary action towards the same in an
effective way.
 Increment in the existing base of buyers: The effectiveness of framed tactic
can also be assessed with the help of given criteria. In this regard, here if firm
has identified significant enhancement in its existing customer base then in this
situation it can conclude that it has met all its framed marketing objectives.
Through this way only, the tactic framed will be controlled and implemented by
the firm.
Control and implementation has significant role in the functioning of a marketing
plan. These two are crucial because they are responsible for success of the plan. There
10

can be many barriers which can hamper the functioning of the project and these are as
follows:
 Lack of time – It is one of the biggest constraint that is been faced while
implementing a project. Strategic marketing planning is not an easy task and
needs lot of concentration and focus (Xiong and HU, 2005). The whole function
can be very time consuming. A time schedule has been prepared for the
commencement of all the actions. Delay in one action can cause delay in other
actions also.
 Lack of planning – Planning is the foremost function of the business. It is
performed to make sure that all the things related to the future are done in
appropriate manner. Lack of planning can show devastating results. The
business may not be able to face future uncertainties due to absence of
preparation. Planning is needed in all the aspects such as funds, manpower,
sales, profitability etc.
 Absence of back-up plans – Another issue that may be faced is absence of back-
up plans. The uncertainties related to business may arise at any point of time as
there is no specific time for it (Siguaw and Simpson, 2015). There are chances
that prepared plans may not deliver the needed results and hence there is a
need to have contingency plans in the back up. For the purpose to control the
marketing plan in next 3 year, a specialized marketing team will be developed
who will take care of all the strategy implementation section. Thus, with the help
of given team only, the framed marketing plan of the corporation will be met.
PROJECTED PROFIT & LOSS STATEMENT
11

Year 1* Year 2 Year 3
£0
£50,000,000
£100,000,000
£150,000,000
£200,000,000
£250,000,000
£300,000,000
£350,000,000
Revenue & Gross Profit
Revenue
Gross Profit
Comment – The above table depicts the three year profits and revenue forecast of the
company. In this context, it is assessed that the revenue of company has increased
from £238.5 to £288. Likewise, the gross profit of the company has increased from
£39.5 to £47.8.
Year 1* Year 2 Year 3
Revenue
£238,456,0
00
£262,301,6
00
£288,531,7
60
Gross
Profit
£39,491,20
0
£43,440,32
0
£47,784,35
2
ROS 17% 17% 17%
Table 3: Expected Profit and Loss
Forecast
by Period
Year 1* Year 2 Year 3
Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
Revenue
£116,320,00
0
£122,136,00
0
£128,527,78
4
£133,773,81
6
£141,380,56
2
£147,151,19
8
Gross
Profit £19,264,000 £20,227,200 £21,285,757 £22,154,563 £23,414,332 £24,370,020
ROS 17% 17% 17% 17% 17% 17%
The above figures show the estimated revenue and gross profit for the Green
World. It can be seen that gross profit is reflecting a stagnant trend while the revenue is
12

showing a higher trend. The return of sale for the three year period is 17%. Here, it is
projected that the sales of firm will be increased by 17% in future also. It is because of
the presence of immense competition in the business environment.
CONCLUSION
It can be stated that for the manager it is necessary that marketing planning is to
be done with efficient and skilled workforce. The resources are to be allocated in
appropriate manner. There can be many issues in the implementation of the process
such as lack of funds, manpower, control etc. In addition to this, it can also be said that
for the manager it is essential that it must gather the information about the condition
prevailing in the marketing environment of firm on constant basis. Thus, on the basis of
given information only it must set its SMART objective. Here, with the help of criteria
such as increment in the sales and customers, the effectiveness of framed marketing
objectives will be judged.
13

REFERENCES
Books and journals
Endres, H., 2013. Shreddz a Clothing Brand: Creating a Marketing Plan Through Social
Media and Traditional Marketing Research. California Polytechnic State
University San Luis Obispo.
Levere, J.L., 2010. Choosing a Marketing Plan: Traditional or Social Media?. New York
Times.
McFadden, D. T., Umberger, W. and Wilson, J., 2009. Growing a niche market: A
targeted marketing plan for Colorado Homestead Ranches. Applied Economic
Perspectives and Policy. 31(4). pp.984-998.
Ruenrom, G.P., 2009. Applying the Philosophy of Sufficiency Economy to Form
Business Policy and Marketing Plan of Small and Medium Enterprises in
Thailand. The Business Review, Cambridge, 13(1), pp.326-331.
Siguaw, J. A. and Simpson, P. M., 2015. A marketing plan for marketing instruction: A
satirical look at student comments. Springer International Publishing.
Valentino, A. and Caroli, M.G., 2014. Taking advantages from green marketing plan, in
“Managing and governing innovative industrial areas integrated guidelines–a
handbook”. MER e-book.
Vana, K. and Cern, L., 2012. The marketing audit as a method of the evaluation of the
marketing plan. Research Papers Faculty of Materials Science And Technology
in Trnava.
Ward, S., 2011. Marketing Plan. Viitattu.
Wind, Y., 2008. A plan to invent the marketing we need today. MIT Sloan Management
Review. 49(4). pp.21-28.
Wood, M. B. and Jobber, L., 2013. The Marketing Plan. Pearson Canada.
Xiong, Y.B. and HU, Y., 2005. Tourism value and marketing plan of sports festivals.
Journal-wuhan institute of physical education. 39(8). p.24.
14

APPENDIX
Appendix 1: Understanding the SMP process
The process protects the company with regard to make such decision which
leads to hamper the overall marketing plan. It is concerned with collecting the marketing
information systemically and thus using the collected information in such a manner
which helps in attaining the strategic marketing objective of enterprise in an effectual
manner. The plan framed must possess such long time horizon which can be achieved
by the manager of corporation without any kind of difficulty. The plan which being
framed by the manager must be flexible. This is because, the condition prevailing in
business environment is the matter of constant changes. Thus, in order to meet or deal
with such changes the plan framed must possess flexible approach.
Appendix 1: SWOT analysis
 Strength – Green Wall is offering fresh food for the people of Britain which is good
from health point of view. There is a presence of well trained and professional staff.
It is also very strong in the adult customer segment.
 Weaknesses – The competition level is high due to which the brand image has not
been developed in effective manner. There is a factor of green image also.
 Opportunities – Different types of opportunities can be in-cashed. There is rising
demand for food and drink products across the international market. There are
market segments which have low competition.
 Threats – Increasing competition level is not good for the business. Economic issues
such as recession, inflation, stagflation etc. can restrict the growth. Further the
customer needs and preferences keeps on changing. It can be difficult to estimate
them.
Appendix 3: Marketing objectives
The objectives of the firm are set as per the SMART criteria. The description
about the respective criteria is depicted in below:
SMART objectives
15

 Specific - Green World aimed to dominate the food retail market in UK. The
purpose is to gain high market share within the industry so that the product
portfolio can be strengthened.
 Measurable – The objective is measurable in terms of sales, profitability, number
of customers, product range, quality of product etc. (McFadden, Umberger and
Wilson, 2009).
 Attainable - The resources for fulfilling the marketing objectives are to be
adequate. These includes funds, manpower, network, infrastructure, intelligence,
skills etc. The goals are achievable if there is optimum utilization of all the
resources.
 Realistic – Competitive edge can be gained through differentiation in the market.
This will help in remaining different from the rest of the companies within the
industry (Wind, 2008).
 Time Related – It stresses on the importance of grounding goals within a time
frame that means a target date can be decided for the achievement of objectives.
A three year time frame has been decided for the completion.
With the use of given criteria following objectives are set with respect to Green World
Marketing Objectives:
 To attain a competitive position in the market in next 2 years
 To determine how the company differentiates and positions itself in the
competitive market
 To market the products and services among right customers and in right manner
(Burlton, 2015)
 To raise the sales of firm by 17% till the year 2018.
Marketing Sales Objectives
 To increase the sales of firm in child sector by 15% within a one year tenure.
 To raise the sales of firm in baby and toddler section by 10% within a one year
tenure.
Marketing Profit Objectives
16

 To increase the profits of firm in child sector by 15% within a one year tenure.
 To raise the overall profits of Green world by 30 % till the year 2019.
Product group Analysis
Table 4: Product group sales values and gross profit
Last Year Year 1 Year 2 Year 3
Pro
duc
t
gro
ups
Sale
s
value
Gros
s
profi
t
Gr
os
s
m
ar
gi
n
(%
)
Sale
s
value
Gros
s
profi
t
Gr
os
s
m
ar
gi
n
(%
)
Sale
s
value
Gros
s
profi
t
Gr
os
s
m
ar
gi
n
(%
)
Sale
s
value
Gros
s
profi
t
Gr
os
s
m
ar
gi
n
(%
)
Fre
sh
Foo
d
£54,4
63,49
9
£9,0
40,2
00
17
%
£60,2
70,00
0
£10,
004,
000
17
%
£66,2
97,00
0
£11,
004,
400
17
%
£72,9
26,70
0
£12,
104,
840
17
%
Fro
zen
Foo
d
£88,9
19,99
9
£15,
931,
500
18
%
£98,4
00,00
0
£17,
630,
000
18
%
£108,
240,0
00
£19,
393,
000
18
%
£119,
064,0
00
£21,
332,
300
18
%
Kitc
hen
Cup
boa
rd
£37,3
55,66
2
£5,6
18,6
33
15
%
£41,3
38,25
0
£6,2
17,6
51
15
%
£45,4
72,07
5
£6,8
39,4
16
15
%
£50,0
19,28
3
£7,5
23,3
57
15
%
Drin
ks
£34,7
80,68
7
£5,1
03,6
38
15
%
£38,4
88,75
0
£5,6
47,7
51
15
%
£42,3
37,62
5
£6,2
12,5
26
15
%
£46,5
71,38
8
£6,8
33,7
78
15
%
Tot
al:
£215,
519,8
47
£35,
693,
971
17
%
£238,
497,0
00
£39,
499,
402
17
%
£262,
346,7
00
£43,
449,
342
17
%
£288,
581,3
70
£47,
794,
276
17
%
Year 1 by Period
Period 1 Period 2
Fresh Food £29,400,00
0
£30,870,00
0
Frozen Food £48,000,00 £50,400,00
17

0 0
Kitchen
Cupboard
£20,165,00
0
£21,173,25
0
Drinks £18,775,00
0
£19,713,75
0
Total:
£116,340,0
00
£122,157,0
00
Interpretation: From the product group analysis it can be stated that among all the given
products sales of frozen food has increased significantly. Thus, it is being required by
the Green world that it must focus upon the given product and must make efforts with
regard to inculcate some innovation in the respective product in an effective way. In
addition to this, after frozen food, fresh food has gained more popularity in UK market.
This is because, in terms of sales the given product tend to be reside in the second
position.
Appendix 4: Marketing strategy
As per the current position, there are different type of marketing tactic can be
used by the Green World. In this context, one of the most popular tactic will be using the
social media marketing tool with an aim to attract the large number of buyers in an
effective manner (Ruenrom, 2009). With the help of given mean, cited firm manager can
target its targeted customers. In addition to this, I will follow the number of steps with an
aim to make the decision about spending money in one specific segment. Here, with an
aim to gather the information about the growth and market share of specific segment I
will take help from sources such as research report and customer survey. Here, on the
basis of current performance I will take the decision of selecting one specific segment
with an aim to spend the money of firm upon it.
Summary of strategy
To gain specialization in
product and to use the market
coverage tactic will be the two
major strategies upon which
Green World puts more focus
18

Strategic
focus
Yes/No
Market
Penetration
Yes
Product Yes
Diversificatio
n
No
Market
Development
No
Table 5: Ansoff Matrix with respect to Green World
Existing Products /
Services
New Products /
Services
Existing Markets Penetration tactic:
Penetration: How
can we penetrate
our traditional
market segments
better?
- improve our value
proposition in each
of our segments
Product
Development:
What new services
will we develop?
- we will continue to
work on all aspects
of our operation to
identify new service
innovations
New markets Market
Development:
How can we
develop new
market segments?
- developments
outside the UK
market are not
covered in this plan
Diversification:
How can we
diversify into new
segments with
new solutions?
- developments
outside the UK
market are not
covered in this plan
Green World will be employing following strategies with respect to its products:
Product Specialization
19

Company will offer its products in more specialized manner that is by adding
more values to them. Focus will be made on what they do the best. Freshly packed
frozen food will be offered to the customers because the aim is to give Britain the best
food possible (Levere, 2010). The organization has positive value preposition. Here, it
delivers product which is fresh and best for the health of customers.
Market Coverage strategy
The main aim of Green World is to lead the UK food retail market. The given
objective can be achieved by raising the market share of company in an effective way.
Market Penetration
It is one of the four alternative growth strategies in the Ansoff Matrix. It focuses
on selling the existing products in the existing markets for the purpose of gaining a
higher market share. It has been considered by Green World because it has low amount
of risk (Vana and Cern, 2012). It is related with selling more to current customers and to
new customers who can be thought of as being in the similar marketplace. The
company will penetrate its traditional market segment better through improving its value
proposition in each of the segments.
Product Development
Product development is one of the four alternative growth strategies in the Ansoff
Matrix. This kind of strategy will need changes in the business operations along with the
research and development function (Wind, 2008). With an aim to assess or explore to
new area of service innovation, Green World will tend to work upon the different facet of
its operation. The new technologies, processes and materials that are needed to pursue
this strategy will be investigated and accessed. Extending the brand of company is
being regarded as one of the most common and popular product launching tactic. In the
given tactic firm will make use of existing brand name on the new product which is being
offered by it.
Appendix 5: Control and implementation
The barriers related to implementation can be removed by adopting different types of
measures which are as follows:
20

 Good leadership – The most important thing needed for the plan to be successful
is the presence of a good leadership. The employees will need the guidance of
an individual who is capable of getting the things done effectively from the others.
The leader should be influencing, intellectual and of sound minded who can listen
to the queries of the employees (McFadden, Umberger and Wilson, 2009). This
factor is very important for the success and control of the marketing plan.
 Preparation of contingency plans – It is evident that implementing a marketing
plan is a difficult process. Preparation of contingency plans is important so that
these plans can be used at immediate point of time when the actual plan fails.
This approach has the potential to bring all the things on the track and under
control.
 Meetings – Another approach through which control can be maintained is
through holding meetings at constant intervals. Meetings can be performed with
the people associated with the plan at regular intervals so that real position can
be scanned effectively. At these meetings all the loopholes and errors can be
discussed. The scope of improvements can also be realized. In this way this will
help in maintaining good control.
 Feedbacks – Control can also be implemented by doing surveys and taking
feedbacks. For example feedbacks can be taken from the employees who are
working on the marketing plan of Green World. It can be identified what kind of
issues they are facing, how they are dealing with them and many other issues
(Endres, 2013). It is expected that this will facilitate control and find out the ways
for improvements.
 Optimum utilization of resources – Control can also be facilitated through
optimum utilization of resources such as time, money, manpower etc. The
availability of the resources are to be checked constantly by making sure that
there is no lack of them (Roger, 2010). It will make the implementation of the
marketing plan more effective.
 Use of quality management techniques – There are many quality management
approaches such as Fishbone, Six Sigma, Quality Circle etc, which can help in
maintaining control over the entire project. These techniques will assist in
21

completing all the actions of the marketing plan with perfection and quality.
Hence in this way it can be said that control can be maintained throughout the
plan
22