FoodLand Marketing Plan Analysis

This document analyzes FoodLand's marketing plan. It examines the company's structure, products, services, objectives, and common marketing opportunities. A SWOT and PESTLE analysis is included to assess the current market situation. The assignment also delves into marketing processes, mix strategies, legal considerations, rationale behind chosen strategies, and feedback mechanisms for plan adjustment.

MARKETING PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
Products or services of organisation................................................................................................1
Objectives with the products or services.........................................................................................1
Primary and Secondary target market .............................................................................................2
Major competitors and their products and services.........................................................................2
SWOT & PESTLE Analysis............................................................................................................3
Marketing Mix.................................................................................................................................4
Australian Marketing Rules ............................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Economy of a company depends upon its FMCG industry. It means Fast Moving
Consumer Good. It includes those items that have consumption in within shortest period of time.
There are so many stores that are running their business operations in selling products that to be
used in day to day operations of a person like cosmetics, food, beverages etc. A store that is
selling so many products at same time and single place can be named as supermarkets. Foodland
is an Australian supermarket store that is conducting their business specially in southern
territory. It was founded in 1962 in Glenelg South, Australia. It is running by Romeo's Retail
Group. It is now having 120 stores in Australia (Entezari, Karimi and Kianfar, 2014).
Products or services of organisation
Foodland supermarket has variety of products in their portfolio to gain more profits along
with greater market share in industry. It is now offering in several products range that includes
beverages, fruits, vegetables, cleaning items, groceries etc. This market also provides an
opportunity of buying all daily needed items at one place. This kind of purchasing saves time of
a consumer and he does not need to visit so many places to purchase different products. This
store is having high sales as it is operating moderately its business with many variants. It is
known for its quality service that a consumer can order food and other products online and can
get those item at their desired location. This activity make them different from those stores that
are operating their business in local scale and if a person want to buy these they need to visit that
store to make purchases. It is also deals in providing recipes for various dishes that a client can
use. It is an additional facility that is given by Foodland supermarkets (Westwood, 2016).
Objectives with the products or services
Foodland is running their business activities in many alternates and also serving best
quality services like online food delivery services along with providing recipes. When store was
recently launched it had its vision that they put their customers at top priority because they are
main attribute to company's growth and success. Nowadays when store is employing more than
2500 employees into their firm but their motto is still same as it was in earlier time. Company
wants to serve their clients with extraordinary services to gain prestige and satisfaction of their
clients as they thought a satisfied customer can generate more business and benefits to them.
Their missions are to fulfil all customer need at the same time (Fernández-Cavia and et. al.,
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2017). This kind of behaviour generates more loyalty and trust towards company among
consumers. Firm set its mission as they want to serve their community by high quality services
with best shopping experience. As they prioritise their customer then in addition they added one
more services that they keep open their store for 24*7 to provide all things at any time so that
they never loose their customer and can compete with rivals.
Primary and Secondary target market
Company segmented their market as primary and secondary. They mainly targets people
between age group of 24-59. In this age generally people works and they want their time saved
that is why they uses supermarkets to purchase all daily needed products at same place. They less
focuses on child and older age group products. They consider them as their secondary market.
They segmented their target market with help of deep market research by a trained researcher.
Main motto of company is to segment heir products into sub variants to offer them in well settled
manner. In earlier era they when they started their operation main target market for them is
grocery shoppers but as time passes they grow very rapidly and now they are serving many
people at same time with different type of products. They segmented their market as primary
which includes 25 to 49 years of age for mothers and 25 to 64 years for adults. They shown their
growth by time and due to market segmentation strategy they are successfully segmented their
market into sections that are most relevant to them .
Major competitors and their products and services
Australia is a country which have sufficient resources in order to run more than one
supermarket chain. In context to this Foodland has so many competitors as domestically and
international companies that strongly giving competition in marketplace. Main rivals that are
affecting business operations named as Aldi, asda, walmart, Dmart etc. They all are companies
that are running their businesses in several countries. On the other hand Coles is a retail store
chain that is a local operator who is giving tough competition to FoodLand and affecting their
activities negatively (Ghosh, 2017). To grow business preferred store has to take some decisions
strictly. There are so many products in which rivals are dealing and that can be includes in their
product portfolio. These products are baby care products, cosmetics, food grains, vegetables,
cosmetics, beverages, fruit juices, confectionery and many more. Business enemies are also
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provide home delivery of their services to make customer satisfy with their facilities and then
could generate more loyalty and trust towards them.
SWOT & PESTLE Analysis
There are some tools and techniques that manager of retail store can choose to formulate most
profitable strategies. Most appropriate tools are analysis of strengths, weaknesses, opportunities
and threats along with study of external environmental factors. Elaboration of SWOT points are
as below:
Strengths Weaknesses
Their main strengths is that they keep open
their market even in nights or for whole nights
everyday. This kind of their behaviour stand
them apart from their rivals in FMCG and
services industry.
Many international companies also made entry
in Australian market that is why competition in
industry has been increased. With assistance of
this retail store is facing so many hurdles in
their growth path.
Opportunities Threats
There are many opportunities that FoodLand
can avail like launching of new products in
existing markets as well as they can use
various variations in existing products to make
them competition ready. Along with this they
can identify new target market whether in local
region or in new country. They can also
penetrates their markets with existing product
in existing market.
Competitors are using new and improved
technologies to make them up to date as well
as to match consumer demands that is
increasing and changing very rapidly.
Efficiencies of employees of other corporations
are also very high that is also a treat for
FoodLand.
Another analysis is study of external environmental factors to identify actual position of
company in marketplace. Elaboration of these points are as follows:
Political: If company want to expand their business operations in new country then it has
to consider all political factors like rules and regulations made by political parties, rate of
corruptions, bureaucracy, red tapping etc. After considering all factors then marketing manager
should frame any strategy (Gupta and Shukla, 2017).
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Economical: To penetrate market it is essential for corporation to check economic
stability of domestic or other country to identify quantitative profits that they can develop by
conducting their activities.
Social: To identify current needs and wants along with choices this factor has to be
analysed by managers as customers are social persons and they have different choices and
preferences (Gupta, 2017).
Technological: As company is dealing in retail store they it does not use more
technologies. They just need most improved technology in their supply chain department as they
provide online food services as well as FMCG product. To serve best and fresh quality food in
promised time they need to use latest transportation system.
Legal: Before making entry in new markets or nation organisation has to understand and
consider all laws and regulations that are associated with Fooddland's business operations.
Consideration of all law is necessary otherwise it can lead them into imprisonment and
application of various charges.
Environmental: Company must consider all factors that are related with atmosphere and
all issues must be analysed by managers of organisation. Firm is not suppose to harm
environment while conducting all actions (Nykiel, 2016).
Marketing Mix
Company can use various marketing strategies for competing in industry and most
appropriate tool is 4P's of marketing. These are stated as below:
Product: This is basic element which consists of tangible and intangible products offered
by companies to fulfil customers need and want. This help them to earn adequate profit through
which they are able to carry out business activities adequately. As, FoodLand super market
provides different types of food items to customers so that they are able to earn sufficient
revenue for their firm.
Price: Organisation is required to determine appropriate rates to products, so that they are
able to induce people to purchase according to their need and want. So, superior require to set
competitive price through which they are able to position themselves superior than rival firms.
FoodLand offer variety of products which are of different ranges, so that they are able to attract
large number of customers (Holliman and Rowley, 2014).
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Promotion: Companies require to use various advertising tools; through which they are
able to provide information to people about their products and induce them to purchase. If people
are aware about existence of particular firm, then they will easily visit them according to their
requirements. FoodLand uses various devices to attract large number of people. This help them
to compete with other rival companies.
Place: Firm can increase their customer base, if they have opened branches in different
countries. This will advantage companies to enhance their profitability by catering need of
numerous people. FoodLand super market had situated their outlets in various nations, so they
are able to offer items to huge population and thereby earn adequate revenue for their business
(Miles, 2014).
Australian Marketing Rules
There are various rules and legislations that affects operations of marketing and
promotion departments of FoodLand Supermarket. These laws and rules are described as
follows:
Advertising: There are various acts that are associated with promotion and publicity of company.
This heading includes various various sub points that are stated below:
 Misleading & deceptive conduct: This option can be concluded as nobody can copy
statement, logo, branding, quote etc. this can be exampled as when corporation listed a
products price and also demonstrate additional costs with then but when they advertise
their product they must showcase a complete price including additional cost in a most
presentable way. Bait Advertising: It means when a firm sells a product or service while knowing fact that
they are not able in meeting customer demands.
Competitors: This law is related to fact that promotion and competition is done at a level if it
exceeds than it must be done by state territory permits. It also contains some heading that are
eligible in explaining this in more clear way.
Signage: If company wants to apply a sign board on local streets or buildings, they can do this
only by taking permissions of government.
Direct Marketing: Most promotion activities are regulated by federal or state laws
(Mummalaneni, 2014).
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Spam: Before sending any marketing material via email, marketing manager need to comply
with Spam Act, 2003 to be more secure and to make safe their marketing ideas.
CONCLUSION
From the above mentioned report, it can be concluded that preparing a marketing plan is
one of the important activity for every business organization to established their goals and
objectives in appropriate way. In this FoodLand prepare their marketing plan to enhance their
profitability level. In this SWOT and Pestle analysis is also summarized which define current
situation of the company at market place,. With the help of this company improver their overall
performance level and also take competitive advantage in effective manner. Along with this
company mission, vision is also helps in improving their productivity level in which they offer
quality services to its customers to attain their higher satisfaction level. Further, marketing mix
also play important role in business which helps in attaining profitability level in appropriate
way. Thus effective marketing plan directly contribute in overall success of the company at
market place.
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REFERENCES
Books & Journals
Entezari, A. R., Karimi, B. and Kianfar, F., 2014. Optimal production control and marketing plan
in two-machine unreliable flexible manufacturing systems. The International Journal of
Advanced Manufacturing Technology. 73(1-4). pp.487-496.
Fernández-Cavia, J. and et. al., 2017. Online communication in Spanish destination marketing
organizations: The view of practitioners. Journal of Vacation Marketing. 23(3). pp.264-
273.
Ghosh, C., 2017. A Study on-Evaluating Marketing Strategies Adopted by Home Appliance for
Economic Development in India. International Journal of Social Sciences and
Humanities (IJSSH). 1(1). pp.9-15.
Gupta, P. and Shukla, S., 2017. Marketing, Advertising or Promotions: A Strategic
Planning. Journal of Accounting, Finance & Marketing Technology. 1(1). pp.8-13.
Gupta, V. K., 2017. Marketing Strategy: A War to Win. Journal of Management Science,
Operations & Strategies (e ISSN 2456-9305). 1(1). pp.21-24.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing. 8(4). pp.269-
293.
Miles, J., 2014. Instagram power: Build your brand and reach more customers with the power of
pictures. New York, NY: McGraw-Hill Education.
Mummalaneni, V., 2014. Reflective essay and e-portfolio to promote and assess student learning
in a capstone marketing course. Marketing Education Review. 24(1). pp.43-46.
Nykiel, R. A., 2016. Marketing Your Business-A Guide to Developing a Strategic Marketing
Plan.
Westwood, J., 2016. How to write a marketing plan. Kogan Page Publishers.

APPENDIX
CRITERIA S NS N/A
Summarise organisational structure, products and services and overall
business objectives
 
Outline common marketing opportunity options such as target market, market
penetration strategy, and other marketing strategies
  
Market analysis such as SWOT or PESTLE   
Highlight costs, scheduling, responsibilities and accountabilities for the
marketing plan
  
Explain the marketing processes and marketing mix for this plan   
Outline the legislative and regulatory context of the organisation as relevant to
the marketing plan
  
Rationale for objectives and chosen strategies and tactics   
Receive feedback from key stakeholders to adjust marketing plan   
THE OVERALL PERFORMANCE WAS
COMPETENT

NOT YET
COMPETENT

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