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Marketing Plan of Kebab Thyme Assignment - Desklib

   

Added on  2020-03-16

18 Pages4057 Words67 Views
Running head: MARKETING PLAN OF KEBEB THEYMEMarketing Plan of Kebab ThymeName of the Student:Name of the University:Author Note:

1MARKETING PLAN OF KEBEB THEYMEExecutive Summary:The marketing plans of the firms operating in the fast changing markets have becomestrategically very challenges. The assignment studies the marketing plans of Kebab Thyme, aCentral Asian fast food restaurant in Australia. The firm operates in the highly competitivefast food market in Australia, which has strong presence of international players like KFC.The firms require to base their marketing plan on several tools like BCG matrix and Ansofftool which helps them to study the market and judge their products, their strengths andweaknesses. The BCG matrix shows that Kebab Thyme operates in the competitive marketand has two types of products each corresponding to a quarter on the matrix. The newproducts correspond to the star quadrant while the products in maturity stage correspondingto the star category. The firm, according to Ansoff matrix practices product development andmarket penetration. However, it should use its brand position to gain market development anddiversification. The firm has no presence beyond the shores of Australia. Its marketingstrategy should aim towards foreign expansion and position its brand internationally. Itsmarketing plan will help it to gain more competitive and profitability in the market.

2MARKETING PLAN OF KEBEB THEYMETable of ContentsExecutive Summary:..................................................................................................................1Introduction:...............................................................................................................................4Overview:...............................................................................................................................4Report aim:.............................................................................................................................4Structure:................................................................................................................................4Scope:.....................................................................................................................................5Correlated situation analysis:.....................................................................................................5Strengths:....................................................................................................................................5Weaknesses:...........................................................................................................................6Opportunities:.........................................................................................................................6Threats:...................................................................................................................................7Product lifecycle(PLC) analysis:................................................................................................7Introduction stage:..................................................................................................................7Growth Stage:.........................................................................................................................8Maturity:.................................................................................................................................8Decline stage:.........................................................................................................................8BCG matrix:...............................................................................................................................9Cash Cows:.............................................................................................................................9Dogs:....................................................................................................................................10Question marks:...................................................................................................................10

3MARKETING PLAN OF KEBEB THEYMEStars:.....................................................................................................................................10Ansoff analysis:........................................................................................................................11Three main marketing objectives based on BCG, Ansoff and PLC:.......................................11Increase in competitiveness:................................................................................................11Increase in profitability:.......................................................................................................12Customer loyalty and growth:..............................................................................................12Branding positioning strategy according to the marketing mix:..............................................12Framework of marketing matrix:.............................................................................................13Kebab Thyme can measure its success on the basis of the matrix. For example, it cancompare the revenues it generates during and after offer a discount. The difference in profitswould show the result achieved by floating the promotional offer. Thus, this analysis showsthat marketing matrix can be used by Kebab Thyme to measure its financial and marketperformance..............................................................................................................................14Conclusion:..............................................................................................................................14References:...............................................................................................................................15

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