Assessment of strategic marketing planning -

Marketing Plan

MARKETING PLAN 1
Contents
Introduction.................................................................................................................... 2
Evaluation of target market................................................................................................. 2
Suitability of market entry.................................................................................................. 4
Recommendation of Market strategy..................................................................................... 5
Generic Strategy........................................................................................................... 5
Marketing Strategy........................................................................................................ 6
Market Mix.................................................................................................................... 8
Conclusion................................................................................................................... 10
References................................................................................................................... 11

MARKETING PLAN 2
Introduction
Marketing Plan is a report that summaries the marketing strategy of the company for the up-
coming year that should be implemented to achieve the objective. Marketing plan contains
analysis, market entry methods, market strategy, recommendations and the others. It is required
to evaluate the market environment before implementing the effective strategies in order to attain
objective (Meyer and Peng, 2016). In this report, the discussion is made on the topic
international marketing plan. Papparich is Malaysian café that has been taken into consideration
as it operates the business in Malaysian market and wanted to expand the business in Dubai.
Papparich is a traditional coffee and food shop in Malaysia gives the taste of Malaysian culture
and cuisine to customer (Papparich, 2019).
In the beginning of this paper, evaluation will be done on target market. After that, the selection
of market entry will be discussed which is good for the company. There are also some marketing
strategies that will be used to achieve the objective. At the end, marketing mix will be
recommended.
Evaluation of target market
Papparich is a Malaysian coffee and food shop which is expanded in Dubai market. Coffee shop
industry has been continuously growing in the market. The sales of coffee powder have been
increases and grow with the 8.4% from the year 2011 to 2016. The increasing sales reach at
around AED2.25billion. In Dubai, the consumption rate of per person of coffee is 3kg a year
(Statista, 2019b). It states that the Papparich can operate the business in Dubai market.

MARKETING PLAN 3
(Source: Statista, 2019b)
It has been seen that strength of the market is its sales which is increasing on the continuous
basis. The consumption of per person in Dubai has been increases due to which the company
attains the high success in the business. The main objective of Papparich is to enhance the
volume of sales of Coffee and it also wants to become the market leader in the market.