Marketing Principle

MARKETING PRINCIPLE 0
Marketing principle
System04116
3/26/2019

MARKETING PRINCIPLE 1
Executive summary
The prom coast ice cream industry is selected for the research project of marketing
principle. The research is performed to analysis and evaluates the microenvironment and macro
environment of the prom coast ice cream industry according to the analysis checklist and
marketing plan outlines. For this analysis, the PESTEL and porter‘s five forces model is used.
Further, the report also conducts research for analysis and evaluating the target market group for
the prom coast ice cream industry.
For this purpose, the marketing strategies and capabilities of this industry need to be
understood. From this study, it is understood that how industries is affected by target audience
and market environment. In what way ice cream industry make steps towards the success and
meets the needs of the customers. What strategies they formed to grow in this market.

MARKETING PRINCIPLE 2
Contents
Introduction......................................................................................................................................3
Marketing strategies & capabilities.................................................................................................4
Analysis and evaluation of external environment...........................................................................4
Analysis and evaluation of internal environment............................................................................6
Identification and explanation of target market group....................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

MARKETING PRINCIPLE 3
Introduction
Prom coast ice cream and sorbet is selected for this assignment. It is an ice cream
manufacturing industry, which is located in Toora, Victoria. The owners, Janet and Robert have
started making ice cream and sorbet at their Walkerville Kiosk. They develop a unique range of
products that catered for dairy, non-dairy and gluten intolerant customers (Prom coast ice cream,
2019).
The aim of the company is to grow the business by opening more outlets in Gippsland
and the Mornington Peninsula and in Melbourne and plan to open a scoop shop in foster.
This report is all about analyzing and evaluating marketing strategies and capabilities for
the prom coast ice cream industry. For this purpose, the micro and macro environment of ice
cream industry is analyzed and evaluated. To analyze the micro and macro environment of prom
coast ice cream industry, the PESTEL and porter’s five forces model is used. Further, the
research is made for identify the target market by using STP model of marketing. With the help
of applicable marketing tools or models, the analysis and evaluation of ice cream manufacturing
industry is done