Marketing Strategies And Models For Mormor Magda

B
BUSINESS STRATEGYMODULE:
HANDBOOK 2020/21
BMG527 CRN
26th October 26, 2021

Table of Contents
Introduction 1............................................................................Error! Bookmark not defined.
Introduction...........................................................................................................................................1
Key drivers............................................................................................................................................1
Marketing strategy.............................................................................................................................2
Recognition of competitors................................................................................................................2
Crowdfunding....................................................................................................................................3
Introduction of new products.............................................................................................................3
Increasing the land area coverage......................................................................................................4
Technology........................................................................................................................................4
Customer needs.................................................................................................................................4
Competition:......................................................................................................................................5
Social media......................................................................................................................................5
Sustainability.....................................................................................................................................5
New strategies and models for Mormor Magda.....................................................................................6
Intelligent marketing strategy............................................................................................................6
Freemium..........................................................................................................................................6
Porter.................................................................................................................................................7
Supplier power...............................................................................................................................7
Buyer power..................................................................................................................................7
Competitive rivalry........................................................................................................................7
Threat of substitution.....................................................................................................................8
The threat of new entry..................................................................................................................8

Bowman's Strategy............................................................................................................................8
Low prices.....................................................................................................................................8
Loss of market share......................................................................................................................8
Monopoly pricing..........................................................................................................................9
Hybrid............................................................................................................................................9
Focused differentiate.....................................................................................................................9
Risky high margins........................................................................................................................9
Low price and low added value.....................................................................................................9
Differentiation...............................................................................................................................9
STP..................................................................................................................................................10
Environmental marketing strategy - product stewardship................................................................10
Future recommendations.....................................................................................................................11
Evaluation analysis..............................................................................................................................11
PESTLE...........................................................................................................................................11
Political factors............................................................................................................................11
Economic factors.........................................................................................................................12
Social factors...............................................................................................................................12
Technological factors...................................................................................................................12
Legal factors................................................................................................................................12
Environmental factors..................................................................................................................13
Competitive analysis:......................................................................................................................13
Conclusion...........................................................................................................................................14
Appendices..........................................................................................................................................14

References...........................................................................................................................................14

Introduction
Angela Hafstrom is an entrepreneur who introduced a natural ingredient ice cream to her
hometown then nationwide. She started to put her plans on paper in 2011 with the support of
her husband, brother, and few friends. Initially, she started her business with the mortgage
money of her own house. With her and her family and friends' support, she could bring her
dream business to reality by the end of 2015. This continuous five years of struggle paid off.
During this journey, she learned a lot of new techniques and skills to develop new businesses
(Fosher, 2018).
In her journey of these five years, she is learning how to stick with the original scope of the
brand and how to extend it her business regionally and scale-wise. She knew this when she
introduced the waffle cones with her ice creams. She then realizes how it does not go with the
scope of the brand. Then she learns how to add variety in her product will accord to the taste
of her potential and actual customers. Her aim in this journey was to bring satisfaction to her
customers and give them the feeling of appreciation they are looking for (Çitilci and Akbalık,
2020).
Key drivers
Angela used specific strategies to establish the business of natural ingredient ice cream in her
nation. In these strategies, she has experienced many ups and downs. This bumpy journey
taught her a lot regarding the ice cream business with entirely new ideas. Now she is capable
and experienced in this field to guide and advise the people who are new to this business and
develop it. The strategies used by her are as follows mentioned.

Marketing strategy
Angela used the marketing strategy to create awareness of the new ice cream manufacturers
in town. She used platforms of Facebook, Instagram, blogging, and many other social media.
She aimed to post on the 4 to 5 times every week. Like this, her product will attract potential
and actual customers and come into the eyes of the locals. This Strategy helped her spread
her words about her natural ingredient, ice cream, and inform people about it. Through these
posts and blogs, she aimed to attract the customer and tell everyone how her product is
outstanding the other products available in the market. She informs others how her product is
healthy and yummier without directly saying so (Layrisse et al., 2020).
Recognition of competitors
In every business, there are competitors. They are the firms or manufacturers of the same or
similar products or ideas. In this case, Angela realizes that she is not only dealing with the
local or national level vendors, but in fact, she is dealing with international level vendors too,
like Unilever. She now has a clear image in her mind of what she is dealing with and what
strategies can be implemented to generate maximum efficiency (Pan et al., 2019). She has the
idea of the quality of her product and region of her coverage or equivalent to being dominant
in this business field. She can now make an educated decision on the variety of flavours to be
launched in her product by analyzing the product flavour sales of her competitors (Koeder
and Tanaka, 2017) (Prasad, 2019).
Crowdfunding
Crowdfunding is a strategy to invite potential investors through campaigns. People invest in
some minor new scale business by looking at their idea and executions plan. When satisfied
with the project and idea, they support a small or adequate amount of money to build their