Marketing Strategy and Plan

This document discusses the development of a marketing plan for a newly constructed product, a healthy bento box called Bentonite. It includes internal and external environmental analysis, target segment, value proposition, positioning strategy, PESTLE and SWOT analysis, and the marketing mix strategy. The goal is to establish Bentonite as a high-priced product with organic ingredients and sustainable initiatives in the Singapore market.

Running head: MARKETING STRATEGY AND PLAN
MARKETING STRATEGY AND PLAN
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Executive Summary:
The main purpose of the paper is develop a marketing plan for newly constructed product, a
healthy bento box, Bentonite by conducting, internal and external environmental analysis.
The new healthy Bento Box will be started in the regions of Singapore market.
The first section of the report denotes the target segment that Bentonite will be addressing in
Singapore. In the report, the value proposition of Bentonite is reflected that includes menu
list, wider delivery reach for fresh supply, organic ingredients and health benefits with
sustainable initiatives. The brand will be positioning itself as high priced product with
organic ingredients that are sourced from local farmers. The positioning strategy is
accompanied with a positioning map in relation to the competitors. The report also presents
the point of differences and parity for the healthy Bento Box. The main point of differences
includes wide options, step towards sustainability by incorporating reusable bento box and
wider availability. The point of parity involves delivery services, online ordering services and
health benefits. In this report, PESTLE analysis and SWOT analysis has been carried out for
understanding the impact of internal and external influences on the launch and growth of the
health Bento Box, Bentonite.
After the analysis of both internal and external factors, the brand reflects effective strengths
that can be utilized for planning the growth and establishment of the healthy Bento Box
Company, Bentonite. The report lastly deduced a strategic picture of the marketing mix from
the understanding of the analysis. The product mix strategy includes introducing healthy food
with the strategy of price skimming. The product offerings will be made available through
physical channels and through delivery associates. The promotion of the brand will be based
on subscription basis and through event marketing.

2MARKETING STRATEGY AND PLAN
Introduction
The business document that covers the marketing tactics and marketing strategies for
the purpose of accomplishing marketing goals and objectives. The marketing plan of a brand
or company will include the details regarding the time period, details regarding goals, action
steps and costs (Haider et al. 2019). The marketing plan of a company is developed through
the phases of market research, competition, market plan strategies, marketing aims and
objectives, constructing marketing mix and finally monitoring the outcomes from marketing
plan (Perreault 2018). The main purpose of this report is to deduce a marketing plan through
the framework of internal and external analysis. The paper will include a strategic
segmentation strategy for reflecting the target market for the healthy Bento Box offerings.
The Bento Box of Bentonite is a healthy food option that will be launched in the Singapore
market through both physical and online presence. In this paper, the value proposition
elements of Bentonite will be presented for understanding the differentiating factors of the
company. The repot will also include internal and external environmental analysis for the
purpose of extracting strategic marketing mix. The paper will be concluded by a summary
depicting a view of the whole marketing plan.
Conclusion
Therefore, it can be concluded from the paper that Bentonite, the healthy Bento box
company holds the potential to grow efficiently by focusing on the strength of health benefits,
wide options, easy delivery and multiple forms of presence. However, the company needs to
adopt continual improvement process for a addressing the threat of increasing competition in
the same segment. The main values and competitive advantage of the Bento Box Company,
Bentonite are, wide options, both online and physical store availability, sustainably sourced
ingredients with wide reach for delivery. The paper identified that the Bento Box will
specially target age group ranging from 25 to 35 with occupational background, for the

3MARKETING STRATEGY AND PLAN
people who are focused on a healthy lifestyle but lacks time for food preparation. The product
will be healthy with a skimming pricing strategy. The products will be made available
through both online and physical stores. The Bento Box will be promoted through event
marketing and with the execution of subscription strategy.
References:
Haider, A.A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.A. and Sarwar, M.B., 2019.
Marketing Management.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.