Marketing Strategy and Plan Paper

Added on - 07 Apr 2020

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Running head: YA KUNMarketing Strategy and Plan[Ya Kun]Name of eth student:Name of the university:Author note:
1YA KUNExecutivesummaryThis paper is a complete guide on the basics of marketing. The paper presents the differentmarketing strategies of the Ya Kun Company, which is headquartered in Singapore. Thecompany with its unique mixing strategy has blended success in its favour. The uniquepresentation of traditional coffee with Kaya Toast and mixing it up with the modern taste haspositioned it in the list of top coffee companies in Singapore. It is only after to ToastBox inrelation to sales growth and number of outlets. The company also operates in some otherparts of world such as UAE, China etc. It is planning to operate in some potential marketssuch as India, Malaysia, Maldives, Brunei and Thailand. It operates smartly such aspositioning the location of coffee outlets in places close to business areas and airports. Thepaper depicts the style of marketing that Ya Kun uses such as working in collaboration withthe Singapore Tourism Board to attract the tourists as well. They have staffs, which haveutmost customer service skills that helps customers feel to be in a friendly environment. Theytrain their staffs at training centre working with the live customers. This is a unique way oftraining the fresh talents because it would nurture them with utmost customer service skillsthrough analysing their flaws while interacting to the customers. The company worksstrategically to attain every possible opportunity and to dislodge any possible threats such asthey dislodged their financial inability by switching to franchisees concept at their earlierdays. The paper presents a very creative story of an innovative company that knows noboundary and believes in fostering to take full advantage of the created opportunities.
2YA KUNTable of Contents1. Introduction............................................................................................................................42. Company and Microenvironment..........................................................................................42.1 Brief description of the company.....................................................................................42.2 Mission and Vision..........................................................................................................52.3 Resources.........................................................................................................................62.4 Current position................................................................................................................62.5 Success of its marketing strategies...................................................................................72.6 Microenvironment............................................................................................................73. Product/service analysis.........................................................................................................84. Target market.........................................................................................................................95. Competitive analysis..............................................................................................................96. Environmental analysis (PESTLE)......................................................................................106.1 Political..........................................................................................................................106.2 Economic........................................................................................................................106.3 Socio-Cultural................................................................................................................116.3.1 Population...............................................................................................................116.3.2 Lifestyle...................................................................................................................116.4 Technological.................................................................................................................116.5 Legal...............................................................................................................................126.6 Environment...................................................................................................................12
3YA KUN7. SWOT analysis.....................................................................................................................128. Objectives.............................................................................................................................138.1 Marketing objectives......................................................................................................138.2 Financial objectives........................................................................................................139. Marketing strategy (7Ps)......................................................................................................149.1 Product...........................................................................................................................149.2 Promotion.......................................................................................................................149.2.1 Integrative marketing communication objectives...................................................149.2.2 Creative approach/ Message strategy......................................................................149.2.3 Integrative marketing communication options considered.....................................149.2.4 Recommendation for IMC plan..............................................................................159.2.5 Monitoring and evaluation of the program.............................................................159.3 Price................................................................................................................................159.4 Place...............................................................................................................................159.5 People.............................................................................................................................159.6 Process............................................................................................................................159.7 Physical distribution.......................................................................................................1510. Implementation and control...............................................................................................1611. Conclusion..........................................................................................................................16References................................................................................................................................17
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