Importance of Marketing Plan and Micro/Macro Environment

The provided document delves into the significance of creating an appropriate marketing plan for businesses. It serves as a guide for employees to attain desired targets within a certain period. The report discusses micro and macro environments, which have a direct or indirect impact on firms. Understanding buyer behavior is also essential, involving various factors that influence decision-making. An analysis of the target market is conducted by employers to develop marketing strategies.

Proposal Marketing Plan

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
SITUATIONAL ANALYSIS..........................................................................................................1
Macro environmental forces...................................................................................................1
Micro environmental forces...................................................................................................3
Consumer behaviour...............................................................................................................6
TARGET MARKET ANALYSIS...................................................................................................6
MARKETING STRATEGY............................................................................................................8
Positioning map......................................................................................................................8
Positioning statement..............................................................................................................9
Marketing mix......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

EXECUTIVE SUMMARY
Each and every kind of association needs to prepare marketing plan for their business to
fulfil their task in an effective way. It is must for them to understand macro and micro
environment as this will provide impact to firm either in a direct or indirect manner. It is
necessary to analyse behaviour of consumer. For this, research will be conducted by superiors
properly. With assistance of this assignment, target market analysis will be done appropriately.
At last, it is must to develop some marketing strategies because it helps enterprise to take
benefits from competitors at competitive world.
INTRODUCTION
Marketing plan is working as a guidelines for company; therefore, they will attain targets
within minimum time duration (Hansen, 2017). It enables them to take benefits from competitors
at marketplace. By completing work timely, manager will provide goods and services to
customers as per their requirements. Present assignment is based on Donald B chocolates and
confectionery industry which is manufacture of chocolate products. This report is going to
describe situational analysis which is associated with firm. It is required for enterprise to know
examine elements of marketing mix. There are some factors which is discuss in this project will
affect decision of buyers. Instead of this, target market analysis is done to know customers
effectually.
SITUATIONAL ANALYSIS
Macro environmental forces
There are various kinds of elements which will comprise into this, for example:
competitors, stakeholders and industries (Siewiorek and Swarz, 2017). For this, manager of
Donald B will conduct PEST analysis as this will assist them to know about external
environment in an effective manner. It is must for firm to take opportunities from marketplace
because this enables them to improve market share and reputation.
Political: This kind of environment in Australia is stable in nature which is closely
connected with economic as well as legal system. Government has right to formulate rules and
regulations for business; therefore, they will develop products up to the set standards. For
instance: it is must for firm to maintain quantity of sugar into chocolates, otherwise it will affect
health of people.
There are some issues which are associated with this:
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 Political party will maintain affect of items as well as services.
 It is must for Australian confectionery and chocolate manufacturing industry to follow
both sort of employment i.e. federal and state. Along with this, it is required for them to
implement health and safety act into business (Tuten and Solomon, 2017).
Societal: This will comprise distinctive attitude, value, perceptions and in addition beliefs
of clients. This kind of forces will provide impact to decision power of people either in a direct
or indirect manner. Environmental investigation is much connected with this as it assists to
determine recent trends and lifestyles. In context of Donald B chocolate, they have to provide
health items to individuals by reducing some sugar level into this. It helps them to accomplish
demands of people as per their requirement; as a result, they will improve profits and market
share in an appropriate way.
Following are problems which is related to it:
 Consumer needs and wants are alter as per trends and traditions.
 Company has to do marketing of goods and services to know about requirements of
people (Blakeman, 2018). Along with, culture and belief of persons will render some
opportunities to association for their new items.
 It is must for manager to increase social awareness of their products.
 Now days, people are much concern about their health; therefore, it is needed for Donald
B to enhance protein into their chocolates and confectionery foods.
Economic: It will include various kinds of factors, for example industrial relationship,
inflation rates, employment and many more. This will provide impact on Donald B in which
some economic index like GDP and per capita income will increase or decrease growth of
market. Buying power of individuals will get affected by policies of government, tax rate etc. If
they have stable income then they will spend more on items and services (Serrat, 2017).
Key problems or data:
 Rate of interest 1.6%
 Growth of wages and salaries 2%
 Export 31800 and import 30700
 Rate of inflation 2%
 Mature life cycle of chocolate and confectionery manufacturing industry.
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Henceforth, this all will provide impact to Donald B either directly or indirectly. As a result,
their profits and production will get affected.
Legal: It is required for each and every kind of organisation to follow rules and acts
which are associated with their business (Jarach, 2017). In context of Donald B, it is fundamental
for them to implement health and safety law into firm; thus, they will produce items up to set
standards. Apart from this, it is needed for company to provide better environment to employees;
hence, they will accomplish their work effectually.
Key Australian Legislation, standards and codes:
 Anti dumpling law
 Competition and consumer Act 2010
 The fair Work act 2009
 Environmental protection act
 Hazardous waste (Regulation of exports and imports) Act 1989 and so forth.
Micro environmental forces
This kind of elements will directly provide impact to each and every kind of business.
They have an ability to influence needs of clients effectually. There are some components which
are associated with this, mentioned as below:
Organisation: Donald B is an organisation which is manufacturer of chocolate items
(Fernández-Cavia and et. al., 2017). Their fundamental aim is to develop business at national and
along with international level; therefore, they will take benefits from competitors at marketplace.
They want to create strategic relations with Coles and Woolworths and in addition set up high
end speciality stores. Organisational surrounding of Donald B chocolates:
◦ Executive or Senior administration
◦ Accounts and Finance
◦ Advertisement and marketing
◦ Production
◦ Research and development
◦ Purchasing
Some problems which are related to this:
 Marketing plan needs to be formulate to accomplish targets which are related to each
division.
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 Department of R & D needs to conduct research to know about demands of people.
 Buying power of individuals are limited (Wood and et. al., 2017).
 Old methods and procedures contain high cost which need to be get replaced by latest
one.
Competitors:
Speciality chocolate retail stores industry: Business to consumer(B2C):
◦ Venga Pty Ltd Chocolateria San Churro (Australia), which was set up in near 2006.
Their market share is almost 21% and profits in 2016-17, approximately 66 million.
They are targeting women of 18-36 age group and providing desserts, chocolate items
and churros.
◦ Theobroma-Food of Gods Pty Ltd (Australia), which was set up in near 2006. Their
market share is almost 5.7% and providing variety of products, such as Belgium style
chocolates, desserts and so on (Adnan, Nordin and Redza, 2017).
Chocolate and confectionery manufacturing industry (B2C) and (B2B)
◦ Mondelez Australia Holdings Pty Ltd (USA), their market share is almost 15%. They
are providing qualitative items to their clients; therefore, they will gain competitive
advantages. Their fundamental aim to accomplish demands of people as per their
requirements.
There are certain issues which are associated with above mentioned points:
Basis B2C B2C and B2B
Projected growth (2018-2023) 2.5% 2%
Number of organisations 206 340
Diversification of goods They want to target new
clients to attain competitive
benefits.
They want to provide items to
people as per their demands.
Suppliers: Company has an agreements with their supplies in Melbourne which will
render them competitive prices; therefore, they will produce confectionery items for customers.
Manufacturing cost is higher of Donald B as comparison to rivals which enables them to
maintain their profits (Jeffery and et. al., 2017). Following are some key issues:
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 They need to obtain opportunities to set up new BEB relations as well as networks with
maximum suppliers; thus, they will attain coveted targets within certain period of time.
 It is fundamental for them to improve supply chain management.
 As demand is increasing; hence, they need to enhance unit price in 2018.
 Company need to formulate fixed price contracts with recent suppliers; this enables them
to reduce unwanted cost and aid them to keep up profit margin.
Public: They are most important for firm as they will directly affect operational activities
of business either directly or indirectly. Thus, it is must for them to keep up an adequate relation
with them to achieve goals and objectives (Anderson and Anderson, 2017).
Public will include:
 Financial institutes
 Government agencies
 Staff members, owners and managers
 Communities, i.e. market, distributors etc.
Consumers: Their main target is male or female of age group 18 to 35. Outlet of Donald
B is established near transport linkage. But there are some issues in relation to this, which are
stated as beneath:
 It is essential for manager to formulate strategies and policies; therefore, they will
conduct marketing analysis and research in an appropriate way. This enables them to
attain market sustainability (Barnard, Bothma and Cant, 2017).
 They want to provide qualitative chocolate products to their customers as this assists
them to gain competitive advantages from rivals. Along with, firm wants to enhance
2.2% demand of goods till 2018; so that, they will reach almost 6 billion in Australia.
 Variety of chocolates are providing by association to fulfil needs of distinctive sorts of
customers. Employer wants to create awareness of significance of reducing fats and
sugars from their chocolates.
Donald B wants to improve requirements of dark chocolates amongst people as it is beneficial
for their health.
Consumer behaviour
Purchasing behaviour of people will depend on their incomes and this will contain a
procedure of become aware of examining, buying, consuming and tell others about experience
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(Hansen, 2017). There are many elements which will provide impact to decision of individuals
regarding purchase of an item. Apart from this, they will get influenced because of culture, belief
and environment. Sometime, marketing and promotional techniques of goods and services will
change judgement of customers in relation to any product. There are many individuals who
follow trends into their life which will encourage them to buy items.
Henceforth, there are some components which will affect consumer purchasing decision:
 Value of items
 Income
 Concern regarding fats and sugar
 Trends
 Interest and rate of inflation
 Tradition and culture etc.
Procedure of customer buying will include judgement making process which is associated with
goods and services. This will get influenced because of income, brand awareness, perceptions
and so on. It will include three phases i.e. input, process and output (Siewiorek and Swarz,
2017). Choice and preferences of people will get affected through promotional and marketing
strategies.
TARGET MARKET ANALYSIS
To analyse market in an effective way, there are certain steps which need to be followed
by company. These are discussed as beneath:
Compiling data for Target market analysis: Identify target market: It is necessary to find out those individuals who need goods and
services of Donald B. Therefore, they will accomplish their requirements in an
appropriate manner. Company is going to target men and women of age 18 to 35 (Tuten
and Solomon, 2017). Use variety of available resources: There are many kinds of sources which are accessible
for organisation. It is must for them to use it appropriately. For this, they will conduct
market research; so that, they will know about needs and wants of people. Study target market demographically: When target market is identified then, they will
concentrate on marketing resources; therefore, revenues will get enhanced. There are
certain factors which include into this, such as age, gender, income, religion, taste etc.
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This needs to be examined in an effective way; so that, organisation will accomplish
needs of clients within certain period of time (Blakeman, 2018). Describe target market psychographically: Every individual has their own belief, value
and attitude. They have their own interests and habits. To gather this sort of data and
information, manager will conduct surveys. This will help them to take benefits from
competitors at marketplace. Understand target market behaviouristically: It is required to comprehend behave of
clients that why they purchase items of Donald B. For this, employer will take their
interview; so that, he can interact with them face to face.
Formatting target market report: Begin with clear target page: This needs to be effective and eye catchy; thus, right and
correct information will be gathered by company (Serrat, 2017). Include brief introduction: This will be include goals to formulate target market
investigation. It should be clear to each and every employees who are working in
organisation. Write analysis in short paragraphs: Everything needs to written effectually; thus, risk
and competition will evaluate properly. With assistance of this, buyer's habit will also
examined by manager. Provide source information: It is essential for superior to maintain appropriate document
which is associated with research. Use charts and graphs: This will help management to understand each things in an
effective manner (Jarach, 2017). With assistance of this, effective decision will also taken
by employer.
Review and use analysis: Make projections not summary: It is must to describe all things broadly rather than
briefly. As this aids superior to formulate strategies correctively. Prepare analysis report to share with others: As Donald B is operating their business at
large scale; hence, it is needed for them to create report appropriately and share it with
others. As a result, they will analyse performance of firm and improve market share and
goodwill (Fernández-Cavia and et. al., 2017).
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 Follow conclusions: Entire target market analysis will be waste, if organisation is not
following it in an appropriate way. It aids them to maintain competitiveness at
marketplace effectually.
MARKETING STRATEGY
Positioning map
Positioning is considered as a procedure which include distinctive items and services
which are offering by rivals. With assistance of positioning map manager will determine
perception of clients on the basis of quality and value of products. This aids marketers to
formulate an adequate strategy (Wood and et. al., 2017).
To develop positioning map, it is required for firm to find out needs and wants of buyers
and for this, they have to comprehend scope of market. Values and extra advantages which is
utilized in procedure need to be discussed, like retail prices are entirely different from wholesale.
Basically, purchases want qualitative goods from company.
Positioning map is considered as a technique which is utilized by individuals; therefore,
they will sell products and services to people effectually. Some person will like item but some
may not. With assistance of this, many sorts of compared; as a result, best and adequate
knowledge will be gained (Adnan, Nordin and Redza, 2017).
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Illustration 1: Positioning map
(Source: Market positioning, 2018)
Positioning statement
Donald B Chocolates and Confectionery is a manufacturing firm which produce variety
of products and services for people. To accomplish needs and wants of individuals, it is essential
for them to targets their market. Manager of firm is targeting males and females of age group
between 18 to 35. To know about their interest, employer will conduct research. But there are
some factors which will provide impact to them, such as price, culture, trends, beliefs and many
more. Apart from this, if income of people is stable or high then, they will spend on chocolates
without issue (Jeffery and et. al., 2017).
Quality of chocolates and other items of Donald B is much accurate which is providing
by them to customers at affordable prices. There are some best items of firm which is selling by
them to persons at less values. This enables them to take benefits from competitors at
marketplace. Instead of this, association is providing some addition services to regular
customers, for example: customization, discounts, coupons etc.
Donald B is selling products and services to people on online also. Individuals who buy
items online, enterprise is providing them free delivery at their place. Along with, prices are less
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as comparison to other brands and customer will compare it with other firm's goods. As a result,
enterprise will increase market share and brand image at international level (Anderson and
Anderson, 2017).
Marketing mix
There are four major elements which will include into this, mentioned as below: Product: It is providing by company to people; therefore, their attention will be captured
by them. Donald B is giving variety of goods to people which aid them to accomplish
their needs and wants in an effective manner. They will alter chocolates as per
requirement of consumers; as it helps firm to improve sales and production. Apart from
this, they will launch new or unique products for individual. Company is providing
chocolates, muffins, cakes, sugar free chocolates and so on. Price: Many kinds of items are providing by association to people; so that, their
expectation get fulfilled. Value of chocolates are affordable which aid to pull attention of
numerous persons. To gain competitive advantages, manager of firm needs to follow
pricing strategies into their business. Apart from this, quality is effective of their
products; thus, sometimes people will pay more. As a result, enterprise will able to
improve their profits and market share. There are some products of firm which is less and
liked by customers in high manner (Barnard, Bothma and Cant, 2017). Place: Donald B is providing its goods to many other nations, such as China, India, UK,
Russia, Canada and many more. Thus, it is required for them to maintain their
distribution system to fulfil needs and wants of each clients who are residing various
places. They have more than 250 outlets across the world. Along with this, they are
selling chocolates to people on online sites which enables them to improve customer
base. As a result, they will easily increase their goodwill and gain competitive
advantages.
 Promotion: Donald B has international presence and it is must for them to maintain it.
For above stated aim, they have to formulate some strategies and plan which is associated
with marketing and promotion. This aids them to improve brand awareness amongst
people. There are various kinds of tools and techniques which will be used by
organisation for this, such as social sites, advertisement, print media and many more.
Apart from this, they will invite some celebrities for shoots or product launching events.
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An effective marketing will hep them to capture attention of numerous individuals and in
addition to take benefits from competitors at marketplace (Barnard, Bothma and Cant,
2017).
CONCLUSION
From above assignment, it has been comprehended that it is required for organisation to
develop an appropriate marketing plan for business. It works as a guidance for employees;
therefore, they will attain coveted targets within certain period of time. In this report, there is
discussion about micro and macro environment because it is must to understand it; this will
provide impact to firm directly or indirectly. It is required to understand behaviour of buyers as
there are many factors which will affect their decision making. To know target market, an
analysis will be done by employer. Rather than this, certain marketing strategies is developed by
association.
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REFERENCES
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Anderson, E. T. and Anderson, E. T., 2017. Keurig At Home: Managing a New Product
Launch. Kellogg School of Management Cases. pp.1-19.
Barnard, S. M., Bothma, C. H. and Cant, M. C., 2017. The identification of criteria for the
optimal use of Facebook pages for marketing purposes: a South African
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Hansen, D. D. J., 2017. MARKETING CONCEPTS.
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Jeffery, M. and et. al., 2017. B&K Distributors: Calculating return on investment for a web-
based customer portal. Kellogg School of Management Cases. pp.1-21.
Serrat, O., 2017. The future of social marketing. In Knowledge solutions. pp. 119-128. Springer
Singapore.
Siewiorek, D. and Swarz, R., 2017. Reliable Computer Systems: Design and Evaluatuion.
Digital Press.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Wood, D. and et. al., 2017. Facilitating creative problem solving in the marketing curriculum in
response to the demands of the networked information society. In The Customer is NOT
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Springer, Cham.
Online:
Market Positioning. 2018. [Online]. Available through:
<http://www.learnmarketing.net/perceptualmaps.htm>.
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