Marketing Plan for Co-Op Food: Current Situation, Strategy, and Marketing Mix

This report discusses the current situation of Co-Op Food, its marketing strategy, and the role of marketing mix in improving its growth and market share. It also highlights the importance of segmentation, targeting, and positioning in the marketing process. The report concludes with recommendations for enhancing market research and expanding the business.

Report

Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Current situation of the organisation......................................................................................4
Develop and implement of marketing strategy......................................................................5
Role of marketing mix that helps organisation to improve its growth and market share.......7
CONCUSION..................................................................................................................................9
REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY
Marketing plan is leading organisation to achieve top position in market through
completing all work according to decided needs and wants. This also refers that management
summarise different situations which is present in market and it is impacting for all goals and
objectives that recommend for complete all work in effective manner by understanding current
situation business. STP is an effective process for organisation that leads company to complete
its work as per management results through formulating an effective strategy for business. Along
with this 7P’s perform an essential role for completing their work as per individuals aspects and
it also focuses to improve growth of organisation.

INTRODUCTION
Marketing plan can be defined as an operational document which outlines advertising
strategy for organisation that is implemented by management to accomplish their targets within
minimum time period. The main aim of marketing plan is to launch or introduce new product in
the market for enhancing market size and profits for firm. This report is based from perspective
of Co-Op food which operates its business in food retail industry. It is a British food organisation
that operates various stores in UK and other market. Moreover, report highlights on different
perspective that includes organisation current situation and the marketing strategy that is used by
organisation for completing research in proper manner (Bublitz and Peracchio, 2015). Marketing
mix which is based on 7P’s will also be included in the report. In the last, methods for
improving growth and market share is also focused in upcoming report.
MAIN BODY
Current situation of the organisation
In the present scenario, CO-OP food is an effective brand which devise organisation to
cover large market share in market. Co-op food, previously trade its business as the co-operative
food and consumer cooperative refers to an enterprise which owned by consumers and it is
managed on democratic basis that aim to fulfil needs and aspirations of its members. Moreover,
according to present conditions of market brand manager 15 different co-operative societies
which operates more than 4000 shops among various places of the world. There are various
benefits are also provided by Co-op food to manage their business among different places which
leads to gain top position in market. With significant results about customers it is useful for
offering profits to business organisation for accomplishing significant annual share in market by
providing them co-operative marketing scheme. From recent years, food business of co-operative
society leading various benefits that demonstrate to earn about 6.6% market share through
enhancing market size of business (Chkanikova and Lehner, 2015). Further, plan that is used for
generating managing that lead to complete work as per time basis and it is used for increasing
co-operative results for expanding aim that provides various job opportunities and open different
shops in upcoming year with implement of right marketing plan.
Marketing plan and research support for utilise various decisions which is used to lead
and develop business among different areas. With use of effective research it is also analysed

that market plan helps to accomplish certain demographics and geographical areas. Along with
this with right target market is used to accomplish total aspects which are used for using
geographical section in market. Moreover, with right marketing plan management consider to
use correct metrics which assess better marketing efforts for organisation. Maintaining initiatives
increase necessary aspect that generates more return on investment because marketing plan
adjust better results to increase cost for organisation. Current marketing plan of Co-op is used to
increase market share and management also increases its share to manage better marketing plan.
Develop and implement of marketing strategy
Marketing strategy refers to comprehensive plan which is formulated for accomplish of
particular results that match with marketing objectives. A marketing strategy also help
organisation to concern resources which provides best possible outcomes and resources to
increase sales of products. There are various task performed by management to complete its
work. Similarly, management of Co-op food utilise different technique which is increasing
market perspective for changing and modifying different places for market that manage major
players through developing competitive edge in market (da Silva, 2014). From the perspective of
Co-op food management consider that all results must match with STP process and strategy in
organisation.
Segmentation, targeting and positioning can be defined as a familiar strategic approach
which leads to complete work according to modern marketing. STP in marketing stands for
segmentation, targeting and positioning in market. With model of STP management help
marketers to craft messaging and delivering essential message which engage segment market and
target audience. In last it is used to develop digital strategy for accomplishing content marketing.
According to Co-op organisation strategy from point view of STP is mention as follow:
 Segmentation- It is the first step that is impacting on organisational goals that is used for
identifying potential customers in order to convince them for buying organisational
products (Davari and Strutton, 2014). In simple terms it refers to complete of all work
that enhances market area by dividing market aspects into easiest manner through
understanding aspects of management that leads to manage work by understanding
commonalities into most refined manner.
 Food retail business is used to satisfy needs and wants of customers through
completing work and satisfying it according to needs of buyers. This refers food retail

business generate interest by convincing past customers to turn them into loyal
customers by utilising demographic business factors.
 Lifestyle is another tool that is used by organisation for completing task and
operations that determines workers generates recreational activities through offering
vacation, entertaining activities which is used to address potential customers
(HOANG, 2017). Example- Co-op management focuses to offer valuable and healthy
food because it is a life-style trend in present scenario.
 Targeting- This is next step for STP that is used to target customers and it also focuses
that management must consider all those areas through which accomplishing for
managing potential and commercial attractiveness for each segment. Co-op enhances its
target market through accessing those areas that leads to define products with justify
segment.
 Size is first aspect which is used to target those individuals that is also depends
on size of market as it is small and large. Due to this market size for each
individuals determine that longer results are accomplish through segment of
market for each area.
 Accessible phase for each project is used by management to provide
information for all individuals which is present in market. According to present
market conditions right message is the essential aspect that leads management
for providing whole information that focus to offer those information that
segment market area on large basis.
 Positioning- It is last step which is used for providing positional maps for overall
projects aspects that leads to capture more market area (Phu and et. al., 2019). Along with
this product positioning is last element for STP process that is used to illustrate variables
among all market overview.
 Position step implement by management through considering those aspects
which offer better marketing strategy for all business forms. The today year
market show that management consider digital marketing strategy also helps
customers to position all products in effective manner.
 Customer interaction is second step which is increasing business size for
market and to provide accurate representation position map illustrate all those

area which analyse currrent position of business by taking feedback from
customers on regualr basis.
With STP process Co-op is implemeting its current plan for accomplish better results that is to
increase in market size and customer area. It refers that with strong family aspects management
consider all of its steps that offer possible opportunity for food retial industry.
Role of marketing mix that helps organisation to improve its growth and market share
Marketing mix can be defined as an effective combination of factors which is controlled by
organisation for influencing consumer to purchase its products and services. There are various
7P’s are formulated that providess essential aspects which is used for providing essential aspects
related with consumers (Ratner, 2015). Co-op food utilise marketing mix technique to provide
information about marketing plan that leads to gain specific outcomes which relates with online
tools of market.
 Product- Co-op food is providing wide range of products which includes food items,
clothes, financial services and electroic segment. It is also expanding product lines that
offer all possible needs that leads customers to expand market area. Co-op food utilise
online marketing sector for completing all work in proper manner. Further, this tools
mainly consider that online tools complete task to increase market area. Management is
also providing wide variety of choices that leads customers to offer various chocies that
consider to make presence in international market.
 Price- Accoding to this phase of marketing mix it is analysed price is a crucial aspect for
management that is impacting on organisational goals and objectives. From perspective
of Co-op it is analysed that rival companies is increasing its market size through
reducing price. So to deal with them management focuses on providing benefits through
scheme of co-operative membership (Souza-Monteiro and Hooker, 2017). This results
now those individuals are also selected which provides benefits scheme to all workers
and buyers.
 Place- Location or place of store is most essential aspects which is leading organisation
to attract more number of customers. According to current market area it is analysed that
central place is selected by individuals that offers different channel for distrbuting
products to customers. Co-op food open its stores which are at right place due to which
management easily provides its products among all stores. So customer needs are also

satisfied. This refers that growth of company is used through expanding number of stores
as per market plan.
 Promotion- According to promotion aspects it is analysed business houses are focused
to attract more number of customers. Social media influencing large number of
individuals because most of the consumers are active on social sites due to which
management attract them towards food products. From perspective of Co-op it is
analysed that management is leading business size and market share. On other side, to
increase growth share prmotion helps in increasing its size by which Co-op food
determine of self-service aspects through enhancing organisational revenue.
 Physical evidence- Co-op food consider that to manage and operate different stores it is
analysed that large companies are also performing their work in food business. This is
due to spend of less time that spends more time for completing its work as per time that
publish different stores (Walker, Decker and McClements, 2015). Moreover, food
department use all those methods by which physical tools for company must be clean
and attractive that concern to work with simple manner. So with better physical aspects
management consider that individuals are able to improve its market area.
 People- Co-op food effectivenes depends on market share which is used for generating
responsible results and success programmes which process all work in positive manner.
This is also used by management to evaluate and use those programs which formulates
various scheme for work that gain loyalty of workers that is used to make better
component for all operations.
 Process- Process aspect of marketing mix refer that keeping customers happy is leading
management to bill of all services that is required by process of all stores that leads to
work with managing all operations properly. So with simple process related with
marketing plan also leads to compete with rival organisation in effective manner.
In last marketing mix consider that it is used by Co-op to gain better results for enhancing market
share as well as to complete work as per management utilise this step to complete work in
minimum time period for achieve more growth in market.
CONCUSION
From the above report, it is analysed that there are various task and operations performed
by management but to manage them in an organised manner it is mandatory for developing

marketing plan. This also leads to complete work with motive of understanding those aspects
that leads to gain high market share such as strategy for business. Along with this management
summarise also aspects which current situation that manage market research for completing
projects with market research aspects. In last, methods for enhancing market research are also
included in this report which increase growth of business.

REFERENCES
Books and Journals
Bublitz, M.G. and Peracchio, L.A., 2015. Applying industry practices to promote healthy foods:
An exploration of positive marketing outcomes. Journal of Business Research, 68(12),
pp.2484-2493.
Chkanikova, O. and Lehner, M., 2015. Private eco-brands and green market development:
towards new forms of sustainability governance in the food retailing. Journal of
Cleaner Production, 107, pp.74-84.
da Silva, A.I.T., 2014. Relevant dimensions of strategic territorial planning (STP) in sustainable
tourism promotion. Revista Turismo & Desenvolvimento, (21/22 Vol. 3), pp.239-248.
Davari, A. and Strutton, D., 2014. Marketing mix strategies for closing the gap between green
consumers' pro-environmental beliefs and behaviors. Journal of Strategic
Marketing, 22(7), pp.563-586.
HOANG, M.G., Fujiwara, T. and PHU, S.T.P., 2017. Municipal waste generation and
composition in a tourist city—Hoi An, Vietnam. Journal of JSCE, 5(1), pp.123-132.
Phu, S.T.P and et. al., 2019. An analysis of the commercial waste characterisation in a tourism
city in Vietnam. International Journal of Environment and Waste Management, 23(3),
pp.319-335.
Ratner, C., 2015. Neoliberal Co-optation of Leading Co-op Organizations, and a Socialist
Counter-Politics of Cooperation. Monthly Review, 66(9), p.18.
Souza-Monteiro, D. and Hooker, N., 2017. Comparing UK food retailers corporate social
responsibility strategies. British Food Journal.
Walker, R., Decker, E.A. and McClements, D.J., 2015. Development of food-grade
nanoemulsions and emulsions for delivery of omega-3 fatty acids: opportunities and
obstacles in the food industry. Food & function, 6(1), pp.41-54.