Strategic Marketing for Associated British Food: Market Analysis, Implementation, and KPIs

Strategic marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASKS.............................................................................................................................................3
Market analysis including competitors analysis, stakeholder analysis, customer analysis,
macro and micro economic forces which affects the company .............................................3
Strategic implementation........................................................................................................6
Gantt chart..............................................................................................................................9
Budget...................................................................................................................................10
KPI........................................................................................................................................11
Recommendations..........................................................................................................................11
Conclusion.....................................................................................................................................12
References .....................................................................................................................................13

INTRODUCTION
Market analysis helps the company to ascertain the attractiveness of a market at present
and in the future. Company evaluates the future attractiveness of a market with the help of
understanding opportunities,strengths and weaknesses. This project will talk about the various
heads under the market analysis such as competitor analysis, market size, stakeholders analysis,
customer analysis which help in identifying the key strategic marketing objectives. In this project
the chosen company is Associated British Food. It is a diversified international food, ingredients
and retail group which is a British multinational food processing and retailing company. Its
business segments are Grocery, Agriculture, Sugar, Retail and Agriculture.
TASKS
Market analysis including competitors analysis, stakeholder analysis, customer analysis, macro
and micro economic forces which affects the company
a)Market Size- It is simply the number of potential buyers that can buy the products or services.
It is important to understand the target customers.
b)Competitors analysis- Competitors analysis helps to improve the product or service to serve
better to the targeted audience in order to generate the revenue. It should include market share,
competitors, culture, customer reviews, differentiators, strengths and weaknesses (Vanbrabant
and et.al., 2019).
c)Macro and Micro economic factors – internal and external factors affects the organisation in
different aspects.
SWOT Analysis of Associated British Food is explained below-
Strengths
 It has the geographic diversification
 It has a strong distribution network
which has a majority of potential
market.
 It has also built expertise in different
segments which helped the company to
generate new revenue and diversify
more.
Weaknesses
 It requires heavy investments on Allied
Bakeries.
 Decline in Bakery business can be a
weakness for the company.
 While implementing various standards
and norms of different cultures in
diverse geographies.
 It need some investments in the

technology to expand into technologies.
 There is a problem in managing the
finance properly and efficiently.
Opportunities
 New trends of the market can open the
new opportunities for Associated
British Foods Plc to bring new profits.
 The improvement in technology can be
a opportunity to Associated British
Foods so that it can maintain the loyal
customers by providing the great
services.
 After recession,consumers purchasing
power has increased. It is an
opportunity for the company to capture
its market share and capture new
customers.
Threats
 Low quality products can be a threat
 Skilled labour and workforce is
required in the global market.
 Improvement in the position of local
distributors is also a threat.
 The supply of new products is not on
regular basis which leads to change in
sales over period of time.
 Highly profitable products are seasonal
in the peak season which also affects
the profitability of the company.
PESTEL analysis of Associated British Foods is a tool to evaluate the macro environment of the
company. Where PESTEL stands for political, economic, social, technological, environmental
and legal factors which affects the external environment of the Associated British Foods.
 Political factors- Associated British Foods is operating in food and beverage industry
which is exposed to the political environment. Political environment plays a huge role for
long term sustainability (Vahlne and Johanson, 2020).
 Economic factors- If the employment rate is high then it will create a impact on the
Associated British Foods it will make it more expensive for the company to hire skilful,
talented staffs and employees (Yolcuand et.al., 2020).
 Social factors- The company has studied the behaviour and pattern of customer's
attitude before launching a marketing campaign for its various products and services.
 Technological factors- The company has started to accept the mobile payments and
services which is preferred by the customers as it is convenient to customers. This will