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

This report provides a comprehensive analysis of Associated British Food's market, including competitor analysis, stakeholder analysis, customer analysis, and macro and micro economic forces. It also covers the company's strategic implementation, including its marketing and communication mix, Gantt chart, budget, and KPIs. The report concludes with recommendations for the company's future marketing efforts.

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

not only speed up the checkout process, it also give the chance to engage with the
customers.
 Environmental factors- In case of Associated British Foods, it needs to know about
the consumer awareness about environmental issues which will help the company to shift
its focus towards the environmental standard and regulations .
 Legal factors- Before expanding into new market the company has to assess the
business laws and how it is applied to maintain the transparency Robles, 2018)(Shirasaki,
Kobayashi and Aoyama, 2019).
d) Customer analysis- It helps to identify the target customers to check their needs and then
how the product helps in satisfying the needs. It also includes in identifying who the customers
are and to discover their needs. The campaign would likely to focus on women as target audience
regarding brand awareness of Associated British Food.
e) Stakeholder analysis- It helps in gathering and analysing the information which is required
to determine the
 High Power, highly interested people -Manage closely, company must engage the people
so that they can make best use to efforts to satisfy the customers.
 High power,less interested people- Keep satisfied, company must perform in such a way
so that it can keep the customers satisfied with its products and services in a limit.
 Low power, highly interested people- Keep informed, Time to time inform the
consumers by solving their issues with proper detailing of the product to make sure no
issues are arising. Low power, less interested people- Monitor, company must monitor the clients but do
not overburden them with excessive information and communication (Eskerod and
Larsen, 2018).
Identification of Key strategic marketing objectives of Associated British Food for the
campaign-
Campaign is brand awareness to promote a new range of products or services to make the
consumers more aware about qualities of the product or service. It will help in increasing the
knowledge of brand and its range of products within the targeted audience. It can be performed
by making the use of influencer market because people love getting recommendations from the

people mainly from those who are experts in their respected fields. It is one of the easiest and
most effective to reach out to large number of people.
The key strategic marketing objectives of the company is
Campaign Strategy-
f) Reason for the campaign- The main reason of campaign is to draw the attention of customers
in different ways like social media, television, hoardings, print advertising, email marketing and
promotion. It will help the to promote the company and enhance the role of company in the
market.
g) Market opportunity- With the help of new campaign company can get the chance to expand
in new market by targeting new customers of the existing market to sell new products. It can be
done by making the product more appealing to gain the market share.
h) Target audience- The target audience will be the buyers who has the ability to purchase the
products and services. These can be men, women, teenagers or child who generally share as
interest in retail products. The campaign would likely to focus on reaching women who are more
price-conscious shoppers than men ( Susmanschi and Ruse, 2018).
I) General campaign messaging-- The campaign has clear message of the brand awareness of
Associated British Food so that the consumers can get to know about the new products or
services that is not well-known for the audience like when a new product or service launches in a
new country.
Strategic implementation
The managers of associated British foods uses marketing and communication mix in
company's operations to build an effective marketing plans that succours into performing the task
more significantly. Through such mixes a proper structural will aligned that helps into achieve
organisational goal (Armstrong, 2011).
Marketing mix
Product- As of company deals in processing food and retail items that shows the large variety of
products in market. Through such diverse variety of product range the mentioned company were
able to get the competitive advantage. Managers of given firm solely focuses into innovative
products such as enzymes and bread yeast that succours into satisfying the public demands.
Hence their diverse and innovative product range attracts more customers that ultimately
generate better revenue.

Price- The mentioned company clearly focuses on provide the best quality of products such as
food items, clothing and others item at effective cost. Their main focus is to attracts the major
number of customers by its range of quality products in a affordable price. By such pricing
strategy mangers of given company were able to encourage customers towards their products.
Place – The managers of given company have their stores at various places around the globe.
Company opened their stores at centric location that gives the advantage of location to operates
their functions. They also have their products at online stores that succours the customers in
shopping. By the easy availability of product provide the competitive advantage to given firm.
Promotion- Associated British foods uses several modes of promotional activity in its
functions. The given firm rely on direct marketing, online promotion, sales promotion as well as
builds public relations through which they promote their operations. Company deploy decent
investment in such activities through which customers get the informations for their new and
current product (Babin and Zikmund, 2015).
People- The customers service is the main key source that generates sale as well as increases the
customer base. The management of given company plays a vital role in such factors. From
marketing department to after sale service company has professional employees that enhance the
operations as well as brand image in market.
Process- The mangers of given firm follows several mode in providing the products. Such as
direct distribution system, hybrid as well as indirect distribution system. Through such strong
distribution channel company gets the benefits in performing the smooth functions that
ultimately converts higher sales.
Physical evidence- Company has its websites as well as offline stores that strongly shows their
evidence in market. Customers can contact with company through various channel. Their unique
product packaging attracts several customers that bound them to interact more in future
(Ewerhart and Quartieri, 2020).
Communication mix
The communication mix uses into communicating with the customers through various tools.
Below are some tools that used by the given company in communicate with its potential
customers (Harwood and Murray, 2019).

 Advertising- Company uses several platform to inform its customers for their products
such as social broadcast advertising, media advertising, message advertising that makes
the direct relation with its customers. Personal selling- Company direct sells its product to its customers through its stores that
form a relation between employee and customers. Face to face selling is one of the most
reliable communication channel for given firm. Sales promotion- Several offers were given by mangers of company like by one get one
scheme, discount on labelled product etc. through by these type of tactics engage the
customers with their operations. Public relation- Company uses the online and paper magazines to create the positive
buzz for their product in the market. customer mind manipulate by such tactics that helps
into increase the communication and sales.
 Direct marketing- Managers of given firm uses several mode such as email, messaging
and other communication platforms that gives ease to given company into form an
effective communication channel between them. In result it succours into build loyal
customers by providing effective services
The race model is the strategic planning that used in mangers to aimed customers by digital
marketing activities. The mangers of given firm uses such channel to enhance customer base by
tracking activities (Liu and Ko, 2011).
Plan- Mangers of given firm develops the plan to track the activities of customers and derive
their campaign goals that helps into enhance their operations. By using of SMART mangers of
firm set their specific goals that measures through several filter. Reach- Managers of given firm generates the reach through which their product and
services in online as well as offline market will captured. Through this stage mangers
were able to measure their campaign effect in between the customers. Act- From such stage managers of given firm use in generating the leads for its business
operations. This steps help into capture the leads into build the quality relations. Hence
through such tools company able to capture large numbers of leads. Convert- The mentioned company mangers converts the leads into paying customers that
helps into generating the profit. By the help of CTA mangers converts the effective leads
for their effective progress.

 Engage- By using of email campaign mangers of given firm formed long term relations
to its customers. It helps into engage first time buyer for encouraging future purchases.
Gantt chart

Budget
Equipment budget Amount
Espresso Machine $750
Coffee Maker $800
Coffee Roaster $1,500
Refigerator System $4,000
Water filtration system $2,000
Total $9,050

Capital
Short Term Amount
Trade Credit $1,500
Commercial bank loan $3,500
Long Term
Secured loan $15,000
Business Loan $30,000
Total $50,000
KPI
KPI stands for key performance indicators it is used to measures the performance of set
objectives. By such provided indicator mangers of given firm able to take better decisions for
organization. Below are the some key points indicators that succours into measuring the success
of given marketing plan (Säynäväjärvi, 2019);
 Increase in average order value by 20% at the end of quarter.
 Increase in sales by 25 % at end of financial year.
 Resource capacity should increase by 15 %.
 conversion rate of leads should be 70% at the end of year.
 Cost per lead $2.
Recommendations
below are the some recommendations of Associated British food that succours the managers to
perform future task more effectively.
 By sharpening the existing social media marketing company can attracts more customers
for their operations.
 Company have to focus on conversional marketing through which numbers of leads can
convert into actual customers. By such marketing approach conversional flow can build .
 By enhancing the website interference and communications channel can lead to build the
customer experience.

 By enabling the push notifications the targeted audiences can easily receive the offers and
new product update. Thorough such practice customer engagement will encourage that
ultimately succours into generate more sales.
 Form an active responding to messages in social media sites as well as email sites. By
forming such effective plan in digital marketing plan company can response to all the
queries fast and deliberately.
Conclusion
It can be concluded that Marketing Analysis helps in finding the main players in the
market to know the key problem areas with the products of the chosen company. The above
report concluded that appropriate control mechanism helps to measure and monitor the
implemented marketing strategy. Moreover, the report also inferred that campaigning plays a
major role in establishing the brand as well as raising the image of brand awareness in the mind
of consumers. It further helps to analyse the strategy implementation of the marketing and
communication mix.

References
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