Strategic Marketing Plan for Immune Booster

Strategic Marketing Plan
for “Immune Booster”

Executive Summary
In the highly competitive food manufacturing industry, Nestle can try out new approaches to
stay sustainable in the business. For this, Nestle can choose new markets or even the current
market. This report discusses the facts where Nestle can introduce a new product to the Sri
Lankan market by the name of “Immune Boost” targeting the current pandemic situation.
This report comprises of thorough analysis of the macro environment analysis of the chosen
new market (Sri Lanka), identifying Opportunities and threats which leads to a market entry
strategy analysis, customer segmentation analysis and a growth strategy using Porter’s generic
strategies to practice at Nestle.

Table of Contents
Executive Summary....................................................................................................................2
1. Introduction.............................................................................................................................5
2. Macro environmetal Analysis.................................................................................................6
2.1 PESTEL Analysis.............................................................................................................6
2.1.1 Political environment.................................................................................................6
2.1.2 Economic environment..............................................................................................6
2.1.3 Social environment....................................................................................................6
2.1.4 Technological environment.......................................................................................6
2.1.5 Environmental factors................................................................................................7
2.1.6 Legal environment.....................................................................................................7
2.1 Opportunities and Treats...................................................................................................7
2.1.1 Opportunities..............................................................................................................7
2.1.2 Threats........................................................................................................................7
3. Market Entry Strategies..........................................................................................................8
3.1 Three market entry Recommendations.............................................................................8
3.2 Market Entry selection and Justification...........................................................................9
4. Customer Segmentation........................................................................................................10
4.1 Demographic Segmentation............................................................................................10
4.2 Geographic Segmentation...............................................................................................10
4.3 Psychographic Segmentation..........................................................................................10
4.4 Behavioural Segmentation..............................................................................................11
5. Porter’s Generic Strategies...................................................................................................12
6. Conclusion............................................................................................................................13
References.................................................................................................................................14
Appendices................................................................................................................................15
Appendix I: Advantages and Disadvantages of Different market entry strategies...............15

List of Tables
Table 1: Pros and cons of Three market entry strategies............................................................8
Table 2: Why Direct manufacturing?.........................................................................................9
List of Figures
Figure 1: Porter's Generic strategies.........................................................................................12