This report examines the marketing plan of Arnott’s Biscuit Limited, an Australian biscuit manufacturer since 1865, holding a 60% market share. The plan aims to protect Arnott’s corporate brand, retain existing customers, and attract new ones. The report includes a SWOT analysis, marketing objectives, STP (Segmentation, Targeting, and Positioning) strategies, and an overview of the Marketing Mix (Product, Price, Place, Promotion). Arnott's background, market presence in Asia Pacific, and brand strategies are discussed. The company's strengths, weaknesses, opportunities, and threats are analyzed, along with its pricing policies, distribution channels, and promotional activities. The report concludes by highlighting Arnott's focus on product standardization, quality, and expansion strategies in a competitive market.
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