Comprehensive Marketing Strategy and Plan for Bear Nibble

This report provides a comprehensive marketing strategy and plan for Bear Nibble, a food product organization. It begins with an executive summary and an introduction to the company, followed by an in-depth external analysis using PESTEL and Porter's Five Forces models to assess political, economic, social, technological, environmental, and legal factors, as well as the competitive landscape. The report also includes a customer analysis, examining market segmentation and target markets. An internal analysis, including SWOT analysis, is performed to identify Bear Nibble's strengths, weaknesses, opportunities, and threats. The report also includes a discussion of the competitive environment, detailing competitor strategies and market positioning. Finally, the report concludes with strategic recommendations for Bear Nibble's marketing plan, aiming to enhance its market position and achieve its business objectives in the competitive food and beverage industry. The report is available on Desklib, a platform that provides AI-based study tools for students.

Marketing Strategy and Plan
Bear Nibble

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Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................1
External Analysis.............................................................................................................................2
Customer Analysis...........................................................................................................................8
Internal Analysis............................................................................................................................10
Conclusion.....................................................................................................................................16
References......................................................................................................................................18
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Executive Summary
Bear Nibble is known as the smallest organization which provides different products to its
existing customers. The organization operates in different business segments. It provides its
customers with all facilities of better health and low calories in its products. This report mainly
focusing on the feasibility of strategies of Bear Nibbles. Internal and external analysis of the
organization is performed to understand the different internal and external factors which
influence the success of the organization in high context. PESTEL and Porter's five model study
is utilized to understand the different external factors, or SWOT analysis is utilized to understand
the core competencies and opportunities of the organization. Analysis of these factors helpful in
developing and implementing the successful strategies.
Introduction
Bear Nibbles is considered as an organization which is engaged in producing delicious natural
food products such as paws, yoyos, alphabites, and fruit nibbles. The quality of its products
makes it different from the other existing food organizations. It was established during 2009 with
its headquarter in London, GB, and England. In this paper, we will study about the internal and
external analysis of the organization by using different tools. This will help us in suggesting a
better strategic plan for the success of the organization. It is a private organization which is
considered subsidiary of Lotus Bakeries. It offers attractive food options to its customers so that
it can enhance its brand image in the eyes of people. It produced its products with gently baked
fresh fruit, whole grains and vegetables. This will enable the organization to produce health
conscious food with low sugar level. Till now, the organization is earning $17.7 million revenue
which enables it to bring latest innovative and tasty food products. The estimated employees of
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the organization are approximate 81 which makes it possible to compete in its existing market in
an efficient manner (Rothaermel, 2015). The main competitors of the organization are Mondelez
International, Kellogs, MARS, PepsiCo, and Nestle. It can be said that the dried fruit snacking
category in the UK has been faced a tremendous growth from last some year and benefiting
enlarge the different food products organization in the UK. Therefore, the main challenge in
front of the Bear Nibbles was to create engagement with customers. This will offer the
organization, functional as well as emotional benefits. The UK industry is considered the most
successful industry and is considered the fifth-largest national economy industry in the whole
world. There are a large number of industries contributes towards the economy of the US. It
operates under food and beverages industry of UK which is considered a larger industry as per
the revenue than other industries of the business sectors.
External Analysis
It is necessary to understand the external environment of the organization if it wants to survive
for a long time in its available market. External factors influence the profitability of the
organization in a significant manner (Eden, 2013). It is the key part of the planning of the
organization. The external environment of the Bear Nibbles can be understood by studying
following tools:
PESTEL Analysis
This tool is utilized to understand the macroeconomic factors of the organization which can be
helpful in measuring the external opportunities and threats. Its components are:
Political Analysis
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Generally, it is considered that the external environment of the organization are highly covered
by the policies and regulations formulated by the different types of government in different
countries where they are operating (Rachet, 2014). The organization has the ability to follow all
the rules and regulations and accomplish its different business operations under the boundaries
fixed by the government. Furthermore, the organization also formulate its own defense strategies
besides any governmental limitations and restrictions.
Economic Analysis
Being one of the leading and competitive business organization, Bear Nibbles should have a
successful and strong economic strength. The organization is operating in an efficient manner
despite the presence of different problems. The management of the organization enables it to
deal efficiently with its economic factors. This will enable the organization to maintain a healthy
economic condition as well as develop a shield against unemployment.
Social Analysis
Working of the organization is highly influenced due to the circumstances of the society in
which it is operating (Sölvell, 2015). Side by side, the management of the organization also
ensure that each society gave the similar options to take the benefits from the offered resources
and facilities provided by the Bear Nibbles.
Technological Analysis
The important thing regarding information technology is to improve the internet technology
influence the working conditions of Bear Nibbles. The organization utilize internet technology to
identify its global customers and also help them in providing the enough knowledge about the
recently developed products which can provide lots of satisfaction to them.
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Environmental Analysis
Supply chain and brand image of the organization is highly linked to its environmental concerns.
The below mentioned are some factors which influence the organization in high context:
 Changes in climate
 High-level concentration on business sustainability
 More critical standards and expectations on waste disposal.
Legal Analysis
The organization need to deal with different legal requirements. The external legal factors related
to the organization are following:
 Product and Health safety regulations
 Moderate rate of different types of regulatory changes (Davis, 2013)
 Regulation on ingredients of GMO.
Likely Issues
Below mentioned table shown the various issues which have a significant impact on the working
of the organization:
Factors Explanation
Belief The firm permanently considers the customer
interests and rights during building a decision
Satisfaction The customer is satisfied with the innovative
product or facility delivered by the firm.
Obligation The firm's wish to preserve long-lasting
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working relationships.
Internal Business Process Perspective The internal process of business examines
emphasis on processes that will have the
extreme influence on customer satisfaction
and achieving an organization’s financial
objectives (Bigliardi, 2013).
Growth and Learning Perspective The viewpoint of the balanced scorecard,
learning, and growth, identifies the
infrastructure that the organization must shape
to create long-term progress and
improvement.
Customer Perspective The essential consequence measures contain
retention of the customer, new customer
acquirement, customer success, and market
share in targeted market segments.
All these risk factors have a significant influence on the working of the organization. It is
necessary for the management of Bear Nibbles to pay more consideration to these factors. These
could be a threat or an opportunity for the organization. These are threats because in the absence
of proper control on all such factors influence its overall profitability and these are opportunities
because the presence of all factors enables the organization to expand its business and gain a
competitive advantage in its existing market.
Competitive Environment
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There is huge competition in the food industry of US. The main competitors of Bear Nibbles are
Nestle, Kellogg's, Tyson foods, PepsiCo, and Coca-Cola. All these competitors influence the
strategic position of Bear Nibbles in a greater manner (Galbraith‐Emami, 2013). The competitive
environment of the organization can study effectively by using Porter five forces model.
Porter Five Forces Model
The intensity of rivalry
It is considered that the organization has large rivals in the food and beverage sector. Thus, the
degree of competition forces the organization to develop efficient strategies to maintain its
leadership position in its existing market. In addition, because of the abilities of the high-level
competitive organization, Bear Nibbles formulated different strategic plans to make sure that
they are able to maintain its competitive position in its existing market by being the number one
choice of customers (Porter, 2014).
The threat of substitutes
Bear Nibbles is also aware of the fact that their competitor organization will offer new services
and products in the near future. Availability of these substitute products enforces the
organization to work hard to maintain its position.
The threat of entry
There is a large potential for profits in the food and beverages industry. Due to this, HSBC needs
to face more market entry threats. All these threats play an efficient role in making or breaking
the organization. In this regard, the organization is able to create some entry barriers to
maintaining its competitive position in the market.
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Supplier Power
It is considered that power of supplier represents the power of buyers. This force of external
analysis is mainly focusing on significant concentration and size of suppliers which is also
related to the different competitors (Dey, 2016). Supplier power force also concentrates on
differentiation level in the materials being supplied by different suppliers.
Buyer Power
Buyer power is considered the most important factor of the microeconomic environment. It
influences the occupation of value formulated by the organization at its marketplace. The main
determinants of this force are customer concentration and size of operations. The organization
has the capability to manage its customers efficiently which permits the organization to gain
customer satisfaction and loyalty.
Competitor Strategy Markets
Served
Financial
Performance
Strengths Weaknesses
PepsiCo Quality
Leadership
UK,
London,
India
Strong Largest
network of
customer
base
Cultural
Flexibility
Nestle Sustaining
brand image
and
Differentiation
UK,
London,
India
Strong Utilization
of modern
technology
Concentration
only a few
segments of
the market.
After studying the porter five forces model and competitor analysis, it can be said that the overall
attractiveness of industry is very large and it will grow at an extreme rate in the near future
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(Becker, 2016). There is high competition in the food and beverages industry because there are
not such an entry barriers in this industry for new organizations.
Customer Analysis
Customers are that which purchases the products of the organization. It served a large number of
customers. Its potential customers can be determined by conducting the study of its segmentation
and target market (Hämäläinen, 2015). Target market and market segmentation of Bear Nibbles
are following:
Market Segmentation
Segmentation is considered as the process of finding out how many kinds of customers with
different desires and demands exist. For example: in the automobile industry, we mostly see that
most of the customers prefer performance and speed and the rest prefer required roominess and
safety (Cheng, 2016). Therefore, it can be said that all things cannot serve all peoples, it mainly
manufactures for satisfying the needs and requirements of a particular segment. Mostly, it is
considered that the organizations which are serving to a target market are more profitable in
comparison to other organizations. Bear Nibbles mainly deliver its products to following
customers:
 Customers who prefer low calories with high-level taste.
 Price sensitivity, willingness to pay for a selected brand.
Bear Nibbles served its products and facilities in following market segments:
 End-Users: These are the potential buyers of the Bear Nibble products. They are the
operators who have their own vending routes and have the large capability to expand
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their product selection. These are satisfied by the organization by providing high-level
healthy products because they are the health-conscious people and preferred only healthy
or low calories products.
 Distributors: Another customer of the organization is its distributor. It sells a large
number of its products to its distributors so that they can ultimately reach to its direct
customers. They are the individuals who buy the product directly from the organization
(Wedel, 2012). It utilizes its distributors for supplying its different products in different
markets so that sale of the organization can enhance and its goodwill can establish in
different other markets.
Target Market
It is difficult to measure the proper market segment of the organization. But the organization
mainly offers its products to satisfied different types of customer requirements. Promotion of its
products is done by the organization to enhance its existing sales. The target customers of the
organization are mainly children and youngsters such as girls, adults, and mothers. Most of its
products are specially designed to sell females and children because they like to eat more baking
and fruits products.
After studying all this, it can be said that the organization is mainly providing its product to
children, teenagers because they are contributing the large part of the overall population of UK.
Customers in the world can be of different types. Prevailing trends in the market and the industry
influence their lifestyle in the largest manner (Beck, 2014). It is required for the organization to
establish its better values so that it can create loyal customers for its products and services.
Modern environment is prevailing today, and most of the customers prefer the innovative and
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