University of Hertfordshire: Beryl's Chocolate Marketing Plan, MKT3205

This report presents a marketing plan for Beryl's Chocolate, a Malaysian chocolate and confectionery manufacturer. The plan includes a brand strategy analysis, focusing on brand positioning and corporate identity, as well as an examination of the company's generic strategy, which is differentiated leadership and cost leadership. The report also utilizes the SCAMPER innovation strategy to identify potential improvements to Beryl's product offerings. Furthermore, the marketing strategy section details marketing objectives, target market segmentation (geographic, demographic, and behavioral), and a comprehensive marketing plan. The implementation and control section covers budget considerations and evaluation methods. The report concludes with a summary of the findings and recommendations for Beryl's Chocolate to achieve its marketing objectives, including a 30% increase in revenue. The report also highlights the company's mission to become a leading international chocolatier through innovation and consistent quality.