Developing a Marketing Plan: Strategic Analysis of Coconut Bliss

This report provides a comprehensive marketing plan for Coconut Bliss, beginning with an executive summary highlighting the importance of marketing and selling in a competitive environment. It details the necessity of a marketing plan, emphasizing the analysis of external and internal factors using PESTLE and SWOT models. The PESTLE analysis covers political, economic, social, technological, legal, and environmental factors influencing Coconut Bliss. The SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, focusing on its strong brand name, limited employees, diversification opportunities, and competitive pressures. The marketing plan further employs the STP (Segmentation, Targeting, and Positioning) process and elaborates on the marketing mix (Product, Price, Promotion, Place, Process, and Physical Evidence). The report concludes by underscoring the importance of a strategic marketing plan, integrating marketing mix elements, PESTLE analysis, and SWOT analysis to achieve marketing goals and objectives effectively. Desklib offers a variety of solved assignments and study tools for students.

Marketing Essentials

Executive summary
Marketing is the positive activity in the company. Selling
is the process through which company start their career
in competitive environment. It is the type of umbrella
which protects from the negative impacts arise from the
external factors. It is the marketing tool which helps to
identify the needs of the potential buyers.

Marketing plan
• Making marketing plan is necessary for an organisation
to effectively do all business activities.
• For making a marketing plan analysing external and
internal factors of the organisation is necessary.
• External analysis can be done for Coconut Bliss by
PESTLE model.

PESTLE

PESTLE External analysis-
Political factors-
• The cited company follows all the rules made by the
government for the welfare of public. Currently political
environment of the organisation is good. They are
politically stable in the country.
• All the changes and new policies made by government
are covered under political factors.
• Company needs to be updated with all the changes to
implement in the business. Fast implementation will give
fast results.

Economic factors-
• Coconut Bliss creative ideas to sustain and be stable in
uncertain economy (Brady, 2014).
• Economic conditions are never certain they always
change with time.
• Company needs to use all its strengths to fight and cope
with this uncertain economy. Uncertain economy is not
easy to handle.

Social factors
• The organisation fulfils all its social responsibilities. It is
necessary to fulfil responsibilities to be in the society.
Now customers also wants the company to fulfil its
responsibilities towards the society.
• This also makes the customers satisfied and gain the
attention of many consumers towards them.
• Tastes and preferences of customers also changes with
time. Company needs to understand their customers to
meet their preferences and demands.

Technological factors- There are many new and innovative
technologies that come in the market from time to time. It makes
the work company more easy. Coconut Bliss uses many new
technologies to make their products and services.
Legal factors- Changes in laws and legislations include in legal
environment. Legislation always have some effect the business
operations of the company. Company needs to be updated with
all new legislations that are being made to implement the same in
business operations

Environmental products-
• In today's world environment needed to be saved and
secured by the companies. Coconut Bliss uses
environment friendly techniques in their working to make
safe and secure environment.
• This will also make the customers satisfied because they
are tensed for the environmental conditions in the world
(Lilly, 2014).
• Using environment friendly techniques will definitely
make the customer satisfied.

SWOT

SWOT analysis Internal analysis-
Strengths- Currently the Coconut Bliss has many strengths. They
have strong brand name which is strengthening day by day in the
market. They make customer satisfied by offering them many
types of flavours with full of sweetness (Muralidharan and Neha,
2013). They make new products for their customers from time to
time.
Weaknesses- Coconut Bliss also has some weaknesses. There are
very fewer numbers of employees working in the company. This
weakens the performance of the company.

Opportunities- There are many opportunities which can expand
the business of cited organisation. They can provide diversified
products to their customers (Muralidharan and Neha, 2013). They
can also increase the number of their skilled employees to make
their performance better.
Threats- The main threat to cited company is of their
competitors (Pike, 2015). The company faces very high level of
competition in the market among their competitors.