Marketing Plan Report for Green Poultry Farm in Pakistan

This report proposes a comprehensive marketing plan for the Green Poultry Farm in Shahkot, Pakistan. It begins with an executive summary, followed by an analysis of the farm's business environment, including its internal marketing environment, opportunities, and threats. The report establishes two marketing objectives: enhancing the customer base by 10% and increasing the profit margin by 20%, both framed using SMART goals. A detailed marketing mix is proposed, focusing on product diversification (organic products), cost leadership pricing, digital marketing for promotion, and time-based competition for place. The report also includes an implementation plan, evaluation and control methods, and concludes with recommendations such as utilizing governmental loans and supplying organic products. The analysis covers the poultry industry in Pakistan, consumer needs, and factors influencing purchasing decisions, highlighting the farm's potential for growth in a competitive market. The report emphasizes the importance of adapting marketing strategies to the evolving business landscape, with a focus on digital marketing and product differentiation to enhance the farm's market position and profitability.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author Note

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Executive Summary
The report intends to propose a marketing plan for the Green Poultry Farm of Pakistan which is
operational in the village Shahkot. The report begins by providing an overview of the Green
Poultry Farm and also the business environment in which it conducts its business. The report
next discusses the internal marketing environment in which the farm operates and also the threats
as well as the opportunities that the farm faces. The report next suggests two marketing
objectives, namely, enhancement of customer base by 10% and increase in profit margin by 20%
and both of them have been explained on the basis of SMART goals. The report also proposes a
marketing mix for the farm on the basis of the product (product diversification and organic
products), pricing (cost leadership), promotion (digital marketing) and place (time based
competition) that the farm can use for the achievement of the above mentioned marketing
objectives. The report also suggests the implementation plan and also the control and evaluation
methods that the farm needs to use. Finally, the report concludes by suggesting two
recommendations, namely, use of governmental loan or investment and supply of organic
products that the farm can use to attain a higher level of growth.

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Table of Contents
Introduction......................................................................................................................................3
Case Background.............................................................................................................................3
Marketing planning theory and concepts.........................................................................................6
Internal marketing environment and development of SWOT.........................................................7
Marketing goals and objectives.......................................................................................................8
SMART Goal for Marketing Objective 1....................................................................................8
SMART Goal for Marketing Objective 2....................................................................................9
Marketing Strategy........................................................................................................................10
Marketing Implementation............................................................................................................13
Evaluation and controls.................................................................................................................13
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
As opined by Brown (2016), the dynamicity of the contemporary business world
becomes apparent in the increasingly different kinds of business strategies which are being used
by the diverse business enterprises. Baker and Saren (2016) are of the viewpoint that the
contemporary business enterprises use marketing or promotional strategy so as to promote the
products or services offered by them to the customers in the best possible manner. However, at
the same time it needs to be said that the organizations need to formulate the marketing or
promotional strategy on the basis of the requirements of the business environment in which they
are operational and also needs or the demands of the customers (Chernev 2018). This report will
propose a marketing plan for the Green Poultry Farm of Pakistan on the basis of the analysis of
the business environment in which it is operational. The organization can thus use this proposed
plan for the formulation of their actual marketing plan on the basis of the analysis of key
capabilities as well as resources and also the performance goals that they have outlined for
themselves.
Case Background
Poultry Industry is one of the largest agro based segment of Pakistan and contributes
more than 1.3% to the national GDP (Abbas et al. 2017). Green Poultry Farm is a small-scale
poultry farm located in Shahkot in Pakistan and has acquired a fine reputation for itself over the
years, for the excellent quality of its poultry products. More importantly, the farm takes the help
of quality control specialists to generate poultry products that are great to taste and safe for
consumption by people of all ages. Furthermore, it is seen that extreme focus is being placed on

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the factor of hygiene and the farm also takes the help of different kinds of machineries so as to
ensure the fact that the quality of meat offered by them is high. The Green Poultry Farm caters to
the requirements of the inhabitants of the town and sells its products to poultry shops in the city
and its adjoining areas. The products offered by Green Poultry Farm include eggs, chickens and
others which have been much appreciated by the local inhabitants of the region under discussion
here.
According to Memon et al. (2015), after 1960, the commercialized production of poultry
started in Pakistan because of the widespread demand from the people. The Poultry industry
generates employment and provides a source of income to more than 1.5 million people residing
in Pakistan through direct or indirect means (Hussain et al. 2015). The major segments of the
market that Green Poultry Farm focuses on include children, adults and the elderly regarding-less
of the economic demographic to which they belong. The key consumer need that Green Poultry
Farm aims to satisfy includes providing a major source of daily protein to the people of Pakistan
which is good not only in terms of taste but at the same time in terms of quality as well
(Chaudhary and Mazhar 2018). However, the major customer base on which the farm is
currently focusing on are the working class male individuals related to the age bracket of 30-55
years of age since they are ones who take care of family shopping and related affairs. It is
pertinent to note that although the farm had selected this demographic of the population yet the
poultry products offered by it are being consumed by individuals related to all age brackets and
sections of the population. Factors that affect consumer purchasing of poultry products include
disease outbreaks, fluctuations in prices, the hygiene level of the farm and also the chickens, the
ability of the farm to satisfy the demands of the customers in terms of both quality and quantity
and others (Abbas et al. 2017).

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Arshad et al. (2018) are of the viewpoint that from 1971 to 1980, the poultry industry
experienced 177% growth in the total number of birds, 271% growth in total poultry chicken
production and 297% on the total number of eggs. An indicator about the scope of expansion and
growth of the Poultry industry can be gauged by the fact that it is estimated that about 6.5 million
thousand eggs per year are being produced commercially (Abbas et al. 2017). The present
income rate of the Poultry industry in Pakistan is about 750 billion rupees and there are nearly
three hundred and fifty-two hatcheries in the country with a capacity of nearly 346 million-day-
old chicks on an annual basis and 44% of the poultry comes from rural areas (Memon et al.
2015). It is precisely this booming market that the farm under discussion here intends to utilize to
attain a higher level of growth.
The key opportunities that the poultry business market of Pakistan offers to the Green
Poultry Farm is the opportunity to increase their range of products by adding organic eggs and
because of the demand for these products in the business market (Webster Jr. 2015). More
importantly, Green Poultry Farm also has free land area that can be used to increase the number
of hens by building more hen houses, hatcheries and control sheds. Cross breeding can be
adopted and the existing numbers of hens ad chickens can be increased to garner more produce
and bring in more profits. The threats include pollution, poultry litter, high cost of poultry feed
and an increase in expenses in order to hire more employees. In addition, Green Poultry Farm
also faces stiff competition from the plethora of large-scale poultry farms that are located in the
adjoining areas (Möller and Parvinen 2015).
In the light of this, it can be said that the key marketing goal or objective of the farm
under discussion here should be not only enhance its existing customer but at the same time the
amount of profit that they are currently earning. For example, for the coming one year the

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organization should focus on increasing its customer base by more than 10% and also the amount
of profit that it is earning by more than 20%. Furthermore, the SWOT analysis of the
organization also clearly reveals the fact that there are many opportunities which galore the
organization in the current poultry business market of Pakistan which it can utilize in an effective
manner for the attainment of a higher level of growth.
Marketing planning theory and concepts
Kumar and Reinartz (2018) are of the viewpoint that the concept of marketing can be
defined as the study as well as the management of exchange relationships between the customers
and the business enterprises. On the other hand, Morschett, Schramm-Klein and Zentes (2015)
have argued that marketing is the business process of establishing as well as managing an
effective relationship with the customers while focusing on the satisfaction level of the
customers. More importantly, as opined by Charter (2017), the effective usage of the processes
of marketing and promotion enables the organisations to cascade information regarding the
products or services that they are offering to the customers. In this regard, it needs to be said that
the tool of marketing plan is one of the most important ones which is being used by the different
organisations to formulate a detailed marketing action plan regarding the product, price, place
and promotion strategy that it is going to follow for the enhancement of the sale of the products
or services offered by it and thereby to earn a higher amount of profit (Hüttner 2018). For the
purpose of this report, the framework of marketing mix had been used to propose an effective
marketing plan for the farm under discussion here.

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Internal marketing environment and development of SWOT
An analysis of the external business environment in which the Green Poultry Farm is
operating currently clearly reveals the fact that there are various opportunities which galore the
organization which can be utilized in an effective manner to enhance the profit margin of the
farm through the usage of relevant marketing strategies. For example, it is seen that the poultry
business market comprises of a large customer base whose needs or requirements keep on
fluctuating and thus the organization would be able to utilize these diverse customers of the
industry by offering them different kinds of products and also promote them in an effective
manner so as to create the demand for these products among the customers (Möller and Halinen
2018). An important opportunity which is being presented by the poultry business market of
Pakistan is the opportunity to attain a higher level of profit by offering organic products to the
customers. In this regard, it needs to be said that the majority of the farms of the nation in order
to enhance the productivity of the hens inject them with artificial stimulates to increase the
number of eggs that they have hatch (Arshad et al. 2018). However, by offering organic eggs to
the customers the farm would be able to position itself as a unique one on the basis of the high
quality of the natural or organic eggs that it offers to the customers. More importantly, by
desisting from the use of artificial stimulates the farm would also be able to enhance the quality
of chickens and thereby earn the loyalty as well as the satisfaction of the customers on the basis
of the high quality of the eggs and meat that it offers to the customers (Hüttner 2018).
It is seen that the farm faces stringent competition from the other large farms which are
operational in the adjoining areas. However, to counteract this threat the farm can take the help
of online or digital marketing strategies and thereby advertise their products before a much larger
customer base (Lovelock and Patterson 2015). More importantly, the farm would have to create

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their website for the effective utilization of digital marketing strategies and also offering regular
discounted sales to the customers so as to enhance their existing customer base (Jaworski 2018).
In addition to these, it is seen that there are many customers in the nation of Pakistan who desist
from consuming chicken because of the unhygienic condition of the farms as well as the manner
in which these chickens are being breed (Hussain et al. 2015). However, the farm under
discussion here would be able to gain in a significant manner by offering the details of the
hygienic as well as safety measures that it follows within the farm on the website that they intend
to create. This will help them to attract the customers who desist from consuming s because of
concerns related to safety and hygiene.
Marketing goals and objectives
The two major marketing goals or objectives that the farm under discussion here can
adopt for the next one year are listed below-
1. Increase of the existing customer base of the farm by more than 10%
2. Increase of the existing profit earned by the farm by 20%
SMART Goal for Marketing Objective 1
Specific Diversification of the products that the farm is currently offering to the customers
is the specific goal that the farm currently needs to focus on. For example, the
farm needs to analyze the needs of the different customers in an effective manner
and thereby offer products to them on the basis of these requirements of the
customers. This will not only enable the farm to earn the satisfaction as well as the
loyalty of the existing customers but at the same time attract new customers as

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well.
Measurable The success of this objective can be measured through an analysis of the increase
in the percentage of the existing customer base of the farm
Attainable This is an attainable goal which can be attained by the farm provided it analyses
the needs of the customers in an effective manner and thereby offers the right kind
of products to the customers
Relevancy This is a relevant goal for the farm since it will enable the farm to increase its
existing customer and also profit in a significant manner
Timeframe 1 year
SMART Goal for Marketing Objective 2
Specific To enhance the online presence of the farm through the use of effective digital
marketing strategies and also through the creation of the official website of the
farm. This will enable the farm to promote the products offered by it to a much
larger customer base and thereby help them to sale more products and also earn
more profit
Measurable This can be measured through the number of customers who are placing online
orders and also through an analysis of the percentage of increase in the profit
margin of the farm as well.
Attainable This is an attainable goal provided the farm takes the help of right kind of digital
marketing strategies and also develops its website in an effective manner
Relevancy This is a relevant goal since it will enable the farm to increase the amount of profit

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earned by it
Timeframe 1 year
Marketing Strategy
Green Poultry Farm is currently using word of mouth as its most important marketing
strategy and this is one of the major reasons for the limited amount of customers that the farm
currently has. However, for the effective attainment of the above two marketing objectives or
goal the farm needs to take the help of different kinds of product, pricing, place and promotional
strategies. More importantly, the farm will try to offer the best quality poultry products to the
customers and that too at a price range which is considerably lower than the one charged by the
other poultry farms of the adjoining areas so as to achieve the above mentioned two marketing
objectives (Järvinen and Taiminen 2016). Furthermore, the farm will primarily target the
working men in the age bracket of 30-55 years since in the nation of Pakistan it is seen that
because of the limited freedom that women enjoy the men do the majority of the household
shopping (Arshad et al. 2018). Thus, it can be said that through the use of cost leadership
strategy the farm will position its products as a low cost one and in terms of the high quality of
the products offered by it will position itself as a firm that offers quality products. This can be
done in an effective manner through the usage of the tool of marketing mix which can be defined
as a process of putting the right product in perfect place at the right moment and at a right price
(Homburg, Jozić and Kuehnl 2017).

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Product
The products which the Green Poultry Farm offers to the customers are poultry meat,
eggs and other related products. More importantly, it is seen that the focus of the Green Poultry
Farm is on the aspect of quality and this is one of the major reasons why the farm is reputed for
the high quality chicken meat and eggs which it offers to the customers. Furthermore, it is seen
that the Green Poultry Farm refrains from the use of toxic chemicals and preservatives when
engaging in the manufacturing of poultry meat and eggs. Moreover, in order to overcome the
threats presented by fierce competition the farm can diversify the existing products through the
usage of the strategy of product diversification which it is offering to the customers and add new
products to their existing product range like organic eggs, live chickens, slaughtered chickens,
frozen chickens, eggs and others which will in turn help it to meet the demands of its different
customers (Weinstein and Pohlman 2015).
Place
The place of marketing the Green Poultry Farm products will be Shahkot towns of
Pakistan where there is a huge demand for poultry meat. The farm thus needs to develop
effective contacts with the owners as well as the retailers of the shopping malls, markets and
grocery stores of Shahkot. Malls and grocery stores are likely to be accessed by a wide range of
the Green Poultry Farm’s target population as a result of which it will be able to easily sell its
products in large numbers (Wagner and Eggert 2016). More importantly, for the effective
delivery of the poultry products the farm can take the help of the strategy of time-based
competition which will not only offer the opportunity to the farm to reduce its service delivery