Green World Marketing Plan

This marketing plan for Green World, a simulated FMCG company selling organic food in the UK, provides a detailed situational analysis using SWOT analysis and competitor analysis. It identifies key market segments (adults, children, babies/toddlers), sets SMART marketing objectives (e.g., 17% sales increase), and outlines marketing strategies (market penetration, product development) to achieve these objectives. The plan includes projected profit and loss statements for three years, demonstrating expected revenue and gross profit growth. Control and implementation measures are discussed, addressing potential barriers like time constraints and resource allocation. The report concludes by emphasizing the importance of effective leadership, contingency planning, and continuous monitoring for successful marketing plan execution.

Marketing Plan

EXECUTIVE SUMMARY
Marketing plan is the blue print of all the activities which is being carried out by
the marketing manager of firm. In the present report, marketing plan has been prepared
for the Green World. In this context, it is analysed that the firm resides in 3 position in
terms of market share as compared to its competitor. In this context, the main objective
of cited firm is to perform necessary improvement in its existing market share.
Furthermore, with the help of marketing plan Green World can attract large number of
buyers towards its products and services and thus can gain the benefit in the form of
increased profits and sales in an effective way. In this context, it is analysed that the
Green World has set four different type of objectives. Here, with an aim to attain the
given objectives different type of marketing strategies are set. However, with an aim to
control and evaluate the framed marketing objective, different control and evaluation
tactic is being used by the manager of cited firm.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
UNDERSTANDING OF THE SMP PROCESS........................................................................1
SITUATIONAL ANALYSIS..........................................................................................................2
Market Analysis.........................................................................................................................4
Competitor Position..................................................................................................................6
THE TARGET MARKET..............................................................................................................8
MARKETING OBJECTIVES........................................................................................................9
Marketing Strategy....................................................................................................................9
CONTROL AND IMPLEMENTATION......................................................................................10
PROJECTED PROFIT & LOSS STATEMENT......................................................................11
CONCLUSION.............................................................................................................................13
REFERENCES............................................................................................................................14
APPENDIX...................................................................................................................................15
Appendix 1: Understanding the SMP process....................................................................15
Appendix 1: SWOT analysis..................................................................................................15
Appendix 3: Marketing objectives.........................................................................................15
Appendix 4: Marketing strategy............................................................................................18
Appendix 5: Control and implementation............................................................................20

INTRODUCTION
Marketing planning is the most complex process in the business of the company.
It provides an in-depth understanding of the targeted business area and the customers
(Xiong and HU, 2005). The following report is about preparing a marketing plan for a
simulated organization named Green World. The company operates in the FMCG
industry and deals in food items. Green World is the retail firm which offers fresh and
organically sourced food to its respective buyers. The main mission of the company is to
deliver fresh food to all Britain citizens. In addition to this, the company also purse the
goal of providing high quality of services to the respective buyers. In addition to this,
financial goal of company is to increase the revenue of firm from £238.5 to £288. The
cited firm also fulfils its responsibility towards the environment. In this context, it is
assessed that firm makes all sort of efforts with regard to reduce the impact of carbon
footprints in all its operation. The core competency of the firm rely upon the given
aspect that it offers organic and fresh food for its buyers in order to maintain the health
of the respective buyers. In addition to this, there are range of products being offered by
the firm. It consists of drink, frozen food and fresh food etc.
UNDERSTANDING OF THE SMP PROCESS
The strategic marketing process consist of two main essential components. First
is marketing which recognizes the primacy of customer values in exchange and second
is strategy which act as the marching process. The strategic marketing is about
matching the organization resources with the customer values. The process helps in
identifying the customers with similar needs and requirements. It shows where the
company can compete and enter into which segments. By implementing the process
company can identify its target market segment where there are chances of profitability.
It is about establishing solid and intangible goals which can pin the business down to
specifics. It also helps in removing the unrequired activities and emphasize on some
important factors. With the help of given approach, manager can get the detailed
information about the customers which it will target during the specified time frame.
Furthermore, the information obtained through the given proves can be used by the
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manager with an aim to make an effective information about the firm in future (Ward,
2011).
On
the basis
of analysis it is assessed that with respect to sales, Green World covers 10% of UK
market share. It’s others competitors are also enjoying the same market share. In this
context, the cited firm has the objective with regard to perform significant improvement
in the given market share. This can be done by firm by targeting or focusing upon other
customer segment. At present, the firm is focusing more upon adult customers. Thus, in
future firm has the opportunity with respect to produce the product for the baby and
toddler section. This is because, as per product portfolio summary, it is another most
effective section which provides opportunity to the cited firm with respect to achieve
growth in the respective market in an effective way.
The following report deals with a Green world Marketing Plan. The aim is to sell
fresh food and drink items for the people of Britain. It investigates the UK food and drink
market
SITUATIONAL ANALYSIS
For the firm, it is very essential that it must analyse the situation prevailing in
market before reaching upon some specific decision. For this purpose, manager will
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Figure 1: Simplified Strategic Marketing Process
(Source: Chernev, 2014)

have to anlayze the marketing environment of company. However, with an aim to
assess the same the tool such as SWOT analysis will be used. With the use of this tool,
Green Wold can analyse its own capability and accordingly it can formulate its
marketing tactic which would help in terms attracting the large number of customers
towards the firm in an effective manner (Siguaw and Simpson, 2015).
SWOT analysis will help in combining the internal and external aspects of the
Green World. It can assists in analysing the potential of the business and can lead
towards the rationale for the direction which has been selected.
Table 1: SWOT analysis of Green World
Strengths Weaknesses
 Fresh and innovative concept of food
 Well trained and professional
employees
 Strongest in adult customer segment
 It has the team of 80 full time staff
who dedicatedly works towards the
goals and objectives of enterprise.
 It is financially stable
 High level of competition
 Lack of brand image
 Choice of products
 Green image
Opportunities Threats
 There is very less competition is being
seen in the respective segment.
 Increase in the demand of food and
other related product.
 To target the other segment
 To launch the product in new market
 To perform innovation in the existing
products.
 Change in the tastes and preferences
of buyers.
 Intense competition.
 Down turn in the economic condition
of nation.
 Change in the government policies
and regulations.
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Market Analysis
The above figure depict the gross profit of Green World and its competitors. For
example, if past three year periods are taken into consideration at that time it can be
said that Green World has achieved high profit in 4 period. However, it has declined
significantly in the 5 period due to intense competition. But, it has again increased in the
6 period. After analysing these past three year period of Green World, it can be said that
the gross profits of firm will increase significantly in future. In addition to this, the
company will face better scenario in other three years.
Figure 2: Size of UK market
(Source: Bradshaw and Urquhart, 2015)
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With respect to
the total sales, it is examined that the food and drink market of United Kingdom is value
around £2.2 billion. The market basically offers different type of products which is being
categorizes among four basic categories such as kitchen cupboard item, fresh food,
drinks and frozen food. Among all the given products, fresh and frozen food are the
most popular items and thus they accounts for 60% of the total market share. In addition
to this, there are four different types of customers who purchase the respective
products. It consists of pensioner, adult, baby and toddler along with child. There is
significant growth is being seen in the given market. The whole year is divided into two
period of 6 months. Here, in each period firms are growing at 7.5 % rate. In addition to
this, there are different firms operate or compete in the given market and here each
firms have similar market share which is of 10%. The firms includes Valueshop, Focus,
Bigstore, Greenworld and Drinkit. These all retail chain covers half of the UK market
share. However, the other half market share is covered by some other players which
possess local shops and small retail firms (Endres, 2013). There is huge competition is
being seen in the respective market as each companies including Green World
operating in the respective market is offering the similar type of goods and services.
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Figure 3: Market Shares (by sales value)
(Source: Bradshaw and Urquhart, 2015)

Competitor Position
With an aim to perform the competitor analysis, the above mentioned figure is
used. The given figure depict the market share of Green World and its respective
rivalries. In this context, it is analysed that during the first period all firms have similar
type of market share. However, in the third period Green World has achieved some
growth in the market share as compared to its competitor. Thus, in the fourth year an
intense competition is being seen between Green World and Drinkit. However, the
whole scenario has changed during the 5th period. Thus, in the 6 period Green World
has lost its first position. In this context, it can be said that there are many ups and
downs is being faced by Green World in UK market (Vana and Cern, 2012). However, in
order to win the given race cited firm will have to work upon its marketing and operation
tactic.
Table 2: Competitive Analysis of Green World
Major
rivalries
Products/
Markets
Business
direction and
current
objectives and
strategies
Strengths Weaknesses
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Bigstore
It targets all
type of
buyers
irrespective
of their age.
Dominate the
market
 Having all age
segment
customers
 Good brand
image
 Inability in
maintaining
consistency
 Lack of skilled
manpower
Focus
Strongest
in selling to
children.
Also good
sales in
baby and
toddler
Focus on the
under 18
market
 Very good
coverage on
children and
baby segments
 Presence of
differentiation
 Limited on
children
segment only
 Lack of range
of products
and services
Drinkit
It also
cover all
type of
buyers
irrespective
of their age.
But it puts
its major
focus upon
adult
buyers who
prefers
alcoholic
drink.
Dominate the
drinks market
 High market
share of
alcoholic drinks
 High potential
of generating
sales
 Negative
image
 Dependency
on adult
segment
Greenworld It also
cover all
type of
buyers
irrespective
Pursue any
market where
green-ness is
needed
 Strong
presence in
adult segment
customers
 Fresh and
 High level of
competition
 Lack of brand
image
 Choice of
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of their age.
But it puts
its major
focus upon
adult
innovative
concept of food
 Well trained
and
professional
employees
 Strongest in
adult customer
segment
products
 Green image
Valueshop
It also
cover all
type of
buyers
irrespective
of their age.
But it puts
its major
focus upon
pensioner
Pursue any
market where
low prices are
needed
 Good capturing
of pensioner
segment
 Good presence
 Low market
share
 Lack of range
of products
and services
Thus, on the basis of above conducted internal and external analysis specific
direction is being set for the Green World. Through given analysis the objective to raise
the sales of cited firm by 17% is set. This objective is set on the basis of strength and
opportunity of Green World. In this context, it has been analysed that cited firm has the
opportunity to launch the respective product for the new customer segment. With an aim
to perform the same it possess the team of competent and talented employees too. In
the similar way, Green World can also attain competitive position in market by
performing varied type of innovation in the existing product.
THE TARGET MARKET
It depict about the major customers which firms wants to target during the year.
In this context, it has been analysed that the individuals who ages between 25-45 age
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ranges will be consider as major target market of Green world. But, this does not mean
that the people who ages more than the given range will not being consider as the
target market of buyers. Thus, by assessing the target market of firm an effective
products and services will be launched by the corporation.
MARKETING OBJECTIVES
There are different marketing objectives is being set for the Green World. These
are framed as per the SMART criteria. The detailed explanation of the framed objectives
are depicted in below:
 To raise the overall sales of firm by 17% till the year 2018.
 To attain a competitive position in the market in next 2 years
 To increase the profits of firm in child sector by 15% within a one year tenure.
 To use the social media methods with an aim to give information about the
product to the respective buyers.
The above mentioned first and second objective are the time related because
there is a one specific time frame is being decided with regard to the given objective.
It is being regarded as one of the most effective way of formulating the objective.
This is because, by using the given method comparison can be carried out by the
manager of firm that whether it has achieved the given objective or not. However,
the last framed objective is specific because it is giving information about the specific
mean which cited firm can use for the purpose to give the information about the
specific product to the respective buyers. Likewise, second objective is measurable
because here result of the same can be measure by the firm in next 2 year.
Marketing Strategy
In order to attain the above framed objective there are different type of marketing
tactics will be used by the manager of cited firm. For example, with an aim to achieve
the goal of raise the sales of firm by 17% the market penetration type of tactic will be
used by the manager of Green World. In the given tactic, the initial price for the product
is set at the low prices. This is done with an aim to lure the large number of buyers
towards the corporation in an effective way. Thus, through this way the objective framed
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