Harry's Ice Cream Industry: MKT600 Marketing Plan Report Analysis

This report presents a comprehensive marketing plan for Harry's Ice Cream Industry, focusing on strategies to address the company's weaknesses and capitalize on opportunities. The report begins with an executive summary outlining the analysis and objectives, followed by a detailed introduction to the industry and its challenges. The core of the report centers on the development of SMART marketing objectives, including specific, measurable, achievable, realistic, and time-bound goals. A key element is the application of the Ansoff Matrix to define growth strategies, encompassing market penetration, market development, product development, and diversification. The report also analyzes the consumer target market strategy, evaluating market segments and selecting a specific target. Furthermore, it outlines a positioning strategy and a detailed marketing mix, covering products and services, pricing, place, promotion, people, physical evidence, and process. The report concludes by recommending strategies to enhance competitiveness, increase market share, and improve revenue through product innovation and strategic pricing. The addition of an ice-cream truck is suggested to improve sales and reduce operational costs. The report is a result of an assignment for MKT600 at Torrens University.