Comprehensive Marketing Management Report: Cold Storage Analysis

This report provides a detailed marketing management analysis of Cold Storage, a leading supermarket chain in Singapore. It begins with an executive summary and introduction, outlining the company's challenges of declining sales and market share. The main body includes a thorough situational analysis, encompassing a marketing audit and a SWOT analysis that identifies strengths (affordable pricing, modern technology), weaknesses (limited storage space, maintenance issues), opportunities (competitor analysis, new strategies), and threats (market competition, policy changes). The report then explores relevant marketing theories, such as the marketing mix, PESTEL, SWOT, and Porter's Five Forces, to guide strategic decision-making. Marketing objectives are clearly defined, focusing on customer satisfaction and market share. The report proposes specific marketing strategies and programs, including targeted customer engagement and improved support. Finally, it concludes with recommendations aimed at enhancing productivity and competitiveness, such as improving storage, maintenance, and competitive strategies to increase market share. The document is a comprehensive review of Cold Storage's marketing efforts, designed to inform and guide future strategic planning.

Marketing Management

EXECUTIVE SUMMARY
Marketing management is classified as a well known process that makes involvement of
various processes and strategies that can be involved by an organisation in order to make
effective changes. There may occur various issues and complications in Cold storage, so for
coping with them, different strategies have been implemented which may act beneficial enough
for making modifications and improvements in all the processing of operations of Cold storage.
Different marketing programs have been involved as well promoting a healthier environment and
modifications in operations of Cold storage. A proper situational analysis has been performed.
All the marketing objectives of Cold storage have been clearly defined and understood in the
research. A complete marketing audit of Cold storage has been done with the help of SWOT
analysis. On the basis of that, it was easier to analyse the strengths and weak factors of Cold
storage that needs to be modified and improved. Marketing monitors and controls have also been
used in the study such as maintaining and controlling the quality and standards of the products
and services etc. On the basis of some loop holes and areas of improvement, various
recommendation's ave been stated that can be involved by Cold storage and it can actually help
in increasing their productivity rate.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
SITUATIONAL ANALYSIS..........................................................................................................2
Marketing Audit.....................................................................................................................2
SWOT Analysis......................................................................................................................2
Marketing Theories................................................................................................................4
MARKETING OBJECTIVES.........................................................................................................4
MARKETING STRATEGIES AND PROGRAMMES..................................................................6
Marketing strategies...............................................................................................................6
Marketing programmes..........................................................................................................9
Marketing monitors and Controls.........................................................................................10
CONCLUSION AND RECOMMENDATIONS..........................................................................10
Conclusion............................................................................................................................10
Recommendations ...............................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing management is considered as a way that can be involved by an organisation in
order to plan and strategize better for a better production rate and management (Huang, 2015). It
can involve developing new and innovative products, developing new sales strategies etc. The
actual forte of marketing management is to reach to the desired and target customer segment.
The report is about analysing various aspects associated with marketing management of Cold
storage because of the declining sales and market share. It will also involve various ways to
evaluate the factors responsible, thus developing an appropriate market plan involving all
essential strategies and techniques that can act helpful for improving operations of Cold storage.
A brand audit can also help in analysing the present market position of Cold storage along with
different opportunities that can be involved by them for achieving an efficiency.
The report will also cover different control and monitor measures for the marketing plan
developed in order to make effective changes. In the year 2016, it has been evaluated that the
overall market size of Cold storage was USD 73.96. Cold storage is one of the leading
supermarket chains in Singapore dealing with basic groceries, food storages and many more.
There are three basic factors of strategies that are usually being considered and implemented by
retailers which involves retail format, target market and the sustainable competitive advantage.
Cold storage focuses on the target market strategy in order to attract a wide range of customers
because it can actually help them to gain a large rate of customers, thus achieving an overall
productivity rate (Polat and Akgün, 2015).
But somewhere, they failed to do so and it resulted in a decreased rate of productivity and
market share. Involvement of various marketing techniques and strategies can actually help Cold
storage to get an increased productivity and popularity rate. The focus of Cold storage is to
provide quality and standard range of products to customers so that they can stay satisfied with
the brand. Although there are some strategies and techniques that have been adopted by Cold
storage but after a declining market share, there is a requirement of making some modifications
and improvements so that the firm can be able to satisfy a wide range of customers. This will
help them to gain a higher competitive advantage again which will help Cold storage to cope
with different barriers and challenges of the market place.
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MAIN BODY
In order to make improvements in the operations and processes of Cold storage so that it
can be able to achieve a higher rate of competitiveness sin market place, inclusion of an
appropriate marketing plan can help. The marketing plan for Cold storage is discussed as under:
SITUATIONAL ANALYSIS
Marketing Audit
An efficient marketing audit can be held by Cold storage in order to analyse all the
strategies that are currently being performed in the company. It is because this can help the firm
to evaluate all the processes and services and their impact on the customer segment. This is being
done so that Cold storage can be able to analyse their present market situation and on that basis,
can focus on developing goals and targets that can help in covering the loop holes of the firm. By
means of a marketing audit, Cold storage can focus on developing and implementing goals that
are actually realistic and are able to satisfy the present requirements and needs of customers.
SWOT Analysis
Assessment of internal as well as external factors of Cold storage can easily evaluate by
means of SWOT analysis. The framework for Cold storage is discussed as under:
Strengths
One of the strengthening factor for Cold storage is pricing. It is because their focus is to
provide customers, high quality and standard range of products. But a fact that is to be ensured
here is that along with providing quality products, Cold storage also focuses on keeping an
affordable pricing of the products and services so that every customer can be able to afford it.
This feature of company has successfully attracted a wide range of customers. Along with an
affordable rate structure, new and advanced technologies are being used in the firm, which
means keeping every process and operation up to date. As the brand deals with a wide range of
food products, so with the help of modern and advanced technology, the preserving of food items
is also being done efficiently so that the customers can have fresh products. So, with the help of
modern machinery, the on shelf and off shelf life of products stay preserved. Therefore, these are
considered as beneficial features of Cold storage that have impressed a wide number of
customers.
Weakness
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There are some factors in Cold storage that needs to be improved. Some well-known
examples of it are considered as unavailability of space for storage, maintenance of machines etc.
It is because this is obvious enough that in every season, there will be some variations in the food
and storage. So, for food items that are less available in some seasonal change, Cold storage have
to ensure preserving them in accurate storage and temperature. But due to the unavailability of an
efficient space, various seasonal food items gets wasted (Kozlenkova and et.al. 2015). Therefore,
this can be considered as one of the weak factor that must be changed. Also, although there are
various machines and technologies adopted by Cold storage so that they can cope with every
single factor or operation in the market place, there is an issue of providing less maintenance. It
is because when some machinery issue occurs, because of the unavailability of support and
services, customers and employees of Cold storage have to face minor complications. So, for
improving it, Cold storage can ensure involving proper preventive measures that can be involved
at the time of any complication or issue.
Opportunities
There are various competitors of Cold storage such as Sheng Siong etc. So, all their
competitors are involving various strategies and techniques so that they can be able to satisfy
customers much better than Cold storage (Kotabe and Helsen, 2014). Also, various new and
modernised strategies have been involved by Sheng Siong so that they can represent something
new to the customers and attract them. Therefore, there can be various factors involved by Cold
storage as well such as involving something rare or by means of discounts and offers, they can
attract a wide range of customers. Also, as they are facing issues with the machinery support, so
they can try to involve proper support measures. By this way, it will help them to continue the
processing of different operations and processes without any delay. Therefore, these can be
considered as some opportunities for Cold storage that they can implement.
Threats
Like Sheng Siong, there are various other competitors as well that are keen to involve
enormous ways and methods for gaining the satisfaction of people. Therefore, it can be
considered that there is a very high competition rate in the market place. So, this can act as a
threatening factor for Cold storage. Competitors may also try to involve different tactics so that
they can impress customers and these ways can be offers, discounts etc. Therefore, these can also
act as a threat to Cold Storage. Change in governmental policies can also act as threat because
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due to some policies, a fluctuation comes in the tax rates etc., and that can make some customers
disappointed as well. Therefore, Cold storage can ensure to involve some ways and pricing
strategies that can cope with the changes effectively. This can help the firm to satisfy an
appropriate number of customers, thus achieving a maximized rate of productivity.
Marketing Theories
The marketing theories gives a guided approach for marketing, research and decision-
making to an organisation. Cold storage can use these marketing theories for maximizing the
profits. These theories will provide directions so that cold storage can place its services in market
in a way such that customer feel its requirement. Only then they will make an attempt to use the
services provided by Cold storage. The organisation can use number of marketing theories for
analysing different aspects of market and customer behaviour. For analysing the factors such as
price, promotion, product Cold storage can use marketing mix theory. There are marketing
theories such as PESTEL and SWOT analysis with the help of which Cold storage can analyse
the factors such as strength, opportunities, social, technical and economic factors which will
directly influence the performance and sales of organisation.
The stakeholder marketing theory will give an effective methodology to analyse the
impact of various stakeholders of Cold storage. This stakeholder analysis helps organisation to
have clear awareness about the role and position of each and every stakeholder. Thus, with these
analyses Cold storage can conclude that which segment needs more attentions and efforts. It is
also possible with marketing theories to formulate a brief description about the factors which
plays significant role in decision-making process of consumer. Cold storage can use Porters five
force marketing theory for analysing the competitive threats which can affect Cold storage.
Marketing theories such as Maslow's hierarchy theory or marketing environment theory gives
description about the marketing factors and hierarchy of requirements. This description is
beneficial for Cold storage as it will help organisation to make strategies which can give
optimized results in performance.
MARKETING OBJECTIVES
Marketing objectives are considered as targets that have been set by an organisation for a
better promotion of their products and services. This can also be considered as the strategy by
which Cold storage can make involvements of various new products, services and techniques so
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that they can achieve all the targets and goals. The strategies may also involve targeting a
specific customer range or enhancing customer relationships by various means. Such as Cold
storage can ensure to take proper feedbacks from customers in order to get an idea that what are
the factors that are not liked by them. Therefore, on that basis, they can make further changes
and modifications which can help them to get satisfied customers. A maximized rate of satisfied
customers can help Cold storage to achieve all the objectives including a high market share and
an appropriate rate of competitiveness in the market place.
The marketing objectives of Cold storage can be easily determined with the help of smart
approach. It is discussed as under:
Specific
Marketing objectives of Cold storage must be specific enough, which means to be simple
and significant so that they can stay clear to the company itself. As if Cold storage tends to make
involvement of some specific products in order to attract customers, at the same time, they
should ensure to keep its price affordable so that customers can achieve it. It is because
maintaining quality with quantity can actually act as a beneficial measure for attracting the
customers.
Measurable
After involving a range of products and services, Cold storage should ensure to promote
the same by various means that can actually help in achieving an increased popularity. Also, it
should be attractive enough that people can actually get impressed by the efforts of company
(Goworek, McGoldrick and McGoldrick, 2015). Then, it can be considered to act as an effective
and beneficial option for Cold storage.
Achievable
A fact that is to be ensured is that the goals and targets that have been set by Cold storage
must be attainable. It means that when Cold storage will decide the range of services or products
that are to be involved so that they can attract customers, it should ensure that the goals set
should be achievable. It should be realistic so that it can be achieved. Then, after
implementation, promotion of the same should be done by proper methods such as by means of
social media, advertisements etc. so that more and more people can be able to know about it.
Relevant
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It means the goals set by Cold storage, whether it is regarding involvement of rare
products or any other activity, it should be realistic (Hutchinson, Donnell and et.al, 2015). It
should not be something that cannot be achieved. Also, it should be reasonable which means that
the products they will involve should be beneficial and in a way that it can complete the
requirements of customers. Therefore, along with being rare, Cold storage should ensure that
they may involve that products and services only that can suitable and capable enough of
achieving the interest of people. For this, Cold storage can ensure to take feedbacks from
customers on a regular basis, because by this means, they will get to know that what are the
factors that are satisfying the customers and in which factors, they lack. Therefore, Cold storage
can ensure to make proper changes and modifications in it so that the improvements can satisfy
the customers to a huge extent.
Time bound
The targets and goals of Cold storage to make involvement of something new in range of
products or services should be time bound. Therefore, Cold storage can ensure to divide different
tasks in particular time frames so that they can achieve every task in that particular time period.
By completing various sub tasks, Cold storage can be able to achieve all the targets. This will
help them to reach their final target of involving various products and strategies successfully and
then promoting it. So, it can be said that Cold storage can allot particular time frames for every
single task. It is because this will help them in an efficient achievement of all the processes and
operations and that too on a timely basis as well.
MARKETING STRATEGIES AND PROGRAMMES
Marketing strategies
Marketing strategies are considered as ways and approaches that can help in the overall
process of planning in a way that it can help the organisation in achieving all the targets and
goals. As after the declining sales and market share of Cold storage, the business and operations
have affected much and it has also directly thrown an impact on the overall productivity of the
firm. Therefore, with the help of marketing approaches and strategies, Cold storage can involve
various ways and methods that can prove beneficial for the organisation. Involvement of these
ways and strategies can also help Cold storage to gain the competitive advantage again so that
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they can be able to cope with all challenges and barriers of the market place. Some of marketing
strategies that can be involved by Cold storage are discussed as under:
Interaction with customers
Cold storage can ensure the fact that customers are a very important part of any
organisation. Therefore, the organisation should try to involve various ways by which they can
interact with customers. This is considered as a very efficient strategy to keep the customers
happy (Cohen, Collins and Dubowitz, 2015). If Cold storage makes involvement of some new
product or service, after the implementation process, Cold storage can take feedbacks from
customers and try to know what the factors they liked were and in which factors, there is a need
of making improvements and modifications. So, Cold storage can involve an option in their
website or application so that customers can also interact with the company if they want.
Maintaining a level of interaction with customers is considered very important because by these
means, the customers also consider that they are essential for the organisation and it somewhere
helps in maintaining their interest and focus in operations of company (Bauman, McFadden and
Jablonski, 2018).
There are different ways that enables communication between customers and an
organisation and some well-known examples of these can be considered as online tools,
messengers etc. So, Cold storage can also involve implementation of these online tools or private
messengers so that both the management and the customers can be able to communicate
whenever they want to. By the means of these tools, customers can also be able enough to
complaint about any specific product or service to management, then it is up to Cold storage to
resolve the issue as soon as possible. Therefore, these means can actually make the process of
interaction easier and simpler. When Cold storage will ensure implementing this strategy, it can
actually help in improving their operations, thus be able to gain a higher rate of productivity and
competitiveness in market place.
Leveraging assets
Rather than wasting time in searching for different tactics, Cold storage can also make
some modifications with the products they already have. As this super market chain deals with a
variety of food items, so there must be enormous number of items available in the organisation.
Therefore, they can ensure making modifications in these only. This can help in saving much
amount of time. Like if there are some products that are least sold, in that case, Cold storage can
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make some combinations of the ingredients etc. to produce something new. Then, they can
present the same to customers. As it will be quite rare, so there might be a possibility that
customers may like it (Adarsh, 2017). The way to representing the new and modified products
can also be presented by different means that it can be able enough to attract and impress
customers. For achieving this, way of presenting is considered as an essential strategy.
Cold storage can involve creative displays and on them, can show the making of the final
products. Also, they can offer some plates free to customers (Weinstein and Pohlman, 2015). By
this way, many of customers will be able to try it and then they can plan to purchase more as
well. So, this is classified as an important strategy to impress the customers. When customers
will be satisfied with the objectives of Cold storage, this will however throw a positive impact on
overall productivity rate and market share of the company. Also, if Cold storage wants, they can
involve some different and rare range of products as well because although this is a quiet time
consuming strategy but can act more impressive. Also, this can be considered as beneficial
because by this means, the customers can also get something rare and different. Therefore,
involving some changes and modifications on a regular basis can actually help Cold storage to
attract the customers. This will further help in achieving a higher competitive advantage as well.
Offering rewards and tracking competitors
Offering discounts and rewards is another strategy that can help Cold storage to gain a
higher competitive advantage. So, they can set a target for customers that after completing the
target, Cold storage provides some coupons and discounts to these customers. Also, they can
provide a punch card to their regular customers. By this way, it can seem beneficial for
customers as well as for the employees. It is because regular customers will earn points on every
purchase and company will get an increased number of overall customers. Along with involving
schemes like offers and discounts, Cold storage can focus on investigating about their
competitors on a regular basis. This is considered as a very essential strategy because by this
way, Cold storage can be able to know what are the methods and techniques that are being used
by them. There might be some strategies that are actually powerful, so Cold storage can analyse
these strategies and if they consider that any of the strategy can help their functions and
operations, then they can also involve the same. There are various competitors of Cold storage
and are involving various ways and strategies that are powerful enough to stay competitive in the
market place. Therefore, on that basis, Cold storage can also focus on involving any of them that
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cats suitable and relevant enough. This will help them to gain a number of satisfied customers
and more important, will help them to provide a competitive advantage that will help the
organisation to cope with various challenges and barriers of the market place.
Marketing programmes
Like strategies, there are various programs as well that can be involved by Cold storage
in order to impress customers and some of these programs are discussed as under:
Organising events
Unlike every common retail store, Cold storage can focus on involving some interesting
and exclusive events. Also, in this, they can use online coupons and discounts for the customers
(Foxall, 2014). By means of these events, Cold storage can promote their products and services.
Also, they can involve some specialised features in these events such as providing customers
some small gifts etc. It is because this can be considered as an important factor for attracting the
customers. Also, these can be considered as some ways and reasons for people to visit the
supermarket of Cold storage. There are enormous number of activities performed by
supermarkets but involving something rare in terms of products and services can act beneficial to
Cold storage in gaining the interest of customers.
Connecting online
Along with offline practices and services, Cold storage can also involve online services.
They can achieve this by implementation of a website or application. On the official website and
application of Cold storage, they can present offers and discounts so that when customers check
their website etc., they can be able to know about it. By means of application as well, customers
can receive notifications on every new discount or offer. This can be a very attractive program
by Cold storage. Also, this will act feasible enough as well for customers because many times,
customers feel lazy enough to visit the store. Therefore, online shopping can actually act as a
very feasible option for customers who don't want to visit store. Therefore, by means of online
shopping, they can order online as well. Social media marketing is considered as one of the
efficient ways for promoting the products and services. Therefore, Cold storage can focus on
involving current information about offers and other processes via pages, website or application.
These ways and programmes can be considered as efficient enough for Cold storage and can
actually help them to achieve all their targets, objectives and goals.
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Marketing monitors and Controls
The whole process of marketing monitor and control involves a variety of factors which
involves marketing objectives, standards, comparison of the outputs with standard objectives and
modifications. Some approaches that can be used by Cold Storage for better monitoring and
controlling of objectives are discussed as under:
Quality Control
Cold storage can ensure that they maintain a well and standard quality of products they
are dealing with. It is because customers want two factors from an organisation, quality of
product and an affordable rate structure (Philip, 2017). Therefore, Cold storage can ensure
managing an efficient quality control over all processes involved.
Training sessions
To ensure that the customers can stay happy, it is very important that employees are well
trained that they are very much clear about their responsibilities. Therefore, for achieving a sort
of efficiency in it, they can make sure that employees are aware of their roles. It is because if the
employees will not be able to understand the issue, how they can make proper improvisations.
So, for a better analysis and understanding of all factors, Cold storage can make sure that they
involve various training sessions in which they will make clear all the essential aspects to the
employees. In those training sessions, Cold Storage can also gain the ability of a maximized
interaction rate of employees and this will help in achieving a better and appropriate focus rate
towards the achievement of goals and targets. Providing pre training sessions to employees can
help in ensuring that there will be no or less faults leading to loss in the future.
CONCLUSION AND RECOMMENDATIONS
Conclusion
It can be concluded from the report that due to some reasons and barriers, Cold storage
was facing some decline in the overall market share. Therefore, to overcome the issues and
barriers associated with it, they involved a variety of strategies and techniques. All the
techniques involved can actually help them to cope with the major barriers of market place. A
proper audit of Cold Storage has been done in order to analyse the current position of the
company in market area. Different marketing objectives of Cold storage have been clearly
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defined with an aim of achieving all the targets and goals by satisfying a higher rate of
customers, thus achieving a maximized rate of productivity.
Recommendations
There are some factors that needs to be ensured by Cold storage in order to achieve a sort
of perfection in their different operations and functions. Some recommending factors that Cold
storage can consider for achieving their targets and goals are discussed as under:
 As there is an issue of maintenance of machinery in Cold Storage, which also hampers
other operations to a huge extent. Therefore, Cold storage can ensure involving proper
support in their super market so that whenever there comes some trouble or issue
regarding machinery, then an immediate support can be provided to the same coping with
the actual trouble (Malhotra and Peterson, 2014). So, this will also help Cold storage to
ensure, a sort of continuity in processes.
 Also, Cold storage should make sure that they keep analysing their current market
position because if on a regular basis, they will evaluate their position, it will help them
to understand whether they are going correct or not. BY this way, they can also analyse
the factors that are not acting successful and needs to be changed. Therefore, Cold
storage can ensure these factors in order to achieve a sort of efficiency in overall
operation rate. This will also help Cold storage to recover all the declining sales, thus
achieving an efficient competitiveness in the market place again.
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