University of Suffolk - Marketing Management: Cranswick Plc Report

This report provides a comprehensive analysis of Cranswick Plc's marketing management. It begins with an introduction to marketing management and its significance, followed by an overview of Cranswick's business operations and product categories. The main body of the report assesses the effe...Read More

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Effectiveness of marketing strategy............................................................................................1
STP (segmentation, targeting and positioning) strategy applied by the Cranswick plc..............1
Marketing mix applied by Cranswick.........................................................................................3
Relationship marketing strategy of Cranswick with an emphasis on their current tactics..........5
Recommendation to Cranswick to improve its marketing Strategy............................................5
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................7

INTRODUCTION
Marketing management is the process of managing, organising, controlling all the
marketing strategies and tactics to generate the total revenue and to serve the demands and values
to the customer and sustainability in environment. Marketing management also lets you know
about the market opportunities and the ways to grasp them in profitably (Amos, 2017). This
report is all about the marketing management of UK's leading food producing and selling firm.
The company farm chicken and pig with its own supply chain model to produce and supply its
products. Cranswick's product category are fresh pork, poultry, convenience, and gourmet pastry
products. The report covers the effectiveness of marketing strategies on the firm and the STP
strategies applied by the organisation. Utilization of marketing mix inside the firm and
relationship marketing strategies are assessed and their emphasis on current trends are observed.
Suggestions to improve the marketing strategies of Cranswick are mentioned in the report.
MAIN BODY
Effectiveness of marketing strategy
Marketing strategy effectiveness is calculated from the increase in revenue of a company
with decrease in cost of customer goods (Deepak and Jeyakumar, 2019). Cranswick plc is the the
UK leading firm to supply and produce meat product. Cranswick marketing strategies are with
the key motive of long term growth under three basic pillars: High quality product, operating
excellence and sustainability. Cranswick diversification strategy to enter the fast growing fresh
and cooked poultry meal has really effective result in increasing the customer base and product
range of the Cranswick. 7% of total revenue was increased and 18% growth was expanded in
poultry with this strategy. International export sales, UK core channels and existing positions in
the UK market have all made good strategic progress, driving the core of Cranswick's financial
reporting and expanding new opportunities.
STP (segmentation, targeting and positioning) strategy applied by the Cranswick plc.
STP strategy is a marketing strategy to communicate the specific market with your
services and offerings to get the best benefit from the respective customer group and to analyse
the needs of every market and customer within it. STP also provide diversification, innovation
and expansion to the firm which give them competitive advantage (Hollensen, 2019).
Segmentation
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Segmentation strategies is used to segment the customer or business on the basis of
behavioural, geographical or demographical lines or mixture of them (Krizanova and et. al.,
2019). Basically the purpose of segmentation is managing the organisation in groups for easy
functioning and customized customer experience. This helps the organisation with greater
customer loyalty, brand equity, high turnover and profitability. With rapidly changing customer's
taste and flavours for food Cranswick's segmentation is on the basis of customer behaviour with
new customer trends are : Healthy eating: Customers are rapidly adapting healthier lifestyle and changing their diet
also accordingly. This factor has lead Cranswick to add value to their chicken also
decrease their salt and sugar level from sausages, meatballs and burger. Cranswick is also
reducing added nitrites from bacon and cooked meat through technical solution so that
taste is not affected. Premium products: Premium product is reason for high growth in market among
retailers. Cranswick ensure that the quality, taste and nutritions should be in balance with
the reasonable prices of product to perform well in premium products. Cranswick has
innovated various premium product like maple cured bacon, pork fillets ,Cumberland
sausages which has won the market demand. Convenience: Convenience food is no longer is about 'fast cooking' but the roles are
evolved. Cranswick has noticed that convenience food is now served with quality, values,
innovation and healthiness to the time focused people. Cranswick has added marinades
and stir fry vegetables as the convenience products. 'slow cook' and 'sous vide' are the
most demanded food in this segment because of feel of restaurant like food. Sustainability: Consumer in this category are concerned about the impact of there food
on their surrounding and from which place there food is coming from. Looking at this
side of consumers Cranswick has launched the 'second nature' concept to make their
consumer aware about the sustainability of there product from farm to fork. This concept
of Cranswick make him unique in UK and export market. Cranswick's new poultry plant
is the example of this segment.
Targeting
After the segmentation of the product organisation must know its targeting strategy to
target the particular customer or market to sell those products. This strategy is important for a
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organisation to stand from its competitors in the market and also to understand which product is
good for which market (Lancaster and Massingham, 2017). The basic purpose of targeting is to
know the where to supply the product. As the segmentation done by the Cranswick on the basis
of customer behaviour and trends the targeting market for Cranswick are also bifurcated in four
parts healthy food market, convenience market, sustainability market and premium product
market. The expansion of poultry market has created foreign countries as target market and
African swine fever has given a Cranswick a high growth, also given a opportunity to target the
Chinese pig herd makers and other European countries for the supply of products which lead to
high turnover in this global Covid-19 impact year.
Positioning
Positioning strategy is marketing strategy to influence or attract the customers for the
product on the basis of competitive advantage and uniqueness. The purpose of the positioning is
to establish the product or brand identity in the market for customers to perceive your offering in
positive manner (Loo and Leung, 2018) (Park, 2020). Positioning strategy is applied on the
organisation on the basis of quality, price, attributes,usage or competitiveness of the product.
Cranswick apply positioning strategy on the three things : high quality of product, operating
excellence and sustainability. Cranswick focuses on the latest food technology and food science
to implement it in its product life cycle.
Marketing mix applied by Cranswick
Marketing mix includes 7P's of marketing which are useful in analysing the organisations
operating functions and also helps in profitable decision making. The elements of marketing mix
helps us to function on the basis of needs and demands of the customer (Payne and Frow, 2017).
Product
Goods or service that is to sell is termed as product which is designed on the preference
of the needs and demands of buyer. Product designed is innovation or replacement of another.
Cranswick product range include poultry, fresh pork, convenience food and gourmet products.
Through further processing Cranswick produce the tasty and healthy products like: sausages,
bacon,pastry, sandwiches, burger,chicken,cooked meats, premium cooked poultry, continental
products.
Price
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Price of the product is the cost of good to be purchased by the buyer. To earn the
profitability the price of product should be greater than its production price. Cranswick Price is
decided on the concept its food technology and high quality. Pricing strategy of Cranswicks is
totally dependent on its product requirement and quality.
Promotion
Promotion is the act to advertise the product designed by the organisation in order to
make the product or service available to the public (Rafiq and Ahmed, 1995). Promotion of
product is a key aspect of marketing mix which decides the life and acceptance of the product by
customers. Cranswick 'second nature' sustainability promotion strategy to promote no food
waste, recyclable, no plastic usage has given a Cranswick popularity and sustainability growth.
Place
Place a location or area where the products are supplied , distributed, advertised and
produced. Place is area where customer can find the product or service with ease. Cranswick has
11 production places in UK and products are also export in countries like Africa, China, Japan,
Canada. Products in UK are available to consumers through grocery stores, retailers, 'food to go'
sector.
People
People are not only the buyer and seller but all the internal staff, advertising team and
other persons involved in the process of making an organisation successful comes under this
element. Cranswicks has workforce of more than 11800 people in staff.
Process
Process is idea of making product ,collecting raw materials, production, supply. Basically
from a thought to innovate a product to a supply of that service to user is a process. Cranswick
has its very powerful process with latest technology and its own supply chain model. Cranswick
process include three steps: Farming, Producing, Supplying.
Physical evidence
Physical evidence is the confirmation of buying a product or service from a particular
organisation. This physical evidence could be in any form receipt, card or an physical proof.
Cranswick supply of food product to various retailers, customers, and export trade is given with
physical evidence .
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Relationship marketing strategy of Cranswick with an emphasis on their current tactics
Relationship marketing strategy is a strategy used by organisation to foster the long term
communication between buyer and seller(Saidani and Sudiarditha, 2019). Relationship marketing
strategy is used to boost the customer loyalty, interaction with customer in order to fulfil their
needs, demands and interest with proper service or product. Cranswick high quality product and
customer service has strengthen the customer base and relationship. Cranswick has a team to look
at the customer and market trends in order to innovate food products and strategies for long
growth. Cranswick has used the basic and accountable relationship marketing strategy to foster
the customer interaction and loyalty. Current trend of convenient meal and nutritious food in
customer's appetite with relationship m,marketing strategies has given advantage to Cranswick.
This recent tactic is a key growth area for the organisation for which company expanded its
poultry farm and also 'Slow Cook' and 'Ready to Cook' techniques were also enlarged. Cooking
technology 'Sous Vide' were also used and invested for the support. Relationship Marketing
strategy of Cranswick has made him achieve customer satisfaction and loyalty among the
existing customer base and good brand value among upcoming potential customers. With current
global crisis of Covid-19 and African swine fever still Cranswick was able to maintain its supply
chain and operating activities with good flow of products in market with its skilled and talented
labours due to its strong relationship management .
Recommendation to Cranswick to improve its marketing Strategy
Cranswick is UK's most leading firm to provide high quality fresh meat to its consumers.
The strategies of Cranswick are bases on four principles values, innovation, people, and quality.
Keeping in mind these principles Cranswick is recommended to improve its marketing strategies
by not only just focusing on quality but also promote its product with good packaging and
presentation. Cranswick should try to merge other small companies with different work culture
which will help company to reach its goal of more export business. Cranswick is good in
establishing it position in market with its strategies though it should focus more on advertising its
product by promoting the competitive advantage of the organisation to survive from its
competitors. Company should improve its operating excellence strategy for long growth by
adding the technological advantage in its promotion and advertisement. Cranswick is very low in
forecasting its product diversification and range according to the customer trends which lacks
them from there competitors as there inventory is high so they should focus on managing them as
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well. Cranswick should improve its social media and digital marketing strategy more with the
recent Covid -19 impact. The new food technology and food science innovation by the
Cranswick gives them opportunity to improves its pricing strategies accordingly. Cranswick
should use its sustainability and 'second nature' concept with good marketing campaign strategy
to make market aware of its competitive advantage and also collaborate with government green
drive policy to attain more growth.
CONCLUSION
It is concluded from above discussion that the marketing management is complete process
to operate the functioning of the organisation (Shah, Azhar and Bhutto, 2019). Companies
marketing strategies must be effective to increase there profitability, customer base, market
position and channel and export market. STP strategies are so important for the organisation to
manage its customer base as well as functioning within the firm in order to optimize its
resources, bring high turnover and long term growth. Marketing mix applied by organisation
gives them new opportunities and string decision making power. Relationship management is so
essential to a firm for its customer and in staff loyalty and good market position with values. A
firm must improve its marketing strategies timely for better future and growth of the firm.
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References:
Books and Journals
Amos, N., 2017. Rory Sullivan. The Business of Farm Animal Welfare.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Krizanova, A. and et. al., 2019. The effectiveness of marketing communication and importance of
its evaluation in an online environment. Sustainability. 11(24). p.7016.
Lancaster, G. and Massingham, L., 2017. Essentials of marketing management. Routledge.
Loo, P.T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of vacation marketing. 24(1). pp.79-100.\
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Payne, A. and Frow, P., 2017. Relationship marketing: looking backwards towards the
future. Journal of services marketing.
Saidani, B. and Sudiarditha, I.K.R., 2019. Marketing Mix-7Ps: The Effect on Customer
Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB). 7(1). pp.72-86.
Shah, S.A., Azhar, S.M. and Bhutto, N.A., 2019. Halal marketing: a marketing strategy
perspective. Journal of Islamic Marketing.
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