BSBMKG401: Marketing Positioning Implementation Strategy for MYOW

This document presents a comprehensive marketing positioning implementation strategy for the Make Your Own Way Food and Beverage Company (MYOW). It begins with MYOW's mission statement, emphasizing quality, customer relationships, and sustainable growth. The report outlines the company's organizational structure, detailing roles and responsibilities. It then delves into market segmentation, outlining criteria such as homogeneity, measurability, and accessibility, and recommends specific segments like environmentally sensitive consumers and tech-savvy millennials. The document identifies the total and selected target markets, highlighting consumer characteristics influenced by sensory qualities, nutritional value, and price. It explores potential positioning strategies, including price and quality strategies, and recommends perceptual mapping and specific segment positioning. A detailed implementation plan is provided, encompassing internal implementation, consumer touchpoint mapping, brand voice establishment, and website optimization. The report concludes by emphasizing MYOW's commitment to ethical marketing practices and adherence to the Australian marketing code of conduct, ensuring quality service delivery and regulatory compliance.

Marketing positioning implementation strategy document 1
Marketing positioning implementation strategy document
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MARKETING POSITIONING IMPLEMENTATION STRATEGY DOCUMENT
ABOUT MAKE YOUR OWN WAY FOOD AND BEVERAGE COMPANY (MYOW)
Mission statement
Make Your Own Way Food and Beverage Company’s (MYOW) mission is to be the leader
in introducing quality but quick to make healthy meals and beverages to the market. Through
close customer contact and excellent relationships, we will meet the needs of our customers
wherever we can. MYOW will secure sufficient profits from free cash flow from operations,
to sustain its stability and finance future growth. We will add value to our community by
maintaining a friendly and ethical work environment.
Marketing objectives
 Maintain positive steady growth each month.
 Increase market penetration every quarter.
 Generate increased brand awareness quantified by reactions/ feedback of customer
Organizational structure

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Roles and responsibilities
Food and beverage director
 Leadership and identifying trends
 Employee hiring & placement, training and motivation
 Budgeting and cost control
Executive chef
 Exceeds guests expectation in the food quality and quantity, its presentation, tastes
and portion size.
Sous chef
 Delegates ordering, hiring and firing decisions
 Controls production
 Develops the chef’s d’partie
Kitchen brigade system
 Responsible for preparing different types of meals and beverages
Restaurant manager
 Hiring training and developing workers
 Setting and maintaining quality standard
 Marketing and presentation of forecasts and budgets to the director
Bar manager
 Supervising the ordering process and storage of wines
SEGMENTING THE MARKET

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Segmentation criteria
MYOW company uses the following market segmentation evaluation criteria;
a) Homogenous – the consumers in each segment have similar needs/characteristics.
b) Heterogenous – the consumers in the entire market are divided into sets of differing
characteristics and needs.
c) Measurable – the consumers are measurable to evaluate the effectiveness of each
segment
d) Substantial – there is a minimum requirement in terms of return in investment for
each segment
e) Practical -the segments are identifiable and defined by organizational capabilities and
resources. Specialized segments are considered inappropriate.
f) Accessible – the segment is easily and efficiently reached and communicated with by
the organization.
Segmentation and marketing profiling information sources
The segmentation and marketing profiling information sources for MYOW company include
both direct and indirect data source. The direct data source may consist of surveys,
questionnaires or the interviews, while the indirect data sources may include public records or
historical data. The data sources help the marker researcher to develop measurable variables
to undertake the required research.
Possible market segmentation including size and potential
It would not be possible to ascertain the actual size of the market for MYOW company
because it targets both the end-users and resellers some of whom will buy via the company’s
website while others will buy directly from the company. However, since everyone is

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concerned about environmental conservation, the potential of the market can be described as
positive since many consumers will desire to use environment-friendly foods and beverages.
Recommended market segmentation
I would recommend the market segmentation where consumers are environmentally
sensitive. Additionally, the segment which is easily accessible like the technology conversant
millennials who can access the company website and order for foods and beverages. Since
the modest generation has little care about the environment, I would recommend a market
segment where modesty does not matter much but the desire to consume environmentally
friendly products informs that market segment. Also, I would recommend a market segment
where the return on investment is high.
IDENTIFYING THE TARGET MARKET
Total market and selected market segment
The total market segment for MYOW company will include the end-users. These are the
consumers who will buy products directly from the company’s website for their personal use.
The total market will also include resellers. These are the organizations, group or the
individuals who will buy in bulk at wholesale price and decide to resell the products to end-
users. The selected market segment for MYOW company includes the organic food stores
and the community collectives.
Consumer characteristics
The consumer characteristics for the MYOW products are the sensory qualities, the
nutritional value and the price. The consumer behaviour is also influenced by technology as
what remains in particular social media groups is perceived to be valuable. The quality
informs the characteristics of MYOW consumer of food and beverages, the diversification of

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the food and beverages, the environment outside and inside the local and the price. The
consumer should have a positive attitude toward healthy and ethically friendly products. In
the case of MYOW products, they are not only environmentally and health-friendly, but they
are also ethically friendly.
POSITIONING STRATEGY
Potential positioning strategies
One of the potential positioning strategies includes the product price strategy. This strategy
involves associating the products of MYOW company with competitive market pricing. The
other positioning strategy is the product quality strategy. Under this strategy, the MYOW
company products are associated with the best and high quality. The third potential
positioning strategy involves associating the company products with definite use. It is
referred to as the product use and application strategy. The three potential positioning
strategies will influence the customers' perceptions of the MYOW company’s products in
comparison to the competitors’ products.
Recommended positioning strategies
The recommended positioning strategies for MYOW company include the perceptual
mapping strategy where the product is presented according to the consumer’s thinking
regarding the product. The other recommended strategy is a specific segment positioning
strategy. This is where the company sacrifices a few segments which are dominated by
competitors and concentrate on the market segments which are doing well. The company
cannot afford to provide all things to all people. The communication process strategy helps
the marketer in building up the products image. Product image build-up is not influenced by
the communication budget; somewhat, it is influenced by the communication itself.
Positioning implementation plan

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The first step in implementing the positioning strategy is to initiate an internal
implementation. It is effective to implement it in a top-down fashion. The position is
socialized with the managers and department heads who then socialize it with their respective
teams. The positioning strategy must be congruent with the company culture. The positioning
must ensure the points of consumer contacts are saturated by the company’s values and points
of differentiation. After the internal implementation, the other step is to map the consumer
touchpoints. This means mapping of every encounter the consumers have with the business.
Prioritize the touchpoints and for each one of them map out the customers' needs, the
expectations set by the positioning statement and the actual consumer experience concerning
the positioning statement. From the mapping of touchpoint, the other step is establishing a
brand voice. This means establishing the personality and the character of the product/brand.
The brand voice informs the product personality. The last step is to attend to the company’s
website where practice and reinforcement of the positioning strategy, product value and
brand voice will take place. Finally, since the website is not the only digital platform to
practice, it is recommended that socialization of the positioning strategies be done on other
digital platforms like social media.
SUPPORTING DOCUMENTATION
In reflection on the position strategy implementation, MYOW company commits to adhere to
the Australian marketing code of conduct and professional ethics by abiding by all the values
and principles. The implementation framework is in line with code and it ensures delivery of
quality services to the customers. Additionally, the framework employs all the ethical
consideration and practices while observing and complying with all the relevant regulations
and legislation related to marketing.