Marketing Strategy for Khong Guan Biscuits: A Proposal

This report presents a proposed marketing strategy for Khong Guan biscuits, a multinational biscuit manufacturer based in Singapore. It begins with an introduction and a table of contents, followed by a situation analysis using the PESTLE framework, identifying political, economic, social, technological, legal, and environmental factors impacting the company. The report then outlines marketing communication issues, including ethical concerns, social impacts, and the lack of potential advertising. SMART objectives are established to guide the strategy. The core of the report provides marketing communication recommendations, covering advertising, personal selling, public relations, direct marketing, and interactive marketing, including web services, online games, and podcasts. Proposed evaluation and control methods are detailed, utilizing tools like Marketo and Google Analytics. The report concludes with recommendations for implementation and control, providing a comprehensive marketing plan for Khong Guan biscuits.