MKT743 Applied Marketing Project: Moy Park Strategic Analysis

This consultancy report provides a comprehensive marketing analysis of Moy Park, a leading food company, utilizing several strategic frameworks. It begins with an introduction to the importance of marketing techniques and the challenges faced by companies like Moy Park in implementing strategic plans. The report includes a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats, followed by a PESTLE analysis, evaluating the political, economic, social, technological, legal, and environmental factors impacting Moy Park's operations. Porter’s Five Forces model is applied to assess the competitive intensity within the industry, and a Fishbone diagram is used to analyze potential causes of issues. Finally, the SOSTAC model is employed to develop a strategic marketing plan for Moy Park, covering situation analysis, objectives, strategy, tactics, action, and control. The report concludes with recommendations aimed at enhancing Moy Park's market position and overall performance. Desklib offers a variety of similar solved assignments and past papers.

Applied Marketing
Project

Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
SWOT analysis.......................................................................................................................4
PESTLE analysis....................................................................................................................6
Porter’s Five Force model......................................................................................................9
Fish Bone..............................................................................................................................11
SOSTAC model....................................................................................................................14
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

Introduction
The technique of marketing plays a vital role in accomplishing desirable growth
objectives or sustaining a decent market position for the business firm. The provided concept
delivers a better understanding of arranging the best possible alternatives for the corporate firm
with respect to organising effective working standards in the contemporary business markets.
The managers of the firm through adopting effective marketing techniques productivity of the
corporate firm can be ensured (Seif and et. al., 2018). However, with the existence of internal as
well as external forces in the business market, it becomes difficult for the corporate firm to
implement strategic plans and objectives. The said challenge or an issue relates to the marketing
activity that is to be performed at the business firm and causes ineffectiveness of work (Heiens,
Pleshko and Ahmed, 2019).
The provided report takes the form of a consultancy report document that highlights real-
life problems that are faced by the provided case study company. The case study company i.e.,
Moy Park is being taken into consideration. The respective company is recognised as the UK’s
top 15 food companies under Northern Ireland’s largest private sector business and one of the
EU’s leading poultry producers. The company covers better terms of understanding with regard
to supplying branded and labelled chicken products to leading retailers and foodservice providers
exploring the regions of Ireland, the UK and Europe. The respective company is also known for
its best quality and fresh locally sourced poultry which also produces beef products and also
vegetarian products including onion rings, spring rolls and desserts.
The mentioned report document will be inclusive of performing marketing research for
the company. This will evaluate on an effective basis under which better basis of promotional
activities of the business firm is to be carried. It ensures completion of desired business goals and
objectives with rationale usage of business resources that also covers productive working in the
contemporary business environment. The given consultancy report will include the use of several
models and frameworks that were being taught during the coursework. The report will evaluate
on use of appropriate management techniques that will be dedicated to ensuring proper usage of
business resources and guiding an effective course of action for the business firm while
regulating a variety of business tasks (Giménez Colom, 2021).

Discussion
SWOT analysis
The SWOT analysis is recognised as one of the strategic tools being used by the business
firm that is used by managers with respect to analysing internal as well as external factors
affecting the operational working. The analysis can aid in providing a better basis for working in
a corporate firm while dealing with contemporary forces in the business market. This can
develop better standards of working in the firm and make sure rationale use of resources in the
business firm (Fialho, 2022). In the context of operational working at Moy Park managers of the
firm perform suitable internal as well as external market analysis that helps the firm to carry out
its business operations effectively. The analysis for the given firm develops a better
understanding of the working environment while working in the food industry company. The
SWOT analysis of Moy Park is as follows;
Strengths Brand value: The respective company
i.e., Moy Park has a decent brand image
and is also recognised among the top 15
food companies under Northern
Ireland’s largest private sector business
and one of the EU’s leading poultry
producers. This serves as the foremost
strength of the company which helps
the company to regulate a variety of
business operations in the marketplace.
 Customer relations: The respective
managers of the company ensure proper
relations with its customers by
integrating with client requirements.
The process is done through developing
effective standards in the company for
which platforms are established in able
to gain feedback from operations
Weakness
 Low-profit margins: The foremost
weakness of Moy Park relates to fewer
profits margins being extracted from
various operational work performed by
the firm at the workplace. The
highlighted weakness of the firm relates
to fewer margins being extracted by the
company due to its strategic objectives.
 Lack of financial resources: The
managers of the respective company are
facing difficulties due to the lack of
financial resources of the company. For
the stated weakness there could be
potential operational aspects of the
business firm by which problems in
fulfilment of the company’s aims and
objectives can be faced.

working of the workforce. It guides
effective terms for the business firm
under which the working of the firm is
directed towards maintaining better
relations with its customers and
enabling the long-term existence of the
firm in the respective marketplace.
Opportunities Innovation: The operational working at
Moy Park are being integrated with
filtering operations of the firm through
taking evidence of innovative working
basis at the workforce. The managers of
the respective company are provided
with a decent opportunity to regulate
the potential growth of the company in
business markets and maintain long-
term brand existence. In addition to
this, innovation
 Wide product range: The respective
company’s operations seek towards
guiding better terms of working
through making a wide range of
availability of company’s products in
its existing marketplace. The company
with its vegan products also provides
several other poultry and offers dessert
to its customers at the provided
marketplace.
Threats
 Competition: The foremost threat faced
by Moy Park relates to the existence of
competition in the workplace. The
managers of the firm have to take care
of existing competition in the
workplace that could affect the
productive working of the business
firm. The respective firm is operating as
a retailer and faces high competition in
its business market. Some of the
competitors of the respective company
include; LDC group, OLAM
International, Cooks Venture and Great
Giant Pineapple.
 Limited resources: Another major
threat that is faced by the respective
company relates to the limited
availability of resources while
performing a variety of business tasks.
It can be said that due to limited
availability of resources business is
unable to cope with frequent market
changes and also couldn’t operate with

inflexibilities caused due to shortage of
resources to be utilised in the business
firm.
From the analysis of the SWOT analysis model of Moy Park, it can be stated that
managers of the firm can take effective considerations to the productive operational working of
the business firm. By taking into consideration, internal as well as external analysis of the
business firm managers of the firm are able to perform a better course of operational working
and derive a competitive basis of workings in the business market. By taking into consideration
the strength of Moy Park which includes brand value and customer relations it can be said that
respective strength helps the company to perform its productive business workings. This
ultimately helps the business firm to tab the potential opportunities being available in the
marketplace. Through the proceedings, the wide product range available to the business firm and
innovation opportunities can be taken into consideration by focusing on the potential strength of
the company. On the other hand, there were several weaknesses that were pulled while regulating
internal operations of the business firm that also affected the productive operations of the
company. The respective company i.e., Moy Park has to deal with low-profit margins and a lack
of financial resources while operating working in the business firm. For inclusive of the term,
various threats can be faced which might include elements of competition and limited resources.
PESTLE analysis
The framework of PESTLE analysis evaluates key external forces that impact the
operational working of the business firm. The given analysis tool provides the competitiveness of
the operational firm in terms of obtaining quality standards of production in the business firm.
The managers of the firm are guided to develop critical standards at the workplace through
which to obtain competitive market insights and manage several factors that affect the operations
of the business firm externally (Liao and Huang, 2021). With regards to the operational working
of Moy Park, the company working in the organic food industry have to deal with various market
forces. The managers of the firm with regards to ensuring proper working of the firm consider
the use of the PESTLE analysis model. The model helps the business firm to evaluate key market
factors in regard to developing better standards of productivity for the business firm (Bettín-
Díaz, Rojas and Mejía-Moncayo, 2018). The use of the framework sets decent parameters for the

firm that helps the corporate firm to define crucial aspects of operational working and establish
qualitative standards at the workplace to regulate the effective use of business resources. The
following is the PESTLE model applied to the operational working of the respective company
(Çokal and Büyükkuru, 2018); Political factors: The political factors in the model are inclusive of several legislation
being derived within the political boundaries of a region. This sets effective standards for
the corporate firm through which the working of the firm is being integrated with
political factors in the marketplace. The respective company takes into consideration of
such factors that help the firm to develop critical standards through which political threats
can be reduced. The respective company i.e., Moy Park takes into consideration of
sustainable politics and focuses on government political laws and political practices for
the respective region it operates. This guides better working standards for the firm and
complies with various political laws with regard to operations in the food industry. Economic factors: The economic factors are inclusive of various elements like;
unemployment rate, inflation rate, growth patterns of an economy, rates granted on
interest, and many more. The given factor is to be considered by managers at Moy Park,
as they might impact on external market operations of the workforce. There is a
possibility that the respective firm can be affected by these factors like the high
unemployment rate in the region could cause a shortage of HR in the company. In
addition to this, lower growth patterns in the region can affect the working of the
company through the failure of effective strategy as for low interest shown by consumers
in the business regions. Social factors: The social factor in the model considers several social elements in the
society that are with regard to regional culture and beliefs that are being followed in the
region. The managers of the business firm need to take care of such factors which help
the business firm to maintain long-term brand value and ensure its productive working in
the business environment. The social elements in the business environment establish an
effective basis for working under which respective business firms through making use of
social factors within the operational regions are able to deliver the best productivity
through the investment of efforts and resources in the company.

 Technology factors: The technological factors are inclusive of considering the use of
innovative technologies and relative equipment to be used in the business firm to develop
better standards of working in the business firm. The operational working at the stated
firm can develop effective working standards that help the firm to gain potential
competitiveness while working in the business market. Such factors can contribute
toward ensuring an effective course of operations for the business firm that helps guide
productive working through the use of innovative technology. Legal factors: The legal factors of the business firm are inclusive of various legal laws
and regulations that are to be followed by a business firm while regulating business tasks
in a said marketplace. The provided elements develop critical standards through which an
effective legal framework for the business firm can be established. The operational
working of the firm operating in the food industry sector defines critical standards on the
basis of which the legal structure of the corporate firm is being taken into consideration
(Loconto, Jimenez and Vandecandelaere, 2018).
 Environmental factors: The environmental factors of the business firm relate to
concentrating on environmental factors present in the business environment. These
factors are inclusive of elements that guide operations of the firm that are sustainable. It
establishes standards through which corporate social responsibilities can be taken into
consideration. This will help the firm to develop an effective basis of workings under
which coordinated terms of operational working can be taken into consideration
(Darawong, 2018).
Through the analysis of PESTLE analysis of Moy Park, managers of the company can
deliver better working standards when integrating the operations of the business firm through
external governance of business tasks. This ensures productive working of the business firm
through undertaking concerns of the external environment into consideration. The respective
company operates in the food industry sector that has to face high market uncertainties. This
could be due to the selling of sensitive products with relative service in the marketplace. Better
considerations are being made by managers of the respective industry to monitor the influence of
such factors and deliver appropriate working standards for the respective company. The provided
model was inclusive of various elements that have the potential to influence operational working
at the provider of meat in the stated marketplace. The framework helps the managers of the

respective firm to create productive operational workings and develop better productive
standards of working in the business firm.
Porter’s Five Force model
Porter's Five Forces could be determined as a framework taken into consideration in
order to analyse competitive of a particular business organisation. For instance, the determined
framework is comprised of different forces that facilitate in analysing all the factors and
associated with competitive analysis as well as determining the market position of business. In
addition to that, these force include bargaining power of buyers, bargaining power of suppliers,
threat of substitutes, industry rivalry, and threat of new entrants. It provides effective
understanding of strengths and weaknesses that shape up the determined industry in order to
carry out business operations and activities (Ford, 2020). Referring to respective business
organisation i.e., Moy Park, these forces that determines their competitive environment are as
follows:
Threat of New Entrants – High
With the increasing dietary preference of customers towards nutritious non-veg diet, it
has been a influencing factor towards growth of poultry producers. For instance, consumers in
society are tend towards consumption of non-veg diet in order to stay healthy and complete their
nutritional needs and requirements. The increasing demand for poultry products could result in
being a primary influencing factor for establishment of additional business units engaged in
serving poultry products to their customers in society. Moreover, the determined factor or aspect
has increasing the risk or threat of new entrants into this particular industry in order to consumer
needs and demands. The high threat of New Entrants in the determined industry could lead to
negative impacts upon respective business as it could result in shift of customer base towards
other competitive brand available in the market engaged in serving poultry products. Though,
there are few competitors available in the market, but still respective business organisation holds
a upright position in the market due to their high quality products served to customers.
Furthermore, management representative is required to look out for this market force in order to
develop efficient market strategies in order to retain their superior market position among their
customers (Kreps, 2019).
Bargaining Power of Buyers – Low

As the respective business organisation operates in a slightly competitive environment, it
has determined that there is low bargaining power of buyers in the market. In order to be precise,
consumers in society do not have much options for purchase of poultry products which restricts
their bargaining power towards respective business organisation. The determined force
contributes additional values towards as it facilitates respective business organisation in setting
up prices with high margin of profitability. With the lack of presence of higher number of
business entities, customers do not much of options to choose between for purchase of poultry
products. The target customer base of Moy Park are tend towards consumption of high quality
meat served by them in order to ensure their health and nutrition. All these determined factors
further determine that respective business organisation operates with low level of bargaining
power of buyers that could impact upon business operations and activities (Fan, and et. al.,
2020).
Bargaining Power of Suppliers – Low
In order to operate with global presence in different economic nations, respective
business organisation has large number of suppliers which supplies required amount of input. For
instance, there is a low bargaining or negotiating power of suppliers due to few options of
businesses available in the poultry food processing industry. In addition to that, respective
business organisation generally has higher dominance over these suppliers due to lack of much
competitive brands in the market. It facilitates competitive advantage to Moy Park in organising
their input at cheaper and ensuring higher profitability in serving final products to their
customers. Furthermore, it contributes various additional values towards success and growth of
respective business organisation as well as retaining a good position among competitors in the
market (Musonera, and Weber, 2018).
Threat of Substitutes – Moderate
People often have different dietary preferences according to needs and requirements for
the same. In order to be precise, respective business organisation has low to moderate threat of
substitutes available for their product in the market in order to fulfil needs and demands of their
customers in society. Moreover, target customer base of respective business organisation is tend
towards consumption of chicken and other non-veg meals in order to complete their nutritional
requirements. Though, respective business organisation has moderate threat of substitutes as
existing customer base could shift towards consumption of veg products in order to complete

their nutritional needs and requirements. Furthermore, Moy Park also serves vegan dietary
products in order to increase their market share by serving customers consuming vegan food
products.
Industry Rivalry – Moderate
The Food industry is one of the largest industry all around the globe. As it a basic need of
a human being, each and every individual consumer is looking towards improving their diet with
consideration of products with higher amount of nutritional benefits. Producing or manufacturing
poultry food, respective business organisation is operating in moderate to high competitive
environment. In addition to that, the moderate of competitive environment is due to presence of
few number of large market player carrying out operations and activities in order to serve people
with poultry food products. Furthermore, these products include Beef, Chicken, Vegan desserts,
Onion rings, etc. which facilitate in meeting customer needs and demands. Therefore, this has
been resulting in being a influencing factor towards smooth functioning of respective business
organisation (Johannsdottir, and McInerney, 2018).
Hence, all these above mentioned forces or factors have been stating that Moy Parks has
attained a competitive advantage of quality products served to their customers. For instance, low
bargaining power of customers as well as suppliers facilitate respective business organisation in
attaining a dominance in the market among different competitive brands engaged in the same. In
addition to that, high threat of new entrants into the society could lead to shift of customer base
towards the same (Annosi and et. al., 2020).
Fish Bone
The Fist bone analysis is a cause-and-effect discovery tool that helps the business
managers to ascertain potential reasons for variations, defects, or failures within a specified
process of the operational firm. Through the analysis managers of the workplace are able to
develop critical standards of workings in the firm for which a coordinated course of actions at the
workplace can be ensured (Self, Gordon and Ghosh, 2022). With regards to the operational
working context of Moy Park whose operations are based on working in the organic food
industry. The company not only produces poultry items but also beef as well as some vegan
products in the respective operational space. The technique guides a better course of action for
the business firm that derives coordinated terms for working in the given marketplace (Singh and
et. al., 2019). This develops an effective term on the basis of which effective root cause of the

issues or challenges faced by the respective company for the attainment of the desired set of aims
and objectives can be taken into consideration. The respective company while operating in the
provided marketplace takes into consideration of various contributing factors while being
engaged in the process of business operations. The fishbone analysis of Moy Park is performed
below; Manpower: For this element in the model functional labour who are being engaged
towards the conversion of raw materials in the workplace for deriving finished goods and
related services. The provided element could be the potential cause for a defined problem
or a cause that is faced at the workplace. By taking into consideration operational
working at Moy Park, the provided element includes individuals who are concerned
about meat production through the extraction of beef and producing vegan products that
are to be sold at the given marketplace (Gardas and et. al., 2019). The manpower working
in the firm can create an issue for the business firm which can be related to inefficiency
of efforts being raised at the workplace. This can be related to existence of politics at the
workplace, unmotivated staffs, lack of communication and many such related practices
(Wen and et. al., 2018). Method: It refers to the method through which the operational process of the relative firm
is being taken into consideration by the management function of the workforce to
regulate its operational tasks. It can be said that while working in an uncertain business
environment and dealing with complexities faced during the operations major focus for
the business manager should be on adapting to flexible methodologies to perform a
variety of operational tasks. With regards to operational working at Moy Park managers
of the firm take considerations of sustainable practices while delivering an economic
approach towards the production process of the business firm. In addition to this,
providing products and services are also taken into consideration supports the brand value
and delivers a qualitative approach to the firm within its operational marketplace (Petljak
and et. al., 2018). Machine: These factors of the technique includes various facilities and equipment to be
used for regulating the effective production process of the business firm. Taking
consideration of operational working at Moy Park, individual managers of the firm
integrate a better course of action through which innovative tools and relative machines