Muscle Chef Ready Meals Marketing Plan: MB123 Marketing Module

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MB123 Marketing
MARKETING PLAN
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Executive summary
Marketing plan helps the organization is formulating strategy for the product they are going to
launch in the market. With the help of respective assignment a marketing plan of Muscle chef
ready meals is prepared. The company is launching its new product in the market. The
respective assignment will help the company is attracting the majority of market segment and
satisfying the aspirations of the potential consumers
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Table of Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Current marketing situation.............................................................................................................5
Internal analysis...........................................................................................................................5
Purpose....................................................................................................................................5
Resources.................................................................................................................................5
External analysis..........................................................................................................................5
Technology used......................................................................................................................5
Economic aspect......................................................................................................................5
Political aspects.......................................................................................................................5
Socio-culture............................................................................................................................6
Environmental aspects.............................................................................................................6
Market description.......................................................................................................................6
Competitive situations.................................................................................................................6
Type of competitions...............................................................................................................6
Competitive advantage............................................................................................................7
Needs of the consumers...............................................................................................................7
SWOT analysis of My Muscle Chef................................................................................................8
Market selection and positioning.....................................................................................................9
Marketing Mix Strategies..............................................................................................................10
Action plan.....................................................................................................................................12
Controls and contingencies............................................................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
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Introduction
Marketing is extremely essential for enhancing the name of the organization in the market. The
respective assignment is incorporated with a Marketing plan of Muscle chef ready meals. The
company is currently launching its new product on the market. With the help of this marketing
plan, the managers of the concerned organization will be able to identify their target market and
will likewise be able to formulate strategies in the concerned direction. The respective marketing
plan is based on the principles of marketing and will help the firm in enhancing its brand name in
the market.
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Current marketing situation
Internal analysis
Purpose
The primary objective of the marketing plan of Muscle chef ready meals is to enhance the
market area and to maximize its level of productivity. With the help of this marketing plan the
company is aiming to sell about 500,000 units of ready meals on an annual basis
Resources
Muscle chef ready meals handle all its operations with the use of digital media. With the use of
the official site of the company, the organization is able to attract a major segment of the
consumers. For the effective launch of the new scheme of ready meals, the company will take
help of the online sources. Along with this, the company will equally require the assistance of
human and financial resources (Sammer, 2015).
External analysis
Technology used
In this digital, the company will try to make use of the most advanced technology. Managerial
software such as SAP will be used by the company for the purpose of collecting feedbacks from
the audience (Adams, et. al., 2019).
Economic aspect
The organization need to scrutinize all the economic factors that can affect the launch of the new
scheme. The organization will frame policies for controlling the effect of unemployment policies
and economic growth of the place in which the scheme is launched.
Political aspects
With the profitability of the company, the organization must likewise try to pay attention to the
changing legal policies of the company. The product of the company must not affect be affecting
the rights of the consumers in any manner (Sammer, 2015).
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Socio-culture
The product launched must be according to the lifestyle of the consumers and should be
complimenting the culture of the individuals.
Environmental aspects
The food products offered by the organization must be prepared by following the basic hygiene
routine. The product must not be harming the environment in any manner. The organization
should try to cut the use of plastic to reduce its carbon footprints from society.
Market description
The company is preparing a marketing plan for readymade meals. In order to evaluate the
market, it is essential to identify the taste and preference of the audience that will be considered
as the target market. The meals to be launched will be available in different categories that will
be as per the preference of the consumers. The company will promote meals among the youth
belonging to the age group of 14-25. The meals will likewise be promoted among the athletes as
it will provide them with nutrients and will improve their stamina. The meals will also be
promoted among the individuals that are health freak and are looking forward to diet meals.
Competitive situations
The respective market is surrounded by a high level of competition. There are a number of food
delivery companies that are offering a similar type of services and products in the market. The
demand for the product is equivalent to the number of its sellers so this can hinder the
productivity of the firm (Morgan et. al., 2019).
Type of competitions
The firm is sustaining in monopolistic market competition. In which there are a number of firms
selling a similar type of products in the market. The consumers have plenty of options for the
same services. The major competitors of the firm are Dietlicious, Lite N Easy, Dinnerly and
Goodness Me Box. The organization must try to scrutinize the marketing plan of the concerned
organization in order to enhance the efficiency of its own plan.
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Competitive advantage
The company makes use of the latest technology for delivering its products to consumers.
Alongside the communication software used by the company for taking feedback from the
consumers helps the firm in creating the meals as per the requirements of the potential
consumers (Adams, Bodas Freitas, & Fontana, 2019).
Needs of the consumers
The new meals of the company are designed to fulfil the aspirations of the consumers. The meals
are available for the customers who are on a diet and the consumers that are vegan. The company
likewise has a different section for non vegetarian customers. Wide area of categorization
likewise provides a competitive advantage to the firm (Zhong, et. al., 2018).
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SWOT analysis of My Muscle Chef
Strengths
 This is one of the best quality food
delivery businesses in the market of
Australia.
 The company uses the high quality
ingredients within their business in
order to provide the best products to
customers.
 The company delivers to more than 4200
postcodes within Australia on fixed
delivery charges.
Weaknesses
 There is no such high brand image of the
company.
 The numbers of the employees working
with such company are less which are
approximately 70.
 There is already high competition in the
market (Madeira, 2019).
Opportunities
 There is the opportunity of delivering
the food items outside Australia and
expand the business activities.
 The variety of food items can also be
increased in the menu.
 Healthy food delivery can also help the
company in creating its brand image
fast.
Threats
 The high competition in the market of
Australia can cause the reduction in the
customer base of the company.
 Negative reviews regarding the company
can have an impact on the brand
reputation of such company (Morgan et.
al., 2019).
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Market selection and positioning
Selecting the target market is extremely crucial for the firm to launch a new product in the
market (Zhong et. al., 2018). The concerned organization will be segmenting its market with the
help of five categories that are as follows:
Measurable The size of the market must be measurable.
The company will try to promote the product
among the youth belonging to the age group of
14-25
Substantial The budget of the company is designed as per
the requirements of the audience for avoiding
the wastage (Adams, Bodas Freitas, & Fontana,
2019).
Accessible The market of the company must be accessible
with the help of the firm’s official website.
Differentiable The company should try to promote the
product among individuals of similar
categories to avoid chaos in the initial period.
Later the firm can expand to differentiation.
Actionable The market selected by the firm must be
actionable in terms of data collection and sales
forecasting.
For positioning the product in the market the organization will try to promote its product with
the help of online platforms. The organization will try to show the uniqueness and specialties of
the meal by making use of digital media. This will help in attracting the majority of the
population (Adams, Bodas Freitas, & Fontana, 2019).
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Marketing Mix Strategies
Products: The main products of the company are the healthy food items with great quality.
There is continuously increasing health awareness among the Australians and such healthy food
products will be a good option for the company to deliver to fulfil the need of the market. These
food items have a wide range of variety which will be a great option for the customers.
Price: The prices of such food items and food delivery charges should also be strategized in such
manner that those can be easily affordable by a large segment of the market of Australia. The
company may raise the prices of such products slowly when once the market is stable for such
organization and the brand loyalty of the customers is also maintained (Muller, 2018).
(Figure 1: How to develop a marketing strategy)
(Source: Business2community, 2019)
Promotion: There are several numbers of methods that can be used to promote the company as
well as the products of the company within the Australian Market. Different methods of
promotion can be used by such company such as the pamphlets, banners as well as TV
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advertisements. The company can make the website for such food products and further it can
also make use of social media to promote its business and products.
People: The people associated with such marketing activities must possess the knowledge
regarding attracting the customers and creating the brand image. It will be helpful for them to
market their products and bringing awareness among the people in Australia regarding such
company and its products (Adams, et. al., 2019).
Place: The Company should deliver its products to all the relevant places in Australia. It should
be convenient for the customers to order the products online and delivering them at the right
time. The place is one of the most important components in the marketing mix.
Process: The people can go to the website if the company and can choose the product what they
want to deliver. After that, they can make the payment or can select the cash on delivery option
in order to deliver the product (Zhong et. al., 2018).
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Action plan
Activity Duration
Initiating plan 1 Month
Setting missions 2 Months
Analyzing market 3Months
Developing strategies 4Months
Planning and reviewing 4Months
Budgeting 2Month
Implementing activities 2 Months
Making changes 1 Month
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