Strategic Marketing Entrepreneurship: Launch of Non-Stick Pan Report

This report provides a comprehensive strategic marketing plan for the launch of a non-stick pan by Harley and Adamson, a small-medium enterprise based in the UK. It outlines the product's features, including design and materials, and proposes a business model centered on direct sales and advertising. The report details the company's ownership structure as a limited liability company and identifies key stakeholders. The launch plan includes the date and form of announcement, branding and positioning strategies using social media and retail outlets, and SMART marketing objectives. It further explores the marketing mix, encompassing product, price, place, and promotion strategies, and concludes with an investment pitch. The report incorporates references to academic journals and books to support its analysis of marketing tactics and their application in a competitive market environment.

Strategic Marketing
Entrepreneurship

Executive Summary
The strategic marketing entrepreneurship ensures that to the right audience the launch
reaches. It is a plan that is designed to deliver the new goods in the market. The Harley and
Adamson launches its new product that is non stick pan. Harley and Adamson is taken into
consideration which is a small medium enterprise based in Hertfordshire, UK. The company
manufactures the products like cast iron cooking equipments such as barbecues, Dutch ovens,
pizza ovens and griddles. It will be discussed in detail that how an organisation can launch its
new product such as non stick pan in the market. Apart from this how the company will going to
do its branding and positioning, smart objectives, marketing mix and investment pitch of the
product.

Table of Contents
Executive Summary.........................................................................................................................1
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Product/service recommendation, design and features..........................................................1
Business Model......................................................................................................................1
Form of ownership ................................................................................................................2
Stakeholders...........................................................................................................................2
Launch Plan:...........................................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................5
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INTRODUCTION
Strategic marketing refers to the overall businesses game plan for reaching out to
prospective consumers and turn them to consumers of their goods or services. Whereas
entrepreneurship is an individual who have an idea and plans out to execute on that idea which is
usually to confuse the current market with a new goods or services (Galindo-Martín, Castaño-
Martínez and Méndez-Picazo, 2019). For the present report, Harley and Adamson is taken into
consideration which is a small medium enterprise based in Hertfordshire, UK. The company
manufactures the products like cast iron cooking equipments such as barbecues, Dutch ovens,
pizza ovens and griddles. It will be discussed in detail that how an organisation can launch its
new product such as non stick pan in the market. Apart from this how the company will going to
do its branding and positioning, smart objectives, marketing mix and investment pitch of the
product.
MAIN BODY
Product/service recommendation, design and features
Harley and Adamson is a small medium enterprise based in Hertfordshire, England, and
the company is thinking of developing a new product in the category of non-stick cookware,
especially pan. The company will develop this product which will be uniquely designed and have
higher sides, non-stick coating, ease of cleaning, reduction in the usage of oil, and of different
sizes that will allow the preparation of food items more easily. The main features of this pan will
include its diversification in aluminium and stainless steel materials with graded coating, and
accurate thickness to reduce the use of oil while cooking the food items.
Business Model
The business model refers to the company's plan for making or generating profits for the
business. It identifies the products of services that the business plans to sell by identifying the
target market and anticipating the expenses.
The Harley and Adamson will focus on utilising direct sales and advertisement based
business model or business to customer B2C for selling its product directly to the customers to
gain maximum profits and lower down the costs on each product sold. The company will also
focus towards the advertisement based business model that will deliberately create awareness
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among the customers about the products so that maximum demand can be created and the
customers can purchase its products (Hansen and Juslin, 2018).
Form of ownership
The ownership of a business can be explained as the type of ownership or the legal
structure that fulfils the demand of the enterprise for operating it successfully. For the production
of non-stick Cookware the company will establish a division within the same organisation that
will help the company to bring the prophets to the mother organisation. The company will be the
limited liability company that will be funded by the main company and will be under the control
of its directors and leaders (Abratt and Bendixen, 2018).
Stakeholders
The stakeholders of an organisation are the people who have vested interest in a company
and affect the business performance and its operations directly or indirectly. The major
stakeholders of this organisation are mainly its customers, investors, directors, customers,
suppliers, communities, Government and trade associations. The stakeholders of the organisation
will be from the internal as well as the external environment of the organisation (Sahaf, 2019).
These stakeholders create direct relationships with its activities, employment, ownership, social
image, and investments. The company will be controlled and managed by the directors and the
group of shareholders who contribute maximum investment in the organisation and have the
highest interest in business. The customers will be the end shareholders who will purchase the
commodities or products of Harley and Adamson.
Launch Plan:
Date and Form Of Announcement:
The Harley and Adamson company wanted to launch its new product that is non stick pan
in the market on 1st June 2022. By the use of advertisement on television, newspaper with eye
catching photographs and details about the product which will going to attract a lot of customers.
Brand And Positioning:
The company uses various methods of branding and positioning in order to increase the
demand in the market some of them are as follows:
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Social Media: In order to attract and influence a lot of customers the company uses social
media to position its brand and product which is very effective for the company. This can be
done by posting pictures and stories of its new product which is non stick pan.
Retail Outlet: In order to make the sale at the large number the company can launch its
product and make sake in the retail outlet (Sahi, Gupta and Cheng, 2020).
Own Retail Portal: Harley and Adamson has its own retail portal to sell its various
product which is already existing. Through their own website it can also launch its new product
non stick pan to its existing and new customers.
Business and Marketing Objectives:
The objective of Harley and Adamson is to launch new product in the healthy
environment effectively. In an effective manner the SMART objective helps to understand the
objectives and able to achieve them.
 The objective is to increase the sales and market share by 10% annually until 2024 by
offering non stick pan at an affordable cost to customers.
Marketing Mix:
There 4 Ps of marketing mix which is a set of tools used by an organisation to sell its
goods and services in the market appropriately.
Product: It is the goods which are manufactured by an organisation from raw material to
its finished goods for the consumers in exchange of money (Paswan, Guzmán and Pei, 2020).
With reference to Harley And Adamson, they wanted to launch non stick pan as its new product
in the market in order to increase the profitability and market share.
Price: It refers to the money which is monetary value as customers pay for the goods and
services purchased from the company. With reference to Harley and Adamson, they wanted to
keep the price of the non stick pan at an affordable and competitive from its competitors.
Place: It refers to the distribution centre where goods can made available easily to its
target customers. In context to Harley and Adamson, the company launches its non stick pan
product at online stores, retail outlets and through B2B etc.
Promotion: There are various strategies which are used and made by an organisation in
gain the customer attention towards their brand and products which the company offers. In
context to Harley and Adamson, the company uses different methods of promotion such as gives
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advertisement on newspapers, television, billboards, brochures etc. As they want to connection
with the audience emotionally and mentally (Racela and Thoumrungroje, 2019).
Investment Pitch:
It is the brief summary of business plan and the motive is to reach out new investors in
front of a potential investors to present a pitch. With reference to Harley and Adamson, in order
to invest in the new product with new and unique feature which is non stick pan in the market.
By the optimum utilisation of resources the company can increases profitability and sales and
market share. In the product it makes the investment in order to rise above from its competitors
in every aspect of business.
CONCLUSION
It has been obtained from the above report that the marketing tactics must be adjusted as per
the requirements of the organisation in a given environment. It has been obtained that various
strategic marketing plans can be helpful in creating better plans and road maps for providing
sustainable market growth for a company (Tooranloo and Saghafi, 2019). It has been obtained
that a company can utilize various models, plans and methods for enhancing their marketing
activities for a new product. It has been obtained from the above report that there are various
forms of business models and ownership from which the most suitable must be adopted for
enhancing the marketing activities of the organisation. Moreover, it has identified the major
stakeholders of the organisation who are helpful in achieving the marketing objectives. Finally,
the report has provided a launch plan for the product of the organisation to achieve desired level
of success in three markets.
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REFERENCES
Books and Journals:
Abratt, R. and Bendixen, M., 2018. Strategic marketing: Concepts and cases. Routledge.
Galindo-Martín, M. Á., Castaño-Martínez, M. S. and Méndez-Picazo, M. T., 2019. Digital
transformation, digital dividends and entrepreneurship: A quantitative analysis. Journal
of Business Research, 101, pp.522-527.
Hansen, E. and Juslin, H., 2018. Strategic marketing in the global forest industries. Oregon State
University.
Paswan, A. K., Guzmán, F. and Pei, Z., 2020. Innovation-branding: should all firms be equally
ambidextrous?. Journal of Product & Brand Management.
Racela, O. C. and Thoumrungroje, A., 2019. When do customer orientation and innovation
capabilities matter? An investigation of contextual impacts. Asia Pacific Journal of
Marketing and Logistics.
Sahaf, M. A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd.
Sahi, G. K., Gupta, M. C. and Cheng, T. C. E., 2020. The effects of strategic orientation on
operational ambidexterity: A study of indian SMEs in the industry 4.0 era. International
Journal of Production Economics, 220, p.107395.
Tooranloo, H. S. and Saghafi, S., 2019. Investigating the impact of using knowledge
management on organisational agility through competitive intelligence and strategic
thinking. Journal of Information & Knowledge Management, 18(02). p.1950016.
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