Marketing 106 Final Project: Strategic Marketing Plan for Pine

This report presents a comprehensive marketing strategy for Pine Technologies Limited, beginning with a situation analysis using PESTEL and Porter's Five Forces to understand the external environment. It includes a SWOT analysis to assess the company's internal strengths and weaknesses, alongside external opportunities and threats. The report evaluates the product lifecycle of Pine Technologies' products, Drip2 and Miller, and suggests segmentation strategies based on demographic and geographic factors. Recommendations are provided, emphasizing integrated marketing communications, including email marketing, public relations, personal selling, and social media, to enhance customer engagement and revenue. The positioning statement focuses on creating a favorable brand image and launching high-quality products. Objectives include increasing revenue, gaining market share, boosting customer demand, and increasing return on investment. The report outlines strategies such as social media marketing and undifferentiated targeting, supported by specific tactics related to product, pricing, promotion, and distribution.

Running head: MARKETING
Marketing

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Table of Contents
Introduction.................................................................................................................................................3
Situation Analysis........................................................................................................................................3
Porter’s five force Model.............................................................................................................................5
Strength, Weakness, Opportunities, and Threats.........................................................................................6
Life Cycle....................................................................................................................................................7
Segmentation...............................................................................................................................................9
Recommendation with Rationale...............................................................................................................10
Positioning Statement................................................................................................................................11
Objectives..................................................................................................................................................11
Strategies...................................................................................................................................................11
Tactics (Based on Objectives and Strategies)............................................................................................12
Summary...................................................................................................................................................14
References.................................................................................................................................................15
Appendix: Budget......................................................................................................................................17

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Introduction
This report presents the situation analysis through PESTEL and Porter's five force model. It also
demonstrates the SWOT assessment. It also evaluates the product lifecycle for the product of
Pine Technologies Limited. Furthermore, it also depicts the strategy and tactics.
Situation Analysis
Political factor Canada is a founding member of a united
nation that is a strong country. Furthermore,
there is political stability and low variation in
regulation related to technology. Hence, it may
favorably impact on Pine Technologies
Limited in terms of launching the Drip2 or the
Miller product (Menon, Bharadwaj, Adidam,
& Edison, 2015).
The economic environment in Canada In Canada, there is a free trade agreement with
different nations. This agreement is beneficial
for Pine Technologies Limited to make it
easier to export the goods and services to
benefit both industrialist and consumers in
Canada and EU (Solomon, Dahl, White,
Zaichkowsky, & Polegato, 2014).
The social environment in Canada In Canada, there is a high shortage of
proficient employees in different sectors in
Canada. As a result, Pine Technologies

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Limited can unfavorably affect the growth of
the company due to a shortage of skilled
technicians (Baker, 2014).
The rate of online shopping is enhancing very
promptly as well as young customers are
highly using technology system for shopping
online. This could favorably impact on revenue
generated through Drip2 or the Miller product
(Hansen, McDonald, & Mitchell, 2017).
Technological environment Canada Canadians make a practice of technology for
different purposes such as leisure, career, and
education. This would favorably impact on
Pine Technologies Limited as it focuses on the
best technology for measurement of grains and
liquids, as well as measuring wheat and bag fill
(Jaworski, 2018).
Environmental issues in Canada There are different environmental difficulties
that Canada is facing in current times. For
example, a high amount of air pollutants,
climate change, acid rain, smog may impact on
Canadians. This may unfavorably impact on
the growth of Pine Technologies Limited
(Hadjikhani, Lee, & Park, 2016).
Legal environment in Canada In Canada, certain rights of workforces are

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protected by regulation in Canada. There is
certain minimum standards employer that
focuses on employees working hours, sick
days, vacation, dismissal and minimum wages.
This may favorably affect Pine Technologies
Limited to attract skilled employees (Kiseleva,
2017).
Porter’s five force Model
Competitive Rivalry or Competition with Microsoft Corporation (Strong Force)
In powder, liquid and solids industries, competitive rivalry is high. Moderate switching cost has
moderately affected the business of Pine Technologies Limited. For instance, customers and
industrialist have a moderate tendency to move to another company. Although, such movement
is not easy hence Pine Technologies Limited can upgrade their system for measuring wheat and
bag fill. Furthermore, high aggressiveness of companies leads to a strong factor that significantly
influences a company’s industry condition (Lusch, & Vargo, 2014). These grain filters and
filtration technology companies are aggressive with reference to the rate of innovation and their
marketing campaigns.
Bargaining Power of Microsoft’s Customers/Buyers (Weak Force)
The low substitute availability demonstrates the complexity of accessing significant substitutes
to Drip2 or the Miller product. For instance, consumers face complexities in addressing system
for measuring wheat and bag fill that could be acquired by Pine Technologies Limited. This

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external factor exerts a week factor on Pine Technologies Limited and its industry atmosphere
(Wensley, 2016).
Bargaining Power of Microsoft’s Suppliers (Moderate Force)
The moderate size, as well as the number of suppliers, make competent to them to impose a
significant impact on the business of Pine Technologies Limited. For instance, some moderately
amount of suppliers of Drip2 or the Miller product can alter their pricing. It may lead to potential
changes in the prices of the company (Zeriti, Robson, Spyropoulou, & Leonidou, 2014).
The threat of Substitutes or Substitution (Weak Force)
The threat of substitute product is high in grain filters and filtration technology. Substitutes of
measuring wheat and bag fill and measurement of grains and liquids tend to have lower
performance as compared with existing products of Pine Technologies Limited. This external
factor weakens the threat of substitute in against the corporation (Liu, & Chou, 2016).
Furthermore, moderate switching cost may influence the customers to switch towards the
substitute products.
The threat of New Entrants or New Entry (Moderate Force)
The high expenses are required for adopting grain filters and filtration technology as the threat of
new entrants is moderate in this industry. But, moderate cost of developing the business
demonstrates the considerable chance for new entrants in order to get the attainment in powder,
liquid and solids industries (Lockrey, 2015).
Strength, Weakness, Opportunities, and Threats
Strength
Ease of handling
Opportunities
Reduce development time

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Robustness to sterilization
Superior protection of the product
Cost-Effective at high volumes
Validations of Process
Footprint optimization
Recyclability
Reinvest in both human and financial company
resources
Weakness
Costlier at the low volume
Low flexibility to change
Larger carbon footprints
Longer development time
Capital intensive
Threats
Technology obsolescence
Competition
Sourcing
Reclassification of material (Dixon, Martinez,
& Martin, 2015).
Life Cycle
(Sources: Dixon, Martinez& Martin, 2015).
Miller
Product
DRIP
Product

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Research and Development –
In this phase, risks are taken for investing in the innovation of technology. By purposefully
leading research and development with respect to most promising projects, Pine Technologies
Limited may slowly work their way with respect to the beta version of innovative technologies
(Hunt, 2015).
Ascent Phase –
This phase focuses on timeframe from product invention to the aspect at which expenses are
fully recovered. Drip product is currently target high-end customers and also continuously
growing in industrial sector and corporate business. At this junction, the goal is to demonstrate
the rapid growth and distribution of the leverage and get the competitive benefits of having a
unique product (Krush, Agnihotri, & Trainor, 2016).
Maturity Stage –
When the innovation becomes accepted by customers as well as competitors penetrate into the
market, then supply may start to outstrip demand. Miller is readily available to all the people at
reasonable prices and so this comes in the maturity phase of the product life cycle. The company
needs to do more research and advertisement to keep getting stable revenue from this product. At
this phase, return starts to slow, as the concept becomes normalized (Chng, Shih, Rodgers, &
Song, 2015).
Decline (or Decay) Phase
The final stage is when the potential and utility value in selling and producing the product begins
reducing. This reducing reaches the point of the zero-sum game in which margins are no longer
processed (Hunt, 2015).

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Segmentation
Pine Technologies Limited can segment the customer into two bases such as demographic and
geographic basis.
Geographic Drip2 Miller
Nation, area and Zone Drip 2 is a part of diverse
technology of company. It is
sold in many countries like
USA, CANADA, UK,
Germany and Hong Kong.
Miller is also sold by the
company in these countries
however, on a larger scale
due to the price of the
product/
Concentration, Town and
Metro Size
Not significant Not significant
Demographic
Gender, Age, Family Size,
Religion, Race, Nationality
Not significant Not significant
Income
Psychographic
Personality, Social Class and
Lifestyle
Upper Class Middle and Lower Class
Behaviour
Occasions Not significant Not significant
User Status, Benefits,
Loyalty Status, Attitude
This aspect needs to be
significant as the products
are suitable only to the
techno based customers and
corporate who are looking
for superior quality
products. Moreover, loyalty
will also come from
customer and attitude is also
significant so that customer
will keep coming to the
company.
The advantage should be
additional than the
satisfaction of consumer and
the menu items delivered by
company needs to be of
durable quality as only this
will make the customer
satisfied. In this also,
attitude is important.
Demographic segmentation
In the powder, liquid and solids industries, Pine Technologies Limited will segment both
customer and industrial businesses to sell their Drip2 or the Miller product. For instance, the

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Miller product has a low price bracket and hence it would focus on customer driven, marketing,
and technology-driven manufacturing. But, at the same time, the Drip2 product has the high
price brackets hence it would target high-end customers (Krush, Agnihotri, & Trainor, 2016).
Thus, in such case, the segmentation will be done as per the income of customers.
Geographic segmentation
Geographic segmentation categorizes different target customer as per geographical boundaries.
In this way, Pine Technologies Limited will segment different geographical areas of Canada.
This would lead to understanding the preference, needs, and interests of customers and aids in
expansion of business in different geographical areas (Chng, Shih, Rodgers, & Song, 2015).
Recommendation with Rationale
Pine Technologies Limited can use integrated marketing communication strategy for persuading
the customers towards their brand. Email marketing is an effective marketing channel where a
company can meet with the target at the personal level. It would support the company to improve
their revenue and uplifting customer base in both international as well as domestic level.
The company can use also public relation to introduce the customer-centric products as well as
services and these would be endorsed via mass media and significant message (Zeriti, Robson,
Spyropoulou, & Leonidou, 2014). The choice of developing public relation is feasible as it
would aid to gain the expected objectives as well as competitive benefits in the targeted areas.
Pine Technologies Limited can use personal selling where it can design specific products as well
as services according to the niche demand of market so that demand for Drip2 or the Miller
product could be improved. This type of advertisement is taking more time but significant to
directly target the customer for selling the products and services (Wensley, 2016).

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The company can use different social media channels like Twitter, Facebook, Snapchat and
Instagram. Therefore, Pine Technologies Limited will use this channel as it is cheaper and
effective. It also makes competent to the company for improving their customer base. Thus, the
company can attain their marketing revenue goal in an effective way (Kiseleva, 2017).
Positioning Statement
 Pine Technologies Limited would generate the favorable image amid customers by
improving the extent of services and facilitating the added value for customers as they
can pay a high rate for measuring the grain and liquids (Kerin, Hartley, Clements,
Bonifacio, 2015).
 The company would also create a unique image among the customers by launching new
products with high quality for customers who wants filler technology in a different region
of Canada (Baker, 2014).
Objectives
 To increase revenue by using innovative technology by 25% in the upcoming 6 months
 To gain market share through economical pricing strategy by 35% in 3 months periods
 To boost customer demand by using integrated marketing channels by 40% in 2 months
 To increase the return on investment by considering online channels by 30% in 1 month
Strategies
Pine Technologies Limited can use a social media platform to endorse the products and services.
This could be also beneficial for gaining market share. There are different channels of social
media such as Instagram, Twitter, Facebook and Snapchat that could be used for attracting
customers. This platform would be used as it is cheaper and helps to create the customer base. It
would aid to generate sustainable growth and development. This would lead to boost customer

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demand and increases the revenue of the company (Hadjikhani, Lee, & Park, 2016). In addition,
undifferentiating targeting marketing strategy would be used to cover all market through one
marketing mix channel. This would be beneficial to target the market in an effective manner
(Jaworski, 2018).
Tactics (Based on Objectives and Strategies)
Product
Pine Technologies Limited uses the best technology to measure wheat and bag fill, integrated
with scales to weigh. This product aids to get the competitive benefits and attain the objectives of
the company. With the expansion, the company gradually focuses more on the filler applications
services with the controlled sensors into the procedures. This would lead to influence the
customers towards the Drip2 or the Miller product of Pine Technologies Limited. In contrast to
this, the company can focus on filler application management as well as global procedure
services (Hansen, McDonald, & Mitchell, 2017). It can also provide effective technical support
services to increase the market share of the company.
Place/Distribution
Pine Technologies Limited website will enable the customers to access the valuable data
regarding the product of the company. To increase the revenue by 25% in 6 months, the
company need to expand their places of distribution and move to the emerging countries as well
as the Asian regions with the help of various online channels. The website is a convenient
method to interact with targeted clients in around the world. Online channel can be also used to
sell the products and services of the company in minimum time (Hadjikhani, Lee, & Park, 2016).
Promotion

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Advertising creates a primary role in endorsing the Drip2 or the Miller product of Pine
Technologies Limited. For instance, the corporation advertises through print media, online
media, and trendy news websites. Moreover, gaining market share by 35% in the period of 3
months is only possible when the company used digital marketing tools based on SEO, social
media, KPI and many more. In contrast to this, direct marketing is used to make communication
between the industrialist and customers, and company. It could be highly practiced in developing
new product among existing customers (Lusch, & Vargo, 2014). For example, Pine Technologies
Limited may send emails regarding new products to a company that already use their product.
Sales promotion is also practiced for gaining the share of the company in powder, liquid and
solids industries. For instance, free trails and discounts are provided to influence more
consumers for some of the products like Drip2 or the Miller product. Furthermore, personal
selling could be implemented in a manner to identify the requirement of particular customers like
those in local markets (Menon, Bharadwaj, Adidam, & Edison, 2015). These communication
tactics could be applied for increasing the revenue of the company. Customer demand can also
be boosted by 40% in 2 months, if the company use all these above-mentioned integrated
channels. In addition, this will also increase the return on investment as these online channels
give the company as cost advantage with the expansion of their reach and reliability.
Price
An economical pricing strategy can be developed at the bare minimum to develop a small profit.
Pine Technologies Limited can decline the promotional as well as marketing expenses. The key
to using this pricing strategy is to sell at a higher amount of products and services at lower rates.
It would be beneficial for gaining competitive benefits at low rate however this company may
face complexity in selling products at lower rates to stay in business (Lockrey, 2015).

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Summary
From the above discussion, it can be concluded that situational analysis is used to assess the
situation of Canadian country. It can be summarised that porter five force model is implemented
to evaluate the condition of the industry. SWOT assessment is executed by Pine Technologies
Limited to assess the strength, weakness, opportunities, and threats. Moreover, the life cycle is
implemented to address the different phases of product development. Segmentation is used to
segregate the customers on the basis of demographic and geographic basis. The marketing mix is
used as tactics in Pine Technologies Limited.

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References
Baker, M. J. (2014). Marketing strategy and management. UK: Macmillan International Higher
Education.
Chng, D. H. M., Shih, E., Rodgers, M. S., & Song, X. B. (2015). Managers’ marketing strategy
decision making during performance decline and the moderating influence of incentive
pay. Journal of the Academy of Marketing Science, 43(5), 629-647.
Dixon, A. W., Martinez, J. M., & Martin, C. L. (2015). Employing social media as a marketing
strategy in college sport: an examination of perceived effectiveness in accomplishing
organizational objectives. International Review on Public and Nonprofit Marketing,
12(2), 97-113.
Hadjikhani, A., Lee, J. W., & Park, S. (2016). Corporate social responsibility as a marketing
strategy in foreign markets: the case of Korean MNCs in the Chinese electronics market.
International Marketing Review, 33(4), 530-554.
Hansen, J. M., McDonald, R. E., & Mitchell, R. K. (2017). Marketing Benchmarking,
Triangulated Isomorphism, and Firm Strategy. In Creating Marketing Magic and
Innovative Future Marketing Trends (pp. 533-543). USA: Springer, Cham.
Hunt, S. D. (2015). The theoretical foundations of strategic marketing and marketing strategy:
foundational premises, RA theory, three fundamental strategies, and societal welfare.
AMS review, 5(3-4), 61-77.
Jaworski, B. J. (2018). Commentary: advancing marketing strategy in the marketing discipline
and beyond. Journal of Marketing Management, 34(1-2), 63-70.
Kerin, Hartley, Clements, Bonifacio, B. (2015). The Core. 5th Canadian Edn. UK: McGraw-Hill.

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Kiseleva, A. (2017). The marketing strategy of the territory in the investment policy of the city.
Strategic Management, 22(1), 22-29.
Krush, M. T., Agnihotri, R., & Trainor, K. J. (2016). A contingency model of marketing
dashboards and their influence on marketing strategy implementation speed and market
information management capability. European Journal of Marketing, 50(12), 2077-2102.
Liu, C. H. S., & Chou, S. F. (2016). Tourism strategy development and facilitation of integrative
processes among brand equity, marketing, and motivation. Tourism Management, 54,
298-308.
Lockrey, S. (2015). A review of life cycle based ecological marketing strategy for new product
development in the organizational environment. Journal of Cleaner Production, 95, 1-15.
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marketing strategy fit and performance. Journal of International Marketing, 22(4), 44-66.

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Appendix: Budget
Budget 500,000
Social
Media
Techniques
Facebook & Instagram 100000
Twitter 120000
YouTube 100000
Google Adwords 80000
Internet Search Engine Optimization
(SEO)
50000
Search engine marketing
(SEM )
50000