Strategic Marketing Report: Meadow Foods' Entry into Chinese Market

This report provides a strategic marketing analysis of Meadow Foods, a UK-based dairy company, as it plans to expand its business into the Chinese market. It covers key aspects such as the marketing mix (product, price, promotion, and place), integrated marketing communications, and the CBBE (Customer-Based Brand Equity) model. The report also discusses the importance of setting clear goals, knowing metrics, and determining a clear target for marketing success measurement. It further explores the use of IMC (Integrated Marketing Communication) strategies for launching new products in the Chinese market, including advertising, sales promotion, events, and experiences. The analysis includes PESTLE and SWOT analysis and Porter's Generic Strategy. The report concludes by emphasizing the importance of measuring success through sales targets and productivity, and tracking customer records to facilitate product innovation. This resource is available on Desklib, a platform offering study tools and solved assignments for students.

STRATEGIC MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing mix.............................................................................................................................3
Integrated marketing....................................................................................................................4
Marketing success.......................................................................................................................5
CBBE model................................................................................................................................5
IMC and marketing communication process for new product....................................................6
Success measurement for Meadow company..............................................................................7
CONCLUSION...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing is defined to be the entity that will bring about a variance in every industry
such that they can move ahead with depicting their products to people. It is not until when the
marketing is planned on a strategic orientation that it gets to incorporate all the services that are
necessary for the organisation. Without managing marketing prospect the organisation cannot
move ahead in marketing planning (Morgan and et.al, 2019). To deliver the means that are
required for people it is also necessary that they will get to identify the standards of the
organisation and that get fulfilled by a proper strategic marketing orientation. This report will
bring forth all the marketing techniques along with the strategic marketing report that will have
to be gratified. The organisation that is gratified in this regard is Meadow Foods. This
organisation is specialised in milk and dairy ingredients and it is moving ahead with all the
possible opportunities to let people understand the depth of their company's norms.
MAIN BODY
Marketing mix
The marketing mix with regard to this organisation is to ensure the prominence of taking product
amidst of customers. The marketing mix when it comes to the organisation Meadow foods is as
follows:Product: the organisation is usually dealing with the dairy products which is one of the most
essential features that the organisation is usually evaluating. The dairy products are of so much
greater interface and people all around the globe inherits this to be one of the prominent one that
is into existence. The product that is specified by this organisation is more towards bringing
about a great marketing mix since it is widely used by people all around (Mothersbaugh and
et.al, 2020).

Price: the pricing strategies to ensure better marketing mix because it is not until when the price
is guaranteed that the product can go into the customers. Therefore the pricing strategy that is
incorporated by the organisation is the minimum to moderate level and this can be afforded by
many people all around.Promotion: the promotion that is in regard to this particular organisation is the marketing
techniques by using websites as well as a social media such that the organisation can come into
existence. This organisation being a diary company it is more towards bringing about the
ingredients as well as a possible opportunity that are in relation to taking these ingredients to
their customers.Place: the place of the marketing mix is said to be one of the most prominent factor because it is
not until when the place is feasible that the customers can approach organisation on animals
basis. The organisation is located in a very special atmosphere and it also brings about the
feasibility for people to get incorporated with the product (Mothersbaugh and et.al, 2020).
Integrated marketing
An Integrated Marketing method will enhance the brand messaging upon a traditional as well as
non-traditional marketing channels. This is necessary in order to bring about the promotional
activities and the methods are necessary to create a dynamic impact. The Integrated Marketing
mix with respect to the chosen organisation is more towards expressing it standard by the usage
of marketing mix which is described above. The different effective communication methods that
are in regard to this particular organisation are as follows:Establishing mission statement: the organisation is more towards establishing its mission
statement which is necessary to propagate the planning process such that every reminder can be
set and establishing goal can be easier. The mission of this particular organisation is to serve
people with their dairy products as well as the materials that are used to prepare these products
(Key and et.al, 2017).Identifying business objectives: as a part of integrated marketing plan and to orient with the
strategic development it is necessary that the organisation will have to first identify its business
objectives. In this regard the organisation Meadow Foods is focusing upon increasing its focus
upon building a good base such that an identification can be brought about on the business
objectives.

Developing buyer personification: the buyer personification will have to be taken care about
because it is not until when a proper personification is derived that the organisation can maintain
a customer value proposition. In this regard the organisation will have to first to evaluate the
stages that defines target and which is followed by documentation such that the buyer
personification can be evaluated.
Marketing success
Evaluating marketing success is as important as deriving it (Handoyo and et.al, 2020). For this
there are certain measures that will have to be followed such that the marketing success can be
known to the organisation. It is also important to know this success because it is not until when
the marketing success is notified that the required steps for the further analysis of future can
therefore be derived. The different ways by which the organisation can measure it marketing
success are as follows:Setting clear goals: it is first necessary that the organisation will have to set its goal and will have
to also launch its digital campaigns such that there will be a clarity that is maintained about
goals. This is required because it is not until when the particular goals are set that they can
evaluate the marketing success upon its establishment.Knowing metrics: metrics are a part of analysis that can be carried by the KPIs that are related to
goals. These are necessary because there are certain channels that the organisation is maintaining
like that of a social media channel as well as different statistical data which can be collected over
insights. This will have to be known to make sure that the organisation has achieved the target as
well as the further modifications that are required for future (Katsikeas and et.al, 2019).Determining clear target: a target is important while dealing with Marketing. This is because
without a proper target the organisation cannot set its goals and plan accordingly. For a strategic
orientation to move ahead in terms of growth prospects the organisation will have to establish a
performance graph that can only be derived by certain target. In this regard the organisation will
have to target upon the kind of countries that it is expanding. In this regard the organisation is
planning to expand to country China where it will have to target certain demographics as well as
the channel of communication through which the marketing will have to be carry forwarded.

CBBE model
CBBE is the acronym of customer-based brand equity which describes that the success of
brand is directly credited to the customer's. For any organisation customer plays an important
role if they buy their product then it will increase the revenue for organisation. Meadow
company used this model to build their brand strong in new Chinese market (Alsem, 2019).
Meadow a dairy and milk product industry of UK wants to expand their business in new
market for that they have targeted China country to establish themselves in their market.
Meadow company did complete research on Chinese market, they have made a complete
research on customer buying behaviour their competition environment of the market sop it will
help the company to produce product based on customer's wants. Company proceed with their
strategies to implement in New market they have used digital marketing, TV, billboards,
magazine to promote their item or also offers a discount so that it will grab the attention of
customers in new market.
The main aim of meadow company is to analyse or communicate with the customers
about their brand for the growth of their company. Performance describes about the customer's
behaviour towards the company's product meadow company made their product according to the
need and desire of customers so that customer will buy their product in new market. Their
product has good reliability and efficiency also are in affordable price so that customer can buy
their product rather than other company's product. Meadow company's brand imagery is
increased by their commitment to the customer that they will make the product by keeping
environmental cause in their mind so that customer feels good about their product.
IMC and marketing communication process for new product
IMC stands for integrated marketing communication, this strategy is used for integrating
all the promotional marketing activities. Meadow company used this method to promote their
product and services in new Chinese market to garb the attention of target audience. IMC plays
an important role in new product launch for Meadow company in their new market this strategy
helped them to construct a complete report on their selected market (Chatzipanagiotou,
Christodoulides and Veloutsou, 2019). Based on analysis they developed a product which
satisfied the needs of target consumers as well as they made their product by keeping their
market competition in their mind so that customer will easily distinguish their product from other

companies. To established in new market meadow company needs to clear their vision as their
products are dairy based so they need to develop a product which complement their existing
product. Meadow company needs to proceed with attractive packaging of their product so that it
will look attractive to the customer. Company needs to measure the experience of customer's in
their product so that they will proceed with the innovation in their product according to reviews
and recommendation suggested by the customers. Meadow organisation need to develop
relationship with their new target consumers to promote their product in new market.
Marketing communication method helped the company to convey the information about
their product and services to the customer's so it will enable them to purchase. Meadow a dairy
product company want to expand in China's market they have made a complete report about the
market's environment and about their target audience in new market (Epure and Mihăeş, 2019).
To promote their product they have used marketing communication method which are-
Advertising:
Advertising is the first thing comes in the mind to promote a product. Advertising can be
of paid form to pay a influencer so that they will promote product. Meadow company used this
method to advertise their product in new market. They have used telecommunication medium as
TV ads, radio, newspaper or internet to promote their product in new market so that it will create
an impression on customer and they will persuade to buy their product.
Sales promotion:
Sales promotion method is used to grab the attention of customer it will retain existing
customers interest as well as attracts new customer. Meadow company used this method to
increase their sales in new market they initially proceed with discount on their product so that
customer will persuade to buy their product. They also offered a special offer to attract the
attention of customers (Graenu, 2019).
Events and experiences:
Meadow company organised a event in Chinese market to promote their new product.
This method help them to construct the image of their brand in customer's mind so that they will
purchase their product they also give limited vouchers to the customer so that long term
association will build between them. Company arranged competition through which customers
can get special discount on their first purchase this strategies develops the relationship between
customers to their product so they will choose their product over other company's product.

Success measurement for Meadow company
Success measurement gives the company's financial state report which helps the
company to proceed with new plans and strategies. Meadow company measure their sales and
productivity that how their product create an impact on customer's mind in new market. For a
successful business in new market company needs to meadow company needs to track record of
their customers and proceed with the innovation in their product so that customer can find
varieties in their product and services.
Sales target:
Sales target method help the meadow company to track their total sales activity and
allows them to compare with their old records. This process help them to analyse their
performance. Meadow company tracks their sale records to increase their growth of business in
new market. By setting sales target meadow company will be able to measure their product sale
activity it will also help them to proceed with the innovation in their product according to the
reviews made by the customers (Innanmaa, 2020). Sales target process provide help to meadow
company to clear their path to achieve the revenues in new Chinese market. It will give the clear
image to their sales department so that they will organised the strategy for long duration.
Company also committed to their customer that they will make better innovation in future to
meet their desires.
Market share:
Market share gives the complete percentage to the business about their total sale of
product in the market. Market share gives the analysis to the meadow company about their
customers interest in their product how they will distinguish their product with other similar
product of other companies. Higher market share increase the revenues of the organisation for
that purpose meadow company applies discounts and offers on their product so that customer can
buy their product after measuring the sales target company's market share will increase in new
market. To increase the demand of their product among the new customer Meadow company
proceed with events through which they have promoted their product to new customers as well
as they have offered a discount so that customer can buy their product with this it will estimate
the market share of company in new market.

Profitability:
Profitability ratio allows meadow company to measure their company's ability to
generate profit related to development cost, revenues, operating cost and shareholders it gives
the information how company will utilize these asset in effective manner to earn the profit for
their company (Yaneva, 2020). Profitability ratio defines the financial state of the company as
meadow company is new in Chinese market so it is necessary for them to measure their sales and
production also need to limit the uses of their resources so that it will not create financial
problem for them they need to proceed with the budget set to estimate the profit.
CONCLUSION
The report concludes up on identifying the initial marketing plan which is necessary for the
organisation in order to move ahead in a strategic orientation. Through this report one can easily
understand the different elements that are needed for marketing makes as well as the
standardization that will have to be adapted for chosen country. While dealing with the
expansion of organisation in to other country it is a mandatory aspect that we organisation will
have to successfully analyse the prevailing conditions in the country with which the organisation
is going to expand. The entire personification and the ideas that are necessary to justify the
extent to which the organisation can expand with respect to marketing mix for all explained in
this report. The application which is oriented with customer based brand equity model is derived
in this report along with the client building capacity which is managed on a strong brand basis.
The report also explains concept of Integrated Marketing communications to be one of the
critically evaluated model and also it depicts different stages of marketing communication with
the methods that are incorporated. Finally the report concludes upon analysing the marketing
success as well as the measures that are included in marketing success with a critical approach
keeping in mind the future aspect of the organisation.

REFERENCES
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