Comprehensive Marketing Plan: Whittaker's USA Market Expansion

This report outlines a comprehensive marketing plan for J.H. Whittaker & Sons. Ltd. (Whittaker’s) to expand its chocolate business into the United States, focusing on their newly developed Tip Top chocolate. The plan includes a market opportunity analysis, addressing political, economic, social, technological, legal, and competitive factors. It identifies key competitors such as Cadbury and Nestle, and proposes a direct marketing entry mode, targeting children and adults as primary customers. The plan details product-related decisions including features, design, and branding, as well as promotion-related decisions covering objectives, promotional mix, themes, costs, and scheduling. Pricing strategies, distribution channel decisions, a marketing budget, and sales goals are also presented, along with methodologies for evaluating the marketing plan's effectiveness.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author note

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Table of Contents
Executive Summary............................................................................................................................3
Team information................................................................................................................................3
Introduction..........................................................................................................................................3
Marketing objectives...........................................................................................................................4
Market opportunity analysis...............................................................................................................4
Analysis of relevant uncontrollable variables..............................................................................4
Market / product “fit”.......................................................................................................................5
Identification and analysis of key competitors.............................................................................5
Market selection and entry method(s)..............................................................................................5
Primary and secondary target market(s) selection.........................................................................6
Product-related decisions..................................................................................................................6
Features & design...........................................................................................................................6
Product assortment.........................................................................................................................7
Branding & positioning...................................................................................................................7
Promotion-related decisions..............................................................................................................8
Objectives........................................................................................................................................8
Promotional mix decisions.............................................................................................................8
Promotional themes/executions....................................................................................................8
Costs.................................................................................................................................................9
Timing/scheduling...........................................................................................................................9
Pricing-related decisions..................................................................................................................10
Objectives, strategies & tactics...................................................................................................10
Product costs.................................................................................................................................11
Wholesale & retail pricing............................................................................................................11
Distribution channel(s) decisions....................................................................................................11
Distribution channel(s) decisions................................................................................................11
Distribution intensity.....................................................................................................................12
Distribution channel & method(s)................................................................................................12
Wholesaler type, functions needed, availability........................................................................12
Retailer decisions – type, functions needed, availability.........................................................13
Marketing budget..............................................................................................................................13
Sales goals........................................................................................................................................14

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Marketing Plan analysis / evaluation methodologies...................................................................14
Bibliography.......................................................................................................................................15
Appendices........................................................................................................................................17
Appendix 1.....................................................................................................................................17
Appendix 2.....................................................................................................................................17
Appendix 3.....................................................................................................................................17

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Executive Summary
The report focuses on the development of a marketing plan for the expansion of a
company in a foreign land. The focus is on J.H.Whittaker & Sons. Ltd. (Whittaker’s) a
chocolate manufacturing company located in New Zealand. The aim is to expand in the
United States so that the company can grow at an international level. The report focuses on
the marketing objectives of the company and the manner in which analysis of the external
environmental factors can help in its development. The product that is in focus for promoting
the company in the United States market is a newly manufactured Tip Top chocolate. A brief
description of the marketing decisions that are needed to be undertaken by Whittaker’s is
provided that includes adopting a price bundling strategy so that the company can attract the
target market. A marketing budget is also provided along with the assessment of the
marketing plan.
Team information
The team consists of 5 people with each of the member being assigned a particular
role. For example, roles such as collecting data, identifying conditions in the United States
and conducting a marketing analysis was provided to the members
Names Roles
Ricky Stewart Collecting information about the United States market
Martha Noble Formulating a budget
Steven Quinn Making action plan for implementation
Kara Paxton Formulating promotional program such as the theme
Pillu Son Identifying ways to improve the services
Table 1: Team information
(Source: Created by author)
Introduction
The report focuses on the development of a marketing plan for the development and
promotion of a company along with its product. The marketing plan developed is for
J.H.Whittaker & Sons. Ltd. (Whittaker’s). The company is located in New Zealand and is the
second largest chocolate confectionary manufacturing company in the country
(Whittakers.co.nz, 2019). The company came into existence in 1896 and it is estimated that
the company holds 41% of the local block market. About 30% of the production is now
exported (Whittakers.co.nz, 2019). The aim is to expand the company in the United States
after it had expanded its position in Malaysia in 2014 (Whittakers.co.nz, 2019).
The product that is specified upon for expansion is the new developed Whittaker’s
Tip Top chocolate (Whittakers.co.nz, 2019). The reason for the promotion and expansion of
this particular product is that it is labeled as limited edition and currently it is being
manufactured using different cocoa rates. The expansion can help Whittaker’s to continue its
growth and become an international company by being competitive against a more popular
brand, Cadbury. Therefore, the marketing objective of the company can be taken into
account for its expansion.

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Marketing objectives
The marketing objectives of Whittaker’s include:
 To gain recognition in the international market
 To ensure that the quality of products are maintained in the international market
 To identify the factors that may have a negative impact on its development in the
international market
 To indulge in proper pricing so that the products can be afforded by every people
Market opportunity analysis
Analysis of relevant uncontrollable variables
In order to expand into a new and foreign market it is necessary that an analysis of
the business environment of the particular country be made. Armstrong et al. (2015) stated
that the external environment factors cannot be uncontrolled by the managers of an
organisation and thus mitigation techniques and contingency plans need to be developed
with a prediction of the changes. In the case of Whittaker’s planning to expand in the US
market, analysis of the external factors needs to be taken into consideration so that
competition can be understood.
Political: The political scenario in the United States is unstable particularly with the
restrictions made by new Governing body. However, Da Silva and Mazzon (2016) observed
that trade relations with different countries are maintained and Whittaker’s can use it to its
advantage for promoting the Tip Top chocolate along with the expansion of the company.
Despite this, the challenge posed from this particular factor can be considered as severe.
Economic: The economic condition in the United States can be stated to unstable
mainly because of the rise and fall of dollar prices in the stock market. Hence, expansion in
the United States can be considered as risky and the economic factor can be critical for
Whittaker’s mainly because the company cannot increase the prices of the Tip Top
chocolate (Whittakers.co.nz, 2019).
Social: The social factor can be considered as an advantage for Whittaker’s as the
people in the United States are keen on the consumption of chocolates. A new product or a
chocolate manufacturing company can gain massive recognition from the promotion of the
new cocoa flavoured chocolate.
Technological: United States of America is considered as one of the most
technologically developed countries. Hence, Whittaker’s can gain advantage in terms of
improving its products and manufacturing it with an improved quality that matches that of
Cadbury or Nestle.
Legal: The legal laws in the United States are strict particularly on the laws that
involve the employment of people and setting up business. For Whittaker’s the development
of the company need to be done by taking into consideration the legal factors that relate to
the environment as well as the employability (Whittakers.co.nz, 2019). Hence, this particular
factor can be considered as severe for the survival of the company.
Competitive environmental: The environmental factor can be considered as severe
for Whittaker’s mainly because manufacturing companies tend to sometimes lay waste to the

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healthy environment. However, for Whittaker’s this can be a relaxation factor as it is the
second largest chocolate manufacturing company in the country without causing damage to
the natural environment of New Zealand (Whittakers.co.nz, 2019).
Market / product “fit”
The product fit is necessary to analyse the degree to which a product satisfies a
strong marketing demand. It is the first step towards developing a successful venture in
which a company meets customers and tries to gain an insight into the requirements of the
customers. For Whittaker’s, the company can apply the 40% rule, which suggests that the
customers may be disappointed if the particular product is not provided to them
(Whittakers.co.nz, 2019). Whittaker’s can consider Tip Top as the product that the
customers must have in order to gain success in the business environment of the United
States (Refer to appendix 1 for the product fit model).
Identification and analysis of key competitors
The major competitor of Whittaker’s in New Zealand is Cadbury as Whittaker’s is
second in terms of manufacturing chocolates in the country. Cadbury is an international
renowned organisation and despite Whittaker’s expansion in the United States, Cadbury is
considered as a key competitor of the company. Apart from this, another internationally
famous company, Nestle is considered as a key competitor for Whittaker’s. Apart from this,
local company like Blommer Chocolate Company, Hersey’s and Modelez can pose
competition to Whittaker’s in the United States.
Key Industry
Success
Factor
Priority is given
by Whittaker’s
(1=low
priority,4=high
priority)
Competitor
rating of
Cadbury
Competitor
rating of
Nestle
Competitor
rating of
Hersey’s
Competitor
rating of
Mondelez
Competitor
rating of
Blommer
Chocolate
Company
Distribution
process
3 4 4 2 1 2
Focus on
customer
2 4 1 1 4 4
Economies of
scale
3 2 1 2 3 3
Innovation of
products
4 2 3 4 4 1
Table 2: Competitor analysis
(Source: Created by author)
Market selection and entry method(s)
In order to gain support in the market it is necessary for Whittaker’s to understand the
mode that need to be followed to enter the market. The market selection method can be
based on the type of demography and customers that exist. In this regard, it can be said that
an appropriate entry method can be taken into account for identifying the best source of
gaining the trust of the customers. One of the modes of entry that can be taken by
Whittaker’s is the direct marketing entry mode (Whittakers.co.nz, 2019).

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Kotler et al. (2015) stated that in this mode, companies select the market that needs
to be targeted and based on it direct entry by forging a strong bond with the Government can
be made. However, as pointed out by Kubacki and Rundle-Thiele (2016) external
environment analysis is needed for gaining a direct entry. Another manner by which,
Whittaker’s can gain entry into the market is by joint ventures. Whittaker’s can develop joint
venture strategy with local companies so that it can gain proper entry into the market
(Whittakers.co.nz, 2019). This can also help Whittaker’s to learn about the customers.
Primary and secondary target market(s) selection
For Whittaker’s to succeed in the competitive environment it is necessary that the
company find success by identifying the primary as well as the secondary target market.
This can be done by segmenting the market so that it can gain accurate customers in the
business. For Whittaker’s, the primary customers need to be the children and adults that are
interested in purchasing the chocolates (Whittakers.co.nz, 2019). It can indulge in direct
marketing with the customers by selling the chocolates on a door-to-door basis or setting up
small shops in the areas.
The secondary target market can be the departmental stores and the shopping
centres that help in the distribution of various products. These products can be of Whittaker’s
as well as its competitors (Whittakers.co.nz, 2019). The advantage provided by the
secondary target market is that Whittaker’s can measure the rate of chocolates sold with that
of the measurement of the popularity of Cadbury or Nestle (McDonald, 2016) (Refer to
appendix 2 for market segmentation graph).
Geographic Demographic Behavioural Psychographic
The geographic
location of the
customers such
as people
residing within a
range of 10 miles
from the shops
The target
population can
be the kids and
the young adults
that enjoy
chocolate in
various tastes
and flavours
The rate of
purchase of
chocolate is
usually more
among the kids.
Whittaker’s can
provide benefits
such as gifts with
the chocolates
The primary and
secondary target
market are not
restricted to any
class or attitude
as the aim is to
expand the
company in the
United States
Table 3: Market segmentation
(Source: Created by author)
Product-related decisions
Features & design
The product that is to be promoted by Whittaker’s at the initial stage of expansion in
the country is the recently developed Tip Top chocolate that consists of varied cocoa and
caramel. The feature of the product is that it consists of different range of cocoa that ranges
from 35-62% (Whittakers.co.nz, 2019). Hence, the product can provide customers with
different choices related to the chocolates that are selected. The designing of the chocolates
are made so that it attracts the customers and provides a difference in identifying the
different percentage of cocoa that is used in each product. Hence, in this regard, it can be

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said that Whittaker’s can gain a strong competitive advantage if the company start to focus
on the packaging of the product (Whittakers.co.nz, 2019).
As stated by Nykiel (2016) the designing of a product can help in attracting the
audiences as a new product can be easily seen among already known designs of other
products. For example, the traditional violet and white logo of Cadbury can be easily
identified among a bunch of chocolates but the new designed Tip Top chocolate with the
unique logo of Whittaker’s can attract the audiences to purchase the product
(Whittakers.co.nz, 2019). Hence, the decision related to the designing of the product can be
kept using the traditional logo colours of Whittaker’s (Refer to appendix 3 for feature and
design of the product).
Product assortment
The product assortment refers to the breadth and depth a product possess. The
combination of the product breadth and depth make up the assortment or the merchandise
mix. According to McDonald and Wilson (2016), the product breadth outlines the number of
product lines while the product depth is the variety in each of the lines. In the case of
Whittaker’s, the product assortment of Tip Top can be considered as broad as it is aimed to
promote the product for the satisfaction of the customers (Whittakers.co.nz, 2019). The
product mix takes into account the width, length and depth along with the consistency of the
product. The product line can be defined as a set of products that are related as it performs
similar functions.
For Tip Top the product line can change mainly because the products have varied
features and ingredients used for its manufacturing (Whittakers.co.nz, 2019). It can account
for the fact that in the United States, demand for chocolates that can be suitable for moving it
from one place to another are more popular. Hence, Whittaker’s need to consider this
requirements and ensure that a different packaging of Tic Toc other than the original product
is taken into consideration in the markets of the United States (Whittakers.co.nz, 2019).
Therefore, the product assortment can be small in size so that it can fit easily in the bags
carried by the people.
Branding & positioning
The branding of a product or company is necessary so that recognition can be
gained in the market. As stated by Linton (2016) it is necessary that branding be done
properly so that every customer remains aware of the products or companies that exist. In
the case of Whittaker’s, the company need to take into account the development of the
company and Tip Top in the competitive United States market so that it can continue its
strategic expansion in the market (Whittakers.co.nz, 2019). At the same time, it is necessary
that the positioning of the brand be done and analysed in a way that helps in understanding
its quality and the satisfaction level that exists within the customer.
Hence, comparison can be made with the reputed companies like Cadbury or Nestle
to understand the importance of branding as well as the position at which Whittaker’s remain
in the market (Whittakers.co.nz, 2019). Based on the analysis of the competitors it can be
said that Whittaker’s need improvement in terms of focusing on the customers along with the
distribution process so that innovative products like the Tip Top chocolate can be promoted
in the market (Whittakers.co.nz, 2019). The promotion of the branding need to be done via

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social media and the focus need to be more on the development of the quality of the
chocolate.
Promotion-related decisions
Objectives
The objective based on the promotion of a product or company is to gain importance
and analyse the capabilities it possess in business. In the case of Whittaker’s, the company
need to promote its product so that the people of the United States can identify it as a
chocolate manufacturing company that serves quality chocolates that are unique from the
local products or the internationally famous companies (Whittakers.co.nz, 2019). In this
regard, the promotional objectives of Whittaker’s include:
 To identify the best promotional medium for the development of the company
 To ensure that the media used can reach the target market so that it can continue to
progress in the market
 To identify the financial constraints that exist in applying for the promotional medium
Promotional mix decisions
The promotional mix describes blending for the promotional variables that are chosen
by a company. As stated by Armstrong (2015) it is necessary that the decision related to the
promotional mix be taken for the development of a product to achieve the best marketing
results. For Whittaker’s, the challenge is to find the right mix so that the vast population of
the United States can be reached (Whittakers.co.nz, 2019). Hence, it is necessary that the
promotional mix pertain to the advertising of the products so that the customers can
understand the type of products that can be expected from Whittaker’s (Whittakers.co.nz,
2019).
The promotion of Tip Top chocolate need to be done by understanding the
effectiveness of the sales promotion through direct marketing so that every customer can be
reached with ease. This can help in the development of the primary target customers and
ensure that every customer is provided with the product (Kotler et al., 2015). Whittaker’s can
also indulge in product placement by recruiting potential child artists for the promotion of the
chocolate via television advertisement (Whittakers.co.nz, 2019). However, the company
need to be financially stable and meet the financial requirements of the promotional mix.
Promotional themes/executions
According to Kotler and Armstrong (2015), the promotional themes need to comply
with the requirements of the customers so that assurance can be gained about the manner
in which decisions regarding the development of the promotional activities can be made. For
example, the promotional theme needs to ensure that it matches the objectives and the
organisational values that are usually followed. In the case of Whittaker’s, it is necessary that
the promotional themes address the requirements of the United States people
(Whittakers.co.nz, 2019). An example can be provided in this regard, to understand the
decision that can be taken for the proper execution of the theme.
Whittaker’s can address the issues that exist in the United States such as the political
issue to develop a theme for the advertisement (Whittakers.co.nz, 2019). However, as stated
by Lidstone and MacLennan (2017) it is needed to be kept in mind that proper consent is

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taken and approved from the concerned institution based on which the theme is done. The
execution of the development of the theme need to be done based on the financial capability
and the consent received by an organisation. For Whittaker’s, the financial position of the
company need to be taken into account so that proper theme can be developed that can
address the requirements of the people (Whittakers.co.nz, 2019).
Costs
The cost of the promotional campaigns needs to depend upon the financial stability
that exists in the business. Lamb and Crompton (2017) are of the opinion that it is necessary
that the costs be divided as per the capability of an organisation as well as the financial
factors that affect the development of the business. Hence, for Whittaker’s, the cost of
developing a proper theme for the promotion of Tip Top as well as the company can be
based on the budget that the company develops (Whittakers.co.nz, 2019). However, an
fictional estimation of the costs that may occur while implementing each of the promotional
activities can be calculated to understand the financial capabilities of the company.
Promotional type Cost (AUD$)
Advertisement via newspapers 2,300
Advertisement via television 5,000
Recruitment of actors 7,000
Direct marketing 6,500
Social media advertising 4,500
Theme based promotion 8,000
TOTAL 33,300
Table 4: Cost of promotion
(Source: Created by author)
Timing/scheduling
As stated by Flores et al. (2017) the timing of the promotion of the products as well
as the company need to be scheduled based on the importance of the activity and the
urgency to gain the consent of the customers. For a company like Whittaker’s, it is
necessary that the company understand the timing of the promotional activities so that the
company can continue to dominate in the organisation (Whittakers.co.nz, 2019). It is
necessary that Whittaker’s develop a roster that can help in scheduling the activities of the
company and ensure that timely promotion is made so that it can develop its business
prowess in the United States (Whittakers.co.nz, 2019). The timing and scheduling of
Whittaker’s in terms of the promotional campaigns required for the development of the
company can be provided.
Activities 1st week 2nd week 3rd week 4th week 5th week
Identify the
target market
Analyse the
financial
capability
Develop a
budget for
promotion

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Identify the
feasible
promotional
plan
Identify a
theme
Develop a
theme and
apply it for
proper
promotion
Table 5: Timing/scheduling
(Source: Created by author)
Pricing-related decisions
Objectives, strategies & tactics
In order to ensure success in a business, it is necessary to estimate the prices that
need to be developed so that customers can be satisfied (Fine, 2017). The satisfaction of the
customers can be based on ensuring that the prices of a product are such that it can be
affordable. In the case of Whittaker’s, it is necessary that the company develop pricing
strategies based on the product that is to be promoted in the United States
(Whittakers.co.nz, 2019). Thereby, for Tip Top the objectives of the company can be:
 To estimate the prices that can maintain the satisfaction of the customers
 To identify the product manufacturing costs
 To examine the retail pricing that is necessary for the development of a proper
pricing strategy
 To develop a proper pricing strategy based on appropriate strategy
Therefore, Whittaker’s can develop the strategies based on the identification of the
customers and the demands (Whittakers.co.nz, 2019). For example, Whittaker’s can make
pricing decisions in the form of pricing bundle by providing a toy with Tip Top so that it can
attract the children (Whittakers.co.nz, 2019). The bundle pricing strategy is effective in trying
to develop trust and recognition among the customers.
The tactics that can be applied for the development of the pricing strategy need to be
based on the requirements of an organisation. Whittaker’s can develop its financial
resources by increasing the price of Tip Top chocolate by a little margin so that the cost of
the toy can be covered (Whittakers.co.nz, 2019). However, the perception need to be
provided to the customers that the recent prices set has been dropped.
Product costs
According to Baverstock (2015), the product cost or the manufacturing cost is
important for the development of prices mainly because it provides an understanding of the
finances that are required for manufacturing. For Whittaker’s it is necessary that the
company estimate the cost of the production of Tip Top so that it can identify the financial
prospects required for its development (Whittakers.co.nz, 2019). Therefore, the product cost

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need to be sub divided in terms of ingredients required and the experts required for its
manufacturing. A fictional example can be given about the manner in which Whittaker’s can
break down the product cost required for the manufacturing of Tip Top.
Materials required Cost (AUD$)
Ingredient cost 5,500
Employee cost 7,000
Utensil cost 4,500
Shipping charges 7,500
Packaging cost 3,700
Transportation cost 7,000
TOTAL 35,200
Table 6: Break down of Product cost
(Source: Created by author)
Wholesale & retail pricing
Wholesaling is the sale of goods and merchandise to retailers that help in the sale of
goods to every people other than the customers. Zhang and Yeung (2016) stated that the
wholesalers include the departmental stores that act as an indirect relation between the
manufacturing company and the customers. It is important that wholesaler abide by the retail
price that is marked by the company so that profit gained can be shared.
For Whittaker’s, it is necessary that it analyses and identifies wholesalers that are
capable of promoting and selling Tip Top chocolate at the marked retail price
(Whittakers.co.nz, 2019). For this, it is necessary that Whittaker’s understand the effective
wholesalers in the business and ensure that each of these wholesalers gain an
understanding of the profits that can be gained from the product. Therefore, the company
needs to maintain contact with the local wholesalers to promote Tip Top chocolate in a
proper manner (Whittakers.co.nz, 2019). Hence, the retail prices need to be adjusted as the
target market for the manufacturing and sales of the product can reach every customer.
Distribution channel(s) decisions
Distribution channel(s) decisions
The decision of the distribution channel needs to be based on the effectiveness of
the supply chain that is adopted by an organisation. Wong et al. (2016) is of the opinion that
it is necessary that the decisions based on the distribution channel be taken after analysing
the external factors that cause affect to a business. For Whittaker’s it is necessary that the
distribution channel remain local and help in the development of the supply chain
management (Whittakers.co.nz, 2019). Therefore, it is necessary that the distribution
channel be developed that can address the need of the customers.
Whittaker’s have managed to develop a target market in the United States and for
this; the adoption of direct selling can be viable for the company (Whittakers.co.nz, 2019).
This can help Whittaker’s to interact with the customers directly and ensure that every
customer can provide the feedback for the development of the company in the United
States. However, introduction of a third party by adopting selling through intermediaries can

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be considered as an option for Whittaker’s in order to expand the range of market in a limited
period (Whittakers.co.nz, 2019).
Distribution intensity
The intensity of the distribution channel need to be based on the services provided
and the responses gained from the customers. In this case, the bargaining power of the
suppliers can be understood for the analysis of the distribution intensity of Whittaker’s
(Whittakers.co.nz, 2019). According to Rivera (2017), the distribution intensity of the
company can be attributed to the manner in which the company can gain profit. Hence, it is
necessary to analyse the effectiveness of the distribution channel. In the case of Whittaker’s,
the adoption of direct sales can have a major impact on the business (Whittakers.co.nz,
2019).
The expansion in the United States requires personal interaction with the customers
so that the business can commence in a proper manner. The intensity of the distribution
channel of direct sales can be well understood with the development of profit in the company
(Pride & Ferrell, 2016). The feedback of the customers can be analysed so that Whittaker’s
can identify the intense manner in which competition exists within the market. Hence, it is
necessary to identify a proper distribution channel required for the maintaining the intensity
of the business (Whittakers.co.nz, 2019).
Distribution channel & method(s)
The distribution channel and the method that is applied by Whittaker’s is the direct
sales method. By this method, the company can reach out to the customers across the
country directly and promote Tip Top (Whittakers.co.nz, 2019). This can help in managing
the customers and ensuring that the direct sales take into account the development of the
feedback of the customers. However, as stated by Juska (2017) another consideration that
needs to be made is the fact that alternative source of distribution requires to be developed.
During engaging with the wholesalers, it is necessary that Whittaker’s adopt the
wholesale distribution channel. This can provide the wholesalers with an opportunity to
continue with the development of profit for Whittaker’s so that it can expand in the country
properly. Therefore, the development of both the direct sales as well as the wholesale
distribution channel can be feasible for the company (Whittakers.co.nz, 2019). However,
Alzahrani et al. (2017) awareness about the manner in which wholesalers can be made to
ask for less finances need to be understood by the companies.
Wholesaler type, functions needed, availability
The type of wholesalers includes merchant wholesaler, agent or brokers and
manufacturers’ sales branches and officers. For Whittaker’s it is necessary that the company
understand the functions needed from the wholesalers to perform (Whittakers.co.nz, 2019).
The type of wholesaler that can be associated with Whittaker’s is the merchant wholesaler
(Whittakers.co.nz, 2019). The function of the merchant wholesaler is to engage in a primary
manner in buying and handling the products in large quantities. According to Bowie et al.
(2016), the large majority of the wholesalers’ establishment can be based on the number or
merchants that exist in the market.
Hence, services provided by the wholesalers need to be available during the time of
crisis for the organisation (Fine, 2017). For Whittaker’s, it is necessary that the wholesalers
of the company be available throughout the session so that the company can ensure proper

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expansion of the prospects (Whittakers.co.nz, 2019). In this regard, the retailer decision is
also needed to be understood so that the type of functions required account for the
availability of the managers of Whittaker’s.
Retailer decisions – type, functions needed, availability
The choice of retailer decision needs to be based by identifying the type of retailers
that exist in a business environment. The type of retailer that is most suited for Whittaker’s
involve the department stores (Whittakers.co.nz, 2019). This is mainly because Tip Top can
be sold via department stores in order to gain importance in the market (Whittakers.co.nz,
2019). The functions of the departmental stores are to ensure that new products get proper
promotion in the market so that its revenue can increase. This can help in the development
of Whittaker’s and Tip Top in the United States and ensure that the products are readily
available in every department store near the market (Whittakers.co.nz, 2019). This can be
considered as an effective way of understanding the popularity of the product.
Marketing budget
The marketing budget of Whittaker’s need to comprise of the essential requirements
that is necessary for the development of the business in the United States (Whittakers.co.nz,
2019). It is essential that the company identify the source of funds and the usage required
for the revenue so that any form of surplus within the company can be detected
(Whittakers.co.nz, 2019).
Items AUD$
Sources of funds 38,800,000
Revenue from delivery services 34,800,000
Loan from bank 2,500,000
Interest from investments 1,500,000
Usage of revenue(Expenses) 35,820,500
Purchase of property 1,500,000
Accounting expenses 3,500,000
Licensing costs 200,000
Legal expenses 150,000
Advertising costs 300,000
Interests on bank 200,000
Cost of service provision 300,000
Electricity 155,000
Maintenance of building 105,000
Salary 28,400,000
Telephone 405,000
Repairs and maintenance 100,500
Miscellaneous 505,000
Budget surplus 2,979,500
Table 7: Marketing budget
(Source: Created by author)

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MARKETING
Sales goals
Based on the analysis of the sales goals of Whittaker’s, the sales goal of the
company can be based on increasing its ability to recruit more sales personnel
(Whittakers.co.nz, 2019). It is necessary that the revenue from the delivery service increase
so that the income of the company can increase further. The marketing budget of the
company is analysed to understand the flaws that exist in the market and the manner in
which Whittaker’s can take corrective actions against it (Whittakers.co.nz, 2019). The sales
goals of Whittaker’s include:
 To understand the popularity of the product that is being sold
 To identify a proper selling channel of the company
 To reduce any type of gap that may exist between the expenses incurred and the
income received
 To ensure that sales rate increases for gaining the profit of the company
Marketing Plan analysis / evaluation methodologies
After completing, the marketing plan of Whittaker’s it is necessary that an analysis be
made to identify the key areas for development. The evaluation method that can be
undertaken for the analysis of the marketing plan includes identifying the profit and the
responses gained. Whittaker’s can undertake a survey of the customers in order to
understand the factors that affect the choice of the customers in the market
(Whittakers.co.nz, 2019). It is necessary that an analysis of the external environment of the
United States market be conducted so that Whittaker’s can develop strategies for continuous
development (Whittakers.co.nz, 2019). At the same time, the budget of the company needs
to be taken care of mainly because of the promotional methods of Whittaker’s.
Hence, it can be said that the choices made Whittaker’s during its expansion in the
United States can dictate the success that the company is expected to gain
(Whittakers.co.nz, 2019). Furthermore, the marketing plan developed also focuses on the
importance of wholesaler and distribution channels that is necessary for the growth and
development of a strong customer base. Overall, it can be said that Whittaker’s can continue
with its development based on the activities of the external factors (Whittakers.co.nz, 2019).

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MARKETING
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18
Market: United States Product: Tip Top
chocolate
Model: Direct entry Channel: Direct
expansion
MARKETING
Appendices
Appendix 1
Product fit
Appendix 2
Success derived from market segmentation
Appendix 3
Feature and design of Tip Top

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