PPM Group Presentation: Marketing Strategy for Whole Foods UK India

This presentation outlines Whole Foods UK's planned expansion into India, employing the SOSTAC model for strategic planning. The situational analysis covers the macro environment using PESTLE, focusing on political, economic, social, technological, legal, and environmental factors specific to India. Objectives include increasing sales by 20%, acquiring a 10% market share, and enhancing the customer base by 30%. The strategy involves demographic segmentation and concentrated targeting, utilizing both traditional and modern marketing tactics. Marketing mix elements are detailed, including product offerings, low-cost pricing, strategic placement, and promotional activities with discounts and social media engagement. Action plans involve hiring external agencies for digital marketing and selecting skilled employees. Control measures include KPIs, employee communication, and benchmarking to track performance and ensure alignment with objectives. The analysis concludes that India is a viable market due to its stable political and economic environment, making it suitable for Whole Foods UK's expansion.

PPM Group

TABLE OF CONTENTS
Overview......................................................................................................................................2
TASK 1............................................................................................................................................2
Situational analysis on macro environment.................................................................................2
Objectives....................................................................................................................................3
TASK 2............................................................................................................................................3
Strategy........................................................................................................................................3
Tactics..........................................................................................................................................3
TASK 3............................................................................................................................................4
Action..........................................................................................................................................4
Control.........................................................................................................................................4
REFERENCES................................................................................................................................5

Overview
The entire report is based upon Whole Foods UK which is deal in health food and
supplements and offer range of food products to their customers. The company is planning to
expand its business in India and for that SOSTAC model is used which is mentioned below:
TASK 1
Situational analysis on macro environment
By using Pestle analysis for India, the macro environment factor can be analyzed such as:
 Political: India has a good political situation where organization can easily enter in order
to offer services and product. For that Whole Foods UK must have to identify the tax rate
before implementing the business for its smooth functioning.
 Economic: This is deal with inflation rate and employment rate of a country and that is
why, before implementing in a country, it is necessary for a business to identify the
economic situation. Though India has a stable economy and that is why, Whole Foods
UK can easily operate in a business.
 Social: This is deal with the perception of a people towards a product and India is rich in
culture and that majority of them are vegetarian and health conscious (Thomas and et.al.,
2021). That is why, operate business in India will help to improve the business and attract
the range of customers.
 Technological: It is deal with advance technology and to sustain the brand image at
different country, quoted business can start offering the product online. This in turn help
to generate the effective results so that positive outcome can be generated.
 Legal: It is all about comply with laws and legislation, that is why, Whole Foods UK
should comply with employment act, discrimination law in order to run a business in
smooth manner. If this is not performed, then it affects the business operation and
decrease the brand image as well.
 Environment: It is all about concern with environment, in this business has to ensure that
it follows sustainability act where business do not use any products that affect the
environment (Phan, 2021). Also, the polythene uses by the business should be made up of
paper so that it cannot affect the environment adversely.

Objectives
 To increase the sales by 20% within next 6 months by implementing the unit of Whole
Foods UK in India
 To acquire new market share by introducing new product in India by 10% within next
two quarters.
 To enhance the customer base up to 30% by offering innovative products within next 1
year.
TASK 2
Strategy
In order to meet the defined aim, Whole Foods UK uses effective strategy i.e. it segment
the target group by using demographic characteristic in which all the key criteria have used like,
age (25 to 60), gender (male and female), income (high and middle class people). Whereas,
quoted business uses concentrated targeting strategy that help to attract the customers (Lim,
2021). On the other side, its marketing strategy involve both traditional and modern form in
which newspaper, email, digital media marketing uses to let people know about new business.
Tactics
For different tactics, company uses marketing mix in order to generate the better
outcomes and these are as mentioned below:
Product: In the context of opening a new unit in India, company offers range of products
that help to let people know about the company. This include grocery product which include
food and beverages which does not contain any unhealthy products.
Price: Whole Foods UK uses low cost pricing strategy in which it offers product at low
cost so that customers are attracted easily. If the products are offered at high rate, then it affects
the overall business brand image (Mintz and et.al., 2021). That is why, low cost pricing strategy
is far beneficial for the business to gain the market share and improve business performance.
Place: Currently Whole Foods UK is located in UK and it is planning to expand the
business at India which is rich in culture. Also, it has a brand image at global level and that is
why, offering product at different location assists company to improve the brand image.

Promotion: It uses both traditional as well as modern form of promotional strategy in
which newspaper and email are commonly used. Here, quoted firm advertise about its own
product with a flat 10% discount of first 5 customers at the opening day. Along with this, social
media marketing is also used in which different platform are used that helps to attract the
customers and generate better outcome. In this, Facebook and Twitter are used that helps to grab
attention of many customers.
TASK 3
Action
In order to implement the same into a country, manager needs to make an action where
external agencies can hire for digital marketing so that effective promotion can be performed. In
addition to this, employees must be selected who possesses strong caliber and skills to meet the
objectives of a company. Also, the structure should be hierarchical so that all the roles and
responsibilities must be shared by each other in order to meet the defined aim.
Control
To measure the entire plan, Whole Foods UK uses different controlling measures which
include KPI that helps to set the standards and observing the task in order to ensure that these are
attained or not. Proper conversation with all the employees must be performed that help to meet
the defined aim and generate the better outcome (Marcial, 2021). Benchmarking as a controlling
tool must be used that help to track the performance. In this, standards are set for each month that
helps to determine the actual performance of a company.
Through the above SOSTAC model, it has been identified that selected country is viable
because it has a strong performance in term of political and economic. That is why, it helps
Whole Foods UK to sustain a brand image at global level and also meet the need of customers.
Further, it has been also reflected through macro environmental factor, company is able to
determine the factors that might be affect the business entrance and that is why, it should monitor
the same to generate effective results.

REFERENCES
Books and Journals
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Marcial, V. F., 2021. Marketing mix de servicios de información: valor e importancia de la P de
producto. Bibliotecas. Anales de investigación. 11(4). pp.64-78.
Mintz, O. and et.al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Phan, S., 2021. The effect of PESTLE factors on development of e-commerce. International
Journal of Data and Network Science. 5(1). pp.37-42.
Thomas, P.J.M. and et.al., 2021. A PESTLE analysis of solar home systems in refugee camps in
Rwanda. Renewable and Sustainable Energy Reviews. 143. p.110872.