Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Electronic Marketing (e-marketing)- The strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and chital marketing. 2. CHARACTERISTICS OF E-MARKETING One of the biggest mistakes a marketer can make when engaging In digital marketing Is to treat It Like a traditional marketing channel. Digital medal offer a whole new dimension to marketing that marketers must consider when consider when concocting their companies’ marketing strategies.

Some of the characteristics that distinguish online media from traditional marketing include addressability, Interactivity, accessibility, connectivity, and control. A. Addressability: Digital media technology makes it possible for visitors on a website to identify themselves and revive information about their product needs and wants before making a purchase. Addressability- The ability of a marketer to identify customers before they make a purchase.

Social Network- Web-based meeting place for friends, family, coworkers, and peers that allow users to create a profile and connect with other users for purposes that range from getting acquainted, to keeping in touch, to building a work related network. Addressable Channel- the marketer knows who the customer is and can specifically address that person, rather than using a more genetic appeal, as occurs In traditional personal Interactions. B. Interactivity: Another distinguish characteristic of social networks.

To major trends have caused consumer- 1 OFF publish their own thoughts, opinions, reviews, and product discussions through blobs or digital media. Consumers’ tendencies to trust other consumers over corporations. Consumers often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions. A. Social Networks- Social networks have evolved quickly in a short period of time. The precursors to today’s social networks began in the sass with bulletin board system. A few samples of some social networks are: Backbone Namespace Twitter b.

Changing Digital Media Behaviors of Consumers Since the beginning of e-marketing, businesses have witnessed a range of changes in consumer behavior. Today, with a click of a button, consumers expect to be able to gain access to a vast amount of information on companies, products, and issues that can aid them in their purchasing decisions. A. Online Consumer Behavior As internet technology evolves, digital media marketers must constantly adapt to new technologies and changing consumer patterns. Mastering digital media presents a daunting task for marketers, particularly those used to more traditional means of marketing.

For this reason, it is essential that marketers focus on changing social behaviors of consumers and how they interact with digital media. B. E-Marketing Strategy Although the Internet has yet to take off in many countries due to lack of infrastructure, basic Internet literacy is increasingly common. More than one-fourth of the world’s approximately three-fourths of the population have Internet access. C. Product Consideration As with traditional marketing, marketers must anticipate consumer needs and preferences and then tailor their products to meet these needs.

The same is true with marketing products using digital media. . Distribution Considerations The role of distribution is to make products available at the right time, at the right place, in the right quantities. Digital marketing can be viewed as a new distribution channel that helps business increase efficiency. E. Promotion Considerations The majority of this discussed ways that marketers use digital media and social networking sites to promote products, from creating profiles on social networking sites to connecting with consumers. . Pricing Considerations Pricing relates to perceptions of value and is the most flexible element of the marketing mix. Digital online media marketing facilities both price and non-price competition because the accessibility characteristic of Internet marketing gives consumers access to more information about costs and prices. C. Using Digital Media in Marketing Research Marketing research and information systems can use digital media and social networking sites to gather useful information for marketing decisions.

Scrounging- Refers to the way digital media can be used to outsource tasks to a large group of people. A. It should be clear by now that digital media marketing offers a range of benefits and opportunities for business. However, as with all marketing activities, launching a promotional campaign is never enough. The business must promotional campaign was successful, marketers should ask themselves the following questions: Did the online promotional campaign generate more business for the company? Did the campaign create more interest in the company?

Is this increase is demand significant? Are there any extraneous variables that could account for an increase is sale? 4. Ethical and Legal Issues How marketers use technology to gather information both online and offline raises numerous legal and ethical issues. Among the issues of concern are personal privacy, fraud, and misappropriation of copyrighted intellectual property. A. Privacy One of the most significant privacy issues involves the use of personal information that companies collect from website visitors in their efforts to foster long-term relationships with customers.

Some people fear the collection of personal information from website users may violate users’ privacy, especially when it is done without their knowledge. Another concern is that hackers may break into websites and steal users’ personal information, enabling them to commit identify theft. This ad become a legitimate concern for both consumers and organizations. B. Online Fraud: It is becoming a major source of frustration with social networking sites. Cybernetics’s are discovering entirely new ways to use sites like Backbone and Twitter to carry out fraudulent activities.

Organizations and social networking sites alike are developing ways to combat fraudulent activities on new digital media. Online Fraud- Any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information. C. Intellectual Property The Internet has also created issues associated with intellectual property, the freighted or trademarked ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others.

Each year, intellectual property losses in the United States total billions of dollars stemming from the illegal copying of computer programs, movies, compact discs, and books. The software industry is particularly hard-hit when it comes to the pirating of materials and illegal file sharing. The Business Software Alliance estimates that the global computer software industry losses over $53 billion a year to illegal theft. Consumers view illegal downloading in different ways, depending on the motivation or the behavior.

If the motivation is primarily utilitarian, or for personal gain, then the act is viewed as less ethically acceptable than if it is for a hedonistic reason, meaning Just for fun. As digital media continues to evolve, more legal and ethical issues will certainly arise. As a result, marketers and all other users of digital media should make an effort to learn and abide by ethical practices to ensure that they get the most out of the resources available in this growing medium. Doing so will allow marketers to maximize the tremendous opportunities digital media has to offer.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Based on the Sub’s the company uses a portfolio planning method to establish the positioning and attractiveness of their products. The best known portfolio planning method used Is the Boston consulting group (BCC) approach. The Bcc approach Is a growth share matrix used to categorize the company’s Saw’s into four categories based on their growth rate and market share to help the firm in understanding which brands the firm should Invest, divest , hold or harvest. The four categories consist of the Stars, Cash Cows, Question marks and Dogs.

These categories each describe an Subs position in the firm in terms of growth rate and market share. Stars are those high-growth, high-share businesses or products. They usually require heavy investment to finance their rapid growth. Over time these SSW will reduce on growth and eventually turn Into “Cash Cows”. Cash cows on the other hand, do not require the same level of support. They are high-share, low growth businesses or product and are generally low maintenance. Therefore, they will generate heavy income that the company will use to pay its bills and support other SSW that need investment.

Question Marks are low share products or business products that are In a high growth market. They usually require a lot of cash to hold their position in the market, let alone increase it. Management has to make a tough decision on which of the question marks should be developed into stars and which should be eliminated. Dogs are low growth low-share businesses and products. They do not promise to be a large source of cash. The dogs are usually the most recommended category a firm tends to divest and liquidate to gain market share and growth.

Dogs play a major role 1 OFF maintaining customers. In most cases, dogs are the brand that generates enough cash to maintain itself, or break-even. They accommodate the portion of the market that has been loyal to the product or brand (Loyal customers). These loyal customers in turn are more likely to maintain a relationship with company forming a defense against competing firms. For example, Kentucky Fried Chicken (KEF) is a franchised fast food restaurant that earns high profits from selling fried chicken and chicken affiliated meals.

In attempts to accommodate a new market, consisting of consumers who are vegetarians and non-chicken eaters; management decided to incorporate fish burgers. These fish burger meals are classified as “the dogs” since they don’t enervate the high cash returns as the chicken menus. Management may consider keeping the dog because it aids in maintaining the customers it generates as well as providing a variety to avoid losing customers to local restaurants. Dogs can also be used as the means for seeking the society long run interest.

Firms provide their dogs as a means of giving back to the community and in return they receive promotional services. A simple example, the Grenade Breweries decides to help a school within the community of springs in hosting a back to School Street fair. The nature of the Grenade Breweries is the producing and selling of a variety of rinks. They realize that “Ting” is a mild drink that would be suitable for the event; it is also considered a dog due to drop in cash returns. The firm therefore decides to provide “Ting” free of cost to the persons attending the event.

By doing this the firm fulfills its objective of giving back to the community while in return reminding customers of the drink and its unique taste. In conclusion, this analysis of the Boston Consulting Group Approach is an ideal and successful way to view your product portfolio, organize products into their categories and make sound decisions for current plans for the products and business. It is used by many major organizations around the world and has proven to be very effective.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

More than a million units of this car have from Fiat motors. Mauritius manufacturing plants are located at two amenities Gorgon and Amnesia south of Delhi. Gorgon plants installed capacity is of 9, 00,000 units per annum and Amnesia plant with a capacity of 5, 00,000 units per year and a diesel plant with an annual capacity of 1, 00,000 engines and transmissions. Marti has 933 dealerships crossways 666 towns and cities in all states and union territories of India with 2,946 service stations (inclusive of dealer workshops and Marti Authorized Service Stations) in 1,395 towns and cities all over India.

It has 30 Express Service Stations on 30 National Highways across 1,314 cities in India. Service is a major source of proceeds to the company. Most of the service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle. According to American Marketing Association (AMA) Board of Directors, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value of customers, clients, partners, and society at large. Dry.

Philip Kettle defines, marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services”. Customer Perceived Value (CAP) is the distinction between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

Typology of Customer Value Holbrook (1994 p. 27) asserted “Value is an interactive relativistic preference experience”. Based on this Holbrook proposed a typology of consumer value having here different dimensions: Extrinsic/linguistic: The consumer perceives value in using or owning a product or services as a means to and end versus an end in itself. Self-oriented/other-oriented: The consumer perceives value for the consumer’s own benefit as against the benefit of others.

Active/Reactive: The customer perceives value through direct use of an object as against apprehending, appreciating or responding to an object. These three dimensions give rise to eight types of customer value Extrinsic Intrinsic Self-oriented Active Efficiency Play Reactive Excellence Aesthetics Other-oriented Status Ethics Esteem Spirituality Thus for a company like Marti it would be very apt to use this model considering that the products that Marti Suzuki has to offer fits in quite easily in different dimensions as presented in the typology. 1. 3. Customer Perceived Value of Marti Suzuki with reference to Monroe Model between the quality or benefits they perceive in the product relative to the sacrifice they perceived by paying the price” Monroe has expressed the concept of customer perceived value as the ratio between perceived benefits and perceived sacrifice: Customer Perceived Value= Perceived Benefits Perceived Sacrifice According to Monroe perceived benefits has a positive influence on consumers’ perception of product value at first, and later on it may influence consumers’ purchase intentions.

In contrast, perceived sacrifice first has a negative influence on consumers’ perception of product value, and later on it may influence consumers’ purchase intentions. Perceived Benefits Here the benefits include customers’ desired value, e. G. , quality (Monroe, 1990). Sacrifices, on the other hand, include monetary (price) (Odds, et al. , 1991) and non- monetary (time, effort) (Crooning, et al. , 2000) considerations. Therefore, value includes here key factors: (1) quality, (2) price, and (3) convenience (Lemon, et al. , 2001), where convenience is the time and effort expended by the customers (Crooning, et al. 2000) services rendered there off. Whereas the sacrifices include the price of the car, maintenance cost, etc. 1. 3. 3 Customer Perceived Value of Marti with reference to Woodruff Model A Value-Hierarchy Model Woodruff (1997) proposed that “Customer value is a customer’s perceived preference for and evaluation of those product attributes, attribute performances and consequences arising from use that facilities achieving the customer goals and reposes in use situations. ” (IPPP) Accordingly the customer value hierarchy suggests that customers conceive of desired value in a means-end way.

Basically it can be known as a system to run businesses throughout the country by understanding customer’s goal and satisfaction over it (Leister, n. D. ) Desired Customer with Received Value Customer’s Goals and Customer Satisfaction Value Desired Consequences in Use Situations Desired Product Attributes and Attribute Preferences Starting at the bottom of the hierarchy, customers start to think about products as bundles of specific attributes and attribute performances. While purchasing and using a product they form desire or preferences for a certain attribute based on their ability to facilitate achieving desired consequence experiences.

Looking down the hierarchy from the top, customers use goals and preferences to attach importance to consequences. Also the customer’s use situation plays a critical role in evaluation as well as in desires. Marti Suzuki, being an automobile manufacturing company faces a lot of competition. Thus such a model would be very essential for their company. Means-End Model An adaptation of a model first proposed by Odds and Monroe (1985), Estimate with ere study in 1988 about price, quality and value towards consumers defined this into the concept of Means-End model. 2.

Value Proposition Definition of Value Proposition’ A business or marketing speech that summarizes why a customer should buy an item for consumption or use a service. This statement should prove a potential buyer that one meticulous product or service will add more value or better solve a problem than other like offerings. Companies use this statement to target customers who will benefit most from using the company’s products, and this helps maintain an economic moat. The ideal value reposition is concise and appeals to the customer’s strongest decision-making drivers.

Companies pay a high price when customers lose slight of the company’s value proposition. Way of Life’ is the Value Proposition of Marti Suzuki. As India is a country where comfort is vital while traveling, Marti has always been the first option. As mileage is a big criterion with cars for Indians, Suzuki proves to be better than quite a few other names in cars as its vehicles have a higher mileage; for example Swift gives km/LTR while if you compare a Honda City gives around 12-13 km/liter. 2. 2 Mission & Vision of Marti Suzuki

The Company Mission To make available a wide range of modern, high quality fuel efficient vehicles in order to meet the need of different customers, both in domestic and export markets. We must be an internationally competitive company in terms of our products and services. We must retain our leadership in India and should also aspire to be among the global players. Their focus is on: Building a continuously improving organization adaptable to quick changes Providing value and satisfaction to the customer Aligning and fully involving all our employees, suppliers and dealers to face competition Maximizing Shareholder’s value

Definition of target market: A specific group of consumers at which a company aims its products and services. Marti Suzuki has adopted a focused approach and wisely created segments within a large market to promote their cars. Lower Income Group- Marti 800, Alto Middle Income Group- Wagon-R, Swift, Swift Dizzier, Ritz High Income Group- Marti Suzuki Khakis, Suzuki Grand Valetta Suzuki Grand Valetta would obviously have no takers amongst the lower income group. Market attractiveness is a term that describes the profit possibilities available in a given market or industry. The more attractive a market is, the higher the potential refits.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Nowadays, KEF, still dominates the chicken fast food industry while has stores monomer than 100 countries operating vast profits. (De Witt ‘et al. AAA) Although, due to increased conditions of life, and differentiation of the life style of the population around the world, there is still a lots of room for expansion, especially In countries with large population, and high development rate. KEF using the BCC matrix and SOOT analysis to analyze what is the current position of the company and identify that the company has the potentials to growth in fast food market.

In the late sass the Boston Consulting Group, a leading management consulting many, designed a four-cell matrix known as BCC Growth/Share Matrix. This tool hedgehopped to aid companies in the measurement of all their company businesses according to relative market share and market growth. The BCC Matrix made a significant contribution to strategic management and continues to be an important strategic tool used by companies today.

The matrix provides a composite picture of the strategic position of each separate business within a company so that the management can determine the strengths and the needs of all sectors of the firm. The development of the matrix requires the assessment of a business portfolio, which include an organization’s autonomous divisions ( activities, or profit centers). The COG or growth- share matrix imposes a two- dimensional analysis on management of Strategic Business Units: a comparative analysis of business strength and assessment of the environment.

The business strength measure is the business as Relative Market share. The environmental measure is the Market Growth Rate. BCC Matrix: The market growth rate measures industry attractiveness. Because for the case of YUM Brand, all SSW (KEF, Taco Bell, Pizza Hut, Long John Silver’s, A) are located In the same fast- food Industry, the referent standard Is the Industry Roth rate measured against the SSW’ growth rate. The underlying theory for exams inning market growth rate is the industry life cycle.

The BCC assumes that growth rates (life cycle stages) affect a firm’s finances. Placing products In the BCC matrix results In 4 categories In a portfolio of a company: 1 -Stars (=hell growth, high market share). ;use large amounts of cash and are leaders in the business so they should also ;Frequently roughly in balance on net cash flow. However if needed any attempt should be made to hold share, because the rewards will be a cash cow if market share is kept. So, KEF Malaysia is under Star position. Cash Cows (=low growth, high market share) ;Profits and cash generation should be high, and because of the low growth, investments needed should be low. Keep profits high. 3. Dogs (=low growth, low market share) ;Avoid and minimize the number of dogs in a company. ;Beware of expensive turn around plans’. 4. Question Marks (= high growth, low market share) ;Have the worst cash characteristics of all, because high demands and low returns due to low market share ;If nothing is done to change the market share, question marks will simply absorb great amounts of cash and later, as the growth tops, a dog.

The Characteristics of each SIBS Type SUB Strategy SIBS profits Required Investment Net Cash Flow STAR Hold/ Increase High – Or + Cash Cow Hold Low High+ Question Mark Increase/Divest O or – Very High or Disinvest High or+ DOG Harvest or Divest Low or- Disinvest strength dimension, relative market share, is included to measure competitive advantage. The KEF is falling on cash cow where a low growth and high market share is. So, the profit and cash generation is high and because of low growth, investments needed should be low.

The funds received from cash cows are often used to help there businesses within the company, to allow the company to purchase other businesses, or to return dividends to stockholders. So the KEF should hold on what it has doing now. Three Paths to Success (star-cash cow-question mark). Continuously generate cash cows and use the cash throw-up by the cash cows to invest in the question marks that are not self-sustaining Stars need a lot of reinvestment and as the market matures, stars will degeneration cash cows and the process will be repeated.

As for Dogs, segment the markets and nurse the dogs to health or manage for cash Three Paths to Failure (star-question mark-dog, cash cow-dog) Over invest in cash cows and under invest in question marks Trade further opportunities for present cash flow Under invest in the stars Allow competitors to gain share in a high growth market Over milked the cash cows Evaluation at KEF KEF has been known as the leading fast-food chain and restaurant in many countries; it serves its famous original recipe “fried chicken” that contains 11 secret herbs and spices that cannot find in other fried chicken brand.

For this reason, KEF has been branded as the fast-food that serves “a finger-licking good food” that are feely processed through the company’s high-quality control team. KEF quality control starts its Job from the supply of all raw materials. Then, it conducts an annual supplier audit, STAR Audit which comprises the two areas, the Food Safety and the Quality Systems Audits. The STAR audit is conducted by either third party international auditing firm assigned by YUM or the company’s own team of expert team of food technologists in the Quality Assurance Section.

They are similar with ISO approach. Furthermore, these food technologists regularly do the experimentation of new flavors and do research for more creative and enticing DOD concepts in order to provide high-quality, nutritional and best choices of food for the customers. In similar way, they also developed some famous local flavors designed to enable the customers to enjoy an exciting dining experience. Moreover, the supplier quality are scrutinized and reviewed by KEF regional franchiser to enable to improve the products in continuous manner.

Hence, quality reports about their products and performance. More than that, the food technologists are also doing their quarterly QUA evaluations on in-house suppliers. The fast-food chain only uses quality raw materials from reputable suppliers. All chickens are all slaughtered by certified slaughters. The Mammas chicken supplier is closely monitored by the Department of Veterinary Service and obtains the Veterinary Health Mark (VIM) logo. Apart from it is an ISO 9001 certified supplier.

In addition to that, KEF products are cooked well over the minimum heat or temperature under standard procedure that is required by World Health Organization (WHO) in order to prevent the risk of contamination among the raw and ready- to- eat products. For all the products, KEF uses non-hydrogenated palm oil that is 100 percent cholesterol free. In this relation, KEF provides an informational campaign through media forms in order to promote the nutritional values of KEF products to the wide array of customers, as well as to promote a wholesome and balanced menu. The fast-food chain quality of KEF mainly attributed by the CHAMPS.

C- for cleanliness H- for Hospitality A- for Accuracy M-for Maintenance P-for Product Quality S- for Speed of Service SOOT Analysts of KEF This is KEF (Kentucky Fried Chicken) SOOT analysis for 2013. Company background Name KEF (Kentucky Fried Chicken) Industries served Restaurants Geographic areas served Worldwide Headquarters U. S. Rent CEO Roger Eaton $ 9. 5 billion (2012) Profit Employees Parent Yum! Brands Main Competitors McDonald’s Corporation, Burger King Worldwide Inc. , Subway, Wend’s Company. KEF is a fast food restaurant chain, which specializes in fried chicken.

It is the world’s largest fried chicken chain with over 17,000 outlets in 105 countries and territories as of December 2011 SOOT KEF SOOT analysts 2013 Strengths Weaknesses Second best global brand in fast food industry in terms of value ($ 6 billion) Original 11 herbs and spices recipe Strong position in emerging China Combination of KEF – Pizza Hut and KEF – Taco Bell KEF is the market leader in the world among companies featuring chicken as their primary product offering Untrustworthy suppliers Negative publicity Unhealthy food menu High employee turnover Lack of strong marketing efforts Opportunities Threats 1 .

Increasing demand for healthier food 2. Home meal delivery 3. Introducing new products to its only chicken range 1 . Saturated fast food markets in the developed economies 2. Trend towards healthy eating 3. Local fast food restaurant chains 4. Currency fluctuations 5. Lawsuits against KEF known by many and is a trustworthy brand in many countries mainly due to its early ranching and international expansion. 2. Original 11 herbs and spices recipe. KEF original chicken recipe is a trade secret and a source of comparative advantage against firm’s competitors. . Strong position in emerging China. KEF receives half of its revenue from China, where it operates more than 4,000 outlets. KEF position in China is one of its main strengths as China’s fast food market is growing steadily. 4. Combination of KEF – Pizza Hut and KEF – Taco Bell. KEF partnership with other Yum! Brands yields some advantage as the restaurant can offer items from its ratters it doesn’t have itself and satisfy more customers’ needs. 5. KEF is the market leader in the world among companies featuring chicken as their primary product offering.

KEF has positioned itself clearly among other fast food chains bearing its famous slogan and trademark chicken products. Weaknesses 1 . Untrustworthy suppliers. Over the years, KEF has been contracting suppliers, which supplied contaminated poultry to KEF or were mistreating chicken, thus resulting in falling sales and damaged reputation. 2. Negative publicity. KEF receives much criticism from PETA over the conditions chickens have been raised. Furthermore, it received bad publicity for selling chicken wing with kidney.

There are many more or less bad news from KEF, which damage firm’s reputation significantly. 3. Unhealthy food menu. KEF menu is largely formed of high calorie, salt and fat meals and drinks. Such menu offering prompts protests by organizations that fight obesity and hence, decreases KEF popularity. Consumers also often opt out for healthier choices. 4. High employee turnover. Employment in KEF is a low paid and low skilled Job. It results in low performance and high employee turnover, which increases training costs and add to overall costs of KEF. Opportunities 1 .

Increasing demand for healthier food. While demand for healthier food increases, KEF could introduce more healthy food choices in its menu and reverse its weakness into strength. 2. Home meal delivery. KEF could fully exploit (it test deliver services now) this opportunity and reach more customers. 3. Introducing new products to its only chicken range. KEF could introduce new meals to its menu and offer pork, beef or only vegetarian meals, which would target wider consumer group and would result in more costumers. Threats 1 . Saturated fast food markets in the developed economies.

The fast food market in the developed countries is already overcrowded by so many fast food restaurant chains and this already proves to be a threat to KEF as it finds it hard to grow in the developed economies. 2. Trend towards healthy eating. Due to government and various organizations attempts to fight obesity, people are becoming more conscious of eating healthy food rather than what KEF has mainly to offer in its menu. 3. Local fast food restaurant chains. Local fast food restaurants can often offer a more local approach to serving food and menu that exactly represents local tastes.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

It is often cut into cubes and served in a variety of dessert dishes and beverages. Cubes of coffee Jelly are sometimes deed to milkshakes, at the bottom of an Ice cream float, or to garnish an Ice cream sundae. Coffee Jelly Is often added to a cup of hot or Iced coffee, with cream and gum syrup added to individual taste. In another rudimentary dish, condensed milk is poured over cubes of chilled coffee Jelly in a bowl, and eaten with a spoon. Coffee Jelly can be made using instant mix or from scratch.

It is served in many restaurants and cafes, and is sometimes a part of students’ lunches served at public schools in Japan. Company Name: KEG’S Company Product Name: KEG’S Coffee Jelly Product Ingredients: Clear or Unfiltered Gelatin, Coffee and milk Eva, Caramel Sundae Ice cream, Sugar Vision: ; To be the Best Coffee Jelly product In the Philippines, but also In other Countries” Mission: ; To offer to our customers the mouth watering Coffee Jelly” Objectives: To provide a mouth watering Coffee Jelly To provide exceptional product.

To provide affordable yet tasteful product to our customers. Executive Summary The Organization It tends to retail the product to the end The Organization customers. As a new business in the market they have seen the opportunity of using the health benefits of Coffee Jelly as an ingredient of the product to be able to satisfy the needs and wants of the customers. The organization wants to be responsible not only to provide people with refreshing dessert but also to help the people with regards to their Dessert particularly found in Malls.

Health benefits of the product. Points of parity and points of difference of Keg’s from it’s direct competitors Direct Competitors Company’s Business Model Our Business Model is a comprehensive fusion of high quality products, knowledgeable and friendly services in an outstanding Ultimate Place Experience which makes us the representative to reach our valued guests to add great value to people’s lives while maintaining professional levels of business practices. Keg’s Coffee Jelly prides itself in delivering quality Product and knowledgeable Service.

Keg’s main foundation is to provide daily the ultimate coffee Jelly experience daily to our Guests. The Coffee Jelly with gelatin or water extract also offers a soothing property to the nerves and emotional/psychological state of mind. It is regarded as a mild sedative and anti-depressant. It is increasingly used in treatments for conditions of stress: nervous tension, peptic ulcers, heart disease, among others. Competitive Advantage The product has a health benefits which are: it can promote urination and eliminate edema. It has an antidepressant effect. T has an antioxidant effect. It eases the inflammation of bodily tissues, allowing faster recovery from injury. It fights the most common form of skin cancer. Strength The “Coffee Jelly’ Partnership is the only company that serves Coffee Jelly that has Gelatin with Ice cream. The health benefits coming from Coffee Jelly. New taste with healthy ingredients of dessert. Weakness The employee could get a hard time to introduce the product in the market. Availability of the Coffee. New in the market. Have a lot of competitors especially those popular brands of Coffee Jelly.

Opportunity They could easily attract consumers because of its new feature and new taste. The business could get the opportunity to expand easily. Threat Chatham, Struck, The Coffee Bean, Your Shop Name, Case Liberia, Bob’s Coffee desserts found in Malls, Fast food chains and convenience stores that has the capacity to become the organizations competitors will be a big hindrance for the organization in its introductory stage of life cycle. Marketing Plan A. Overview and Goals of Marketing Strategy The Marketing Strategy of the organization was basically based on the needs and wants of the target market.