Market to Win Simulation
1. Terms of reference
This marketing plan for Greenworld Game 2 aims to outline and analyse the market strategy in the simulation Game 2. Also, an evaluation of the previous strategic decisions as well as the SWOT of our company should be given. Based on this, recommendations for the next 4 years (8 periods) of the marketing strategy will be presented. 2. Executive Summary
This report provides an analysis of the competitive environment of the UK supermarket sector as represented in simulation game 2. The objective of this report is to prepare a strategic marketing plan for Greenworld Supermarket.
The marketing plan for Greenworld would be developed according to ‘the marketing strategy process’ proposed by Hooley et al (2004). 3. Business Purpose
To offer consumers best value in health and fresh food products and establish our company as a market leader in the fresh food product category. 4. External Marketing Audit
MACROENVIRONMENT (PESTEL):
Political: There is no obvious sign for the political and legal forces which may affect the business. There is 2.5% increase on purchase tax.
UK government published “Healthy Lives, Healthy People White Paper”. The document points out the government and food industry will try to solve the obesity problem together.
Economic: For the past 3 periods there has been a steady rise in the market growth rate (%) for the fresh foods, kitchen cupboard, and drinks segment, although this is not reflected in the frozen foods segment. This is an indication of increase consumer spending as frozen foods are seen to be a cheaper substitute to fresh foods.
Social: Social cultural factors are reflected in the Value proposition’s expected performance (Key success factors), it shows consumers who were less price conscious until the recession started in period 4. It is expected that the resurgent economy would lead to consumers regaining this preference for value added products with less emphasis on pricing. 1. Baby and
This marketing plan for Greenworld Game 2 aims to outline and analyse the market strategy in the simulation Game 2. Also, an evaluation of the previous strategic decisions as well as the SWOT of our company should be given. Based on this, recommendations for the next 4 years (8 periods) of the marketing strategy will be presented. 2. Executive Summary
This report provides an analysis of the competitive environment of the UK supermarket sector as represented in simulation game 2. The objective of this report is to prepare a strategic marketing plan for Greenworld Supermarket.
The marketing plan for Greenworld would be developed according to ‘the marketing strategy process’ proposed by Hooley et al (2004). 3. Business Purpose
To offer consumers best value in health and fresh food products and establish our company as a market leader in the fresh food product category. 4. External Marketing Audit
MACROENVIRONMENT (PESTEL):
Political: There is no obvious sign for the political and legal forces which may affect the business. There is 2.5% increase on purchase tax.
UK government published “Healthy Lives, Healthy People White Paper”. The document points out the government and food industry will try to solve the obesity problem together.
Economic: For the past 3 periods there has been a steady rise in the market growth rate (%) for the fresh foods, kitchen cupboard, and drinks segment, although this is not reflected in the frozen foods segment. This is an indication of increase consumer spending as frozen foods are seen to be a cheaper substitute to fresh foods.
Social: Social cultural factors are reflected in the Value proposition’s expected performance (Key success factors), it shows consumers who were less price conscious until the recession started in period 4. It is expected that the resurgent economy would lead to consumers regaining this preference for value added products with less emphasis on pricing. 1. Baby and
References: Jobber, D (2010): Principles and Practice of Marketing. 6thedition. Berkshire McGraw Hill Hooley, G., Saunders, J., and Piercy, N. (2004): Marketing Strategy and Competitive Positioning. 3rd edition. FT Prentice Hall. Malcolm McDonald (1999): Marketing Plans 4th Edition. Butterworth Heinemann.