MARKETING PLAN RESEARCH PAPER

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1.0 Executive Summary

The objective of this marketing plan is to bring a new product to the Lebanese market. Fox chocolate biscuits provide a healthy, convenient, tasty snack for adult and children market. The product is being introduced in the market for the first time and does not have competitors. Our assumption is based that the product will be profitable in this market niche and the targeted consumers are going to adopt the product. In this regard, the marketing plan target to analyze the market conditions concerning needs, demographics, growth and the anticipated future trend of the product in its market. To create an effective marketing plan, we have analyzed the data gathered using survey methods be able to come up with the most appropriate market segment. Identification of the need for the product in the market through analysis of the niche will assist in directing marketing tools to different strata in the market (McDaniel, 1998).

Based on the primary and secondary data, an analysis of SWOT has been developed to enhance a clear understanding of the possibility of product survival and the stand of the product regarding strengths and opportunities in the Lebanese market. In the marketing strategy, we intend to explain a marketing mix and specific actions which will be employed to make the product as a success. By being the first market mover, the product is aimed to penetrate Lebanese market by developing a high brand awareness to the consumers and a break-even point anticipated in five-year time.

The implementation plan will entail two-phase operation plan. The first phase will involve the importation of the Fox chocolate biscuits from its manufacturer (British Biscuit Manufacturer). The product once in Beirut will be refrigerated and distribute to the market using the authorized retailers. The second phase will entirely depend on the success of the first step and will entail producing Fox chocolate biscuit in the local setup. Due to the changing consumer taste and preference, local production will help in increasing the capacity and output and at the same time conducting real-time market analysis and respond to the variations.

2.0 Introduction

2.1 Parent company

British fox biscuit company was established in 1853 which is a renowned brand with great heritage. It has employed more than 3000 employees who work in its three bakeries to produce the massive range of Fox biscuit. The Fox biscuit is manufactured and distributed to all its retailer and brand owners who are offered as a broad range of price to ensure all the customer (low and high-income earners) are considered. It was initially established in Bartley in West Yorkshire but now operates in three bakeries: Kirkham, Bartley, and Uttoxeter (John, 1990). The company has most of it brand being recognized such as Vinnie, Mascot, and Panda. British fox biscuit produces premium coated indulgence biscuit which comprises a comprehensive range. The business and grown in folds and we believe introducing the same idea in Lebanon will be a profitable adventure.

2.2 Product Description

Fox biscuit is manufactured concerning its founder the Fox family. It contains 539kj/129kcal of energy, 6.4g of fat, 3.5g of saturates, 10g of sugars, and 0.13g of salt in every cookie of 100g. A standard cookie has wheat flour, milk chunk and sugar content which is important in the health of a consumer. Fox biscuit contains an exclusive content of about 175 grams and is stored in cool and dry place. In its local market, Fox biscuit, the product will be delivered to the customer through billboard and television programs. Nevertheless, since this is a new product entering the Lebanese market, the promoter will encourage a marketing strategy that promotes sales at the selling points which will entail trapping the customer’s attention at the shopping malls (Leslie, 1990).

The product design is also attractive, and the customers at the supermarket will taste and buy it right away; this will be the most successful promotion for the product. Since the product is new and unique in the market, its awareness will be created mostly through the online ads and social media to achieve the intended scope at high speed (Jean, 1997).

Vision: Fox chocolate biscuit has an aim to satisfy varying needs of it consumer each and every day by creating awareness and selling biscuits of consistently high quality.

Mission: The Fox biscuit is dedicated to providing safe and healthy snacks, delivering optimal requirements for better growth and development of its consumers.

3.0 Situational Analysis

To effectively introduce the new Fox chocolate biscuit in the market, we have conducted a market analysis. First, we have done the Lebanon (Beirut) population and broken it down based on the age groups. Further research revealed that there not a product as Fox chocolate biscuit which has entered the market, meaning that a market niche exist.

This evaluation will require an indication of the current Lebanese market conditions concerning political, economic, sociological, and technological approach.

PEST Analysis

3.1 Political environment of the business

Lebanon has built a stable political institution that will be favorable for marketing and sell the Fox chocolate products in the market. Most militias that...