Marketing presentation part2
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The document analyzes opportunities and threats in the macro and micro environment for a business selling Thai-style barbecued food. It identifies opportunities like a large customer pool from high population density and threats like unpredictable buying patterns. It discusses market segmentation, positioning, and a marketing mix strategy focusing on the 4Ps - product, price, place, and promotion. The business aims to target 3% of the local market in the first year with an economic and customer-focused brand image.
Marketing presentation part2
- 1. Opportunities & threats Factor Environment Opportunity Threat Macro- Demographic High density ; Large customer Aged may not environment Age pool be interested Political Official license; Higher Minimum wage Wage credibility increases costs Economic Inflation rate Reasonable Frequency of price attracts buying pattern customers is unpredictable Technological Diet website More Unpredictable communication technical with customers problem occur Eco-logical Quality of food Organic raw Contamination material can of food will increase deteriorate attractiveness reputation Social-cultural Consumer Take away People might lifestyle brings have healthier convenience food
- 2. Opportunities & threats Factor Environment Opportunity Threat Micro- Supplier Wide range of Lower cost of environment choice supplier raw material Marketing Diet website Can help Can leave bad intermediaries promotion comment Publics All relate to our Many target Many business customers competitors
- 3. Market objectives • First three • 3%of total months:3% • Next three market in months: 10% the first • Last six months: year stable sales Marketing Sales shares Image Awareness • economic-friendly • around 80% of image customers are • professional, helpful, aware our brand friendly, and customer- oriented staffs
- 4. Target market- segmentation Segmentation Demographic Psychographic Behavioral Segmentation segmentation segmentation • Age • Own selling • Benefit sought • Income point • Consumption • Occupations frequency Combinations of technique (Powers,1990)
- 5. Target market- positioning Satisfactory quality with reasonable price
- 6. Price Marketing Product Mix Promotion strategy (4Ps) A tool for company to consist of everything to stimulate the demand for Place its products. (McCarthy, (1960, cited in Gronroos, 2002)
- 7. Marketing Mix Four Ps – Products Thai-style barbecued food 2 categories Meat: beef ,pork, chicken ,fish Vegetable: eggplant, green bell pepper
- 8. Three levels concept of product Augmented Guarantee product and credit Brand name Actual product Quality Packaging Core product Food to fill their stomachs -- Kotler & Armstrong (2010)
- 9. Marketing Mix Four Ps – Price Definition: amount of money charged for exchanging the consumer benefits or use of the product pricing • buyer based (perceived- methods value) Pricing objectives of • Short term: penetrate price setting the market
- 10. Marketing Mix Four Ps – Price setting • attract the customers to buy lower price other product series for some • set a price lower than product competitor • price sensitive price • many substitution and elasticity competitors