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Marketing

Marketing

Fast Food Products Ltd

Tutor: Sam Forrest



Author: Daniel Walsh


Table of Content

1 INTRODUCTION 5
2 PROCEDURE 6
3 FINDINGS 7
3.1 Task 1 7
3.1.1 Marketing Concept 7
3.1.1.1 The Marketing Concept 7
3.1.2 The Marketing Process 8
3.1.2.1 Situation Analysis 8
3.1.2.2 Marketing Strategy 9
3.1.2.3 Marketing Mix Decision 9
3.1.2.4 Implementation and Control 9
3.1.3 Benefit to Fast Food Products Ltd 9
3.2 Task 2 10
3.2.1 The 4 P’s 10
3.2.1.1 Product 11
3.2.1.2 Price 11
3.2.1.3 Place 11
3.2.1.4 Promotion 11
3.2.1.5 Limitations of the Marketing Mix 11
3.2.1.6 Service Mix 12
3.2.1.6.1 People 12
3.2.1.6.2 Process 12
3.2.1.6.3 Physical Evidence 12
3.3 Task 3 13
3.3.1.1 Product 13
3.3.1.1.1 Brand name 13
3.3.1.1.2 Quality 13
3.3.1.1.3 Packaging 14
3.3.1.2 Price 14
3.3.1.2.1 Pricing strategy 15
3.3.1.2.2 RRP 15
3.3.1.2.3 Discounts 15
3.3.1.2.4 Price discrimination 15
3.3.1.3 Place 15
3.3.1.3.1 Warehousing 15
3.3.1.3.2 Order processing 15
3.3.1.3.3 Transportation 15
3.3.1.4 Promotion 16
3.3.1.4.1 Promotional strategy 16
3.3.1.4.2 Advertising 16
3.3.1.4.3 Sales promotions 16
3.3.2 Marketing Plan 17
3.3.2.1 Mission Statement 17
3.3.2.2 The Challenge 17
3.3.2.3 Situation Analysis 18
3.3.2.4 Market Segmentation 18
3.3.2.5 Alternative Strategies 18
3.3.2.6 Selected Marketing Strategy 18
3.3.2.7 Short and Long Term Projections 18
3.3.2.8 Conclusions 18
3.3.3 Fast Food Products Limited Marketing Plan 18
3.3.3.1 Mission Statement 18
3.3.3.2 Objectives 18
3.3.3.3 SWOT Analysis 18
3.3.3.4 PEST Analysis 19
3.3.3.4.1 Political 19
3.3.3.4.2 Economical 19
3.3.3.4.3 Social 19
3.3.3.4.4 Technological 19
4 APPENDIX 20
4.1 A 20
4.1.1 The Production Concept 20
4.1.2 The Sales Concept 20
4.1.3 Market Segmentation 20
4.1.3.1 Requirements of Market Segments 20
4.1.3.2 Segmentation Bases in Consumer Market 21
4.1.3.2.1 Geographical 21
4.1.3.2.2 Demographical 21
4.1.3.2.3 Psycho-graphical 21
4.1.3.2.4...