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Essay Available:
Pages:
8 pages/≈2200 words
Sources:
15 Sources
Style:
Harvard
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 41.47
Topic:

Packaged Food – Marketing Plan for Sherry’s Food Company

Research Paper Instructions:

Maximum Word Length:
2500 words excluding title page, contents page, references section, bibliography.
This word limit includes the content of any tables, diagrams etc. but excludes the reference list. No appendices are allowed. If you exceed the word length you will be penalised.  For details see the Management School Handbooks.
Please note that SUMS does not have a word count tolerance - it is a stated maximum as outlined above.
Requirements:
 
Packaged Food – Taking a new product to market
 
Develop a marketing plan for the launch of a new product (not a service) brand in the ‘Packaged Food’ market. By "packaged food" is meant any food or drink product that can be bought and stored for consumption at a later date (for example: that which comes in jars / pouches / bottles / cans, and is chilled / frozen / dried / preserved / etc.). Your plan must be primarily focused on a new branded product (or product range), and not a service (although supplementary services might be developed around the new branded product as part of your marketing offering). The new product will be launched in the UK, so that it is where you should focus your analysis and planning.
 
You should put yourself in the position of being a new company; an entrepreneurial organization introducing a new product brand to the market (rather than imagining you are operating within an existing organization).
 
Your marketing plan should incorporate the key marketing decisions that need to be considered when deciding to go to market with a new product. This will include analysis of the marketing environment, competitors and consumers; segmentation, targeting and positioning; developing a clear and appropriate brand identity; and designing a marketing offering in the form of a comprehensive ‘marketing mix’. Further guidance on addressing these various aspects of the marketing plan is provided in the table at the end of this document.
 
For the purpose of this assignment you are not required to produce a specific budget or financial plan, but you should show an appreciation of the related concepts of cost, risk and value (all of which will be relevant to investors, sponsors, partners and anyone else you may need to support your initiative).
 
IMPORTANT: You MUST apply theoretical concepts, models and frameworks to inform, structure and explain all aspects of the marketing plan, and you MUST justify your assumptions and decisions with reference to data, information and/or marketing intelligence that is already in existence. Your application of key theory and use of data/evidence/information to justify your proposal will be two important elements of the assessment criteria.
 
IMPORTANT: You MUST NOT collect any primary research data. It is not a requirement of this assignment, and you do not have ethical approval to do so.

Research Paper Sample Content Preview:

Marketing Plan for Sherry’s Food Company
Students Name
University Affiliation
Course
Code
Marketing Plan for Sherry’s Food Company
Executive Summary
Sherry Food Company is a newly established company in the "ready to eat" meat business subsector in the food industry. The company markets its goods in UK department shops, high-frequency outlets, and mass merchandiser supermarket stores. The firm makes cold cuts products. Six months after the company's founding, Sherry Food Company has already achieved widespread recognition for its high-quality processed meat products. The company's vision is to lead the cold-cut meat sector. The company's mission is to provide unparalleled quality packed meat that is entirely safe for humans by using the most qualified and experienced employees.
Situation Analysis
Although the firm is relatively new to the food sector, it is doing well and providing cold-cut meat of a high caliber in the short time it has been on the market. Its quality is comparable to that of the UK's leading food rivals. This demonstrates that the business is steady and anticipates further growth ambitions. The company's development and expansionary strategies thus include this marketing strategy as one of the essential elements.
Market Summary
The company's long-term objective is to dominate the cold-cut meat business in the UK. According to corporate leaders, the new product would enable the business to take advantage of the shifting market and even break into existing ones.
Target Markets
College students (18–25) • Working parents (26-35) • Upper middle-class group (35-45)
Market Geographics
The Sherry Food Company has two different regional market strategies since it has large manufacturing. First, goods are sold in all sections of the nation via small to medium-sized businesses such as corner stores and convenience stores. This gives the business an efficient and successful national presence. The Sherry Food Company sells its goods via superstores like Carrefour and Safeway to maintain a high sales volume. This tactic accounts for the majority of overall sales. Sherry Food Company developed a strong brand by creating market strategies and plans based on long-term prospects such as potential market expansion, stable political conditions in the United Kingdom, leadership in the food business, and consumer trust. Due to China's large volume of imports, rapid growth, more affluent citizens reflected in their buying power, macroeconomic stability, and diverse preferences owing to cultural diversity, Sherry Food Company has also increased its sales to other nations.
Market Demographic
The Sherry food firm caters to middle-class to affluent university students. The company's various goods also connect with consumer income; students from lower- and middle-income families prefer to buy cold-cut meat since it is reasonably priced and ready to eat.
Aspects of Market Behavior
(Functional Value)
The firm's customers feel that cold-cut meat provides functional value since they prefer ready-to-eat food and want to spend less time preparing meals. The fact that many of the company's customers use cold-cut products for sandwiches, that Sherry's customers eat c...
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