The paper "Marketing Objectives and Situation Analysis - Arnott’ s Company " is a perfect example of a marketing case study. Arnott’ s Biscuits Company begins from 1865 when a Scottish immigrant William Arnott began a bakery on Hunter Street, South Wales offering biscuits and pies to the town people. It has a colorful parrot as its logo, which is believed to have been drawn by the founder’ s daughter, Leslie Arnott. Online services came into force in 1999 when the company fully adopted a strategic online marketing program that fully became operational in early 2000.
This paper will describe in detail the marketing plan of Arnott’ s Company, which is part of the company’ s strategy to upgrade the overall service delivery and product improvement. The first part of the paper will outline the current marketing situation of the company followed by a SWOT analysis and competitive advantages it has over other competitors (Bradley, 1995). In order to provide a SMART objective for the company, it is important to study some of the factors that play a key role in influencing its performance. This is possible by looking at the current market situation of the company, which comprises of parameters like the internal environment, the external environment, and competition from other companies doing somewhat the same business.
When this was achieved, it became necessary to look and the company itself by carrying out the SWOT analysis. This would, therefore, form the basis of developing the SMART objectives that should be adopted by the company in order to remain competitive while carrying out its business. If Arnott’ s Company adopts the objectives, it would be sure of commanding a sizeable share of the biscuit market and be in a position of competing with other firms (Lehman & Dufrene, 2007). With the stated mission of improving market strategy and reduction of prices in its products, the flexibility of the matter at hand to cut prices of the products form a base to develop strategic decisions for marketing.
Online services will support price strategy procedures within the next twelve months, and the low-price sensitivity guarantees few substitutes and improves product differentiation and higher market value. The company would use rational appeal and brand appeal in advertising strategies to achieve informative, persuasive and competitive objectives.
Online marketing would boost to greater extents the advancements in online marketing, direct marketing and personal selling strategies. Strategic growth initiatives will focus on targeting the domestic market by developing the company’ s product offerings and implementing integrated marketing strategies (Mü hlbacher, 2006). Situational analysis Current marketing situation This section provides a summary of the company’ s current internal and external assessment and a SWOT analysis therein. Internal environment Review of current marketing objectives Current marketing strategies of the company as revealed in the mission statement require full participation by the staff, and management to participate fully in marketing strategies.
Satisfying the demand of customers and improving the quality of biscuits, snacks and chocolates produced. Another current strategy is becoming Australia’ s best company in the provision of food products like biscuits and snacks and improving the supply chain of food products through easy access by consumers. Improving online marketing and development of technology-based advertisement and marketing is top on the current strategies. Promotion strategies have worked for Arnott Company with regard to enhancing its marketing strategy.
Enticing consumers through promotions and offers on snacks and biscuits have gone in line with the company’ s marketing objective as well as the company’ s mission (Mü hlbacher, 2006).
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