Essays on The Marketing Plan of Diet Food Takeaway Case Study

Download full paperFile format: .doc, available for editing

The paper "The Marketing Plan of Diet Food Takeaway " is a perfect example of a marketing case study.   A marketing plan is a written plan, which is both a strategic plan and a tactical plan. It clearly draws out the marketing objectives of the firm. It is normally a tool that is very crucial in the running of the businesses of any firm (Allred, Addams, and Chakraborty, 2007). It defines clearly the vision and goals of the enterprise. They serve the purpose of ultimately achieving the ultimate goal of being profitable as well as being competitive.

The marketing plan ensures that the business carries out the appropriate market audit. This also includes the proper analysis of the market situation as well as the market condition (Sandhusen, 2000). The elements herewith are the analysis, which gauges the strengths, weaknesses opportunities and threats that are facing the business. When properly evaluated the marketing plan results in the achievement of the organization’ s objectives. This is the case whether the business trades in goods or services. The length of time that is usually covered by the business plans are usually one to five years (Baker, 2003).

Before the lapse of this period the business achievements is periodically compared to the set goals so as to identify whether the business is making progress. This paper incorporates a business plan for a diet food takeaway restaurant that is called Diet Food Takeaway Boxes (Kerin, Hartley & Rudelius, 2003). This enterprise offers healthy food takeaways. The marketing plan will include the situational analysis, the market analysis, the SWOT analysis, the marketing and the financial objectives as well as the target markets for this entity and the current positioning of the outlet (Grover & Vriens, 2003). Business objectives The main objectives of the Diet Food Takeaway are the financial objectives.

The outlet looks forward to making increased sales as well as increase the profit margins. These objectives of the business are specific, measurable, agreed, and realistic and time-bound so as to ensure their viability. The predicted sales for the year is $ 4,000,000 and the predicted gross profit is $ 1,429,000.This specificity clearly makes the teams be well aware that a lot of effort is needed from them in order to achieve the objectives.

The business also has an objective of hiring 500 employees within a period of one month and of opening other branches within the vicinity of the city and also outside this horizon (Grover & Vriens, 2003). The other objectives that the enterprise has are an ethical and social responsibility. The business is seeking a social responsibility of ensuring that the health of the customers is checked. It is the objective of the manager as from the onset of the enterprise that the organization meets all these objectives within the period of one year (Kerin, Hartley & Rudelius, 2003). Predicted sales Achieved sales difference Predicted gross profit Achieved gross profit difference $ 4,000,000 $ 3,678,550 $ 321,450 $ 1,429,000 $1,189,980 $240,020 Marketing vision Diet Food Takeaway Boxes is an outlet that is organized around a common love for healthy diets.

It provides takeaway boxes for people who cannot prepare their own foods and them, want to live a healthy life (McDonald, 1992). Situation analysis Brisbane City is the situation of the business. This location is appropriate because it is a big city and because the population is large.

References

Allred, A., Addams, H.L., and Chakraborty, G. (2007), ‘Is informal planning the key to success of the inc. 500?’ Journal of Small Business Strategy, 18(1): 95-104.

Baker, M. (2003) The Marketing Book, 5th Ed. London: Butterworth-Heinemann Publishers.

Davids, M., and Newcomb, K. (2006), ‘Planning for marketing success: Turning the “Wheel,” Debt 3, 21(4): 22-25.

English, J. (2006) How to Organise & Operate a Small Business in Australia: How to Turn Ideas Into Success, 10th Ed. Sydney: Allen & Unwin Publishers.

Grover, R. & Vriens, M. (2003) The Handbook of Marketing Research: Uses, Misuses, and Future Advances. New York: Sage Publishers.

Isenberg, D.J. (1987), ‘The tactics of strategic opportunism,’ Harvard Business Review, 65(2): 92-97.

McDonald, M.H.B. (1992), ‘Ten barriers to marketing planning,’ The journal of Business and Industrial Marketing, 7(1): 5-18.

Simkin, L. (2002), ‘Barriers impeding effective implementation of marketing plans - a training agenda,’ The Journal of Business and Industrial Marketing, 17(1): 8-22.

Ruskin-Brown, I. & Clarke, G. (2000) Marketing a Service for profit: A Practical Guide to Key Service Marketing Concepts. London: Kogan Page Publishers.

Sandhusen, R. (2000). Marketing, 2nd Ed. London: Barron’s Educational Series.

Kerin, R., Hartley, S. & Rudelius, W. (2003) Marketing: The Core. New York: McGraw Hill Professional.

Steuernagel, R., (1998). Cellular Marketing, New York: John Wiley and Sons Publishers.

Wedel, M. & Kamakura, W. (1999). Market Segmentation: Conceptual and Methodological Foundation, 2nd Ed. New York: Springer Publishers.

Weinstein, A. (2004). Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, 3rd Ed. London: Haworth Publishers.

Download full paperFile format: .doc, available for editing
Contact Us