1. EXECUTIVE SUMMARY
This report critically reviews Kingsford Charcoal’s (Kingsford) approach to marketing. In this report, as a marketing consultant to Kingsford, Integral Bussi have recommended an improved marketing plan to add value to Kingsford’s present market share, sales and profitability. The recommended marketing plan is formulated using a five-step process: analysing the current situations, identifying the issues, defining the objectives, determining strategies and an action plan to implement these strategies.
The report emphasises the importance of marketing in businesses. It has become clear that the companies without a marketing mindset will be at a disadvantage in today's business world. Those who are still centred around their products, rather than their customers, are doomed to fail.
It is highlighted in the report that threat of new entrants and bargaining power of buyers are some of the forces influencing the competition in the market. To counter these forces and gain a sustainable competitive advantage, the proposed plan will position Kingsford strategically in the market.
TABLE OF CONTENT
1. EXECUTIVE SUMMARY i
2. BACKGROUND 4
2.1 Current Marketing Situation 4
3. SWOT ANALYSIS 5
3.1 Internal Analysis 5
3.2 External Analysis 5
3.3 Confrontation Matrix 6
4. ISSUE ANALYSIS 7
5. RECOMMEDED MARKETING PLAN 8
5.1 Objectives 8
Financial Objectives 8
Marketing Objectives 8
5.2 Strategy 8
5.3 Action Plan 9
5.3.1 PRICING 10
5.3.2 PROMOTION 11
5.3.3 PLACE 15
5.3.4 PRODUCT 16
5. CONCLUSION 16
6. APPENDIX 18
6.1 Market Situation 18
6.1.1 SIZE, TARGET MARKET & MARRKET GROWTH 18
6.1.2 CONSUMER ANALYSIS 19
6.2 Product Situation 20
6.2.1 KINGSFORD PRODUCT RANGE 21
6.3 Competitive Situation 23
6.3.1 INDUSTRY COMPARISON: CHARCOAL Vs GAS BARBEQUING 24
6.3.2 MEDIA SPENDING COMPARISON 25
6.3.3 PRODUCT COMPARISON: KINGSFORD, ROYAL OAK & PRIAVTE LABLES 25
6.4...