Marketing Planpsychology Essay Example

and sit-in ice creams, drop by 60% in winter months.

The sales of ice cream in East Lothian and Edinburgh have been greatly affected by the Scottish weather. To improve sales, Luca of Musselburgh Ltd, a long-established family company based in Musselburgh, East Lothian, and with another branch in Morningside, Edinburgh, needs to come up with a plan. Ice cream is their main product, which is both made and distributed by them. Each branch attracts a different type of consumer due to the varied residential profiles and consumer needs in the surrounding areas.

The company's primary goal is to offer customers high-quality fresh dairy ice cream at an affordable price and aims to grow and expand over time. This report addresses significant strategic planning concerns identified by the directors of S. Luca and outlines marketing objectives for the upcoming year. It also details how these objectives will be implemented. By assessing both the domestic and international ice cream markets' internal and external factors, the report positions S. Luca to enhance organizational development through marketing efforts. Additionally, it suggests expanding the menu to include winter months when ice cream sales typically decrease.

The company possesses several strengths, few weaknesses, and considerable potential. If executed, this plan has the potential to provide S. Luca with the necessary advantage to outperform other companies and grow nationally. In the future, there is hope for international expansion. It is crucial to closely monitor and make necessary adjustments during the implementation of this plan.

By conducting pre and post analysis of the marketing plan, it will become evident how successful the business has been in expanding. This information can then be used to guide

future efforts to diversify and grow other aspects of the business, resulting in increased profits and client base.

Identification of the main issue/foundation for the plan

Even though S. Luca has significant potential, it is crucial to comprehend the nature of the problem at hand. The owners have noticed a significant decrease in sales during the winter months, particularly in take-away and sit-in ice creams, where sales are 60% lower compared to the summer.

Due to the Scottish weather, sales have been severely impacted, prompting the need for a plan to boost ice cream sales. Ice cream is the main product produced, distributed, and sold in East Lothian and Edinburgh.