Marketing Planpsychology Essay Example
Marketing Planpsychology Essay Example

Marketing Planpsychology Essay Example

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  • Pages: 3 (685 words)
  • Published: December 12, 2017
  • Type: Case Study
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Luca of Musselburgh Ltd is a well-established family-focused company based in Musselburgh, East Lothian, Scotland. They also have a branch in the popular Morningside area of Edinburgh. Each branch caters to different types of customers based on the unique residential profiles and consumer needs of the surrounding areas.

The company's main goal is to provide customers with high-quality fresh dairy ice cream at an affordable price. They also have plans for future growth and expansion.

This report outlines the strategic planning issues identified by S. Luca directors and presents the marketing objectives for the next twelve months, along with specific implementation details.

This report aims to assess the ice cream market in the UK and globally, evaluating both internal and external factors. The findings will be used to position S. Luca strategically, focusing on marketing efforts and menu expansion during th

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e winter months to capitalize on a potential decrease in ice cream sales. Despite having strengths and weaknesses, S. Luca has significant potential. If this plan is executed successfully, it could grant S. Luca a competitive advantage, enabling national expansion and potential international growth. It is crucial to monitor the implementation process and make necessary adjustments along the way. Conducting pre and post analysis of the marketing plan will provide insights into its success and potential business growth.

In the future, there is potential to expand and develop other aspects of the business to increase profit and client business.

Key issue/basis for plan identification

The company has great potential, but it is important to understand the nature of the plan. The owners of S. Luca have observed a significant decrease in sales during winter compared to summer. Sales, particularly through take-away

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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.

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