MARKETING PLAN

Sheffield Cutlery: Marketing Plan for Arab Market

Sheffield Cutlery: Marketing Plan for Arab Market

About the Company

Sheffield Cutlery is the company that designs and manufactures cutlery products. The designs are based on the customer's need. In this study, we try to explore the concept of Marketing Plan of Sheffield Cutlery in a holistic context. The main focus of the research is on “Sheffield Cutlery” and it's Marketing Plan. According to different sources, it can be forecasted that the launch of Sheffield Cutlery in Gulf market will enhance the market share of the company along with the enhancement in brand loyalty. Specifically, cutlery refers to utensils employed in the household like flatware utensils, including knives, spoons forks and other specialized implements, for eating and serving food. Swords, scissors, manicure and pedicure sets & instruments.

Analysis of Cutlery Market

The abolition of international trade barriers, the introduction of a uniform currency system in Europe, plus ever shorter product life cycles have all allowed new providers to penetrate the cutlery market. Diverse local conditions bring competitive advantages - e.g. cheaper raw materials, energy and labour costs, which frequently allow these providers to offer their products at a lower price than the traditional German cutlery producers can. As market barriers become less stringent and brand piracy increases, it can only be assumed that the market situation for European producers of tools and cutlery will become even fiercer in the coming years - much to the disadvantage of the traditional companies. In a conflicting area of increasing pressure in competition and costs on the one hand and limited resources on the other hand, the question arises in which value creation activities these limited resources should be invested - an issue which will assume more and more significance in the future (Baker, Hart, 2009, 223-234).

Especially, in times of economic downturn a high rate of repurchase, a high customer loyalty and a positive company image are factors of success resulting from a high customer satisfaction. But how can companies achieve a high level of customer satisfaction in times of fiercer general conditions? For this purpose, companies must be able to differentiate themselves from their competitors by providing a high level of customer service and customer satisfaction in addition to maintaining the consistently high quality of their products. To develop products and services suitable for customers and to provide them a high level of customer service, it is mandatory to identify and analyse explicit expressed customer requirements as well as non-expressed but latent existing requirements.

Marketing Research

In general, the capacity of Gulf market of cutlery can be estimated rather arbitrary, since it is a component of household goods market and, separately, it is no one has ever assessed. Thus, we can assume that if the last year revolves £1.6-1.8 billion a year, the amount of tableware market is £550-600 million of them directly on the dinnerware for about £360 million. To date, virtually all known European brands in the Gulf market. Another thing is that due to cultural sensitivities and traditions, or ...