MARKET PLAN

Marketing Plan for Entry of Spanish Olive Oil Company in UK



Table of Contents

Executive Summary1

Introduction1

Objectives2

Assessment of the Market Environment2

Financial and Human Resources2

Human and Manufacturing resources2

Marketing Capabilities3

External factors3

Political factors3

Economic factors3

Social Factors4

Technological factors4

Swot Analysis4

Strengths4

Weaknesses4

Threats5

Market Identification5

Market Segmentation5

Market targeting5

Marketing Strategies - Marketing Mix for the Target Market6

Product6

Price6

Place6

Promotion7

Competitors and their Prices7

The Action Plan7

The Marketing Budget8

Monitoring and Evaluation8

Conclusion9

References10

Marketing Plan for Entry of Spanish Olive Oil Company in UK

Executive Summary

The Spanish oil company has focused on UK as a new international market because of massive consumption of olive oil in the UK. With the sufficient financial resources and adequate manpower working on advanced plants installed in the wide premises of Spanish company provide it extensive support for internationalizing the product in competitive olive oil market of UK. The UK's sound political situation, stabilized economy, moderate social quo and sophisticated technological arena will propel the company's success in UK. The company will make certain modifications in the packaging and will devise an ample price strategy ensuring the minimal rates as compared to the leading competitors of UK to grab consumer's attention in the shortest possible span of time.

Introduction

Spain has been ranked as the top producer and exporter of high quality olive oil in the whole world (Paterson, 2006, pp. 49). The olive oil industry in Spain has flourished at a phenomenal pace in the past decades with a wide area of 4.7 million acres comprising on olive trees (Blake, 2011, pp.6). The Spanish olive oil company wants to target UK market because of expanded consumption and elevated demand of olive oil in UK. The UK share of consuming olive oil in the international consumption of olive oil has increased from 1.9% to 2.9% in the last decade(Paterson, 2006, pp.55). So UK can be a land of opportunities for the Spanish olive oil company to launch its product in UK.

Objectives

The main objectives of Spanish olive oil company for targeting UK as a new market are:

To raise its net income to € 5.98 by exploiting the extensive demand of olive oil in England by the end of year 2013.

Secondly, the Spanish olive oil company wants to enhance its share in the international market of olive oil from 15% to 25%.

The Spanish company wants to advance their operational strategies and product standard by experiencing the sophisticated trends in the competitive and flourished olive oil industry of UK.

Assessment of the Market Environment Internal Factors

Financial and Human Resources

The extensive market expansion and continuously increasing graph of sales has triggered the financial stability of the company. With an annual income amounting to € 500,000, company has sufficient funds to launch its olive oil products in UK successfully.

Human and Manufacturing resources

The Spanish company has a competent and productive personnel consisting of 250 employees working in the different departments. The plant of company extends to an area of 18600 acres and is equipped with sophisticated plants for refining and extracting olive oil.

Marketing Capabilities

The Spanish company has the capability to boost up the product in UK by marketing it through different ...