MARKETING

Marketing Feasibility Report

Executive Summary

The food business seems to be more and more cut-throat and comprehensive. At the same time, varying approaches towards the surroundings, healthcare and wellbeing, in addition to view foodstuff as an experience somewhat than just nourishment, are appealing customers to connect again with the resource of the foodstuff they prefer to use, in turn to validate its genuineness and overall quality worth. An outcome of this fad is the customers growing awareness in neighbouring supermarkets.

European supermarket (food retailer) market is so huge that the needs of food retailing products are so responsive towards the price elasticity factor. This makes food retailers to continually fight for new markets and bring up innovative methods to achieve a competitive edge over their discounter retail rivals (Mitchell & Kiral, 1998). As a Marketing Consultant, I have been asked by Wiggo supermarket (food retailer) chain to study and report on the feasibility of them launching in a unique international marketplace. For this job, I would recommend them to promote and retail in the Halal Products to cater the needs of Muslim Communities in the UK Market.

A feasibility report is an assessment and investigation of the planned venture which is depends upon wide-ranging review and subject to maintain the method of decision making. These studies intend to neutrally and realistically discover the strong and weak points of an active company or projected business enterprise, options and risk occurring in the surroundings, the sources needed to hold throughout, and eventually the projections for accomplishment.

This Marketing Feasibility Report will give suggestions on how Wiggo can accomplish this by diversifying into novel global marketplaces in addition to retain loyalty within their existing consumer segment. It is divided into following parts: situational analysis, marketing objectives, marketing plan (strategy and tactical details), marketing budget, recommendations, and limitations of the investigation and outcomes of the study.

Introduction3

Discussion4

The Company-- Wiggo: European Supermarket (food retailer) Chain4

Situational Analysis: Launching of Halal Products in the UK Market4

External Environment5

Marketing Objectives9

Marketing Plan9

Strategic Target Positioning10

Marketing Mix12

Commercial and Societal Responsibility (CSR) Plan14

Marketing Budget16

Recommendations16

Limitations18

Conclusion18

References20

Marketing Feasibility Report

Introduction

European supermarket (food retailer) market is so huge that the needs of food retailing products are so responsive towards the price elasticity factor. This makes food retailers to continually fight for new markets and bring up innovative methods to achieve a competitive edge over their discounter retail rivals (Mitchell & Kiral, 1998). As a Marketing Consultant, I have been asked by Wiggo supermarket (food retailer) chain to research and report on the feasibility of them launching in a novel international marketplace. For this task, I would recommend them to market and retail in the Halal Products to cater the needs of Muslim Communities in the UK Market. This Marketing Feasibility Report will offer suggestions on how Wiggo can accomplish this by diversifying into novel global marketplaces in addition to retain loyalty within their existing consumer segment.

In modern times, Wiggo is considering to improve its image and insight by creating a centre of attention on excellence of its goods, in addition to its ...