Marketing Plan

Executive Summary

Marketing plan is a comprehensive database which outlines the marketing efforts and marketing environment of the business. Kraft food is the second largest consumer food and beverage in the world and largest in the North America. They have planned to reform the production and open more production units. They have distribution channels which reach out in more than 170 countries, capturing the market and targeting the customers. They are socially responsible and cater the health issues by adding healthy vitamins and nutritious elements in the ingredients of the products.

Table of Contents

Executive Summaryi

Introduction3

Discussion3

Situation Analysis3

Company Analysis3

Customer Analysis5

Value Drivers5

Decision Process5

Type6

Competitive Analysis6

Brand Elements7

Marketing Budget7

Marketing Strategy8

Product8

Price8

Place9

Promotion9

Short and Long Term Projections9

Conclusion10

References11

Marketing Plan

Introduction

Marketing plan is a part of the overall business plan. Successful marketing strategy is based on the effective marketing plan and the authenticity of the details. Marketing plan is a comprehensive database which outlines the marketing efforts and marketing environment of the business (www.americanbar.org, 2010). Marketing plan is based on two factors, strategy and tactics. In this essay, marketing plan of Kraft Foods will be highlighted. However, Kraft food is the second largest consumer food and beverage in the world and largest in the North America (Fennell, 2011).

Discussion

Situation Analysis

Company Analysis

Marketing Vision and Mission

The vision of Kraft Food is to achieve customer loyalty and maximum market share by providing high quality products and distributing it worldwide. Furthermore, for the year 2012, they have a vision of creating diversity in their workforce, production and products. There, workforce is already diversified with 47.8% multinational employees, and they are honored in “Top 50 Diversified Companies” of the world (Fennell, 2011).

To achieve this vision, they have planned certain strategies and a mission statement. Their mission statement highlights the core strategies and marketing dominance tactics. They have planned to reform the production and open more production units. This will be done to capture pristine areas and facilitating the markets with their products in surplus so that the customer could get whatever they want. In this way, they will attain more customers and retain existing ones, create customer awareness and achieve customer loyalty.

Strengths

Kraft Food delivers quality with quantity and provides customers with diversified and abundant consumer goods. It has a strong product portfolio consisting of crackers, cookies, beverages, dairy products and many others (www.americanbar.org, 2010). Simultaneously, they have established distribution channels for efficient marketing and appropriate raw material delivery. This is done in order to ensure quality and being cost effective at the same time. They have an impregnable structure and cut down the unprofitable segments, ensuring revenues so that they could expand further and satisfy shareholders.

Weaknesses

One of the main weaknesses which all the firms in the food and beverages industry have to suffer is low growth opportunities because of powerful competition and low switching cost. Therefore, Kraft Food also has to make strategic acquisition for growth. Customers have low switching cost, which restrains them to maximize profits and they have to give up some of the share from their revenues ...