AFDCO Incorporation Marketing Plan Presentation

Environmental factors affecting AFDCO Inc.

• External factors:
  • PESTLE analysis
    • Analyzes the political, economic, social, technological and legal environments.
• Internal factors:
  • Mission:
    • To research and offer customers the best beverage products in the world.
  • Resources:
    • High level of customer satisfaction and diverse beverage products.
  • Business relationships:
    • Uses the porter’s five tools in analyzing the;
    • Threat of new entrant;
    • Threat of new substitute;
    • Degree of rivalry;
    • Buyer bargaining power;
    • Seller bargaining power.

PESTLE tool is used in the analysis of the AFDCO Incorporation’s macro-environment. The tool incorporates the political, economic, social, technological and legal environments (EuroMonitor Par 1).

Competitor analysis

• The main competitors to the Arabachino’s market introduction comprise:
  • Daliya Trading Company.
  • Citronel Coffee Vending Machine.
  • Smart Coffee Trading Company.
  • Cassiopeia General Trading.
• The strategies for success include:
  • Market dominance.
  • Effective brand management.
  • Customer service.
• Key product characteristics differentiating it from competition include:
  • Product innovation.
  • Continuous product research and development.

The firm faces various competitors in the market. However, it has implemented various strategies increasing its market dominance: effective brand management, customer services, product innovation and continuous product research and development (UAE Interact Par 1).

Market segmentation

• Target market:
  • Individual customers.
  • Institutional customers.
• The variable of the market segment include:
  • Age group.
  • Attitude.
  • Institutions.

The classification of a detailed cluster in the market to which an organization intends launching and promoting a good or a service is critical in the operations of a firm (Lamb et al. 46). AFDCO aims at capturing both individual and institutional clients.

SWOT analysis

• The tool of analyzes the firm’s strengths, weaknesses, opportunities and threats.
• The internal strengths include:
  • Substantial customer base, strong human capital base, effective supply chain and product diversification.
• The internal weaknesses are:
  • Insufficient competitive advantage.
  • Inadequate skilfulness in designing and developing coffee making machines.
• The external opportunities include:
  • Increased probability of success.
  • Augmented sales revenue.
• The external threats are:
  • Intense competition.
  • Change in technology.
  • Change in consumer behaviour concerning coffee consumption.

SWOT analyzes both internal and external factors. The SWOT analysis will look into the strengths, weaknesses, opportunities and threats facing the firm . Threats include increased competition, technological changes and alterations in consumer behaviour (Trading Economics Par 11).

Objectives

• Marketing objectives:
  • To develop a high level of brand recognition by integrating the idea of brand management.
  • To increase the firm’s customer base by creating sufficient market awareness regarding the new product.
• Societal objective:
  • To improve the traditional coffee making machine.
  • To help customers produce high quality coffee.
• Financial objectives:
  • To achieve a market share of 25%.
  • To maximise the sale of Arabachino in the UAE to $1.5 million.
  • To increase the firm’s net profit to $ 4 million.

The firm’s objectives are numerous ranging from marketing to financial within one year of introduction (IBISWorld Inc. Par 1). Essentially, the objectives are aimed at increasing the market share and sales revenue within one year of its operation.

Marketing mix

• The marketing mix includes product, pricing, promotion and distribution.
• Product strategy includes well designed coffee making machine, product differentiation, product quality.
• Pricing strategy includes penetration pricing, low pricing, psychological pricing, odd number pricing.
• Promotion strategies include market awareness campaigns through advertising online marketing and sales promotion.
• Distribution strategies include:
  • Use of retail chain outlets.
  • Use of local supermarkets.
  • Wholesalers.

The marketing mix utilized by the firm includes product, pricing, promotion and distribution strategies. The firm will incorporate the concept of product diversification. In addition the firm will adopt penetration and psychological pricing strategies (Lamb et al. 66). Advertising, direct marketing, sales promotion, and public relations will be used in promoting the product.

Financial and operational plans

• Financial projections:
  • The firm projects that the sales revenue will be on an upward trend.
  • The firm’s profits are also projected to be on an upward trend.
  • The budget expenses are expected to increase.
• Operations by team members:
  • The firm’s management team will analyse the trend of sales revenue and market share.
  • The firm will hold monthly meetings to discuss and adjust deviations in the marketing process.

The general financial projections are that the firm will incur substantial cost in the course of marketing the product. In addition, sales revenue and profits are projected to grow within the next three years.

Works Cited

EuroMonitor: Coffee in the UAE 2013. Web.

IBISWorld Inc: Food processor and blender manufacturing in the US: Industry market research report 2012. Web.

Lamb, Charles, Joe Hair and Carl McDaniel. Marketing, New York: Cengage, 2008. Print.

Trading Economics: United Arab Emirates GDP growth rate 2013. Web.

UAE Interact: Abu Dhabi is planning to achieve growth by 6-7% in real GDP over the period 2008 -2012 2013. Web.