Strategic marketing.doc - STRATEGIC MARKETING Table of Contents INTRODUCTION.1 TASK 1.1 Analysing the opportunities and threats in the French market

Strategic marketing.doc - STRATEGIC MARKETING Table of...

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STRATEGIC MARKETING
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Table of Contents INTRODUCTION ........................................................................................................................... 1 TASK 1 ............................................................................................................................................ 1 Analysing the opportunities and threats in the French market through PESTLE analysis ......... 1 TASK 2 ............................................................................................................................................ 3 Modes of market-entry and suitable mode for Hart's bakery ...................................................... 3 TASK 3 ............................................................................................................................................ 5 Concept of market segmentation and targeting and critically evaluate the target market .......... 5 Market segmentation ................................................................................................................... 5 TASK4 ............................................................................................................................................. 6 Porter's generic strategies and how the company can gain advantage by these strategies .......... 6 CONCLUSION ................................................................................................................................ 8
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INTRODUCTION Strategic marketing is the way of defining the uniqueness of company from its competitors by identifying its strength in order to provide better values to consumers in terms of both products and services. Strategic marketing is used for identifying the needs and desires of customers for creating a plan to reach out to them to accomplish satisfaction among customers. The company considered in this assignment report is Hart's bakery which is a UK based company in the food & beverages sector. Hart's bakery decided to launch organic chocolate product in United States of America. This report will identify the opportunities and threats faced by Hart's bakery in order to launch their chocolates in United States market by using PESTLE analysis. This report will also assess the three modes of market entry and will suggest best available mode to enter in US market Along with market segmentation and targeting. Also, to identify the competitive advantage of the company by applying porter's generic strategy. TASK 1 Analysing the opportunities and threats in the French market through PESTLE analysis. Pestle analysis This analysis is used for identifying the external or macro environmental factors responsible for growth or hindrance of an company. These factors have different impact on different sectors of a economy. The analysed results can be used for identifying threats and weakness in SWOT analysis. An organisation needs to perform this analysis in order to know the threats and opportunities which lies in the targeted country. Factors like political, technological , social, environment affects the company in performing well. Management of a company is liable for doing this analysis in order to get to know about the factors responsible for less productivity and areas in which a company can improve. Pestle stands for: Political- These factors are related to the intervention of government in the US economy. These factors generally includes taxation policy, stability of government, labour law, environmental law which effects the growth of organisation. Threats- Regulations of US government on GMO food is a major problem for the company. Opportunities- Hart's bakery should use GMO free organic chocolates with labelled calories and constituents to attract more customers and stay active in the market.
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