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17647301-Marketing-Plan - N CB A E Marketing plan Patties...

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NCB A& E Marketing plan Patties Food Ltd. Netherlands Submitted to : Mr.Aamir Sadiq Submitted by: Faysal Ahmad Khan Reg.#: 2091032 Class: MBA – Regular Evening Course Title: Basic Marketing Semester: First 1
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Table of contents Table of contents 2 Executive summary 3 o The Netherlands – an introduction Assessment of organization (SWOT analysis) 4-5 Marketing objectives 5-6 o Objectives / Goals o Strategy statement Market analysis 6-7 o Market research o Market potential o Competitive and environmental factors Marketing strategies 7-11 o Assumptions o Target markets o Products , & prices o Distribution o Promotion Marketing implementations, evaluation and control 12 Conclusion 13 2
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Executive summary Patties Food Ltd. is host to many different and well known brands such as Patties, Snowy River, Herbert Adams, Four’n Twenty, Nanna’s and Creative Gourmet. In 2007, Patties Food Ltd. made a profit of 12.7 million dollars which means a growth of 29% in relation to 2006. It has an overall market share of 51% and is ready to take over the international market. The company has already expanded into the United States of America and is seeking expansion in Europe. It has designated The Netherlands as a place to start and it will introduce the Patties brand at first. By launching in the Netherlands, Patties Food Ltd. hopes to bring pastry snacks to Europe and establish a European base. The Netherlands – an introduction The Dutch are neither the clog-wearing windmill-dwellers of popular folklore, nor the drug-dealing pornographers which they have been made out to be in recent times. Few Dutch people would recognize themselves in such stereotypes. They are certainly a unique people and this begins with the fact that they have quite literally had to create their own country in the face of overwhelming natural adversity. To do this they have had to be both ingenious and courageous, two traits that are as common today as they have ever been. The Netherlands has a very strong economy. Placed 16 on the 2005 GDP list by the international monetary fund, the Netherlands have an excellent and strong economy. In 2007, all inhabitants consumed 105.8 of food. Dutch are traders by nature and tradition, as such; the import and export laws are flexible. It has only the size of 0.0054% of Australia but on the GDP list The Netherlands are just below Australia. The Netherlands have 16 million inhabitants and is a country with great importance in the European Union and market. It has a stable parliamentary democracy and a constitutional monarchy. The perfect environment for a European launch. 3
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Assessment of organization Strengths Patties Food is a stable but growing company for years and continues to do so. This resulted in a 10% increase in net sales revenue and a net profit after tax growth of 29%. In 2007, the company acquired Creative Gourmet and Chefs Pride which was one of the direct results in an increase of market share by 2% to 51%.
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