Internal Analysis Strong And Weak Points Marketing Essay

Internal Analysis Strong And Weak Points Marketing Essay try basically the chosen merchandising alloy. (normally you apply the actual grocery storeing-mix, save since that does non automatically exist straight off in the Netherlands, you contend to assess the ( slamn and/or expected) strengths and fadednesses. Elements to read actual dodging of the family (abroad) and hearty /weak layers influencing you mkt-mix (e.g. coronation budget scum bag be to a fault low)Use your own glance results concerning the fruit or substitute convergences where pertinent, in order to know if this influences (strong point/weak point) your actualperformance.Elements you must include be therefore* growth (benefits, attributes, core, actual, increase - mark offing dodge)* terms (pricing strategy -price background knowledge), including be you get surface contrive, break-even, etc* statistical dissemination (chosen partners, online, direct ) strategy and speak tos* converse st rategy and embodys, hind end be home(a) and external, is promotional material wise related to distribution and product/brandingAlso, but slight extensive, since this goes beyond IP-1* personel/employees HRM -strategy and be* purchase function / supply chain be for managing the foster chain, etc* finance (investment =? Do you hold back the money ? Do non ignore, you posit it for your budgetting, so at least name it and explain how real much is involved, bear on the costs as low as workable )(finance=communicating costs, personnel costs, starting up costs,The total must be coherent, hard-nosed and financially feasibleRelevant conclusionsCHAPTER 2 INTERNAL ANALYSIS -STONG AND feeble POINTSIntroductionThe internal abbreviation of the company chiffonier be akinwise associated with SWOT analysis. This is an analysis of the strenghts, weaknesses, opportunities and aff right hands of the company. Internal analysis is essential for the company because it poop measu re the companys electric current situation and it can help to further the maturation of the company. By analysing these four sides of the company we can better understand what is essential to further the growth of the company. It is necessary to try out our situation in its current position in order to pass on better planning for the future. Since our design is to introduce the product and the company to the Dutch market success richly we fate to internally analyse our strenghts, weakneses, opportunuties and possible threats in the rude(a) market. By the internal analysis we can in addition select improvements in our overall selling strategy. By internal analysis of the company we can easily list marketing opportunities, problems and evaluate performence. The main purpose of the internal analysis is to cod a better picture of the companys overall performance and to help us with making better marketing decisions for the future growth.Structure of the internal analysisThi s analysis is going to show the strenghts and weaknesses of our marketing strategy. We ordain analyse all(prenominal) part of the marketing mix in order to estimate its efficiency. Elements to analyseExtensive analysisActual strategy of the company and strong/weak points influencing our marketing mix yield analysisPricing analysis distribution analysisCommunication analysisLess extensive analysis force-out/Employees HRM strategy and costsPurchase function/Supply chain payAt the end of the analysis we allowing provide a relevant conclusion.Actual strategy of the company and strong/weak points influencing its marketing mixProduct analysisOur market offering is a soft, multivimatin throw. What is special close to our product is the concept of the product. It stands out from early(a) multivitamin drinks in the alike product group. In this part of the analysis we are going to analyse the benefits, attributes, the core of the product, the actual product, the augmented product. T he analysis go forth include the strong and weak points of the product which give affect our actual performance.Product benefitsAs a main benefit of our product can be considered the incident that it is healthy and it includes a plenty of vitamins.Another benefit is the innovational packaging. It is get outive and offers to the customers a special way of drinking. It is also interesting and more fun than other products in the same product group. The cap consists vitamin powder which falls into the irrigate in the bottleful immediately after opening the cap.Product attributesProduct Quality For the quality we dont have to interchange anything, because our product GO instanter has a very good quality, and its a very popular drink because of quality in Eastern Europe. So we hope that Dutch consumers give have the same opinion about our product.Product Features Based on our survey, we dont have to add any additional features for our product.Product Style and formulate Our pro duct has an eye-catching style, so we dont have to change it. For design, its a topographic point a problem for now. We ring that in future we will change it for the Dutch market, because design it is a deep understanding of customers deals. But for now we will leave it the same.Branding Brand is very important for the product, and our product brand is still unknown for the Dutch market. For Dutch market we have change already the name of our brand, so we made it much easier for local anesthetic consumers.Packaging We have kind of a good packaging, especially for the Dutch market, because our main product GO chromatic flavor is in chromatic color, and, base on survey, people like especially this feature of our product. The unless thing that we have to change is that we have to translate the product discipline from creation to Dutch and English languages.Labeling We will not change the label, we dont need this, because based on the survey we made, we set up out that consume rs are fully satisfied with the product we offer.Product Support Services We will acquire a survey among our customers periodically to assess the quantify of our future service, and that will also help us for obtaining new ideas.Core customer value of our productOur product offers to the customers healthy and re perting drink. It improves their lifestyle. It is also a new way of drinking which is a lot of fun.Actual productGO is a a refreshing multi-vitamin drink in innovative package, competent to everyone who lives on the go and actively enjoys their free time.The product itself is in an orange packaging. It is a new way of drinking. You open the cap. Add GO water supply to suit your taste. Then you close the cap and shake the bottle. Your GO is ready. In the end you enjoy the unforgettable taste of your favorite multivitamin drink. The slogan of this product is Open and GOAugmented productThe service the company provides is that if you are not satisfied with the product they will do everything they can to help you with your problem.They have also a give upy service, you order it on the internet and deliver the next day. Delivery takes too long so this is a weakness but if there is salient interesnt in tainting the product online we can make changes and fasten the delivery of the product.Branding strategyEven though the brand is very popular in more or less East European countries it is still unknown in the Netherlands. We will make some changes in the brand name because it is too difficult to bring forward and it doesnt make any sense for the Dutch consumers.Of course, it is still possible to keep the brand name of the product but it will not be the best choice because its too long and its also hard to regain and pronounce. We need something simpler in order to make our product popular. Our products original brand name was Cedevita GO and we have decided to shorten it and change it nevertheless to GO. The new name is easier to pronounce and to remember its also with big letters so it draws the customers concern. Also the word Go have a meaning in English and it manner proceed which associates with sport and physiologic activities that are important for the health.Pricing analysisWe suggest for the client to identify the price at 2,00The price Atlantic Grupa puts is 1,40, the retailer price is 1,70, so the best price for our client would be 2,00 since the customers in Holland have a little bit more money to spend. And since the nature of the product is to be on the go, it would be a normal price since the other products are quite expensive as well(tank stations, AH to go etc.). And with 2,00 you would have a straitlaced price. And combined with a psychological setting it would result in the last-place of 1,99Another part of our pricing analysis is that the price of our product is quite high to reflect a authentic amount of exclusiveness. So in that sense, we would like to pick premium pricing from the options Kotl ers diagnoses to us.Abroad the BEA is 15,849 since this amount of euro is the ceaseless costs. That centre Atlantic Grupa has to sell exactly 11.321 bottles of cedevita GO. With a cut-rate sale of 1.684.295 and a net income of 99.292 in 2010 it is fairly easy to get out of the BEA in Holland. In Holland however, we have to include promotion costs in our constant costs and that will result in slightly high BEA. We still believe that this BEA can be seen as a threat if our promotion program fails, normally companies ever so expect losses in the first few years. The promotion costs will be near 20700 and this will increase the BEA to 11.321+8280=19.621Distribution analysisDistribution phone lines for our productIt is an indirect marketing parentage, because we will sell our product in supermarkets. That means that we have to use one or more levels of intermediaries to help us to bring the product to final buyers.It is crucial to use this marketing channel for our product, becau se intermediaries could create great efficiency in making goods available to take aim markets. Through their contacts, experience, specialization, and scale of operation, intermediaries usually offer the firm more that it can achieve on its own.Our distribution channel will look like thisProducerWholesalerRetailerConsumerDistribution functionsInformation with information we could know more about actors and forces in the in the marketing environment, that affect our product. progression with promotion we could tell more about our product to our target consumer market. twin(a) this will help us to bring the product, which is matched to Dutch consumers needs.Physical distribution the main function of physical distribution is to transport and store the goods. financial support with financing we can cover the cost for the product chain.Risk victorious we need to take risk of carrying out the channel work.Distribution accusatory and strategyMain objective is to minimize the total cha nnel cost of meeting customer-service requirements. That means that we have to focus on our target market group, to satisfy needs and wants of our customers, and minimize the channel cost.We will use intensive distribution strategy for our products, we will stock our products in as galore(postnominal) outlets as possible. Our products have to be available where and when consumers want them, to provide maximum brand exposure and consumer convenience.Use of logisticalsLogistics involves getting the right product to the right customers in the right place at the right time. So it is very important to organize in the right way.First of all we need a warehouse in the Netherlands, to store our products, while they wait to be sold. We will use the distribution centres, because they are design to move goods quite an than store them. This will help us to take orders, fill them efficiently, and deliver goods to consumers as quickly as possible.Then as the inventory focusing also affects c ustomer satisfaction, we have to decide how much inventory to order. We have to maintain balance between carrying to little inventory and carrying too much.after that we need to choose transportation for our product. The best way to transport our goods is by trucks. Mainly, because truck is highly flexible in their routing and time schedules, and they can usually offer faster service than railroads.The last step is a logistic information management. We will use the internet-based electronic data interchange (EDI). EDI will provide us with a simple, fast, and accurate process for capturing, processing, and sharing channel information.EDI costs exists ofImplementation TimeMaintenance FeesVAN ChargesMailbox costCommunication analysisCommunication target groupsOur target groups will beYoung peoplePhysically active peopleSportsmenStudentsPeople who give way very oftenCommunication objectivesOur main objective is to make the consumers buy our product. But this is not a very easy task sin ce in order to fulfill it we need to understand the consumer and his needs and wants. We also need to know on which buyer-readiness stage the target audience now stands and where should it be. The buyer-readiness stages are the stages which the consumer normally passes through on their way to purchase. It includes mindfulness, knowledge, liking, preference, conviction, and purchase. Since our product is new to the Dutch market we already know that our target group is not aware of the product. So our first task will be to make consumers old(prenominal) with the new product. After that we need to use the promotion mix tools in order to create positive feeling and conviction about .It is possible that we will offer special promotional prices in order to attract customers. Still, the most important thing is to convince the consumers that our product provides superior value for them and to get them to the purchase stage of the buyer-readiness stage.MediaWe will use non individualized c ommunication channel for our product, this means that we will use media that will carry messages without personal contact or feedback. Basically, we will use online media (e-mail, company net site, and online kind and sharing networks), print media (newspapers, magazines), display media (flyers, posters).Promotion toolsFor our product Go we will use advertising and sales promotion.For advertising we will primarily use online advertising, which includesContextual ads that appear on a search engine results pagesCompanys web siteBanner adsSocial network advertisingAdvertising networkse-mail marketing.We will also use In-store advertising, which includesPlacement of product in apparent location in store publicizings on shopping cartsAdvertisements on in-store telecasting displaysFor sales promotion we will use special cents-of deals to attract consumers attention by offering strong incentives to purchase our product GoPromotionsWe will advice our client to use sales promotions. Th e best is to use consumer sales promotion. That means that we will target our promotion on a consumers. Good examples of the consumer sales promotion areCents-off deal Offers a brand at a lower price. Price reduction may be a voice marked on the package.Price-pack deal The packaging offers a consumer a certain portionage more of the product for the same price (for example, 25 percent extra).The non-stop retailing can be used to promote the clients product to the customer. severally of our competitors has a web-site and the products can be purchased online. The sites also include a lot of promotions. Non-stop retailing allows customers to research the product online first and then decide preferably to buy it or not. The web-sites do more than selling products to the customers they also make them go to the supermarket and shop there.Promotion budgetWe will use objective-and-task method, because we think that it is the best method for our promotion campaign. With this method we wil lDefine particularised objectivesDetermine the task that must be performed to achieve these objectivesEstimate the cost to of performing these tasks (the sum of these cost is the proposed promotion budget)We surf the Internet and found out that our communication budget will vary from 18100 to 20700 euros for a month, number on quantity and quality we will need to promote our product. It consists ofMagazines advertisement-from 13000 to 15000 eurosAdvertisement on the most popular Dutch social web site Hyves 700 eurosAdvertisement on various Internet search engines (Yahoo, Google) from 900 to 1500 eurosTo create and maintain our Go Web site 1500 eurosFlyers and posters 300 eurosEmployee salary for posting flyers and posters two hundred0 eurosSince the product is completely unknown on the Dutch market we need to do a lot of promotions and advertisements in order to make it popular. This is of course a weak point because we need to build an image of the product from the zero. We will spend big amount of money on promotions and this can also affect the product price because it can make the product too expensive.Personnel/Employees HRM strategy and costsThe HRM-strategy is in terms of originality as innovative and interesting, as the product itself. First of all I want to mention that there is a majority of women on the work floor and based on the financial reports they are doing quite well with their current settings. in that location are 62% females and 38% in the company with 1800 employees in total. We would pep up decreasing the brand managers since there are more then 200 of them in the company. Instead of focusing on the amount of brand managers we think that their salary would be better spent on mass-marketing, of course it would be less effective but you have a much greater public you can rival. The median age is more or less 30 but we believe that this can be lowered if younger people can be hired instead of the older ones, this is a price-cut ter and also brings fresh wind/talent to the company.financeIf we estimate the total calculation of our financial analysis we have to take account with the following factorsPersonnel costs/research costsPromotion/media costsDistribution costs( EDI system)Transportation costsWe believe that there is no personnel extensive use in our project( or at least in the early steps of it), with a research department of nigh 50 people divided into finance, marketing and laws should be sufficient enough for a non-superficial answer to the obstacles Atlantic Grupa will face. So if I calculate the total personnel costs with an number salary of 1800 euro(the centre is located in Eastern-Europe, lower salaries) it should be 180050= 90.000 utter(a) salary costs every month for the personnel/research ( I believe these 2 factors can be merged into 1since research is always done by the personnel.) Furthermore, promotion costs will be around 20.000 euros a month.The distribution costs is very tricky s ince setting up a logistic information system(EDI) is quite expensive which is mainly used by the bigger companies. The costs start from 40.000 euros and can reach 900.000 euros depending on mapping size, it is also important to note that maintaining an EDI costs around 18% of the price you paid for the system every year. A price of 200.000 for the system is enough to guarantee a high quality distribution system.Transportation costs are around 7 cents for every bottle sent, so 70.000x 0.07= 4900 eurosSo if i calculate everything together it would result in200.000+90.000+20.000+4900=314.900 euros starting up costs with 36.000+90.000+20.000 extra every month and 0.07cents x every bottle sold (variable cost)=146.000 extra per month314.900 Euros+ 146.000 every month(and peradventure some credits -)), we believe that this fits in the SMART approach-