Being able get true picture the potential brand risk poor key
Marketing Planning Report
Objective 1: Brand awareness…………………………………………………………………………..1
Compatibility
Compatibility
Consistency
Consistency
Equipped
Risk management
Long-term Objective 2: Market share………………………………………………………………….4
Contingency Plan………………………………………………………………………………………...5
Monitor……………………………………………………………………………………………………7
Consistency
The Chair of the Board’s statement is consistent with the reports and the goals and objectives of the case study.
This is the legislation are controlled under ACCC:
The Competition and Consumer Act 2010
Often a new customer’s first purchase is from the Dark Decadence range, and this provides an opportunity to sign them up for a loyalty program. Therefore, the initial advertising budget will feature items from this category, and also be the focus of the front entrance prominent display during the initial period.
Consistency
Legal agreements with Haigh’s Chocolates, covering a Cocoa Delights veto right, will ensure that all marketing is conducted in a clearly defined ethical and legislative compliant way.
Objective 3: Market share
Equipped
Working closely in this area with the joint venture partner should open doors to established marketing channels that will ensure the achievement of this target.
2 out of 3, or 66% target customers recognising the brand once established
establish brand awareness in each new market
Externally areas are:
Behaviour by consumers—boycotting the products or services of the company due to change in perception brought about either by a change in the brand differentiator communication or experience OR due to changing social values
10% increased market share;
30% market share before breakeven sales levels are secured.
Risk management
All businesses take risks based on two factors: the probability an adverse circumstance will come about and the cost of such adverse circumstance. Risk management is the study of how to control risks and balance the possibility of gains.
Contingency Plan
| Type | Issue/risk | Contingency |
|---|---|---|
| Financial | The cost may over the budget. | Prepared extra money for the budget |
| Operational | Poor communication during the processes and cause the misunderstanding | Find the alternative solution by held the meeting and brainstorming |
| Operational | The supplier may not be able to come. | Asking another supplier to send the resources. |
| Health and Safety | The person who’s cooking BBQ might get burn by fire. | Hire another chef for helping each other. |
| Environmental | It might have bad weather in that day. | Changing the venue or cancellation the party. |
| Legal Compliance | Some under aged people were caught drinking alcohol | Announce event rules and policies |
| Employee | 3 employees did not attend the event causing a lot of problems | Absence on this day will result in significant consequence |
| Strategic | The food selection was not as popular as expected | Choose different food or get emergency supplies |
Response
Your contingency plan should set out the actions you will take in the event of a threat or problem. If a competitor cuts prices, set out the prices your team can offer to maintain the volume of sales. If an important customer moves business to a competitor, identify customers or prospects where you could increase business to cover the loss. Set out your procedures for dealing with a product defect and a possible recall campaign. If an important member of your sales team leaves, identify a replacement and prepare a training program to bring that representative up to speed. Identify alternative sources of important components in case one of your suppliers has delivery or quality problems.