Marketing plan: `` EL KEF ``

Marketing management
430

OUTLINE

Part I: Executive summary 5
Vision and Mission 6
Part II: Situation Analysis 7 A. Internal environment 7 Review of current goals and objectives 7 Review of current marketing strategy and performance 8 Review of current and anticipated organizational resources 11 Review of current and anticipated cultural and structural issues 11 B. Customer environment 12 Current and potential customer 12 What do customers do with the firm's products 12 Where do customers purchase the firm’s product 13 Why (and how) do customers select the firm's products 13 When do customers purchase the firm’s product 13 Why do potential customers not purchase the firm’s product 13 C. External environment 14 Competition 14 Economic growth and stability 14 Political trends 14 Legal and regulation issues 15 Social cultural trends 16 Technological advancement of the natural cosmetic industry 16
Part III: SWOT 17 A. Strength 17 B.Weaknesses 17 C.Opportinities 17 D.Threats 18 E.Swot Matrix 18 F.Developing competitive advantage 18 G.Developing strategic focus 19
Part IV: Marketing goals and Objectives 20
Part V : Marketing strategies 21 A. Primary Target Market and Marketing Mix 21 B. Secondary Target and Marketing Mix 26
Part VI: Marketing Implementation 31 A. Structural Issues 31 B. Tactical marketing activities 32

Part VII: Evaluation and Control 34 A. Formal Marketing control 34 B. Informal Marketing Control 38

Part VIII : Bibliogaphy 40

EL-KEF

I. Executive summary

Lesieur Cristal SA is a Morocco-based company primarily engaged in the processing and household products sectors. The Company’s core business areas are oilseed crushing, oil refining and soap manufacturing. Its range of products includes oils, cattle cakes and soaps and detergents. Its oil products brand