New business Format

Company Background and Aims

The vision

Market Background

Distribution and Initial Plan

The Initial Product Offering

Price per unit

The Target End-User and Positioning

Competition

Sales Forecasts

Other Planned Products

The next step

Your brief

Your client, Glenorgan Cheese needs strategic assistance and guidance on developing their business in the UK market. They have identified two markets; end consumers and business organisations (e.g. ready-made food manufacturers, industrial distributors, restaurants, hotels etc.) Your task is to focus solely on the business market, providing the directors with initial insights and recommendations to better prepare them for entering the B2B environment and to cover the market as extensively as possible. You have been asked to specifically cover the following:

1. Examine the marketing channel options available to best deliver best value in line with brand propositions. Prioritise and justify your selections (30%)
-Define terms (marketing channels, brand value, etc.)
-which factors to consider when choosing which marketing channel/channels is/are more suitable?
-market coverage, knowledge of market.
-Consider on trade and off trade, which one is more suited?
-use real life examples
-prioritise and justify
2. Evaluate the key participants within the current value system and advise on the importance of relationships and networks in this business environment (35%)
-who are the key participants?
-define terms (eg. Value system, relationship network.
-Discuss the factors that determine relationships within this case.
-where could value be added in terms of the case?
-Why is relationship important specifically why it is important in this case?
-Discuss power and parties.
-Discuss commitment and trust.
-Discuss Relationship theory, which one is more appropriate and why?
-Organisations and individuals.

3. Propose a suitable marketing communications plan ready for launch of the product, considering the B2B channels you have identified as being appropriate (35%)
-Define marketing communication plan.
-Discuss and evaluate Push and Pull strategies.
-Current trends in marketing.
-Consider the budget.
-Promotional ideas?
-Keep it realistic.
-Use an integrated approach (make connections)
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