Assignment 2 Essay example

Marketing Management and Strategy

Group Assignment

Adnan Khan 2916978
Nisha Mattu 3004702
Priya Tuli 3035039
Contents Page

Executive summary........................................................................ Page 3

Situation Analysis............................................................................ Page

Current Market Summary.................................................... Page

Tows Matrix........................................................................... Page

Competitor Analysis............................................................. Page

Current Offer.......................................................................... Page

Keys to Success.................................................................... Page

KSMIs...................................................................................... Page

Strategy............................................................................................. Page

Mission Statement.................................................................. Page

Marketing Objectives............................................................ Page

Financial Objectives.............................................................. Page

Societal Objectives................................................................ Page

Target Marketing.................................................................... Page

Positioning Statement............................................................ Page

Marketing Mix........................................................................ Page

Budget.................................................................................... Page

Control Systems..................................................................... Page

Appendix.......................................................................................... Page

References........................................................................................ Page

Executive Summary

Formerly known as Kraft Food, Mondelez International which is now the world’s largest food company was launched in October 20121, built up off well-known brands such as Cadbury, Nabisco and many more. The founders of these brands bring together the company and hence are known to be Mondelez International’s founders. Mainly situated in Europe, under 17 countries, Mondelez International has been successful within its sales in the food industry.

Mondelez International includes brands such as:
Cadbury
Milka
Toblerone
Kenco
Jacobs
Oreo
Trident
Halls and many more
All under the range of 5 categories: Coffee, Biscuits, Chocolate, Gum and Candy, and lastly Grocery and Cheese. These products are targeted at every age, whether it is a toddler that loves to eat biscuits, teenagers with the passion for chocolates, to adults with the thirst of coffee. The need for this target is for the products to be appealing through its packaging as well as appetising within the taste of the product. In terms of the sales and expenses, every consumer would not like to purchase an item that is very pricey, so the price should be reasonable so that the company itself is achieving sales and profit at the same time, but keeping in mind that the consumer is happy purchasing the product.

The purpose of this plan is to show how well Kraft foods is doing currently in the industry, so far we know that Kraft foods known as Mondelez International is currently the world’s second largest company, however there still are weaknesses occurring within the businesses that still need to be improved. Also we would be going through the different objectives that the company take on to meet the demands and requirements of the consumers. In addition to what strategies that company is willing to take in order to succeed.

Situation Analysis

CURRENT MARKET SUMMARY

TOWS MATRIX

External Opportunities

1. Expand in developing markets
2. Produce organic products

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BC2 Assignment 2 Assignment

Assignment 2 Essays