Tekrum Marketing Plan for Malaysia

Research Paper (undergraduate) from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (1,5), Anglia Ruskin University, course: International Marketing, language: English, abstract: I. Content

II. List of Tables

III. List of Figures

IV. List of Abbreviation

1. Introduction & Mission Statement

1.1. Introduction

1.2. Mission Statement

2. Current Market Position (Internal Audit)

2.1. Product

2.2. Place

2.3. Price

2.4. Promotion

3. Market Overview (External Audit)

3.1. General Market Overview

3.2. Information about Malaysia

3.3. Asia-Pacific Market Value

3.4. Asia-Pacific Market Volume

3.5. Market Segmentation

3.6. Market Share

3.7. Competitors in Malaysia

3.8. Distribution

3.9. Market Value Forecast

3.10. Market Volume Forecast

3.11. Flavour Preference Asia

3.12. Western Products & Quality Products in Malaysia

3.13. PESTEL-Analysis of Malaysian Market

3.14. Porter¿s Five Forces of the Malay¿ Biscuit Market

4. SWOT Analysis

4.1. Strengths and Weaknesses of Tekrum

4.2. Threats and Opportunities of Tekrum

4.3. SWOT-Analysis of Tekrum

4.4. Key Issues and Opportunities for Tekrum

4.5. SWOT Analysis of Kraft Foods

4.6. SWOT Analysis of Munchy¿s

5. Assumptions

6. Marketing Objectives

7. Strategy

7.1. Brief description of Strategy

7.2. Target Markets

7.3. Positioning Statement

7.4. Branding Strategy

7.5. Product strategy

7.6. Pricing strategy

7.7. Place Strategy

7.8. Promotional Strategy

8. Estimated Costs Year 1

9. Control & Evaluation

V. Bibliography

VI. Appendix