Bush Boake Allen Marketing Plan
...April 8, 2008
Table of Contents
1. ISSUES……………………………………………….……………………………………… 2
2. SITUATION ANALYSIS …………………………….……………………………………..2
2.1. Introduction ……………………………………….……………………………………….2
2.2. Market …………………………………………….………………………………………..3
2.2.1. Market Definition, Size and Analysis ………….……………………………………….3
2.2.2. Market Trends ………………………………………….………………………………..3
2.2.3. Technological Changes in the Market ……………….…………………………………3
2.2.4. Legal / Regulatory Issues for the Market ……….……………………………………...3
2.3. Competitor Analysis ...……………………………………………………………………..3
2.4. Customer …………………………………………………………………………………...4
2.4.1. Customer Needs / Perceptions…………………………………………………………...4
2.4.2. Current Target Markets – Primary and Secondary Customers …………….………..4
2.4.3. Customer Trends…………………………………………………………………………5
2.5. Company……………………………………………………………………………………5
2.5.1. Core Competencies ………………………………………………………………………5
2.5.2. Current Positioning ……………………………………………………………………...5
2.5.3. Current Marketing Mix …………………………………………………………………6
2.5.4. Other Pertinent Factors …………………………………………………………………6
2.6. Collaborators / Constituencies ……………………………………………………………6
2.7. Expanded SWOT Analysis ………………………………………………………………..7
3. RECOMMENDATIONS ……………………………………………………………………7
3.1. Target Markets …………………………………………………………………………….7
3.2. Objectives ………………………………………………………………………………......8
3.3. Integrated Global Marketing Strategies for the Marketing Mix ……………………….8
3.4. Projected Profit‐and‐Loss Statement ……………………………………………………..9
3.5. Implementation Plan ....………………………………………………………………….…9
3.6. Contingency Plan(s) …………………………………………………………………….….9
4. LESSONS LEARNED ……………………………………………………………………….9
EXHIBIT A – Flavor Development Flow Chart …………………………………………….11
EXHIBIT B –Expanded SWOT Analysis………………………… …………………………12
EXHIBIT C – Recommended 4Ps including implementation Strategies..………………….13
EXHIBIT D – Profit‐and‐Loss...
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