Five Years Marketing Plan Essay Example | Topics and Well Written Essays - 2000 words

Five Years Marketing Plan - Essay ExampleThe company initially started its operations in UK as a catalogue business company. The company achieved success in its initial stages yet and soon after that it made a plan of opening a website in UK. This plan helped Hotel Chocolat to check its position in the trade. The company started exporting chocolates to linked States by means of an online ordering website. It started amplifying its business operations in the domestic land and has opened 23 stores in the outlets of John Lewis and 43 stores in United Kingdom. Hotel Chocolat produces fresh chocolates and the taste of these chocolates is much more adventurous as they are produced using more hot chocolate and less sugar. The company has also worked with the local farmers of Ghana in order to learn the technique of cocoa plantation. The company started various other projects apart from producing chocolates. Hotel Chocolat has opened a restaurant at the cocoa country in Saint Lucia. Presently the company is grooming for internationalisation. Existing Market Position of the Company Hotel Chocolat is iodin among very few companies which has opened new stores in the high streets of UK as well as spread out its operations outside United Kingdom. The company follows focus marketing strategy presently and focuses only on the chocolate segment. The chocolate market is very competitive and is dominated by some brands like the Thorntons and Godiva. The market focuses mainly on four main time periods i.e. Christmas, Mothers Day, Valentines Day and Easter. In this tough competition, the company maintains its uniqueness by providing fresh chocolates, with less sugar and more cocoa, to the customers. It has achieved a favored position in the chocolate market by targeting those customers who buy the premium chocolates as gifts. The company is planning to open new stores in UK. The company has also planned for further expansion in the afield market with new concept store s like Roast & Conch. In these stores, the customers will be able to actualise the roasting of the cocoa beans. Goal formulation Marketing Objectives of the Company (for close 5 old age) The marketing object lenss of Hotel Chocolat (for the next five years) can be evaluated by the SMART approach. The specific objective of Hotel Chocolat is to achieve a productive position in the new markets where it is planning to expand its operations within the next few years by the implementation of appropriate promotional and other marketing strategies. The measurable objective of the company is minimisation of the cost structure and implementation of the promotional and marketing strategies in very cost effective manner. The doable objective of Hotel Chocolat is to reach to the position of the financial break even by the increase of the sales and minimisation of the operating expenses. The realistic objective of Hotel Chocolat is to gain a remarkable position in those areas where it has pl anned to expand its business operations within the business plan of next 5 years. The time bound objective of the company is the fulfilment of all the above mentioned objectives within a time limit of next 5 years. Strategy formulation Target Customers Kantar Media has pointed out the fact that customers within the