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- Herausgeber: GRIN Verlag
- Sprache: Englisch
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
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INTERNATIONAL MARKETING ID: 0920843 DECEMBER 2009
1.1. Introduction
Tekrum is a brand for high-class pastry and confectionery products. The company was founded 1897 in Ravensburg which is in the south of Germany. Until 2005 the company was owned by the Krum family and was then sold caused of family reasons to Griesson de Beukelaer which is one of the leading organizations in the European confectionery market. However Tekrum is still a brand on its own and therefore the focus of this marketing plan is on the Tekrum products, especially on their traditionally baked high-class pastry. The products are mainly available in the Swabian region of Germany (around Ravensburg) and sporadically in some other parts of Germany as well as in Italy and Austria.
According to the research the Asian appetite for biscuits is growing and the biscuit market in Asia is increasing rapidly. Butter-based cookies are the favored biscuits. Due to the on-going expansion of Griesson de Beukelaer they want to use Tekrum high-class pastry products to enter the Asian market because the most butter-based biscuits are in the Tekrum product range. They want to begin distributing their products in Malaysia to see how it is going. If they will succeed they will start distributing other products of GdB and it is possible that an own sales office or even a production is opened in Malaysia.
They have chosen Malaysia because it is “the heart” of the South-East Asian market and distances to the Southeast-Asian countries around are almost the same. Moreover the relations between Germany and Malaysia are very good. If the success in this region is ensured they then want to spread their business to central Asia.
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INTERNATIONAL MARKETING DECEMBER2009
1.2. Mission Statement
“A mission statement is intended to: Highlight the role of the business, its distinctive competence, future direction and motivate the employees.”(McDonald, 2008)
What does Tekrum -Tekrum makes delicious high-class biscuits that are baked with love. Biscuits put always a smile in one’s face and are therefore a part of our life: they give us a moment of happiness and sweeten our daily life.
Consumers inspire Tekrum -To make today delicious Tekrum begins with its customers. They listen, they watch and they learn. They lend their customers always an ear!
Tekrum’s reach -Tekrum believes it can make a delicious difference - everywhere! They are constantly looking for new ideas to improve its business and the relationship to the customers.
Distinctive Competence -The high-class quality of the biscuits for a reasonable price and the exclusive design of the packaging differentiate the Tekrum biscuits from others.
How Tekrum grows -Tekrum focuses on creating sustainability and profitable growth. These focuses follow its strategy:
