This report aims to analyse and compare the Ansoff's product-Market and Porter's generic strategy in business in order to help how the organic vegan fruit juice can gain a sustainable business advantage over the competitors in the UK Market.
To begin with, the author will identify what a marketing plan is, and what demographics are. Following on, the author will give some examples of demographics, characteristics and consumption traits. Then it goes to the examples of marketing plan, what is included in the marketing plan will be analysed. The author will use Ansoff's and Porter's theory in order to get the possible answers.
At the end of the paper, the conclusion will be added by the author.
Marketing Plan:
The marketing plan is a series of methods which is used in order to describe the approaches marketing resources to attain the marketing objectives (Wilson and Mcdonald, 2013). According to Westwood (2013), the purposes and the resources will change from time to time and company to company. Westwood also mentioned that the marketing plan will be used to recognise the market position and section market and to plan the feasible market share in every market segment. …show more content…
Porter's Generic Strategies:
According to Gurau (2007), three general kinds of strategies have described by Porter which are usually used through the businesses to preserve and achieve competitive advantages. Porter was calling these generic strategies as: Cost Leadership (Lower cost for better profit), Focus (to offer a dedicated facility in a niche market) and Differentiation (creating required services or goods). Porter then decided to divide the Focus strategy into the two parts which are 'Differentiation Focus and Cost Focus' (Figure
To begin with, the author will identify what a marketing plan is, and what demographics are. Following on, the author will give some examples of demographics, characteristics and consumption traits. Then it goes to the examples of marketing plan, what is included in the marketing plan will be analysed. The author will use Ansoff's and Porter's theory in order to get the possible answers.
At the end of the paper, the conclusion will be added by the author.
Marketing Plan:
The marketing plan is a series of methods which is used in order to describe the approaches marketing resources to attain the marketing objectives (Wilson and Mcdonald, 2013). According to Westwood (2013), the purposes and the resources will change from time to time and company to company. Westwood also mentioned that the marketing plan will be used to recognise the market position and section market and to plan the feasible market share in every market segment. …show more content…
Porter's Generic Strategies:
According to Gurau (2007), three general kinds of strategies have described by Porter which are usually used through the businesses to preserve and achieve competitive advantages. Porter was calling these generic strategies as: Cost Leadership (Lower cost for better profit), Focus (to offer a dedicated facility in a niche market) and Differentiation (creating required services or goods). Porter then decided to divide the Focus strategy into the two parts which are 'Differentiation Focus and Cost Focus' (Figure