Developing a Strategic Plan and Marketing Plan Yonanas (Essay Sample)

Yonanas Marketing
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25th October 2013
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Introduction
Yonana is a machine used to crash solid bananas to make them smooth and edible. It is also used to make ice-creams, some cakes, candy or any other sweet delicacy. One peels a banana and freezes it for about twelve hours. After the twelve hour duration it's ready to be crashed with a Yonana machine. The machine has interlock device to thwart it from overturning. It has 120 voltage alternating current and 60 hertz. It has a polarized socket to reduce unexpected electric shock. The gadget is easier to clean and therefore easier to maintain in both cleanliness and hygiene. Everyone has a duty of remaining healthy therefore for the young marketing executive it would be easier to market Yonanas in Australia and New-Zealand (Healthy foods 2011).
Environmental analysis
One of the basic factors one should consider before investing in any business is the level of competition. There is no single business environment without direct or indirect competition. It is therefore important to be circumspect when one is undertaking any business. Before marketing their products in Australia and New-Zealand the marketing executive should know the direct and indirect competitors available. In addition, it is vital to evaluate the competition environment (Aspers, 2011).
Competition in advertising industry is strong on a confined and local basis but to some extent weak on a national range. Sales data for the business as a whole are difficult to obtain since very petite business is conducted on a national scale. The competition within the Australian and New-Zealand areas is not very high since Yonana machine is an outstanding product with very distinct features. This puts the Yonanna manufacturing company on an advantageous position because it is a unique product (Aspers, 2011).
Pestle analysis
Economic analysis
To be able to enter the Australian and New-Zealand markets the marketing executive officer is required to come up with good strategies to reduce cost of manufacturing the Yonanas. It is also prudent to sell Yonanas at reduced prices and as a result experience massive profits. This is because the economic growth of these countries would be unpredictable. In case the economic changes negatively the result would be unfavourable on the Yonanas manufacturing company. If the economy remains steadfast upper hand would be on the Yonanas manufacturing company (Diaz Ruiz, 2012).
Political analysis
In Australia and New-Zealand there are no incumbent political influences or actions that could affect the marketing of Yonanas. Political instability would affect the sales of the Yonanas and thus reduce the expected profit. Good political environment prospects a good business (Diaz Ruiz, 2012).
Legal analysis
Yonana is a legal product accepted and allowed for sale in any given market especially in Australia and New-Zealand. In addition, there are no rules and regulations in these countries that can hinder the sale of this product. The products can also be advertised in these countries to boost their sales (Diaz Ruiz, 2012).
Technological analysis
Emerging technology remains a challenge to most modern technologies in this case Yonana products. There might evolve other new technological devices that can perform better and faster than a Yonana product. It is vital for the company that manufactures Yonanas to keep in truck with technology (Diaz Ruiz 2012).
Socio-cultural analysis
Nowadays consumers prefer products that make work easier and save time and energy. In this case, Yonana makes works easier and therefore to market it in Australia and New-Zealand would be easier (Diaz Ruiz 2012)
Target market
The target group the executive marketer should target are the young, the middle aged and the elderly in Australia and New Zealand who like eating fruits, ice creams, candy and other sweet treats. Eating fruits for most families in these countries is a mandatory order from the respective family doctors. The advantage the executive marketer would experience is the fact that most families in these regions receive average household income. Therefore, it is easier to purchase the Yonanas .To reach these groups it is prudent for the executive marketer to liaise and deal with wholesalers, distributors and retailers or brokers (Aspers, 2011).
The executive should focus and remain dedicated to provision of good quality products as well as services to diversify in Australia and New Zealand market. In this case, the company would realise promising returns. The executive manager should also come up with good promotional tools like printing shirts and T-shirts with a Yonana logo and text (Aspers, 2011).
Marketing Mix
Price
Yonana products are of high quality and therefore the marketing executive should be sensitive to price flexibility and on the whole consumer demand. If the product are sold at a higher price this might end up discouraging the potential customers. Considering the fact that the company is entering a new market with a new product it is vital for the company to realize little profit initially as the company develops and establishes a good customer base. The only option is to sell products at lowered prices (Kotler & Keller 2006).
Products
Yonana marketing executive should not only market this new product in Australia and New-Zealand but also provide the service of advertising to its consumers. The executive should undertake these intangible services to meet up or surpass customer hope time and again. . Intangible attributes are not easy for competitors to duplicate. Its swiftness in responding to customers' demands, and its eagerness would make the consumers not to opt for other cheaper products. However, the executive officer should make sure that the product is able to meet the cost of manufacturing to reduce the likelihood of a loss. The executive marketer should also undertake a research to know whether the product Yonana will last longer or not in the Australian and New-Zealand market. This is because a product after remaining in the market for quite some time may experience some dwindling sales. The research is...