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"A Model Marketing Plan"
A Model Marketing Plan
Carlos Hernandez
Model Marketing Plan

Executive Summary & Table of Contents:

Due to the fact that in the Macadamia Nut processing industry there is a high demand for the end product, and that there is much competition among processors to gain supply side customers (producers), marketing efforts need to be focused of the attraction of suppliers apposed to end users customers. Green Farms' objectives are to increase their supply base by 20% in the next financial year, as well as increase output capacity by 20 %. Other goals include the improvement of relations with demand side customers, re: retail outlets & wholesalers.

Table of Contents: Current Marketing Situation : Page 1 - 4

Opportunity & Threat Analysis : Page 4 - 6

Financial Objectives : Page 6

Marketing Objectives : Page 6

Marketing Strategy : Page 7

Action Programs : Page 8

Controls : Page 8

Current Marketing Situation:

Market Situation:

Currently South Africa is producing 12.7% of the total global Macadamia Nut production, and Green Farms' production accounts for approximately 20% of this figure. Last year foreign market growth amounted to 86.67% indicating the market is still in the growth phase. Local markets are more saturated, and only experienced a growth rate of 15%. Further growth in both local and foreign markets is expected in the forthcoming years. SA's largest market base is in Europe and the USA, of which SA produces 34.5% of the total consumption in these areas. Foreign markets are also accessible in Asia and Australia, where SA's market share amounts to roughly 6% of the market. Strong domestic competition is faced in Australia though.

Supply side clients are generally private farmers, between the ages of 25 and 60. Qualities demanded by them include: best prices, quality service, quick payment, technical backup, integrity, good information flow, and credit facilities.

Demand side clients are comprised of large retail wholesalers in both foreign and...

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