Iga Marketing Plan free essay sample

Execute Summary The purpose for this document is to describe, and provide a framework for an optimized marketing plan for IGA Australia entering into Chinese market in the period May 2010 to May 2013. The report offers a structure for developing, implementing and controlling IGA China marketing program for the international IGA brand, in order to achieve focal objectives as followed in this plan. The Competitive Analysis points out the fact that the Retail Industry is dominated by 3 major competitors including Wal-Mart, Trust Mart and Carrefour in China. The SWOT Analysis included, helps develop the following Marketing Objectives: First year in May 2010-May 2011, aim at $100,000 sales income Achieve 2012 sales target (3-7% increase from 2011 sales results) Increase market share by 5% Increase brand preference by 3% 6000 customers to visit Community IGA per month in each location Reach 60 customers traffic in IGA X-press per day; achieve 5% increase in sales every season Establish a loyalty program and acquire 3,000 new members per month in each city The plan also states that the target market for aged 25-40 elite workforce who rofessionally employed and pursuit high quality lifestyle, living in economic booming cities in China. We will write a custom essay sample on Iga Marketing Plan or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The plan also lists the marketing objectives which help achieve effective outcomes. These result in developing communication activities which include Advertising, Sales promotion, Digital marketing, Events and Public relations. Finally, it is mentioned that through Internal reporting, Survey, Website Visitor Trackers, Market Research, and Retail Measurement Reports, the Monitoring and Evaluation can be conducted. 1. Introduction IGA organization is owned by Metcash in Australia, a South African-based retailer and wholesaler. The company supplies groceries, promotional materials and other things to a large number of locally owned Australian supermarkets, and a few smaller chains. IGA has three distribution channels: IGA Supa, GA, and IGA X-press, which remained strong in the face of growing chain competition. IGA has mature and strong distributions to invest into a new country. 2. Segmentation IGA operates as a retailer successfully in USA, Canada, and Australia. Chinese market is considered as a new opportunity to expand its realm in Asia countries. Unique culture and different customer behaviors in China will be emphasized in differentiating target market. Different from home countries strategies, some new attempts will apply in Chinese market. 2. 1 Competitive analysis Supermarket Industry in China is dominated a few players with concentrated market share. Source: Euromonitor Report- Supermarkets China June 2009 As the chart illustrated, there are many strong foreign retailers have tapped into Chinese market, such as Wal-Mart, Trust Mart, Carrefour, Metro, and Tesco. In particular