Sample Marketing Business Plan Paper on Molly Moon Marketing Plan

Molly Moon Marketing Plan

1.0 Executive Summary

            Molly Moon is a small-sized enterprise that specializes in producing home-made ice-cream. The firm’s mission is to create happiness to its target customers through provision of high quality home-made ice-cream. The firm is focused on achieving sustainability by focusing on the   social, financial and environmental dimensions of sustainability. Nevertheless, the firm faces a challenge from the high industry concentration in Seattle (Molly Moon Ice Cream, 2016). This marketing plan presents a strategic analysis of Molly Moon with reference to the internal and external environment.  The PESTLE and SWOT model is employed in the strategic analysis. The plan further proposes the strategic approaches that the firm should consider in order to achieve sustainable competitive advantage.   

2.0 Environmental analysis

  1. Competitive force; the firm faces intense competition from different fast food companies in the US such as Starbucks and McDonalds.

The firm is also influenced by diverse political, economic, social, technological, and legal forces as examined herein. 

  1. Political forces; the firm’s operations are enhanced by the prevailing political stability in the US.
  2. Legal force; the firm’s operations are subject to extensive safety regulation by food law in the US (NDSU, 2016).
  3. Economic forces; the firm’s profitability is influenced by the prevailing economic cycles such as economic boom and recession.
  4. Technological force; Molly Moon faces intense competition from adoption of online shopping by competitors.
  5. Social force; the firm’s profitability might be affected by change in consumer behavior arising from growing health consciousness amongst consumers.    

3.0 Target market

To maximize sales revenue and profitability, the firm has targeted the mass market in Seattle (Molly Moon’s Homemade Ice Cream, n.d). The firm’s target market is comprised of consumers from different demographic characteristics. This has arisen from recognition of the growing behavior towards consumption of convenient products.

4.0 Current marketing objectives and performance

  • To develop outstanding and delicious ice-cream by partnering with farmers and raw material producers. The firm sources 90% of its ingredients directly from farmers.
  • To increase sales revenue by growing the firm’s market reach.
  • To ensure that the marketing activities are sustainable. The products are packed in 100% compostable packages.

5.0 SWOT Analysis

a. Strengths:

  1. Conveniently located retail shops hence increasing customers’ ease of access
  2. The firm’s use of organic ingredients in producing ice cream appeals customers’ health consciousness.
  3. The extensive product portfolio increases the firm’s customer base. 
  4. Good reputation; the firm has invested in corporate social responsibility hence improving its corporate reputation.

b. Weaknesses

  1. The firm has largely concentrated its operation in Seattle hence limiting its market presence.   
  2. Limited application of online marketing.

c. Opportunities:

  1. High potential for growth by diversifying its product portfolio.  
  2. The firm should seek market growth by employing growth strategies such as franchising. 

d. Threats:

  1. Intense competition from new firms entering the homemade ice cream market in Seattle. 
  2. Change in consumer perception towards fast food products might affect the firm’s revenue generation capacity.
  3. Economic changes might affect the consumer’s disposable income and hence the consumption of fast food products.

6.0 Matching strengths to opportunities/ converting weaknesses and threats

  1. The firm should employ effective online marketing technologies to improve its market presence.
  2. The firm should entrench continuous improvement in its product development to ensure that its products are aligned with the customers’ consumption behavior. Continuous product improvement should be based on findings of a market research.
  3. The firm should consider increasing its retail stores in order to cope with intense competition.


7.0 Marketing objectives

  1. The firm intends to improve its market domination by ensuring that its brand is effectively developed and memorable amongst target customers.
  2. The firm intends to grow its profit by 50% over the next 5 years. 
  3. The firm further projects to grow its market share by 25% over the next 2 years.
  4. To reduce the marketing cost by 15% within 1 year.

8.0 Marketing strategies

Target market; the firm has targeted the mass market, which is comprised of children, teenagers, and the youth. The rationale of targeting this market arises from large size of the market and hence the probability of maximizing sales revenue and profit.   

9.0 Marketing mix

The firm will employ the 4p marketing mix strategies in its marketing process.

  1. Product strategy; the firm is committed at improving its product portfolio by developing new organic convenient products.
  2. Price strategy; the firm will integrate premium pricing strategy. This strategy will not only be used as a way of maximizing profit but also to communicate the value of its products.  
  3. Promotion; Molly Moon will employ integrated marketing communication approaches in creating market awareness of its products.
  4. Place; the firm intends to reach the target customer groups by improving its distribution network (Wu, n.d).


  1. Marketing organization

            The firm will establish franchise outlets in different parts of the US.  This will ensure that the franchise outlets succeed in maintaining the quality of the firm’s products and services (Sawyer, 2011). The firm will continuously monitor the operations of the franchise outlets.

  1. Activities, responsibility and timetable for completion

The marketing plan is expected to be rolled out within the next 1 month and take 6 months to fully implement as illustrated by the time table below.

ActivityDurationResponsibility
Consumer and competitor market researchSeptember 1st to 30th  Marketing department
New and continuous product developmentOctober 1st to 28th  Marketing and research and development departments
Marketing communicationSeptember 1st to December 1stMarketing department
Establishment of franchise outletsOctober 3rd to December 30thOrganization’s top management in collaboration with other departments 
Introduction of new products January 2017Marketing department
  1. Evaluation and control

The firm will continuously monitor its performance with reference to customer base, amount of revenue and profit generated. These performance standards will be assessed after every 3 months. Marketing resources will be optimally allocated through a comprehensive budgeting process.

References

Molly Moon’s Homemade Ice Cream: Wallingford, Seattle Eater.(n.d). Retrieved from <http://seattle.eater.com/venue/molly-moons>

Molly Moon Ice Cream: Molly Moon’s Homemade Ice Cream. (2016). Retrieved from <https://www.facebook.com/mollymoonicecream/>

NDSU: Food law; regulation of the US food processing sector. (2016). Retrieved from <https://www.ag.ndsu.edu/foodlaw/safe-408-608/foodprocessingregulation>

Sawyer, C. (2011). How to Franchise Your Business: The Plain Speaking Guide for

            Business Owners, First edition.  London: Live It Publishing.

Wu, Y. (n.d.). Distribution: Molly Moon. Foster School of Business, University of Washington. Retrieved 24 June 2016 from <https://marketing555.wordpress.com/2012/10/23/distribution-molly-moon/>

Sample Marketing Business Plan Paper on Molly Moon Marketing Plan

Molly Moon Marketing Plan

1.0 Executive Summary

            Molly Moon is a small-sized enterprise that specializes in producing home-made ice-cream. The firm’s mission is to create happiness to its target customers through provision of high quality home-made ice-cream. The firm is focused on achieving sustainability by focusing on the   social, financial and environmental dimensions of sustainability. Nevertheless, the firm faces a challenge from the high industry concentration in Seattle (Molly Moon Ice Cream, 2016). This marketing plan presents a strategic analysis of Molly Moon with reference to the internal and external environment.  The PESTLE and SWOT model is employed in the strategic analysis. The plan further proposes the strategic approaches that the firm should consider in order to achieve sustainable competitive advantage.   

2.0 Environmental analysis

  1. Competitive force; the firm faces intense competition from different fast food companies in the US such as Starbucks and McDonalds.

The firm is also influenced by diverse political, economic, social, technological, and legal forces as examined herein. 

  1. Political forces; the firm’s operations are enhanced by the prevailing political stability in the US.
  2. Legal force; the firm’s operations are subject to extensive safety regulation by food law in the US (NDSU, 2016).
  3. Economic forces; the firm’s profitability is influenced by the prevailing economic cycles such as economic boom and recession.
  4. Technological force; Molly Moon faces intense competition from adoption of online shopping by competitors.
  5. Social force; the firm’s profitability might be affected by change in consumer behavior arising from growing health consciousness amongst consumers.    

3.0 Target market

To maximize sales revenue and profitability, the firm has targeted the mass market in Seattle (Molly Moon’s Homemade Ice Cream, n.d). The firm’s target market is comprised of consumers from different demographic characteristics. This has arisen from recognition of the growing behavior towards consumption of convenient products.

4.0 Current marketing objectives and performance

  • To develop outstanding and delicious ice-cream by partnering with farmers and raw material producers. The firm sources 90% of its ingredients directly from farmers.
  • To increase sales revenue by growing the firm’s market reach.
  • To ensure that the marketing activities are sustainable. The products are packed in 100% compostable packages.

5.0 SWOT Analysis

a. Strengths:

  1. Conveniently located retail shops hence increasing customers’ ease of access
  2. The firm’s use of organic ingredients in producing ice cream appeals customers’ health consciousness.
  3. The extensive product portfolio increases the firm’s customer base. 
  4. Good reputation; the firm has invested in corporate social responsibility hence improving its corporate reputation.

b. Weaknesses

  1. The firm has largely concentrated its operation in Seattle hence limiting its market presence.   
  2. Limited application of online marketing.

c. Opportunities:

  1. High potential for growth by diversifying its product portfolio.  
  2. The firm should seek market growth by employing growth strategies such as franchising. 

d. Threats:

  1. Intense competition from new firms entering the homemade ice cream market in Seattle. 
  2. Change in consumer perception towards fast food products might affect the firm’s revenue generation capacity.
  3. Economic changes might affect the consumer’s disposable income and hence the consumption of fast food products.

6.0 Matching strengths to opportunities/ converting weaknesses and threats

  1. The firm should employ effective online marketing technologies to improve its market presence.
  2. The firm should entrench continuous improvement in its product development to ensure that its products are aligned with the customers’ consumption behavior. Continuous product improvement should be based on findings of a market research.
  3. The firm should consider increasing its retail stores in order to cope with intense competition.


7.0 Marketing objectives

  1. The firm intends to improve its market domination by ensuring that its brand is effectively developed and memorable amongst target customers.
  2. The firm intends to grow its profit by 50% over the next 5 years. 
  3. The firm further projects to grow its market share by 25% over the next 2 years.
  4. To reduce the marketing cost by 15% within 1 year.

8.0 Marketing strategies

Target market; the firm has targeted the mass market, which is comprised of children, teenagers, and the youth. The rationale of targeting this market arises from large size of the market and hence the probability of maximizing sales revenue and profit.   

9.0 Marketing mix

The firm will employ the 4p marketing mix strategies in its marketing process.

  1. Product strategy; the firm is committed at improving its product portfolio by developing new organic convenient products.
  2. Price strategy; the firm will integrate premium pricing strategy. This strategy will not only be used as a way of maximizing profit but also to communicate the value of its products.  
  3. Promotion; Molly Moon will employ integrated marketing communication approaches in creating market awareness of its products.
  4. Place; the firm intends to reach the target customer groups by improving its distribution network (Wu, n.d).


  1. Marketing organization

            The firm will establish franchise outlets in different parts of the US.  This will ensure that the franchise outlets succeed in maintaining the quality of the firm’s products and services (Sawyer, 2011). The firm will continuously monitor the operations of the franchise outlets.

  1. Activities, responsibility and timetable for completion

The marketing plan is expected to be rolled out within the next 1 month and take 6 months to fully implement as illustrated by the time table below.

ActivityDurationResponsibility
Consumer and competitor market researchSeptember 1st to 30th  Marketing department
New and continuous product developmentOctober 1st to 28th  Marketing and research and development departments
Marketing communicationSeptember 1st to December 1stMarketing department
Establishment of franchise outletsOctober 3rd to December 30thOrganization’s top management in collaboration with other departments 
Introduction of new products January 2017Marketing department
  1. Evaluation and control

The firm will continuously monitor its performance with reference to customer base, amount of revenue and profit generated. These performance standards will be assessed after every 3 months. Marketing resources will be optimally allocated through a comprehensive budgeting process.

References

Molly Moon’s Homemade Ice Cream: Wallingford, Seattle Eater.(n.d). Retrieved from <http://seattle.eater.com/venue/molly-moons>

Molly Moon Ice Cream: Molly Moon’s Homemade Ice Cream. (2016). Retrieved from <https://www.facebook.com/mollymoonicecream/>

NDSU: Food law; regulation of the US food processing sector. (2016). Retrieved from <https://www.ag.ndsu.edu/foodlaw/safe-408-608/foodprocessingregulation>

Sawyer, C. (2011). How to Franchise Your Business: The Plain Speaking Guide for

            Business Owners, First edition.  London: Live It Publishing.

Wu, Y. (n.d.). Distribution: Molly Moon. Foster School of Business, University of Washington. Retrieved 24 June 2016 from <https://marketing555.wordpress.com/2012/10/23/distribution-molly-moon/>