Developing a strategic plan for the Marketing Department of ABC Brewery Limited
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Date
1997-02-28
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Abstract
ABC Brewery Limited has recently been experiencing short falls in the meeting of its sales and marketing objectives and has therefore found it necessary to sponsor the author of this project to help find some solution to such problems. The main objective of this research is to design an effective and efficient strategic plan for the marketing department of ABC brewery, through the analysis of the following:
1 - ABC’s P.L.C and product portfolio
2 - Strength/weakness of ABC Brewery Ltd.
3 - ABC’s competitors analysis
4 - Benefit package analysis of ABC Brewery Ltd.
5 - The company’s capability and marketing environment
6 - Review of ABC’s marketing effectiveness.
This study will examine and analyze the accuracy of all data to determine their effectiveness as tools for the setting -up of a strategic plan. It will evaluate the processes used in the Brewery by comparison with that which pertains in current literature of strategic theory.
This study shall only present at the end, the findings and recommendations of the research based on the analysis. It will not cover all aspects of the strategic hierarchy except the functional level i.e. marketing within the broad context of the corporate strategic management. It will not attempt to evaluate the competence or training of mangers of ABC Brewery Ltd. Finally, this research does not pretend to represent a comprehensive marketing plan for the Brewery; but only as a source of inspiration for future development of the company’s strategic marketing plans.
1.2 Research Methodology
The method for this project will consist of primary and secondary research. Data will be collected through the examination of written records both within and outside the company. Questionnaires and interview schedules for follow up study will be designed for the staff of ABC Brewery Ltd. and her major customers.
To elicit information on the use of basic models as analytical tools, it will be necessary to interview the heads of department of the Brewery, especially the marketing and operational managers of the Brewery. The findings of the research will be evaluated with respect to what sound theories on strategy suggest.
It should be possible, at the end of it all to recommend some ways of improvement based on the findings; that will help chart a successful cause of action for the Brewery as a whole and marketing in particular.
1.3 Scheme Of Work
The first chapter which is introductory, lays bare the objectives and methodology of the project as well as providing the background information and history of ABC Brewery Ltd.
The second chapter explores the current thinking of strategic planning in relation to what pertains to ABC Brewery Ltd.; and therefore sets the procedures upon which the field work and analysis shall follow The third
chapter centres on how the field work was carried out, and evaluates the data from the findings.
The last chapter, chapter 4, is a summary of the pervious chapters
suggesting ways of improvements in the form of recommendations based on the analysis.
Description
A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirement for the award of Postgraduate Diploma in Industrial Management, 1997