Environmental Changes to Marketing Mix - 1615 Words

Forces in the marketing environment that lead to changes in the past 5 to 10 years to the company s marketing mix: The different aspects of the marketing mix will be assessed with regards to the forces in the marketing environment for ice-cream and food retailer, the Swenson s Group (the Company) operating in the Thai market. The context in which the changes in marketing mix will be examined will be based on their products, eg: ice-cream and food Ââ€" economic and the services, eg: customer service, retail premises etc. Describe more about the company/product. PROMOTION: The Company s traditional promotion of its products and services was via the usage of media, ie: television and radio, as these were the pre-dominantly†¦show more content†¦Equivalent statistics today shows an increased by 25%. (*Asian Market Research News Ââ€" October 2002). The implications of such increase in the middle class income group means this particular group would be targeted by most business, ie: target marketing. The demand for quality products/services would outweigh price considerations. The Company, capitalizing on the exponential growth in this segment has adopted the following changes to their marketing mix aspect of Price and Products. PRICE: A typical customer in this market segment would demand quality products / services. The Company over the past years have increased the quality of their ice-cream duly enhancing its taste, by the usage of better quality raw materials, eg: milk, flavouring, in their products. Though this would increase their base production cost, profit margins are enhanced by charging customer a premium for making available quality ice-cream. The premium charged would be relative to the cost of dining at fast food chains such as McDonalds, Burger King etc. What would previously be considered a basic priced item in the market would now be premium priced to provide the perceived value to the targeted market segment. PROCESS/PLACE: A customer who pays a premium to dine at a Swenson s retail outlet would desire a conducive, pleasant yet stylish dining environment. Swenson s have adopted retail outlets which display aShow MoreRelatedMarketing Strategy For The New Marketing Opportunity Essay1269 Words   |  6 Pages3. The final part of the assessment involves determining the final marketing mix in relation to the new marketing opportunity. 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