As opined by Brown (2016), the dynamicity of the contemporary business world becomes apparent in the increasingly different kinds of business strategies which are being used by the diverse business enterprises. Baker and Saren (2016) are of the viewpoint that the contemporary business enterprises use marketing or promotional strategy so as to promote the products or services offered by them to the customers in the best possible manner. However, at the same time it needs to be said that the organizations need to formulate the marketing or promotional strategy on the basis of the requirements of the business environment in which they are operational and also needs or the demands of the customers (Chernev 2018). This report will propose a marketing plan for the Green Poultry Farm of Pakistan on the basis of the analysis of the business environment in which it is operational. The organization can thus use this proposed plan for the formulation of their actual marketing plan on the basis of the analysis of key capabilities as well as resources and also the performance goals that they have outlined for themselves.
Poultry Industry is one of the largest agro based segment of Pakistan and contributes more than 1.3% to the national GDP (Abbas et al. 2017). Green Poultry Farm is a small-scale poultry farm located in Shahkot in Pakistan and has acquired a fine reputation for itself over the years, for the excellent quality of its poultry products. More importantly, the farm takes the help of quality control specialists to generate poultry products that are great to taste and safe for consumption by people of all ages. Furthermore, it is seen that extreme focus is being placed on the factor of hygiene and the farm also takes the help of different kinds of machineries so as to ensure the fact that the quality of meat offered by them is high. The Green Poultry Farm caters to the requirements of the inhabitants of the town and sells its products to poultry shops in the city and its adjoining areas. The products offered by Green Poultry Farm include eggs, chickens and others which have been much appreciated by the local inhabitants of the region under discussion here.
According to Memon et al. (2015), after 1960, the commercialized production of poultry started in Pakistan because of the widespread demand from the people. The Poultry industry generates employment and provides a source of income to more than 1.5 million people residing in Pakistan through direct or indirect means (Hussain et al. 2015). The major segments of the market that Green Poultry Farm focuses on include children, adults and the elderly regarding-less of the economic demographic to which they belong. The key consumer need that Green Poultry Farm aims to satisfy includes providing a major source of daily protein to the people of Pakistan which is good not only in terms of taste but at the same time in terms of quality as well (Chaudhary and Mazhar 2018). However, the major customer base on which the farm is currently focusing on are the working class male individuals related to the age bracket of 30-55 years of age since they are ones who take care of family shopping and related affairs. It is pertinent to note that although the farm had selected this demographic of the population yet the poultry products offered by it are being consumed by individuals related to all age brackets and sections of the population. Factors that affect consumer purchasing of poultry products include disease outbreaks, fluctuations in prices, the hygiene level of the farm and also the chickens, the ability of the farm to satisfy the demands of the customers in terms of both quality and quantity and others (Abbas et al. 2017).
Arshad et al. (2018) are of the viewpoint that from 1971 to 1980, the poultry industry experienced 177% growth in the total number of birds, 271% growth in total poultry chicken production and 297% on the total number of eggs. An indicator about the scope of expansion and growth of the Poultry industry can be gauged by the fact that it is estimated that about 6.5 million thousand eggs per year are being produced commercially (Abbas et al. 2017). The present income rate of the Poultry industry in Pakistan is about 750 billion rupees and there are nearly three hundred and fifty-two hatcheries in the country with a capacity of nearly 346 million-day-old chicks on an annual basis and 44% of the poultry comes from rural areas (Memon et al. 2015). It is precisely this booming market that the farm under discussion here intends to utilize to attain a higher level of growth.
The key opportunities that the poultry business market of Pakistan offers to the Green Poultry Farm is the opportunity to increase their range of products by adding organic eggs and because of the demand for these products in the business market (Webster Jr. 2015). More importantly, Green Poultry Farm also has free land area that can be used to increase the number of hens by building more hen houses, hatcheries and control sheds. Cross breeding can be adopted and the existing numbers of hens ad chickens can be increased to garner more produce and bring in more profits. The threats include pollution, poultry litter, high cost of poultry feed and an increase in expenses in order to hire more employees. In addition, Green Poultry Farm also faces stiff competition from the plethora of large-scale poultry farms that are located in the adjoining areas (Möller and Parvinen 2015).
In the light of this, it can be said that the key marketing goal or objective of the farm under discussion here should be not only enhance its existing customer but at the same time the amount of profit that they are currently earning. For example, for the coming one year the organization should focus on increasing its customer base by more than 10% and also the amount of profit that it is earning by more than 20%. Furthermore, the SWOT analysis of the organization also clearly reveals the fact that there are many opportunities which galore the organization in the current poultry business market of Pakistan which it can utilize in an effective manner for the attainment of a higher level of growth.
Kumar and Reinartz (2018) are of the viewpoint that the concept of marketing can be defined as the study as well as the management of exchange relationships between the customers and the business enterprises. On the other hand, Morschett, Schramm-Klein and Zentes (2015) have argued that marketing is the business process of establishing as well as managing an effective relationship with the customers while focusing on the satisfaction level of the customers. More importantly, as opined by Charter (2017), the effective usage of the processes of marketing and promotion enables the organisations to cascade information regarding the products or services that they are offering to the customers. In this regard, it needs to be said that the tool of marketing plan is one of the most important ones which is being used by the different organisations to formulate a detailed marketing action plan regarding the product, price, place and promotion strategy that it is going to follow for the enhancement of the sale of the products or services offered by it and thereby to earn a higher amount of profit (Hüttner 2018). For the purpose of this report, the framework of marketing mix had been used to propose an effective marketing plan for the farm under discussion here.
An analysis of the external business environment in which the Green Poultry Farm is operating currently clearly reveals the fact that there are various opportunities which galore the organization which can be utilized in an effective manner to enhance the profit margin of the farm through the usage of relevant marketing strategies. For example, it is seen that the poultry business market comprises of a large customer base whose needs or requirements keep on fluctuating and thus the organization would be able to utilize these diverse customers of the industry by offering them different kinds of products and also promote them in an effective manner so as to create the demand for these products among the customers (Möller and Halinen 2018). An important opportunity which is being presented by the poultry business market of Pakistan is the opportunity to attain a higher level of profit by offering organic products to the customers. In this regard, it needs to be said that the majority of the farms of the nation in order to enhance the productivity of the hens inject them with artificial stimulates to increase the number of eggs that they have hatch (Arshad et al. 2018). However, by offering organic eggs to the customers the farm would be able to position itself as a unique one on the basis of the high quality of the natural or organic eggs that it offers to the customers. More importantly, by desisting from the use of artificial stimulates the farm would also be able to enhance the quality of chickens and thereby earn the loyalty as well as the satisfaction of the customers on the basis of the high quality of the eggs and meat that it offers to the customers (Hüttner 2018).
It is seen that the farm faces stringent competition from the other large farms which are operational in the adjoining areas. However, to counteract this threat the farm can take the help of online or digital marketing strategies and thereby advertise their products before a much larger customer base (Lovelock and Patterson 2015). More importantly, the farm would have to create their website for the effective utilization of digital marketing strategies and also offering regular discounted sales to the customers so as to enhance their existing customer base (Jaworski 2018). In addition to these, it is seen that there are many customers in the nation of Pakistan who desist from consuming chicken because of the unhygienic condition of the farms as well as the manner in which these chickens are being breed (Hussain et al. 2015). However, the farm under discussion here would be able to gain in a significant manner by offering the details of the hygienic as well as safety measures that it follows within the farm on the website that they intend to create. This will help them to attract the customers who desist from consuming s because of concerns related to safety and hygiene.
The two major marketing goals or objectives that the farm under discussion here can adopt for the next one year are listed below-
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Specific |
Diversification of the products that the farm is currently offering to the customers is the specific goal that the farm currently needs to focus on. For example, the farm needs to analyze the needs of the different customers in an effective manner and thereby offer products to them on the basis of these requirements of the customers. This will not only enable the farm to earn the satisfaction as well as the loyalty of the existing customers but at the same time attract new customers as well. |
|
Measurable |
The success of this objective can be measured through an analysis of the increase in the percentage of the existing customer base of the farm |
|
Attainable |
This is an attainable goal which can be attained by the farm provided it analyses the needs of the customers in an effective manner and thereby offers the right kind of products to the customers |
|
Relevancy |
This is a relevant goal for the farm since it will enable the farm to increase its existing customer and also profit in a significant manner |
|
Timeframe |
1 year |
SMART Goal for Marketing Objective 2
|
Specific |
To enhance the online presence of the farm through the use of effective digital marketing strategies and also through the creation of the official website of the farm. This will enable the farm to promote the products offered by it to a much larger customer base and thereby help them to sale more products and also earn more profit |
|
Measurable |
This can be measured through the number of customers who are placing online orders and also through an analysis of the percentage of increase in the profit margin of the farm as well. |
|
Attainable |
This is an attainable goal provided the farm takes the help of right kind of digital marketing strategies and also develops its website in an effective manner |
|
Relevancy |
This is a relevant goal since it will enable the farm to increase the amount of profit earned by it |
|
Timeframe |
1 year |
Green Poultry Farm is currently using word of mouth as its most important marketing strategy and this is one of the major reasons for the limited amount of customers that the farm currently has. However, for the effective attainment of the above two marketing objectives or goal the farm needs to take the help of different kinds of product, pricing, place and promotional strategies. More importantly, the farm will try to offer the best quality poultry products to the customers and that too at a price range which is considerably lower than the one charged by the other poultry farms of the adjoining areas so as to achieve the above mentioned two marketing objectives (Järvinen and Taiminen 2016). Furthermore, the farm will primarily target the working men in the age bracket of 30-55 years since in the nation of Pakistan it is seen that because of the limited freedom that women enjoy the men do the majority of the household shopping (Arshad et al. 2018). Thus, it can be said that through the use of cost leadership strategy the farm will position its products as a low cost one and in terms of the high quality of the products offered by it will position itself as a firm that offers quality products. This can be done in an effective manner through the usage of the tool of marketing mix which can be defined as a process of putting the right product in perfect place at the right moment and at a right price (Homburg, Jozi? and Kuehnl 2017).
The products which the Green Poultry Farm offers to the customers are poultry meat, eggs and other related products. More importantly, it is seen that the focus of the Green Poultry Farm is on the aspect of quality and this is one of the major reasons why the farm is reputed for the high quality chicken meat and eggs which it offers to the customers. Furthermore, it is seen that the Green Poultry Farm refrains from the use of toxic chemicals and preservatives when engaging in the manufacturing of poultry meat and eggs. Moreover, in order to overcome the threats presented by fierce competition the farm can diversify the existing products through the usage of the strategy of product diversification which it is offering to the customers and add new products to their existing product range like organic eggs, live chickens, slaughtered chickens, frozen chickens, eggs and others which will in turn help it to meet the demands of its different customers (Weinstein and Pohlman 2015).
The place of marketing the Green Poultry Farm products will be Shahkot towns of Pakistan where there is a huge demand for poultry meat. The farm thus needs to develop effective contacts with the owners as well as the retailers of the shopping malls, markets and grocery stores of Shahkot. Malls and grocery stores are likely to be accessed by a wide range of the Green Poultry Farm’s target population as a result of which it will be able to easily sell its products in large numbers (Wagner and Eggert 2016). More importantly, for the effective delivery of the poultry products the farm can take the help of the strategy of time-based competition which will not only offer the opportunity to the farm to reduce its service delivery time in comparison to its competitors but at the same time to improve the supply chain system that it is currently using (Villeneuve and Pasquier 2017). The use of this strategy is likely to help the farm to gain competitive advantage over its rivals in the village of Shahkot.
The price of the Green Poultry Farm products in Pakistan will be kept as minimal as possible so that these can be easily afforded by various sections of the Pakistani population. Every attempt will be made on the part of those who own the Green Poultry Farm to keep the prices of the poultry meat and eggs restricted to an amount that can be easily afforded by diverse segments of the country’s population. Eggs in particularly will be quite low priced to begin with, given the fact that these are required for daily consumption by people residing in Pakistan. Thus, it can be said that by following the strategy of cost leadership the farm aspires to attain a unique position within the poultry business market of Pakistan on the basis of the low cost products offered by it and will also be able to mitigate the fierce competition in the business market of Pakistan.
Green Poultry Farm for the purpose of the promotion of the products offered by it intends to use digital marketing strategies. In this regards, it needs to be said that the farm is currently using the strategy of “word of mouth” for the purpose of promoting the products offered by it. However, over the years this had not only limited the number of customers of the farm but at the same time the financial growth of the farm as well. As opined by Baker and Saren (2016), social media is very widely used by people of every age group and it is certain that Green Poultry Farm will be able to reach out to a wide range of its target customer base by advertising its new products and promoting them a good deal on social media platforms as much as possible. More importantly, the farm will have to create its own website wherein it will offer detail information regarding the products offered by it and also the business practices followed by it. In addition to this, some of the well-known social media platforms that Green Poultry Farm is going to take recourse to for the marketing of its products include Facebook and Twitter among others.
The management team of the farm for the effective implementation of the above mentioned marketing strategies and also the entire marketing mix would have firstly explain to the employees of the farms the need for these strategies and also the benefits that the effective usage of these strategies are likely to offer to the farm (Morschett, Schramm-Klein and Zentes 2015). Secondly, the management team would have to offer adequate training as well as mentoring to the workers so that they are not only being able effective utilize it but at the same derive benefits from it as well. Thirdly, the farm would have to create various milestones as well as key performance indicators and also set adequate timeframes so as to check the extent to which the strategies that had been selected are being implemented in an effective and also the benefits that they are offering to the farm (Brown 2016).
The farm can take the help of a marketing manager to ensure the fact that the strategies that it had outlined are in synchronicity with the resources as well as the capabilities and also the requirements of the poultry business environment and also the customers (Hüttner 2018). More importantly, the marketing manager would also have to ensure the fact that the strategies are being implemented in an effective manner and are also yielding the desired results. Furthermore, the farm can at the same time take the help of quality controllers and analysts so as to ensure a high quality of the poultry products that it is offering to the customers (Charter 2017). The farm for the evaluation of the success gain by the use of these marketing strategies can analyze the percentage increase in the number of customers and also profit that it had been able to gain post the implementation of these strategies.
Conclusion
To conclude, the process of marketing greatly determines the extent to which the products or services offered by an organization would be able to gain financial success in the business market. However, in order to gain financial success the organizations are required to effective analyze the business environment and also the demands of the customers or the consumers and formulate its marketing strategies on the basis of this. In addition to this, the organizations at the same time need to formulate different marketing objectives or goals on the basis of the key resources as well as capabilities and also device different kinds of product, promotional, price and place strategies for the effective attainment of the same. These aspects of the process of marketing become apparent from the above analysis of the Green Poultry Farm.
References
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