SHR037-6 (Oman) Marketing Management Assignment 2 Individual Marketing Plan


Refer to the Effective Retailing in Oman 2020 case study and marketing plan template provided.

Task –

Using your research findings and PESTLE and SWOT analysis and matrices, from assignment 1; complete numbers 5-8 (must include your PESTLE and SWOT matrices), of your marketing plan to provide recommendations to your selected company/brand.

Your Marketing Plan must include the following:

  • Executive Summary
  • Introduction and objectives – Your introduction should include a brief relevant background information of your chosen company/brand.
  • Current Market and Brand – previously prepared PESTLE and SWOT matrices (make sure each finding has a reference).
  • Marketing Plan Objectives – must be specific and realistic. Apply the SMART Rule. (Number 5 of the marketing plan template).
  • Segmentation, Targeting and Positioning– this should emanate from your research. You must identify current and possibly new market segments for your brand. (Number 6 of the marketing plan template).
  • Marketing Mix Strategy and Budget Recommendations– Note that you will need to recommend your marketing mix strategy for your selected brand. Your recommendations should stem from your market and company analysis. Your strategy recommendations must be relevant to the segments identified in your market situational analysis. You are also expected to use relevant strategic marketing planning tools to inform your recommendations. Refer to the strengths and weaknesses in your SWOT and the opportunities and threats derived from your PESTLE analysis to decide which elements of the 7 marketing mix Ps require alteration. Budget– provide a costing for each of your marketing mix elements. We do not expect you to come up with specific figures, but your costing should be based on research.  (Number 7 of the marketing plan template).
  • Evaluation and Control – how would the plan be monitored? What tools would you employ? Consider the Key Performance Indicators (KPIs). (Number 8 of the marketing plan template)


Executive Summary

This report provides a marketing plan for the A’Saffa Foods which would ensure that they increase on profitability, sales value and market share within a period of 3 and 5 years has been developed. This is an organisation that operates in the Oman poultry industry and focusing on production of healthy food products to a maximum satisfaction of all their customers. From the market analysis, it has been identified that their marker segments are different and as such they don’t have aby specific segment of operations. The targeting and positioning of the company products is direct and strategies. However, the organisation market share is only 25% with their operations being only on the lower region of Oman. In this case, this plan has recommended on the need of adopting different strategies of marketing to harness the marketing position and also venture in expanded operations in the upper side of Oman. Also, by focusing on skimmed pricing, it has been noted to be effective in leveraging on competitive advantage and cost advantage as opposed to their competitors. Also, a budget for the operations recommended in objectives has also been proposed. Through a strategic marketing strategy as highlighted in this plan, it would be possible to weaken the current existing competitiveness in the Oman Poultry sector.

Table of Contents

1.0 Introduction and Objectives. 2

2.0 Current Market and Brand. 2

2.1 Competitors. 2

2.2 SWOT Analysis. 4

2.3 PEST Analysis. 5

3.0 Marketing Plan Objective. 5

Short-Term Recommendations. 5

Long term Objectives. 5

4.0 Segmentation, Targeting and Positioning. 6

4.1 Segmentation. 6

4.2 Targeting. 6

4.3 Positioning. 6

5.0 Marketing Mix Strategy and Budget Recommendations. 7

5.1 Market Mix Strategy. 7

5…1.1 Pricing Strategies. 7

5.1.2 Product Strategies. 7

5.1.3 Placement 7

5.1.4 Promotion. 7

5.2 Budget Recommendations. 7

6.0 Evaluation and Control 8

References. 10




1.0 Introduction and Objectives

Currently, the poultry industry in the Sultanate of Oman production is approximately 111,000 tons with self-sufficiency of 51% the highest in Middle East region and high competitiveness (Times of Oman, 2019a). It is projected that the industry will continue to expand as the Sultanate of Oman focuses on achieving a 70% self-sufficiency in white meat by 2030 (WattAgnet, 2019). One of the major players in this industry is the A’Saffa Foods S.A.O.G which has been operating in this industry since 2001. It is ranked as the largest fully integrated poultry project and the largest food processing plant in the Sultanate of Oman (A’saffa Foods, 2019). Its success in this industry has been informed by the change in the cultural and social trends increasing the customers’ awareness for healthy food. Based on the recommendations in first part of this report, the first objective would be evaluating the need for budgeting more costs on advertisement of A’Saffa products. Also, it has been recommended on the need of adopting differential factors such as diversification into a more profitable fresh and frozen food to accommodate the changing nature of the industry.

2.0 Current Market and Brand

2.1 Competitors

The main competitors in the Oman poultry industry include the Dhofar Poultry, Barka Poultry and the Sohar poultry and international players. Cumulatively, all these organisation account for the 75% market share. However, the A’Saffa foods individually account for a 25% of the overall market share (Financial Times, 2019). As opposed to their competitors, A’Saffa foods have expanded their capacity with more modernized international manufacturer techniques and machinery.  The percentages of market share of the different players in the Oman poultry industry is as shown in graph 1;


Figure 1: Oman Poultry Industry Competition

Source: Summarised by the Author

2.2 SWOT Analysis


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