Paper details:
Please read the name of the file MANOOO‘BI Marketing Principles and Practice Assignment 2017, and Write
according to the format given.
Yburtask
You are asked to design a marketing plan for Born&Bred. This small and local business aims
to offer high quality Yorkshire food to customers all around the country. They are currently
focusing on local customers (Yorkshire foodies and visitors to Yorkshire). They would like to
expand by reaching to a new target: “Yorkshire expats in London” (that is: people having a
strong relationship with Yorkshire and living in the London area, e.g. people having recently
moved from Yorkshire to London, people originally from Yorkshire established in London,
Londoners having spent multiple holidays in Yorkshire).
Your task is to put into practice the content of the lectures and seminars to advise
Born&Bred on the strategic approach for this broad segment. Key questions are:
What is the potential size of this segment (by value and volume)?
Who would the key competitors be?
Is their current positioning adapted to the segment and the competition?
Should the offer evolve in terms of convenience?
They ask you to deliver your findings in an evidence-based report following the structure of a
marketing plan. It should cover amongst other things:
Potential target sub-segments (long list); recommendations as to which of these they
should concentrate on, with supporting evidence
Estimated size of opportunity/market
Competitor analysis
Identify the key risks (threats and weaknesses) that could undermine their venture
Potential marketing strategy including advice on brand strategy, potential product
range, pricing, marketing communications and distribution
Key Performance Indicators (KPIs) by which the success of the endeavour can be
judged.
Note that your brief does not extend to primary research. At this stage, your client is most
interested in scoping the opportunity and is keen to make sure their idea is kept absolutely
confidential. However, your client is expecting (comprehensive) desk research (likely to be
internet-based) to provide evidence to support your plan. You may also wish to highlight in
your report any area that would benefit from more in-depth (primary) research that you might
advise your client to follow-up on subsequently.
Page 5 of 9
In undertaking your analysis you should select and use appropriate tools as covered in the
lectures. These could for example include PESTE, SWOT and/or other analytical
frameworks.
