Milestone 2_ Marketing Strategy Framework
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Milestone 2: Marketing Strategy Framework
Tyler Weber
Southern New Hampshire University
Belgium’s automobile market has seen fluctuations over the last 10 years that would make any vehicle maker cautious to do business there. However, since the COVID-19 pandemic, the market value has been steadily increasing, and in 2022 it saw an increase in new car sales of 4.1% which marketline considers to be “a strong performance, owing to strong consumer confidence, and increasing disposable incomes” (Marketline, 2023). This overall growth in auto sales and the forecast for the coming years in the market makes Belgium a target for automakers but the real target for any car company entering the country should be electric vehicle sales. Marketline’s report on the Belgian auto industry projects “the Belgian market for hybrid electric vehicles is expected to reach $4.6 billion by 2024” (Marketline, 2023). The projected increase in demand has already begun according to their sales data and it is in line with the rest of Europe and the world when it comes to electric vehicle sales. Belgium is a country with clear leaders in the automotive market, and Ford is currently not one of them. Volkswagen, BMW, Stellantis, and Renault account for nearly 60% of the current market share in Belgium (Marketline, 2023) and if Ford wants to compete they will have to change their lineup of products to make themselves stand out amongst the crowd. The purpose for expanding into Belgium is not strictly because of Belgium being a good market for electric vehicles. Ford can expand and do well in the Belgian market if they cater to consumer demand, but this should be seen as a trial for greater
expansion into Europe. The country is located in northwestern Europe with access to the Atlantic
ocean through Antwerp, which makes it an excellent shipping destination, and it is also connected to a vast rail network that would support further transporting products through the region. Expectations for expansion will depend on Ford’s commitment to the country and the rebranding in the area, but the goal should be to be among the top competitors in the market within the first 24 months. Volkswagen is currently the leader of the pack with a market share of
20.7% and Renault is the last of the big 4 with a share of 9.9% (Marketline, 2023). The goal for Ford should be to get into this competition and control 15% of the market, which would make them the third largest automaker in the region. With 15% being the goal at 24 months, roughly 3% growth for every 6 months after launch should be the standard. “The Belgian new cars market had total revenues of $14.3 billion in 2022” (Marketline, 2023) which means that assuming the market doesn’t decline and continues to increase as projected, 15% of the new cars market in Belgium would be worth about $2.1 billion, and 6 month profits should see growth of about $429 million in order to meet the 24 month goals. Branding is another important piece of the puzzle, and for Ford to successfully meet their financial goals, they will need to renovate their brand identity to increase sales. In the first 6 months, they should be making consumers aware of their new electric vehicles and pushing those to meet consumer demands, in the months
following, it should be a steady shift to being known as the hybrid and electric company, with the 24 month branding goal seeing them take a shift toward being more of an electric car company on par with companies like Tesla and Rivian. Of course this does not mean completely getting rid of the gas vehicles that have sold well for the company, but portraying the brand as a modern and intriguing electric brand that offers a unique experience rather than the standard consumer car company they are now will increase interest from buyers. Buyer personas are an important piece of the segmentation, targeting, and positioning process because they help to better define the characteristics of the individuals in the target market. In the
attached persona template document I have created three buyer personas, two of which fit the targeted market and one that does not. The two personas that fit the market were created based on data provided during the STP process, most of which suggested that Belgium’s population is
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Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, believes the project will be “transformative”, as it has the potential to empower Barbadians.
“In aquaponics, you have the opportunity to have, at the same…
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Aquaponics is a sustainable way of integrating land-based fish farming with plant production. Both are placed in a tank, and the set up allows for them to coexist, with the waste produced by the fish fertilizing the plants, while the plants purify the water for the fish.
The training, funded by the FAO, will take place at a demonstration facility, located at Adams Aquafarms, Hopewell, St. Thomas. The FAO is currently targeting 30 entrepreneurs and 10 teachers.
Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, believes the project will be “transformative”, as it has the potential to empower Barbadians.
“In aquaponics, you have the opportunity to have, at the same…
arrow_forward
FAO-Funded Aquaponics Project Launched In Barbados
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Aquaponics is a sustainable way of integrating land-based fish farming with plant production. Both are placed in a tank, and the set up allows for them to coexist, with the waste produced by the fish fertilizing the plants, while the plants purify the water for the fish.
The training, funded by the FAO, will take place at a demonstration facility, located at Adams Aquafarms, Hopewell, St. Thomas. The FAO is currently targeting 30 entrepreneurs and 10 teachers.
Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, believes the project will be “transformative”, as it has the potential to empower Barbadians.
“In aquaponics, you have the opportunity to have, at the same…
arrow_forward
FAO-Funded Aquaponics Project Launched In Barbados
Barbados GIS – The United Nations Food and Agriculture Organization (FAO) has collaborated with the Ministry of Maritime Affairs and the Blue Economy, and local business Adams Aquafarms, on a project to train persons in aquaponics.
Aquaponics is a sustainable way of integrating land-based fish farming with plant production. Both are placed in a tank, and the set up allows for them to coexist, with the waste produced by the fish fertilizing the plants, while the plants purify the water for the fish.
The training, funded by the FAO, will take place at a demonstration facility, located at Adams Aquafarms, Hopewell, St. Thomas. The FAO is currently targeting 30 entrepreneurs and 10 teachers.
Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, believes the project will be “transformative”, as it has the potential to empower Barbadians.
“In aquaponics, you have the opportunity to have, at the same time,…
arrow_forward
FAO-Funded Aquaponics Project Launched In Barbados
Barbados GIS – The United Nations Food and Agriculture Organization (FAO) has collaborated with the Ministry of Maritime Affairs and the Blue Economy, and local business Adams Aquafarms, on a project to train persons in aquaponics.
Aquaponics is a sustainable way of integrating land-based fish farming with plant production. Both are placed in a tank, and the set up allows for them to coexist, with the waste produced by the fish fertilizing the plants, while the plants purify the water for the fish.
The training, funded by the FAO, will take place at a demonstration facility, located at Adams Aquafarms, Hopewell, St. Thomas. The FAO is currently targeting 30 entrepreneurs and 10 teachers.
Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, believes the project will be “transformative”, as it has the potential to empower Barbadians.
“In aquaponics, you have the opportunity to have, at the same…
arrow_forward
FAO-Funded Aquaponics Project Launched In Barbados Barbados GIS – The United Nations Food and Agriculture Organization (FAO) has collaborated with the Ministry of Maritime Affairs and the Blue Economy, and local business Adams Aquafarms, on a project to train persons in aquaponics. Aquaponics is a sustainable way of integrating land-based fish farming with plant production. Both are placed in a tank, and the set up allows for them to coexist, with the waste produced by the fish fertilizing the plants, while the plants purify the water for the fish. The training, funded by the FAO, will take place at a demonstration facility, located at Adams Aquafarms, Hopewell, St. Thomas. The FAO is currently targeting 30 entrepreneurs and 10 teachers. Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, believes the project will be “transformative”, as it has the potential to empower Barbadians. “In aquaponics, you have the opportunity to have, at the same time, multiple sources of…
arrow_forward
FAO-Funded Aquaponics Project Launched In Barbados Barbados GIS – The United Nations Food and Agriculture Organization (FAO) has collaborated with the Ministry of Maritime Affairs and the Blue Economy, and local business Adams Aquafarms, on a project to train persons in aquaponics. Aquaponics is a sustainable way of integrating land-based fish farming with plant production. Both are placed in a tank, and the set up allows for them to coexist, with the waste produced by the fish fertilizing the plants, while the plants purify the water for the fish. The training, funded by the FAO, will take place at a demonstration facility, located at Adams Aquafarms, Hopewell, St. Thomas. The FAO is currently targeting 30 entrepreneurs and 10 teachers. Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, believes the project will be “transformative”, as it has the potential to empower Barbadians. “In aquaponics, you have the opportunity to have, at the same time, multiple sources of…
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- Do you think government intervention is necessary to address the rise in the price of animal feed, due to the shortage of soybean meal and corn? Please provide reason(s) to support your response? Describe one (1) likely outcome if the government intervenes? Please note you are NOT to identify the intervention.arrow_forwardMarketing (BSMK2102) – Case Study 3 "European Rivals in the Sky" After deregulation of the European airlines industry in 1987, the industry changed substantially with the entrance and exit of low-cost carriers such as the successful Ryanair and EasyJet and the less successful Buzz (which was set up by KLM but subsequently bought by Ryanair) and Debonair (which went bust almost immediately). Since the early success of Ryanair and EasyJet, a whole host of companies have set up including GermanWings, in Germany and WhizZAir from Hungary. Existing competitors within the market, such as Air France, Lufthansa, and British Airways, lost market share in the short-haul airline market as the low-cost carriers quite literally flew away with their business. Low-cost airlines possess the competitive advantage of operating at significantly lower costs than their larger national Counterparts, and since they entered the market have maintained their low-cost advantage, partly by operating lower wage…arrow_forwardIn the first three months of 2017, five department stores—Macy’s, Kohl’s, Dillard’s, J.C. Penney and Nordstrom—collectively lost $4.6 billion in market value, per analysis from Bloomberg and Financial Times. Nordstrom was downgraded by J.P. Morgan after executives at the retailer said bricks-and-mortar sales hadn’t been so bad since 1972. Now in 2020-1: There is Covid. So, if you were a retail business leader, what are the implications? As a business leader in retail, what would you do next?arrow_forward
- In few sentences, answer the marketing question in each of the following scenarios: 1) In 2020 Chinese auto maker Geely has purchased Swedish auto brand Volvo for US $ 1.8 billion but announced that Volvo Cars would remain a separate company with its own management team based in Sweden. Being a manager at Geely stationed in Volvo plant how would you ensure announcement made? And why would so? 2) MG (Morris garages) is a British automotive manufacturing company which started production from early 1920s in the UK. Best known for its two-seat open sports cars, MG also produced saloons and coupés as well. However since 2011 MG (MG Motor UK Limited) headquartered in Longbridge, Birmingham, United Kingdom, and a subsidiary of SAIC Motor UK, has been owned by the Shanghai-based SAIC Motor. MG Motor designs, develops and markets cars sold under the MG marque. SAIC is the largest auto company on China's A-share market and has a total equity of 11.683 billion shares. Being a manager at SAIC…arrow_forwardYou work for a cranberry company in Nova Scotia looking to enter the cranberyy market in Australia. Based on this scenario, Describe the product (cranberries), its strongest features and major weakness, and the stage in the product life cycle in the home country (Nova Scotia) and in the target country(Australia). Do you plan to market only in major population centers, or do you plan to achieve total market coverage?arrow_forwardKolkata-based FMCG major Emami has embarked on various distribution initiatives and rural expansion drive to boost growth in the current fiscal, its Chairman said. Addressing shareholders at the company's annual general meeting, he said in the first quarter of the current financial year, the company continued to face market challenges due to the second wave of COVID-19 pandemic -- from mid-April on-wards. Local lock downs and restrictions in various states severely affected both urban and rural regions. In the current financial year, company has embarked on various distribution initiatives to drive further growth. We embarked on a focused rural expansion drive under Project Khoj through expansion of rural footprint in the top 4 potential rural contributing states in FY22.To augment the current distribution strength, Emami outlined a "clear strategy to drive growth aggressively in the rural market", adding digitalisation of rural sales force was completed successfully last fiscal.It…arrow_forward
- Scenario: Country X is currently in a contraction in the business cycle. After months of contractions the economy enters a recession resulting in people delaying large purchases of cars and homes. 4. How will this change in consumer behavior likely effect the business cycle in the long- run? Explain your reasoning.arrow_forwardKindly answer briefly the question on Market Opportunity Analysis in England for a soap business. State why England represents a good market opportunity for the soap product. State briefly the Market prospects in England. State briefly the Current product usage habits for England State briefly the Competitive products on the market for England State briefly the Retail distribution channels in England.State briefly the Major advertising media used in England.State briefly the total size of the market and market potential for the soap product in England.State briefly the target market and demographics for the soap product in England.arrow_forwardProfit Centers: Hospitals Suburban General Hospital owns and operates several communityhospitals in North Carolina. One of its hospitals, Cordona Community Hospital, is a not-for-profitinstitution that has not met its financial targets in the past several years because of decreasing volume.It has been losing market share largely because of the entrance of a new competitor, JeffersonMemorial Hospital. Jefferson has successfully promoted itself as the premier provider of qualitycare; its slogan is “Patients Come First.” To compete with Jefferson, Cordona has developed a new[LO 18-3][LO 18-3][LO 18-3]Final PDF to printerChapter 18 Strategic Performance Measurement: Cost Centers, Profit Centers, and the Balanced Scorecard 821blo17029_ch18_775-825.indd 821 02/19/18 09:10 AMdepartment, guest services, to improve patient relations and overall customer service. Guest servicespersonnel will be positioned throughout the hospital and at major entrances to help patients andtheir families get where…arrow_forward
- German sportswear company Adidas shrugged off Chinese calls in March for a boycott of its products and raised its 2021 sales forecast on Friday, saying it expects upcoming sporting events to drive strong demand for new products. Adidas said it now sees sales growing at a high-teens percentage rate in 2021, compared with a March forecast for mid-to-high teens growth, with a jump of around 50 percent expected in the second quarter.It said the acceleration would be driven by new products such as Ultraboost running shoes that are designed to be recycled, as well as big sports events like the European soccer championship and the Copa America.Shares in Adidas, which had fallen in recent weeks on concerns about sales in China, were up 7 percent at 07:28 GMT, the biggest gain on the German blue-chip index. Shares in rival Puma were also up 1.8 percent. “A slight upping of 2021 organic growth guidance suggests that concerns around the ... damage to Chinese prospects appear overblown,” said…arrow_forwardCoca-Cola is a well-established consumer products company with a strong position in the global market The sales of its core soda products have remained relatively stable for decades, yet the company has continued to grow and has remained extremely profitable. Discuss Coca-Cola's history in light of the statement that "generating a steady stream of new products to market is extremely important to competitiveness." Does Coca Cola's success disprove that statement? Is the company an exception to the rule or an example of its application?arrow_forwardAO-Funded Aquaponics Project Launched In Barbados Barbados GIS – The United Nations Food and Agriculture Organization (FAO) has collaborated with the Ministry of Maritime Affairs and the Blue Economy, and local business Adams Aquafarms, on a project to train persons in aquaponics. Aquaponics is a sustainable way of integrating land-based fish farming with plant production. Both are placed in a tank, and the set up allows for them to coexist, with the waste produced by the fish fertilizing the plants, while the plants purify the water for the fish. The training, funded by the FAO, will take place at a demonstration facility, located at Adams Aquafarms, Hopewell, St. Thomas. The FAO is currently targeting 30 entrepreneurs and 10 teachers. Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, believes the project will be “transformative”, as it has the potential to empower Barbadians. “In aquaponics, you have the opportunity to have, at the same time, multiple sources of…arrow_forward
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