Marketing Case Study: Royal Fernwood

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Table of Contents

1.0 EXECUTIVE SUMMARY 3
2.0 THE CHALLENGE 3
3.0 Vision 4
4.0 Mission 4
5.0 Core Values 4
6.0 USP’s 5
7.0 SWOT ANALYSIS 6
8.0 SITUATIONAL ANALYSIS 8
8.1.0 POTER’S FIVE FORCES 8
8.1.2 PEST ANALYSIS 10
9.0 Competitor Analysis 11
Noritake 11
Dankotuwa 12
Chinese imports 13
10.0 CUSTOMER ANALYSIS 14
11.0 MARKETING STRATEGY 15
11.1 MARKET SEGMENTATION 15
11.2 POSITIONING STRATEGY 16
11.3 Ansoff Matrix 17
11.4 MARKETING MIX 18
12.0 ACTION PLAN 21
13.0 BUDGETS 21

1.0 EXECUTIVE SUMMARY

Royal Fernwood Porcelain, Browns latest acquisition, presently markets a range of porcelain products for local and foreign markets. Royal Frenwood has a local market share of 13% and a strong dealer distribution
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• Economic Growth Rate will continue to increase
• Income levels remain the same while cost of living keeps increasing. (Consumer prefer Chinese products due to low price)
• Frequent increase of Gas prices increases manufacturing cost and reduce profit margins

SOCIAL
• Porcelain Products are perceived as a gift item for special occasions. Eg weddings, house warming etc.
• Consumer perception on the product is long term
• People Perceived Porcelain as a sentimental value product
• Emerging Trends towards use of social networks and online for information search and online ordering. Eg Kapruka, I Buy, Anything.lk, Face Book.
• High Education levels of the society.

TECHNOLOGICAL

• Availability of innovative technology
• Automated technology being used in the industry
• Availability of New technology systems for order processing, purchasing,
• inventory which reduces processing time
• Acceptance for high industry expertise.

9.0 Competitor Analysis

Noritake

Strengths:
• Striking shapes and elegant designs
• Reputed company and the goodwill of “ GOLDMARK” brand
• Perception of being the best porcelain brand in Sri Lanka
• Automated Machinery
• Very high quality and

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