13Sssssituational analysis

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Strategic Decision in The International Marketplace Name Course Date

Contents Executive summary ...................................................................................................................................... 3 Introduction ................................................................................................................................................. 3 Company Overview ..................................................................................................................................... 4 Strategic Focus and plan .............................................................................................................................. 4 Mission .................................................................................................................................................... 4 Vision ....................................................................................................................................................... 4 Situational analysis-strategy ........................................................................................................................ 4 PESTEL Analysis ........................................................................................................................................ 4 Industrial strategic analysis ...................................................................................................................... 7 Porter's Five Forces Model .......................................................................................................................... 8 SWOT ANALYSES .................................................................................................................................... 10 SMART Goals ............................................................................................................................................. 12 Marketing strategy ..................................................................................................................................... 13 Marketing Mix ........................................................................................................................................... 14 Control and implementation ..................................................................................................................... 15 Profit and loss account .............................................................................................................................. 18 Conclusion ................................................................................................................................................. 19 Recommendations ..................................................................................................................................... 19 References ................................................................................................................................................. 21

Executive summary The purpose of this report is to conduct an analysis of the marketing plan of Focus in regards to various internal and external factors. The company’s epicentre will be Ireland country serving as the main market domain. Some of the factors discussed includes political,economic,technology and legal environment aspects. This particular paper offers a comprehensive view on the competitive position of the firm and strategies that enables it to fit in the food and beverage industry. To attain the reports objectives,SWOT analysis, PESTEL and Porters five forces model was carried out. The situational analysis’s part described the marketing strategies needed to reach the smart objectives set by the company. In addition, the report will examine control and implementation aspects and suggest a concrete profit and loss statement account in order to understand the deliverable outcomes of all the proposed goals and strategies. The paper concludes by offering recommendations such as how to affirm products quality to achieve competitive advantage in Ireland Introduction This particular marketing plan showcases how the firm will expand its business operations in terms of its geographical coverage. It will outline the market strategies to attract prospective customers by establishing its prices to generate more products and enhance successful business endeavors in a competitive market domain. By carrying out a detailed marketing analysis utilizing several marketing frameworks. Focus Company can gain valuable insights into its target market, competitive landscape, and overall marketing strategy. (Adeigbe et al 2015).This will enable the company to incorporate more effective marketing campaigns, improve customer satisfaction and loyalty, and ultimately achieve its business goals.

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Company Overview Focus is a food and beverage company which operates in Ireland. Various entrepreneurs drive the firm forward as a project to target children interested in food items and drinks. It works across ten stores and employs at least 50 employees in all departments. There was an initial observation that the client's choice is quite limited to other firms offering limited services, which is basically at the lower end of the scale. This prompts startups of the firm to provide premium products. Focus real strength lies in its partnerships with restaurants and other food joints to deliver the products. There exists stiff competition in the food industry. Hence, Focus plans to delve into various stores, using innovative aspects to counteract the existing situation. Opening more units in Ireland with client satisfaction would be imperative to maintain an advantage in the market. Strategic Focus and plan Mission The mission of Focus company is to offer phenomenal taste at affordable prices in a suitable atmosphere environment. Vision The firm's vision is to create and inspire a healthier society by connecting individuals and kids to real-world food and beverages. This will enhance the creation of client loyalty and meet their needs and preferences. Situational analysis-strategy PESTEL Analysis Political The policy variables typically directly impact the company's activities and profitability margins. Focus must abide by Ireland's political and legal models. This includes variables like accrued

benefits for workers, information safety, copyrights and patent rights, reduced regulations, firm protection laws and taxation policies. Also, antitrust by laws and regulations on the food and beverage firms can affect Focus company overhead costs of operations. Conversely, if the firm has to minimize the political hazards, diversification in states with low political instability would be essential (Bennett et al., 2020). Therefore, the company must evaluate the current political environment of Ireland before expanding its businesses. Economic Economic booms and slumps in Ireland and other UK states can affect the firm's bottom-line activities. Although Focus Company is expanding in various developed locales, Ireland is still prone to inflation, increased interest rates, foreign exchange changes and competitive variables. Other factors revolved around government interventions impacting economic performance and improvement. According to Bragg et al. (2018), a low economy will be exposed to exchange rate changes which are hazardous to the Focus bottom line hence the need to enforce hedging frameworks. In addition, the state's economic development, education level and adequate skills are factors that Focus will put into consideration before investing in other markets. In this case, Ireland's education and skill set in the workforce is tremendously growing. The social environment The social environment directly adopts the existing business culture and model of the marketing aspect. It involves the client's conduct and promoting institutions. Focus company must evaluate the following elements: client demographics, power structure, community culture, perception,

attitudes, lifestyle and leisure preferences among the society domain. In this case, Ireland has middle-income earners and a rising population density. In this case, the school-going children would prefer to consume ready-to-drink soft drinks. Most people spend some disposable income on buying food and beverages for their children. Conversely, the decision-making systems in the family, culture, attitudes and health consciousness should be evaluated. Some of the parents who are decision-makers in the family ensure that children will not consume beverages since some are believed to have health issues. These perceptions might lead to decreased sales. Technology Advanced innovation factors have evolved the way firms operate across the globe. Focus will be able to reach a wide range of customers worldwide, attracting a larger customer base and bringing about minimal production costs. Focus should analyze the existing technological diffusion and the speed at which it affects Ireland's food and beverage business (Boukid & Castellari,2021). It will attain this aspect by understanding the rival's current innovation growth, operation costs, and supply chain nature. The other elements are product offerings and the value chain. This will boost the efficiency of distributing the food and beverage products to all stores across Ireland. Environment&Legal Before extending to other markets, Focus should evaluate the environmental laws and regulations required to operate in Ireland and other regions. This includes the support law for renewable energy consumption, green goods, recycling and pollution. It is imperative to

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understand that not adhering to such a market's environmental rules brings harsh fines. Focus should conduct businesses that support the ecological footprint and use sustainable raw materials. Through this, it will get benefits such as incentives and tax breaks from Ireland and EU. Industrial strategic analysis It is imperative to understand that Focus company has implemented a strong global presence in the food and drinks industry, attracting various competitors. Over the years, these rival firms have enacted strategies to deal with Focus growing influencing Ireland. Being one of the industry's players, Focus has accumulated extensive management expertise and a significant advantage in customer recognition. It has successfully carved out a market niche and utilizes modern marketing strategies. For example, there is utmost need for Focus to apply effective ERP system that consolidates market data, enhancing stakeholders like material suppliers, potential clients and workers to access information from a central platform. By extracting customer feedback from their website, focus marketing department can design strategies based on reliable and factual data. Value shop and drinkut are two notable competitors that have posed a problem to Focus.Typically,the food and beverage industry is expected to grow in the future due to the increasing global population, which currently stands at 7.7 billion people. As the population continues to grow steadily even in Ireland, so will the demand for food. there, customer needs and demands will evolve alongside modern lifestyles, necessitating continuous adaptation by market players to cater to the needs of the contemporary buyer.

Porter's Five Forces Model The threat of substitute products: According to Kanter,Reyes,& Corvalán, (2017),there exist no close substitutes available for a product, consumers are willing to pay any price. However, in the case of Focus , there are threats from various homemade food products that are normally sold at lower prices. In addition, concerns regarding the healthiness of toddler’s beverages have led health-conscious individuals to seek alternative options. Supplier's bargaining power: As a brand, Focus holds significant command and can exert its influence over suppliers in the same industry especially in Ireland (Nguyen, 2017). This enables focus to purchase products from producers at lower prices, thereby increasing its revenue. For example, suppliers supply palm oil and has low bargaining power, enabling Focus to control the price. Buyer's bargaining power: according to….the existing bargaining power of Focus clients customers is high because of variables like low switching costs and the availability of substitute products from brands like Valueshop (Khayat, 2015).By not responding to clients concerns and overall feedback could lead to a mass exodus, negatively impacting the firm’s profitability ratio. Barriers to entry: Entry barriers in the market include factors such as product differentiation, government restrictions, increased capital needs and large economies of scale. Focus faces drawbacks from entering new markets due to the lack of product differentiation, as their products can be found in other companies like good food Ireland making it difficult to attract new customers.

Competitive rivalry: In Ireland and other locales, the food and beverage industry are highly competitive, which exposes Focus to intense rivalry (Johnson et al., 2013).To extend its operations, Focus ought to continually innovate its marketing and manufacturing strategies to meet the demands of modern customers. The loyalty of customers to the Nestle brand is an advantage in this competitive landscape. These three models help identify Nestle's market position. Porter's Five Forces Model reveals the power dynamics in a competitive environment and external factors affecting firm’s development. In as much as it offers key insights for management, it falls short in offering specific strategies to overcome competition.Conversley, PESTLE model evaluates macro-environmental factors affecting the organization but does not directly assess competitive advantage. It assists management in understanding rules and policies related to the external environment. Additionally, a SWOT analysis helps identify internal strengths that contribute to the company's growth. These models collectively highlight the significance of Focus brand recognition and its competitive position. To mitigate the bargaining power of buyers, focus must invest to provide products or services with no close substitutes. Product differentiation plays a crucial role in this regard. Clear and accurate labeling that reflects product quality can help attract a larger customer base. Focus boasts a strong and widespread brand image across different regions. This global presence has contributed to the company's continuous growth and increased revenue over the years. However, Focus faces fierce competition from other players in the food and beverage industry, including Valueshop and others. As the global food and beverage industry continues to expand, new startups introduce innovative approaches to food production, requiring Focus to remain vigilant and adapt to stay relevant in the market.

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SWOT ANALYSES Conducting SWOT analyses will be vital in understanding Focus's business model. Based on such prospects, the firm will capitalize on the benefits to enhance its resilience and improve performance. Strengths Focus company provides premium food through its online and physical stores, which enhances its competitive advantage. It targets the specific demography of people in society and, in this case, the kids. This improves its brand loyalty by use of satisfactory management levels. Focus possesses solid management in its collar as kind of its former investment banker and software manager. This has enabled the firm to solve challenges and will prevent future expected traditional start-up barriers (Carpenter et al., 2020). It aims at partnering with other firms and enforcing logistic services. Its increased competitive power and sophisticated partnerships reduce unfair play in the market from rivals. It also has immense pricing power and offers high-quality food and beverages. Weakness As a result of the low drawbacks of entry into the food industry, the rivalry is rising at a phenomenal speed. Additionally, due to limited delivery partners and suburban areas and an increased number of restaurants, Focus cannot extend its operations in those locales.

The firm also faces pricing barriers where clients prefer the cheapest costs. This minimizes brand loyalty. Opportunities There exists a regular change in food habits and trends. There is also optimal awareness among potential customers concerning healthy lifestyles, alternatives and takeaway choices. It has fast pace development and robust marketing strategies. It enables the firm to cater to client's needs, demands and preferences. It attracts new clients and retains the old ones. Focus has become one enterprise to deal with food delivery to kids hence maximum growth in revenue generation. The firm will continue to expand its operations overseas since it can cater to children's needs. There are developing markets for such products across the UK,US, India and Asia countries. Therefore, the company will diversify its logistics and supply chain to reach many consumers. Maximum use of brand portfolio, such as in the health sector, like introducing water and sugar- free beverages for children's consumption (Bresciani,2017). Threats There is increased competition from firms dealing with substitute goods and services. These threats include; There is a potential change in client behavior and lifestyle patterns Existing currency fluctuations

Unfriendly Ireland government policies in the market Minimally skilled labor in the locale SMART Goals SMART Goals Specific To optimize the market share in the Ireland food and beverage sector by 10% in the next fiscal year Measurable To attain 6% growth rate in revenue in the initial fiscal year to 7& increase in the next year Attainable Grow and launch mew innovative products to meet the ever-evolving client’s needs. There is also need to extend distribution channels in order to create awareness of the existence of the product to diverse target group Relevant Properly align with increasing clint demand for sustainable and healthy foods. This will leverage Focus expertise in the industry Time-bound Finalize new product development and launch within 4 months. Progress to be tracked 4 times per year to make sure that target growth

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rate is being realized. Marketing strategy Focus will utilize various strategies in order to attain the smart objectives set Focus has proactively adapted its marketing strategies to cater to the target audience needs and preferences.Consequently,Focus management has enhanced the aspect of creating the firm’s own niche in the social media market and successfully implemented digital marketing strategies. The firm has established business profiles on various social media channels and utilized influencer marketing to promote its products and services. With approximately 95 profiles across different platforms such as Facebook, TikTok, Instagram, and Twitter.Hence,Focus has effectively engaged with the youth and teenagers, building trust and maintaining a strong online reputation. This is all aimed at reaching the mart goals Enacting digital campaigns like caring campaigns In the coming fiscal year, Focus needs to improve and install campaigns like Ceregrow.It will be relaunched to target urban couples with children between the ages of 2-5 years. Recognizing the significance Ireland parents place on their child's health and nutrition, Focus must efficiently showcase how mothers are concerned about their child's nourishment. The brand indicates how such campaigns not only satisfies hunger but also provides the necessary nutrients for the child's immunity, overall development, and nourishment. Pricing Strategy

In as much as it possesses goods priced higher than retail brands and catering to diverse cultures and demographics globally, Focus has successfully positioned itself as the world's largest food production company in Ireland. It aims to continue establishing a price skimming strategy, initially entering a specific market at a higher price and gradually reducing costs as manufacturing and distribution cycles are established. By targeting the mass market through segmentation and differentiation, Focus benefits from an affordable pricing strategy, offering fair prices for product groups tailored to different cultures, demographics, and geographic regions. Brand Building and Equity In this modern era having competitive business environment, selling a product is not enough. Enterprise like Focus must establish themselves as brands that provide compelling reasons for customers to puck them regularly. As stated by Bresciani (2017),It has undertaken various initiatives to expand brand presence and visibility across different regions. A convenient model is through franchise stores, which help enhance brand recognition and reach. Clearly, Focus focuses on ensuring shelf availability of its products by maximizing production cycles, lessening distribution channels, and raising the level production and distribution units in Ireland. Marketing Mix Existing products New products Existing markets Use of effective supply chain management efficient advertisement Acquisition of rival firms Rival firms acquisition strategies Research and development programs Inclusivity and rapport with

Strategic price decrease existing market control system sand leaders New markets Extending its operations to other geographical segments Intensive market research and growth Partnerships, franchising and licensing of companies that are locally operating Control and implementation This will be used to improve the company by acquiring feedback from individuals and prioritizing reducing the negative concerns raised for better future outcomes. Revenue Growth Outcome: The results include the rise in generated revenue rate by Focus KPI: Year-over-year percentage growth in revenue. Criteria: Main criteria to be used revolves around setting a target growth rate based on Ireland market environment and historical performance. Profit Margin

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Outcome: There has been reports on increased profitability ratio by Focus activities from the sales volume recorded. KPI: Gross profit margin and net profit margin. Gross profit margin=total revenue-cost of goods sold*100 Total revenue Criteria: Proper comparison of different profit margins with industry benchmarks and set targets for improvement. Market Share Outcome: Extension of Focus market share in key product categories and geographic regions. KPI: Market share percentage in targeted markets and segments. Criteria: tracking and comparing the existing market share data with rivals like and evaluate the success of market penetration strategies. Customer Satisfaction Outcome: increased client loyalty, satisfaction and retain. KPI: some of the key performance indicators to address this includes; Customer satisfaction surveys, Net Promoter Score (NPS), customer retention rate. Criteria: Day to day monitoring of customer surveys to measure satisfaction levels and track customer retention rates. Set targets for NPS improvement. After acquiring client feedback, there will be a weekly review to mitigate risks and improve the marketing outcomes. Thus, it will be taken to overcome negative results. Conversely, the workers' performance levels will be

reviewed after 2 months to establish their key performance indicators. The assessment will also be based on a reward system to motivate them Product Innovation and Development Outcome: Focus company has launched quality new products and innovations. KPI: Number of new product introductions, revenue contribution from new products. Criteria: Tracking the quantity of new products launching the local market, monitor their performance in the market, and assess their impact on revenue. The firm has already established a website whereby any client who needs to offer a review; can duly register and do so. Additionally, every client will receive feedback from the bill section after purchasing food or drinks (Street 2015 Sustainability and Environmental Impact Outcome: lowering Focus environmental footprint and conformance to sustainability objectives. KPI: less emissions of gases, energy conversion rates, water usage ratios. These are aimed at providing data to conserve the ecology Criteria: Set specific reduction targets aligned with Focus sustainability commitments and monitor progress regularly.

Profit and loss account Revenue 2023 Sales revenue $100,000 (Less sales returns and allowances) $8,000 Service revenue $80,000 Interest revenue $5,000 Other revenue $1,500 Total Revenues $178,500 10 Cost of goods sold $89,500 Gross Profit $99,000 5 Expenses Advertising $400 Accounting and legal fees Commissions Payroll taxes Employee benefits $500 Vehicle operating costs Depreciation Interest expense $2,000 Maintenance and repairs $1,000 Office supplies $1,000 Insurance $1,000 Rent for premises Research and development FOCUS COMPANY 302 Ireland Avenue TX 75250 focusfmcg@www.com

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Salaries and wages $40,000 Software Travel Utilities Web hosting and domains Other $11,000 Total Expenses $56,900 3 Net Income $42,100 2 Conclusion For Focus's food and beverage company to attain its position as an industry leader, it should maintain and secure the capital. The resources will be utilized for start-up costs, to implement a reputable upfront and continue the growth of the business, infrastructure, internal and external systems, management, new product development and diverse marketing models. Focus company should be able to accomplish its operations and success in future (Scrinis,2016). It is evident that Focus company is operating giant industry and can expand its operations by investing in new and growing markets. Recommendations Continuously provide nutrition datasets for the food items by use of social media platforms, websites and the menu.This will enhance the attraction of visitors and clients with distinctive tastes and needs.

To minimize production costs, there is also a need to focus primarily on locally sourced raw materials that are sustainable, available, and cheap.The firm should focus on efficient packaging systems to offer clients relevant information. This can be done by dealing with aesthetic, biodegradable, authentic and cheap packaging labels and containers. There is in need to invest in education and training programs. Through this, the employees will have adequate skills. This motivates the employees to carry out their duties in a professional manner. Communication skills should also be improved to intensify the relationships between customers. This will increase the level of client loyalty, sales and profitability.

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Telukdarie, A., Munsamy, M., & Mohlala, P. (2020). Analysis of the Impact of COVID-19 on the Food and Beverages Manufacturing Sector. Sustainability, 12(22), 9331. Triguero, A., Fernández, S., & Sáez-Martinez, F. J. (2018). Inbound open innovative strategies and eco-innovation in the Spanish food and beverage industry. Sustainable Production and consumption, 15, 49-64. Truman, E., & Elliott, C. (2019). Identifying food marketing to teenagers: a scoping review. International Journal of Behavioral Nutrition and Physical Activity, 16(1), 1-10. Vassallo, A. J., Kelly, B., Zhang, L., Wang, Z., Young, S., & Freeman, B. (2018). Junk food marketing on Instagram: content analysis. JMIR public health and surveillance, 4(2), e9594. Wilson, A. L., Buckley, E., Buckley, J. D., & Bogomolova, S. (2016). Nudging healthier food and beverage choices through salience and priming. Evidence from a systematic review. Food Quality and Preference, 51, 47-64. Wood, B., Williams, O., Nagarajan, V., & Sacks, G. (2021). Market strategies used by processed food manufacturers to increase and consolidate their power: a systematic review and document analysis. Globalization and health, 17(1), 1-23.

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13Sssssituational analysis

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