Introduction to report

This marketing plan is prepared based on the academic task given by Dr. Shahid Bashir, as a
final project BBA second year course (principle of marketing). The report is a marketing plan,
which is proposed for a hypothetical firm named as KINGS FISHER. The structure of report is
designed in accordance with the following table of content.
1. Marketing Analysis (a Situational Analysis)

 Micro-analysis
 Macro-analysis
2. Company Description

 What are the main offerings?

 Mission, Objectives, Philosophies
 Rare factors ( unique factors with in business)
 Key of Success
3. Strategy and implementation

 SWOT Analysis
 Segmentation, targeting and positioning
 Marketing Mix (4Ps or 7PS)
 Matrices ( e.g. star, cow , cash and dog)
If any market development, market penetration etc.

4. Conclusion
5. Appendices
 1. Marketing Analysis ( A Situational Analysis )
A Marketing research is a market dynamics report. It is the attractiveness of a particular
industry market. Marketing analysis is basically a business plan that provides information about
the market in which you operate. This addresses different factors and should not be confused
with the study of the market.
The actors and forces outside marketing that affect marketing management’s ability to build
and maintain successful relationships with the targeted customers. These factors are called the
Marketing Environment.
Our business is business of fish farming and our customers are from all our Pakistan. The
targeted market of our business is the market of Pakistan but our main focus is no the cold
areas of Pakistan and where the excess of fresh and affordable fishes are not possible or not
easy.
Micro Environmental Factors:

The actors close to the company that affects its ability to serve its customers, the company, the
suppliers, marketing, intermediaries, customer markets, competitors and public are micro
environmental factors. The analysis of Micro environmental factors of marketing of our business
is given as.

1) Public
Public is any that has the actual or potential interest in or impact on the
organization ability to achieve its objectives.
The public which have interest in our business are financial publics which will give us
funds and these people will invest in our business because they wants dividend from our
business in return. Government public will be great impact on our business because our
business will be based on the new technology for fish production. So these people will
support us in achieving our goal. The SEMDA, which is organization of government
supports the small and medium business and they will definitely support us. We will use
the media public because in the world of digitalization, our business will not survive
without using media platform. So by using media public we will create our own blogs
and websites, also advertise our product on social media. The local public is very
important for company because relation between the company and the local public. Our
company will build relation with the local public by providing him free training for
starting their own business. The General Public is actually a buying public for our
product. Our company will create good image in the eyes and hearts of general public
by providing them with the quality and fresh fishes at low cost. Our cost will be always
low other than others because per head cost of fishes will be always low.
2) Customers

Customers are the most important factor in micro environmental factors, the aim of all
efforts of company all chains is to engage the right customers and build a strong
relationship with the customers. The target market of our company will be consumer
market which consists of individual customers and household customers. Our main
focus will be on these customers. We will also target the BUSINESS MARKET of
Pakistan, by targeting the hotel, restaurants and fish food business industry of Pakistan.
We will also resellers market if our product will not sold in the first two market. We can
target the Government Market if we will find the better deal to support our business.
Our first priority will be the Consumer Market because main objective our business is to
directly supply the fishes to customers.

3) The Company

The company is also included in the micro environmental factors because the
environment created inside the company must impact the performance of a company.
The system of company is very complex as consist of many departments. So create a
healthy and supportive environment inside the company the department of our
company will be connected with every department. The performance of our company
will increase and every department will perform efficiently. Our company will spend a
specific amount of money on the Research and development and improve the fisheries
market of Pakistan.

4) Suppliers
Suppliers form an important link in the company’s overall customer value delivery
network. They provide the resources needed by the company to produce its goods and
services. Supplier’s problems will seriously affects the marketing of a product. The
supply of our company is from the nearby farms which produce the necessary of fishes.
The material needed for our business operations are available to us on the lowest price.
The supply of material will not affected because we will work professionally with
suppliers by setting an agreement with them.

5) Marketing Intermediaries

The marketing intermediaries are those firms that help the company to promote, sell
and distribute its good to final buyers. These include the resellers, physical distributers
firms, marketing services agencies and financial intermediaries.
From the marketing intermediaries we will use the resellers, physical distributions firms
and financial intermediaries for our marketing and financial purpose. The reseller will
used by our company for the purpose of selling but the agreement with the resellers will
be limited and according to our needs. We will start a partnership with the physical
 distribution firms to distribute our fishes all our Pakistan. It’s very necessary to do an
agreement with the physical distributers such as Pakistan Postal services, the logistics
and cargo companies which are operating in Pakistan.

6) Competitors
Our company is based on bio floc technology and we will produce more fishes at lowest
cost of production and our production will be large. The marketing concepts also states
that to be successful, a company must provide a greater customer value and
satisfactions then its competitors do.
No single competitive marketing strategy is best for all companies. Each firm should
consider its own size and market capturing ability as compared to their competitors. Our
target will be higher than our competitors because we will provide our online sale with
our offline sale in an efficient way. So we are far from our competitors but not so far.
We will build research center which will do surveillance of our competitors.

The Macro Environmental Factors:

The microenvironment consist of broader forces that affect the actors in the
microenvironment. The major external and uncontrollable factors that influence and organization’s
decision making and its performance and strategies. These factors include the economics factors;
demographics, economics, natural, technological, political and cultural. Following is the analysis of the
factors and effect of these factors on the business environment of our company.

1) Demographics

Demographics is the study of human populations in term of size, density,

locations, age, gender, race, occupations and other statistics. The demographics
environment is of major interest to markets because it involve people and people
make up market.
Population growth rate and age distribution are key important factors affecting the demand function of
fish and fishery products. Pakistan having positive population growth rates and which generate larger
youth population. Their food consumption habits and preferences directly affect the demand function.
Food consumption pattern and food preferences of large elderly population have greater impact on food
supply chains. World’s largest fish consumer, Japan has experienced very low population growth and
population is aging. Twenty five percent of the population is aged over 65 years. Their diet is based on
fish and rice and aging population places more demand on traditional fish cantered diets. The population
of Pakistan is consist of youth 64% of population is younger than 30 year. So there is huge market of
young populations for fish industry.

I. Ethnicity and Race

Ethnicity and race are other important determinants on demand function. Socio-cultural values, religious
concerns, and attitudes make difference among the market places. Especially, for northern part of
Pakistan have a high demand of fisheries because of its weather and cold areas of Pakistan such as
Baluchistan. Moreover, Pakistan have a diversity in religion. People of all religion are present in Pakistan.
The Muslims will prefer meat over fish and major population in Pakistan is Muslims. So our customer
will be less than other parts of world. But we can change the attitude of people by marketing. All the
races like the fish and fish products in Pakistan. Its depends upon the cultural, religious and others choices
of people that at one point of the Pakistan there is a huge demand of a fishes and in other area of Pakistan
no one ask for fishes.

ii. Geographic distribution

Geographic distribution is major important phenomenon to decide the demand on fish. Communities
around the Pakistan have their own methods to harvest, handle, store and prepare the fish. Available fish
species in their own destinations lead to develop unique methods to harvest and to consumption. Many
tropical areas are blessed with multi species fishery and food habits of the communities are based on
multiple fish species and preparation styles are different to location to location. On the other hand oily
white fish species are common in temperate areas of Pakistan and they place high demand over the time
on such species.

iii. Extent of travel

Extent of travel, passing cultural boundaries and exposure to different cultures is challenging experience
to traditional demand curves on fish and fishery products. Especially, today’s concern on global village
lead to change the traditional face of the fish markets all over the Pakistan. Consumers exposed to
different cultures and societies are demanding different products compared to less exposed people.
Markets should compose of fish and fishery products from different destinations to cater for new
consumers.
iv. Literacy

Literacy rates and level of education lead to create knowledgeable society which is more concern on food
safety and quality. Health concerns, food safety and hygiene are the key concerns in develop country
markets compared to developing nations. Consumers are placing growing concerns on sustainability,
depletion of fishery resources, social responsibility and climate change. Moreover, consumers of
developed country markets are willing to pay extra premiums for fish and fishery products from
sustainable base. The Pakistan is developing country so people are not so conscious but we will create
conscious in them by giving much information to them.

v. Retailer promotion

Retailer promotion is another important determinant of demand function. Developed country markets are
composed of giant retail chains and competitiveness among retailers are very high. Their expenditure on
promotional campaigns is high and getting the advantages of economies of scale compared to small-scale
retailers in developing country markets. In contrast Pakistani markets are less competitive and individual
retailers are prominent. Mobile fish retailers and vendors play a great role in supplying fish to rural
destinations of Pakistan. Moreover, individual retailers are using establish strong social networks to
market their products. Word of mouth is their cost effective promotional tool and they bring fish and
fishery products to the door step of the freshness concern consumers.

2) The Economics Environment

The factors which affects the consumer purchasing power and spending patterns.
Economics factors can have dramatics effect on consumer spending and buying power.

The economic environment of our country is not so good. It is one of the main objective of our
company is to deliver the fishes at low price. So it matters a less that economics condition is bad.
The other thing is that food is at somehow is necessary of a customer. So buying power of
customer matters less in our business. The economic condition of country is not in the hand of a
company but it is improving day by day. The buying power of customers will increase as the
economy improves. Government is imposing more taxes on businesses and public. So the profit
will be less in this kind of environment.
 These are the some economic facts that will be helpful for targeting our marketing and for the
marketing campaigns. There is unequal distribution of wealth in Pakistan. The buying power of
domestic population is less than urban populations. The demand of fish is more in urban area.
The less supply of fishes to domestic area is because to maintain a supply of fishes to domestic
area is difficult.

3) The Natural and Technological Environment:

The natural environment includes the physical environment and the natural
resources that are needed as inputs by marketers or that are affected by marketing
activities. The natural environment is fit for fishes and all the natural resources are easily
available at our company. Land, air and water are present there here at low cost. Our
company is not intoxicating the environment because business of our company is
environmental friendly. The technological environment for our company is not so good
because of fallowing reasons.
Inadequate hygiene practices, poor transport facility, poor insfrasture, lack of
technological improvement, inadequate processing facilities and difficulty in availability
of technological equipment. These are some areas in which our company is lacking and
these are the problems of every local company in Pakistan. Because, we are lacking in
technology and the technology we imports are very expensive.

4) Political And Social Environment:

Marketing decision are strongly affected by developments in political

environment. The political laws consists of laws, agencies and pressure groups that
influence and limit various organization and individuals in a given society.

These are some points which analysis of our company observe during the analysis
political and social environmental factors of our target market which is whole Pakistan. Low political
interest among the general public and therefore little or no pressure on government. Low political
pressure from fishermen and boat owners. Low interest among politicians. High interest among
government to improve the situation on post-harvest losses. Frequent changes in policy due to rapid
changes in politically elected authorities within the government affecting stability of practical resolutions

So socially and politically, our company have strong standing because of kind of business our company is
doing. Political you will fishing business is supportive and socially all there is huge demand of fishes in
Pakistan.

5) The cultural Environment

 The cultural environment consists of institutions and other forces that affect a society’s
basic value, perceptions, preferences and behaviors. People grow up at a particular
society that shapes their basic beliefs and values.

2. Company description

Our company is operating in the sector of fisheries industry under the name of KING
FISHERS. Our company is providing the fresh and healthy fishes to all over Pakistan. Main products of
company includes the trout, sardine, Hilsa, Shark, Mackerel and butter fish etc. we are providing
fishes to all community at affordable cost. That also the main objective of our company and we
are actually working with it.

 Main Offerings

The main offering of our company include the fishes of fallowing types.
• Trout
• Sardine
• Hilsa
• Shark
• Mackerel
• Butter fish

King fishers also provides the training to the local peoples who wants to start their small farm of
fishes for their own earning. Our company is also offering scholarships for the children of the
local community so they can pursue their education. Our company is also helping society in
other ways. Such as by building blood bank and providing help to poor people.

 Mission and objectives

Objectives of KING FISHERS are fallowing.

 To prove fishes at every corner of Pakistan.

 Online fresh delivery of fishes.
 Provide affordable Fish to domestic areas of Pakistan.
 To help society
 To uplift the fisheries industry of Pakistan
  Helping peoples in establishing the small business of fisheries by providing free
training to peoples.

Mission Statement:

“Based on a good, reliable and mutual relationships, we provide our customers

with high quality, straightforward and fresh healthy broad ranges of fishes”

Unique factors in our business:

We have competitive advantage because our company have these unique

values. These values are always a pride of a company and customers.

 Online selling of Fishes.

 Strong Position in the Market.
 Loyal Customer Base.
 Competitive Pricing.
 Limited Competition.
 Affordability and Availability of product.
 Social Work in Local Community.
 Effort of uplifting of fisheries Business.
 Free Training to Business Of fisheries.

Key of success:

This sentence is a key of success for our company.

“Get smart people in your team and make your customer too
smart to differentiate you for your competitors”
3. Strategy and Implementation
Strategy Implementation refers to the execution of the plans and strategies, so as to
accomplish the long-term goals of the organization. It converts the opted strategy into the
moves and actions of the organization to achieve the objectives. The strategies and their
implementations are discussed in the portion of marketing analysis.

1) SWOT Analysis
A SWOT analysis is an extremely simple yet powerful method to assist you in designing
your business strategy, whether you are creating a start-up or guiding an existing business.
SWOT stands for Strengths, Weaknesses, opportunity, and Threats. A company's strengths
and weaknesses are internal — things you have some control over and can alter. Examples
include your team member, your intellectual property and patents, and your venue.
Opportunities and risks are external — things happening in the larger market outside of
your business. You can seize opportunities and protect from threats, but you can't change
them. Types are rivals, raw material costs.

Strengths:
The strengths of company, while doing business in Pakistan are fallowing.

 Main and Profitable economic sector in Pakistan.

 Demand is high in winter.
 People prefer fishes because of high protein content.
 Huge market of fishes exits outside the country. So target market can be
increased if production increased.
 Huge resources are available, easily company production capacity can be
increased.
 There is a culture of eating a fish in Pakistan and in all regions, religions
and cultures of Pakistan.
 Our company will provide the home delivery service and that is the
strength of our company.

 Weakness:

In business if you do not know your weakness, you and your business is so weak in
comparison to your competitors. Following are the weakness of our company.

 Efficiency of transportation decreased to poor infrastructure in some areas of

Pakistan.
 Our company have research and development center but we are lacking in
technology as compared to advanced technology of world.
 Low fish demand
 Lack of equipment for chilling and processing.
 Lack of legislation and rules regarding production, transportation, processing
and marketing.
 Lack of proper certification, branding and labelling.
 Lacks of cold chain facility
 Poor flow of market information between local, national and global market.
 Not easily availability of eggs of fishes in Pakistan.
 High price of fish meat as compared to other meat and chicken. so
consumers preference will be less.

Threats:

Following are the some sort of threat that company can face while doing business.

 Ongoing conflicts
 Recurring floods
 Raised in cold water.
 Diseases of fishes
 Environmental Changes
 Problems in import of Machinery due to government policies on
Import of goods.
 Any damage to pool of fishes.
 By Nature Production of fishes can be decreased.


Opportunity:

Opportunity for our company are given as fallowing.

 Developing a competitive industry.

 Promote fish marketing.
  Logo that can promote fish industry in Pakistan.
 Potential to increase the fish production.
 Consumer willingness to buy fishes.
 Opportunity to export fishes outside the country.
 Not a fully penetrated industry.
 Can attract the market with linkage to culture and tradition.

2) Segmentation, Targeting and Positioning of Customers: