Marketing plan for Cooperative (Co-op) food in UK

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​BUSM 4302
STRATEGIC MARKETING IN THE DIGITAL
ECONOMY




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, ​Executive Summary


This report presents the marketing plan for Cooperative (Co-op) food in order to help this
company to acquire customers through pricing and sales and also acquire customers through
online branding. By using SOSTAC planning system, this marketing plan has been
developed. Based on the analysis of the current situation in terms of the external and internal
environment of co-op food, objective to increase brand awareness, company sales and market
share has been set. Based on market segmentation, the target market of younger generation
people are chosen in this market plan. In order to achieve these objectives, tactics such as
implementation of market penetration pricing strategy, value based pricing strategy and
marcom mix elements have been recommended in this marketing plan. As co-op food
consists of relatively less effectiveness of owned media, this marketing plan suggested the
need of acquiring earned media in order to acquire customers with the help of digital
branding. The actions and the control measures that have to be implemented and detailed in
this report.




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