Introduction:

AL-Amin groups are the famous company in Pharmaceutical, First

foods, Biscuit Sweet side and cold drinks sides. Now that company
wooud like to establish cooking elements such as (Original Meat &
Fish Curry Masala, Original Mustard Oil, Original, Biryani
Masla ,Orginal Garam Masala ). Actually marketing plan explain
how the marketing function fits in with the overall plan for a
business. The aims of marketing

o Launch new products

o Expand distribution (e.g. open more shops)
o Start selling products into overseas markets
o Increase profits
o Increase selling prices
o Reduce the amount spent on television advertising
o Build customer awareness
o Implement a public relations programme
o Invest more in advertising
The starting point for this plan is the setting of marketing
objectives. Marketing objectives are the specific targets for
marketing set by the business to achieve their corporate objectives.
Examples of marketing objectives might be:
Increase sales by 10%, launch a new product by the end of the
year, achieve a 95% customer satisfaction rating, increase the
number of retail outlets selling our products by 250 within 12
months. It is important for a business to set marketing objectives
because managers can then have targets for their work. They can
then measure more effectively the success or failure of their
marketing strategies to achieve these objectives.
Situation Analysis:

Situation analysis, it is the important part of the company to

implement a new product among other company’s same products.
Al-Amin Food products to establish Original Garam Masala,
Original Biryani Masla ,Original Mustard Oil, Original Meat &
Fish Curry Masala. they have considers 4C Framework.

• Customers.
• Competitors.
• Company.
• Context.

Customers:

The Customer Analysis section of the business plan assesses the

customer segments that the Al-Amin company serves. That
company has to-
 Identify target customers of those products.
 Suggest the needs of these customers. Such as these products
increase the test of foods & there are a no side effects.
  Show how its products and services satisfy these needs.

The first step of the Customer Analysis is to define exactly

which customers the Al-Amin foods products is serving. Once
the plan has clearly identified and defined the company's target
customers, it is necessary to explain the demographics of these
customers.
Questions to be answered include:
o How many potential customers fit the given definition and is
this customer base growing or decreasing?
o What is the average revenues/income of these customers?
o Where are these customer geographically based?
After explaining customer demographics, the business plan Al-
Amin must detail the needs of these customers. Conveying
customer needs could take the form of past actions, future
projections and/or implications. The business plan must also detail
the drivers of customer decision-making.
Sample questions to answer include:

 Do customers find price to be more important than the

quality of the product or service?
  Are customers looking for the highest level of reliability, or
will they have their own support and just seek a basic level of
service?

There is one last critical step in the Customer Analysis -- showing

an understanding of the actual decision-making process. Examples
of questions to be answered here include:
 Will the customer consult others in their organization/family
before making a decision?
 Will the customer seek multiple bids?

 Will the product/service require significant operational

changes
It is essential to truly understand customers to develop a successful
business and marketing strategy. As such, sophisticated investors
require comprehensive profiles of a company's target customers.
By spending the time to research and analyze your target
customers of such product, you will develop both enhance your
business strategy and funding success.

Competitor Analysis
In the present market all over the country there are two or more
company are doing that business and their items is large than Al-
Amin Foods products. Such as the compactors company can be
consider Squire Consumer Foods Product, Radhuni, and Aci
Foods Products company are doing business, their product name is
Pure. In formulating business strategy, managers must consider the
strategies of the firm's competitors
Competitor analysis has two primary activities
• Obtaining information about important competitors, and
• Using that information to predict competitor behavior.
The goal of competitor analysis is to understand:
With which competitors to compete, competitors' strategies
and planned actions, how competitors might react to a firm's
actions, how to influence competitor behavior to the firm's own
advantage.

Competitor Analysis Framework

Michael Porter presented a framework for analyzing competitors.

This framework is based on the following four key aspects of a
competitor:
 Competitor's objectives
 Competitor's assumptions
  Competitor's strategy
 Competitor's capabilities
Objectives and assumptions are what drive the competitor, and
strategy and capabilities are what the competitor is doing or is
capable of doing.
Others factors of competitors analysis
Areas to be covered in the Competitor Analysis section:
Market Share
Include figures of the market share of each competitor, ideally in
both value and quantity terms.
Product Characteristics
For each competitor analyze the characteristics of the product or
service. This includes price, quality, distribution, and service (e.g.
after-sales support)
Strengths

This includes any advantages as a result of the current market

position, levels of brand recognition, potential to respond to a
threatening new entrant, and any cross-promotional partnerships.

Weaknesses

This could be anything from weaknesses in the product to poor

customer service and reputation issues.
Remember to distinguish between companies taking advantage of
their dominant position through charging higher prices and those
companies that are charging higher prices because their costs
determine that they have to. A weakness is only a real weakness if
the company cannot instantly adjust its strategy.
Company Analysis

Include details of the marketing performance of the company

(sales and market share figures), AL-Amin group actually in this
line is new but they play their business is another sides and the
financial performance the financial performance are not bad than
other s existing company. Give a brief history of the company, and
mention the strengths and weaknesses of the business.

Context

Al-Amin Group exports their product in various countries. Such as

India, Bhutan, Kuwait, Qatar, U.S.E, Nepal, Canada and U.S.A.
It is the fundamental part of our identity. Since 1969, the company
is contributed enormously in cash, and food donation to alleviate
hunger and poverty in the country. As a catalyst for community
development, we work hard to change societal despair by helping
those that are deprived of an education, job and hunger. The group
also gives financial assistance to talented students pursuing for
higher education. We also contribute to colleges and universities in
Noakhali and other parts of country. The group through Anwar
Mirza Foundation supports various cultural, social and religious
institutions that aim to change the quality of life in our country.

Objectives

• To continue to provide the very best of what the consumer

wants
• To explore new segments of market and to cater to it
• To identify what the consumer needs and providing it to them
• To continue to assure intrinsic quality of hygienic food
products with authentic taste
• To enhance customers' standard of food habit
• To expand distribution network to make the products
available at customers' doorsteps
• To enhance the strength and skill of the organization that will
contribute to company's increasing growth both in domestic
and global markets
SWOT Analysis

A SWOT analysis should be conducted after the PESTLE analysis,

as the external environment impacts on the strengths, weaknesses,
opportunities and threats that the business faces. These options
may include diversification, targeting a different customer
segment, or product development.
Strengths Weaknesses:
To establish new products Al-Amin company can identify
their strengthen & weaknesses flowing these questions-
In strengthen:
What’s different about Al-Amin company products?
What do the Al-Amin companies do well?
What unique resources or knowledge do the companies have?

In weakness:
What do competitors have that Al-Amin group don’t?
What areas can Al-Amin group improve at?
What weaknesses do people perceive Al-Amin group as
having?
 Opportunities
Opportunities may be the Al-Amin group such as
• The company is familiar
• It’s others products qualities is good

Threats
Threats may be the Al-Amin group such as
• New entrant
• Price cut policy of existing company
• Technological change
• Political problems
• Government supervision
PESTLE Analysis

PESTLE analysis includes these components. By these

components implementation of new product of Al-Amin group can
be more effective.
• Political Environment
• Economic Environment
• Social and Cultural Environment
• Technological Environment
• Legal Environment
• Environmental Environment
Marketing Strategy
• Target Market Segments
Identify which types of customers are going to target of AL-Amin
groups. Refer to the segmentation in the Customer Analysis section
and give reasons for why that company has chosen to target certain
customer segments.
• Differential Advantage
Al-Amin groups have to explain their differential advantage about
their product and presenting details of why target customers will
choose to purchase AL-Amen’s product or service.
• Direct marketing
Direct marketing is aimed directly at the customer, so bringing the
promotional activity straight to the target audience e.g. direct
mailing or door-to-door sellers.
Marketing Mix
 Product:-
 Product Variety
 Product Sizes
 Product Quality
  Brand name
 Packaging
 Presentation

 Price:
There are several different pricing strategies available to a
business:
o Cost-plus pricing : Setting a price by adding a
fixed amount or percentage to the cost of making
the product

o Penetration pricing :Setting a very low price to gain

as many sales as possible

o Predatory pricing :Setting a very low price to knock

out all the other competition

o Competitor pricing: Setting a price based on

competitors prices

o Price discrimination :Setting different prices for the

same goods, but to different markets
 o Psychological pricing : Setting a price just below
a large number to make it seem smaller e.g. Tk 9.99
not Tk10.
 Promotion
AL-Amin company to implement their new product (Orginal
Meat & Fish Curry Masala, Original Mustard Oil, Original,
Biryani Masla ,Orginal Garam Masala ) they can flow these
factors.
 Quantity Discounts
 Special Offers
 Geographical Pricing
 Payment Terms
 Credit Options

⇒ Sales promotion
Sales promotion is the process of persuading a potential customer
to buy the product. It can be part of the personal selling process.
The main methods of sales promotion are:

 Money off coupons – customers receive coupons, or

cut coupons out of newspapers or a products packaging
 that enables the AL-Amin Company to buy the product
next time at a reduced price.
 Competitions – buying the product will allow the
customer to take part in a chance to win a prize
 Discount vouchers – a voucher (like a money off
coupon).
 Free gifts – a free product when buy another product.

 Loyalty cards –
Here the company will set pointing systems to increase post
purchase behavior of consumer.
⇒ Place (Distribution)
Place selection is the vital part
o Channel Section
o Market Coverage
o Dealer Support
Promotion Place (Distribution)
o Advertising: To familiar their product with public
they can these media - the Internet, television,
radio, newspapers, magazines, telephone books /
directories, billboards, bench/bus/subway ads.
direct mail
o Public Relations
o Promotions
E-commerce

E-commerce is the use of the Internet and email to buy, sell and
market products. Businesses are increasingly under pressure to
provide an e-commerce aspect to their business – particularly those
that sell to consumers (known as “B2C” or “Business to
Consumer”). This is normally in the form of a website and
certainly email. A website can be used to provide information on
the product/business, or provide a pace where sales can be made. If
sales are required then there needs to be a link to a warehouse for
goods, so despatch can be made. In this way a company can run
their business.
Market research

 Primary research: Actual information can be

collected by the primary research to implement new
product.
Primary research involves getting original data
directly about the product and market. Primary
research data is data that did not exist before. It is
designed to answer specific questions of interest to the
business. The Primary data is executed by - direct
question, Telephone interview, E-mail systems.
 Secondary research: In this research data is publish
data. It can be collected from news paper, magazine,
internet and TV show.
Conclusion: