Paper Topic:

business marketing

Kingsmill Bread Company Marketing Plan

Introduction

Kingsmill Bread Company is one of the largest manufacturing companies of bread in the U .K its parent company is known as Allied Bakeries and it is reported that it is possessed by Associated British Foods . The company manufactures popular bread known as Kingsmill bread which has dominated the UK market for a long time

Objectives of the Company 's Products

The first objective of the company is to manufacture bread which is not only affordable to people staying alone but which is packed in

small packets and at the same time of high quality when compared to its competitors breads . The new bread to be developed by the company in essence is designed to meet the needs of unsatisfied consumers for instance those who are staying alone . The company also aims at producing Kingsmill bread and ensure that it wraps each slice in to last long as well make the slices remain fresher for a longer time when compared to the customers bread

PESTLE analysis

Political Factors-political factors may have a direct and indirect effect on the performance of the company . Some of the decisions made by the UK government have impacted negatively on the operations of Kingsmill Bread Company . For instance , laws on taxes imposed by the government have led to the company to part with million of pounds in terms of taxes thus having limited opportunities to better its bread for instance , it could have utilized such funds in wrapping each slice of bread to attract more customers (Cullen and Parboteeah , 2005

Economical Factors- Fiscal policy , monetary policy , interest rate changes , inflation rates and consumer economic factors among other economic factors affect the success of any firm including Kingsmill Bread Company . It is possible that the U .K economic climate dictates how the consumer behaves in the society . For instance the standard of living in the UK is said to be high and thus the cost of domestic products including bread are said to be high also which makes the company to sell few loaves of Kingsmill bread . The main reason here is that Kingsmill bread are large in sizes and the company should design breads in small packets that can be affordable to common person as well as attractive to someone who stays alone and does not need a whole loaf of Kingsmill bread everyday (Lovelock , 2006

Social-cultural factors-Forces within the community such as media family and friends have affected the way Kingsmill Bread Company has sold its loaves of bread in the UK . Most of the customers have been mislead to believe that Kingsmill bread is not of high quality and only meant for large families and those individuals deemed to filthy rich This implies that the company has not been able to benefit well as it expected . Research reveals that social influences affect individual 's feelings , opinions , thoughts and interests on the way he view bread from Kingsmill competitors (Brassington and Pettitt , 2000

Technological factors- The way...

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