I. Content
II. List of Tables
III. List of Figures
IV. List of Abbreviation
1. Introduction & Mission Statement
1.1. Introduction
1.2. Mission Statement
2. Current Market Position (Internal Audit)
2.1. Product
2.2. Place
2.3. Price
2.4. Promotion
3. Market Overview (External Audit)
3.1. General Market Overview
3.2. Information about Malaysia
3.3. Asia-Pacific Market Value
3.4. Asia-Pacific Market Volume
3.5. Market Segmentation
3.6. Market Share
3.7. Competitors in Malaysia
3.8. Distribution
3.9. Market Value Forecast
3.10. Market Volume Forecast
3.11. Flavour Preference Asia
3.12. Western Products & Quality Products in Malaysia
3.13. PESTEL-Analysis of Malaysian Market
3.14. Porter’s Five Forces of the Malay’ Biscuit Market
4. SWOT Analysis
4.1. Strengths and Weaknesses of Tekrum
4.2. Threats and Opportunities of Tekrum
4.3. SWOT-Analysis of Tekrum
4.4. Key Issues and Opportunities for Tekrum
4.5. SWOT Analysis of Kraft Foods
4.6. SWOT Analysis of Munchy’s
5. Assumptions
6. Marketing Objectives
7. Strategy
7.1. Brief description of Strategy
7.2. Target Markets
7.3. Positioning Statement
7.4. Branding Strategy
7.5. Product strategy
7.6. Pricing strategy
7.7. Place Strategy
7.8. Promotional Strategy
8. Estimated Costs Year 1
9. Control & Evaluation
V. Bibliography
VI. Appendix
Table of Contents
1. Introduction & Mission Statement
1.1. Introduction
1.2. Mission Statement
2. Current Market Position (Internal Audit)
2.1. Product
2.2. Place
2.3. Price
2.4. Promotion
3. Market Overview (External Audit)
3.1. General Market Overview
3.2. Information about Malaysia
3.3. Asia-Pacific Market Value
3.4. Asia-Pacific Market Volume
3.5. Market Segmentation
3.6. Market Share
3.7. Competitors in Malaysia
3.8. Distribution
3.9. Market Value Forecast
3.10. Market Volume Forecast
3.11. Flavour Preference Asia
3.12. Western Products & Quality Products in Malaysia
3.13. PESTEL-Analysis of Malaysian Market
3.14. Porter’s Five Forces of the Malay’ Biscuit Market
4. SWOT Analysis
4.1. Strengths and Weaknesses of Tekrum
4.2. Threats and Opportunities of Tekrum
4.3. SWOT-Analysis of Tekrum
4.4. Key Issues and Opportunities for Tekrum
4.5. SWOT Analysis of Kraft Foods
4.6. SWOT Analysis of Munchy’s
5. Assumptions
6. Marketing Objectives
7. Strategy
7.1. Brief description of Strategy
7.2. Target Markets
7.3. Positioning Statement
7.4. Branding Strategy
7.5. Product strategy
7.6. Pricing strategy
7.7. Place Strategy
7.8. Promotional Strategy
8. Estimated Costs Year 1
9. Control & Evaluation
Objectives and Research Themes
The primary objective of this marketing plan is to evaluate the strategic feasibility of expanding the "Tekrum" brand into the Malaysian market. It investigates the internal marketing audit of Tekrum and the external environmental factors in Malaysia to determine if a market entry strategy can succeed given current competitive, social, and economic conditions.
- Strategic market entry analysis for high-class pastry products.
- Comparative analysis of regional biscuit market trends and preferences.
- Strategic implementation of "pull-marketing" to overcome power imbalances with retail chains.
- Financial evaluation and cost estimation for the first year of international expansion.
Excerpt from the Book
1.1. Introduction
Tekrum is a brand for high-class pastry and confectionery products. The company was founded 1897 in Ravensburg which is in the south of Germany. Until 2005 the company was owned by the Krum family and was then sold caused of family reasons to Griesson de Beukelaer which is one of the leading organizations in the European confectionery market. However Tekrum is still a brand on its own and therefore the focus of this marketing plan is on the Tekrum products, especially on their traditionally baked high-class pastry. The products are mainly available in the Swabian region of Germany (around Ravensburg) and sporadically in some other parts of Germany as well as in Italy and Austria.
According to the research the Asian appetite for biscuits is growing and the biscuit market in Asia is increasing rapidly. Butter-based cookies are the favored biscuits. Due to the on-going expansion of Griesson de Beukelaer they want to use Tekrum high-class pastry products to enter the Asian market because the most butter-based biscuits are in the Tekrum product range. They want to begin distributing their products in Malaysia to see how it is going. If they will succeed they will start distributing other products of GdB and it is possible that an own sales office or even a production is opened in Malaysia.
They have chosen Malaysia because it is “the heart” of the South-East Asian market and distances to the Southeast-Asian countries around are almost the same. Moreover the relations between Germany and Malaysia are very good. If the success in this region is ensured they then want to spread their business to central Asia.
Summary of Chapters
1. Introduction & Mission Statement: Outlines the historical background of the Tekrum brand and the strategic intent behind entering the Malaysian market.
2. Current Market Position (Internal Audit): Examines Tekrum's current product range, pricing structure, distribution channels, and marketing promotions within its existing markets.
3. Market Overview (External Audit): Provides an extensive data-driven analysis of the Asia-Pacific biscuit market, including consumer preferences, PESTEL analysis, and competitive forces.
4. SWOT Analysis: Details the internal strengths and weaknesses of Tekrum, alongside external opportunities and threats, including comparative SWOT analyses for key competitors like Kraft Foods and Munchy's.
5. Assumptions: Defines the core economic and market assumptions used to guide the forecasting and strategic decisions for the Malaysia project.
6. Marketing Objectives: Establishes specific goals for brand awareness, distribution reach, and cost efficiency for the first year of operation.
7. Strategy: Details the operational plan, including product adaptation, pricing strategy, distribution logistics, and promotional tactics.
8. Estimated Costs Year 1: Provides a comprehensive breakdown of projected expenditures including salaries, media and advertising, and exhibition costs.
9. Control & Evaluation: Describes the mechanisms for monitoring performance, utilizing balance scorecards and portfolio analysis to ensure strategic alignment.
Keywords
Tekrum, International Marketing, Malaysia, Market Entry, Biscuit Market, High-Class Pastry, Marketing Audit, SWOT Analysis, PESTEL, Porter’s Five Forces, Pull Strategy, Premium Segment, Brand Awareness, Consumer Preferences, International Expansion
Frequently Asked Questions
What is the core focus of this marketing plan?
This document serves as a comprehensive marketing plan to facilitate the entry of the German high-class pastry brand "Tekrum" into the Malaysian market.
What are the central themes discussed in the work?
The core themes include internal market audits, external macroeconomic and industry-specific environment analysis, competitive landscape evaluation, and strategic marketing development.
What is the primary research objective?
The goal is to determine the feasibility of introducing Tekrum biscuits to Malaysia and to outline a strategy that establishes the brand in this new territory while accounting for local market power dynamics.
Which scientific methods are utilized in this analysis?
The analysis employs standard strategic management tools including PESTEL analysis, Porter's Five Forces, SWOT analysis, the Boston Matrix, and the Product Lifecycle framework.
What is the primary focus of the strategy and operations section?
It focuses on a "pull-marketing" strategy, product adaptation to local taste preferences, pricing based on target market income levels, and a heavy investment in promotional and media activities.
Which keywords best characterize this publication?
Key terms include Tekrum, Malaysia, Market Entry, SWOT Analysis, Premium Segment, and International Marketing.
Why was Malaysia specifically chosen for the market expansion?
Malaysia was selected because it is geographically central to South-East Asia, maintains strong diplomatic and economic relations with Germany, and exhibits a growing appetite for western-style high-quality food products.
How does the plan address the power of local supermarket chains?
The plan proposes using a pull-marketing strategy that builds sufficient consumer demand, thereby forcing retailers to include the products in their inventory to satisfy market needs.
What is the expected outcome of the first year of operation?
The goal is not immediate profitability, but rather to establish brand awareness and secure distribution in at least four major supermarket chains while covering the operational costs of expansion.
How does the strategy handle the cultural differences in biscuit preference?
The plan suggests conducting research to adapt the sweetness profile and packaging design of the biscuits to meet local preferences while maintaining the brand's premium western identity.
- Arbeit zitieren
- Carmen Nowak (Autor:in), 2009, Tekrum Marketing Plan for Malaysia, München, GRIN Verlag, https://www.grin.com/document/147988
