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TITLE LAUNCH OF ST MICHAELS CHILLED FOOD IN KINGS SUPERMARKT INC USA PREPARED FORMARKS SPENCER PREPARED BYJOHN JONES MARKETING CONSULTANT DATE6TH SEPTEMBER 2004 10INTRODUCTION The purpose of the report is to assess the potential of launching Marks Spencers MS range of chilled food through Kings Supermarket under the brand of St Michael into the United States market The first part of the report highlights specific areas of interest that requires further research These areas are outlined to form a guideline for devising a prominent marketing plan Second part of the report features the preliminary marketing and action plan 20CULTURAL ANALYSIS A research company should be appointed to obtain the following information This information is vital in planning an effective and efficient marketing plan 21Understanding of the geographic areas of Kings Supermarkets Different time zones and climate understanding is also important in logistic planning 22The role of male and female in a family and their purchasing habit 23 Understanding of US legal systems is important in all contractual aspects 24Identifying major ethnic groups in US to modify the varieties of chilled food offered to cater for local taste 25The major languages be spoken in US to synchronized all marketing communications activities 30ECONOMIC ANALYSIS 31Information on population growth rates age distribution and literacy level 32Economic statistics and activities such as per capita income median household income are required to identifying the right pricing strategy 33A study on the stability of the exchange rates is important for decisions on the feasibility of importation of the materials from the home country to for quality assurance 34 Information on labour force availability is also important in planning and recruitment 40MARKET AUDIT COMPETITIVE MARKET ANALYSIS 41THE PRODUCT Advantages 411Possesses the first movers advantage as the first chilled food to be introduced as compare to frozen food products 412 Operation and market experience can be transferred Challenges 413The habits of Americans
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