We are planning to re-launch Massey Ferguson’s Forage Harvester with the self propelled features called Self-Propelled Forage Harvester. The model name will change from MF FORTIA to SP FORTIA. The reason behind the re-launching is that the Self-Propelled Harvester used extensively for the harvesting of forage maize which is used as complement grass silage for the feeding of livestock in winter. And as we are aware of the fact that the Forage maize grown 100,000 hectares annually mainly in the south region of UK. Last year, the sale for Self-Propelled Harvester was 150 units and this year unit sales exceed this number. And in future it is expected to increase with more intensity. So in order to grab this opportunity, we need to have harvester in this category (Self-Propelled) and specially to be introduced in the South Regions of UK which are South East of England and South West of England. So this report focuses primarily on the Re-launch of Massey Ferguson’s Self-Propelled Harvester in UK (especially in Southern Region). The marketing strategy which will be used is Focus Cost1. The reason adopting this strategy is that Massey Ferguson is new in this category (Self-Propelled) so in order to penetrate in this market, we need to emphasize more on increasing market share so the only way to do this is to concrete more on Sales bracket not on profit.
The primary marketing objective is to aim for 10% market share in Self-Propelled Harvester sector in a first year through the sale of about 15 units. The primary financial objective is to achieve Breakeven Sales level in the first year.
Table of Contents
1. Executive Summary
2. Current Situation
3. Company Analysis
4. Customer Analysis
5. Competitor Analysis
6. Porter Five Forces (Industry Analysis)
6.1. Intensity of Rivalry
6.2. Bargaining Power of Suppliers
6.3. Bargaining Power of Customers
6.4. Threat of New Entrants
6.5. Threat of Substitutes
7. PESTEL Analysis
7.1. Political Environment
7.2. Economical Environment
7.3. Social & Cultural Environment
7.4. Technological Environment
7.5. Environmental Environment
7.6. Legal Environment
8. SWOT Analysis
8.1. Strengths
8.2. Weaknesses
8.3. Opportunities
8.4. Threats
9. Objectives
9.1. Marketing Objective
9.2. Financial Objective
10. Marketing Strategy
10.1. Segmentation
10.2. Targeting
10.3. Positioning
10.4. Strategy
10.5. Competitive Advantage
11. Marketing Mix
11.1. Product
11.2. Price
11.3. Placement (Distribution)
11.4. Promotion
12. Stages of Growth
13. Financial Projections
14. Implementation and Control
14.1. Implementation
14.2. Marketing Organisation
14.3. Control
15. Conclusions
16. Recommendations
17. Appendices
17.1. Gap Analysis
17.2. Marketing Mix Activities (Monthly Basis)
17.3. Gantt Chart
17.4. Proposed Budget (Cost)
17.5. Competitor Profile Matrix
17.6. Five Products Level
17.7. Segmentation Process
17.8. Effective Segmentation Criteria
17.9. Five Stage Level of Consumer buying Process
17.10. Post Purchase behavior
17.11. Product Life Cycle
Project Goals & Themes
The primary objective of this report is to outline a comprehensive marketing plan and strategy for the re-launch of Massey Ferguson’s "SP FORTIA" Self-Propelled Forage Harvester in the Southern region of the United Kingdom. The research aims to achieve a 10% market share within the first year of operation, focusing on penetration pricing and strategic distribution to gain a competitive edge in a market currently dominated by established players like John Deere.
- Strategic re-launch of the "SP FORTIA" harvester.
- Market penetration via "Focus Cost" and competitive pricing strategies.
- Multifactor segmentation targeting farmers in the UK Southern region with annual incomes exceeding £50,000.
- Implementation of a "push" marketing strategy utilizing trade shows, press releases, and brochures.
- Financial analysis including breakeven projections and budgetary allocation for marketing activities.
Excerpt from the Book
1. Executive Summary
We are planning to re-launch Massey Ferguson’s Forage Harvester with the self propelled features called Self-Propelled Forage Harvester. The model name will change from MF FORTIA to SP FORTIA. The reason behind the re-launching is that the Self-Propelled Harvester used extensively for the harvesting of forage maize which is used as complement grass silage for the feeding of livestock in winter. And as we are aware of the fact that the Forage maize grown 100,000 hectares annually mainly in the south region of UK (Countryside, 2011). Last year, the sale for Self-Propelled Harvester was 150 units (Association, 2011) and this year unit sales exceed this number. And in future it is expected to increase with more intensity. So in order to grab this opportunity, we need to have harvester in this category (Self-Propelled) and specially to be introduced in the South Regions of UK which are South East of England and South West of England. So this report focuses primarily on the Re-launch of Massey Ferguson’s Self-Propelled Harvester in UK (especially in Southern Region). The marketing strategy which will be used is Focus Cost. The reason adopting this strategy is that Massey Ferguson is new in this category (Self-Propelled) so in order to penetrate in this market, we need to emphasize more on increasing market share so the only way to do this is to concrete more on Sales bracket not on profit.
The primary marketing objective is to aim for 10% market share in Self-Propelled Harvester sector in a first year through the sale of about 15 units. The primary financial objective is to achieve Breakeven Sales level in the first year.
Summary of Chapters
1. Executive Summary: Provides an overview of the re-launch strategy for the SP FORTIA, setting the primary marketing and financial objectives.
2. Current Situation: Analyzes the UK agriculture machinery market, highlighting compound annual growth rates and the demand for self-propelled harvesters.
3. Company Analysis: Examines Massey Ferguson’s position as a subsidiary of AGCO Corporation and notes the recent trend of declining market share.
4. Customer Analysis: Identifies two distinct buying patterns among UK farmers and emphasizes the importance of price and quality.
5. Competitor Analysis: Evaluates the market leadership of John Deere and the presence of other competitors like New Holland, Claas, and Krone.
6. Porter Five Forces (Industry Analysis): Utilizes Porter’s model to determine industry attractiveness based on rivalry, supplier/customer power, and threats of entry/substitutes.
7. PESTEL Analysis: Investigates the external environment including political, economical, social, technological, environmental, and legal factors.
8. SWOT Analysis: Details the internal strengths and weaknesses alongside external opportunities and threats regarding the SP FORTIA re-launch.
9. Objectives: Defines the specific marketing and financial targets for the first year of the product launch.
10. Marketing Strategy: Discusses the segmentation, targeting, positioning, and the focus cost strategy adopted for market entry.
11. Marketing Mix: Covers the 4Ps: product features, penetration pricing, selective distribution, and the push-based promotional strategy.
12. Stages of Growth: Outlines the phases of the product life cycle from introduction to maturity.
13. Financial Projections: Presents the estimated revenue, fixed/variable costs, and the target breakeven point.
14. Implementation and Control: Provides a timeline for marketing activities and establishes the structure for organizational oversight and performance monitoring.
15. Conclusions: Summarizes the strategic potential and necessity of the SP FORTIA re-launch.
16. Recommendations: Advises strict adherence to the implementation timeline to ensure marketing objectives are met.
17. Appendices: Contains supporting data including gap analysis, detailed monthly activities, and budget breakdowns.
Keywords
Massey Ferguson, SP FORTIA, Self-Propelled Forage Harvester, Marketing Plan, Market Penetration, UK Agriculture, Focus Cost Strategy, Segmentation, Targeting, Positioning, Breakeven Analysis, Agricultural Machinery, Supply Chain, Competitive Advantage, Promotion Strategy
Frequently Asked Questions
What is the core focus of this document?
The document serves as a comprehensive group report detailing a marketing plan and business strategy for the re-launch of Massey Ferguson's "SP FORTIA" self-propelled forage harvester in the UK.
Which agricultural machinery sector is primarily addressed?
The report focuses on the self-propelled forage harvester sector within the UK agricultural equipment market.
What is the primary objective of the marketing campaign?
The primary marketing goal is to achieve a 10% market share in the self-propelled forage harvester sector during the first year of the re-launch.
Which scientific or business framework is used for the analysis?
The report utilizes several frameworks, including Michael Porter’s Generic Strategies (Focus Cost), Porter’s Five Forces, PESTEL analysis, SWOT analysis, and multifactor segmentation.
What does the main body of the report cover?
The main body covers market situation analysis, company and customer analysis, competitive assessment, PESTEL and SWOT evaluations, marketing strategy (STP), the marketing mix (4Ps), financial projections, and implementation controls.
Which keywords best characterize this work?
Key terms include SP FORTIA, Massey Ferguson, Market Penetration, UK Agriculture, and Focus Cost Strategy.
Why did the authors choose a "Focus Cost" strategy for the re-launch?
Because Massey Ferguson is re-entering the self-propelled category as a follower, the authors argue that prioritizing market share over immediate profit through lower pricing is the most effective way to penetrate the market.
How is the targeted market segment defined?
The targeted market is defined through multifactor segmentation, specifically focusing on farmers in the UK's Southern region with an annual income exceeding £50,000.
What role do Massey Ferguson dealers play in this plan?
Dealers are vital components of the supply chain; the report opts for selective distribution through established dealers in the South to maintain customer loyalty and effective product reach.
What is the total marketing budget allocated for this project?
A total budget of £400,000 has been allocated specifically for advertising and promotion activities to ensure product recognition and awareness.
- Arbeit zitieren
- Junaid Javaid et al. (Autor:in), 2012, Marketing plan and Strategy for the Relaunch of Massey Fergusson’s Forage Harvester, München, GRIN Verlag, https://www.hausarbeiten.de/document/267427
