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Prepare a marketing plan with company analysis

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Reference no: EM133286072

Marketing Plan

SkipTheDishes is the second largest food delivery service in Canada after Uber Eats, and its consumer base has declined to 45% in Q2 2022 from 63% in Q1/Q2 2020 (Statista Consumer Insights, 2022). We propose a new marketing idea for this company to employ a marketing growth strategy by offering courier services such as small parcel delivery and purchase services within their existing operational range. Further, it will help SkipTheDishes to diversify its services by targeting new customers and increasing its product breadth (Grewal et al., 2021). SkipThe Dishes can use the brand name SkipTheHassle for this courier service as it aligns with their mission and vision which focuses on adding value to people's life.

Canada's market size for courier and local delivery services in 2021 is nearly 17.82 billion USD and this market size has increased by 22.72% from 2018 to 2021 (Statista, 2021). Although there are many players in the market for local couriers and delivery services, SkipTheDishes can do better for the following reasons.

1. It is a Canadian company with a customer base and delivery network widely distributed in 100 plus cities in 10 provinces of Canada (SkipTheDishes, 2022). They can extend it to courier services for the local public by C2C business.

2. They can also enter business-to-business opportunities with local suppliers. They can deliver raw materials to food restaurants from local suppliers.

3. The customers of this new service can earn and redeem points by using the company's existing loyalty program.

4. With purchase services, SkipTheDishes can also offer long-distance food deliveries by charging an additional fee to cater to the needs of customers loyal to some specific food chains.

Assignment Questions:

1. Company analysis - 200 words

2. Marketing Objectives: 300 words
Objectives can be behavioral (e.g., sales, market share, profit etc.)and/or attitudinal (increase in consumer attitudes, awareness, recall, liking, etc.) and they need to be SMART (Specific, Measurable, Attainable, Relevant and Timely).

3. . Promotion strategy- 400 words
- Personal selling
- Advertising
- Internet - website, social media, email etc.
- Television
- Radio
- Magazine and newspaper
- Integrated media
- Outdoor media
- Others
- Sales promotions - sales prices, discounts, coupons, contests, sweepstakes, tradeshows etc.
- Direct Marketing - telemarketing, direct mail etc.
- Public relations
- Digital marketing and website (there are several tactics/channels of DM including SEO plan, PPC campaign plan, e-mail marketing plan, social media marketing campaign plan, content calendar, etc.

Reference no: EM133286072

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