TABLE OF CONTENTS
A MARKETING PLAN FOR THE HEADQUARTERS OF AMERICAN PREMIUM ENTERPRISE LIMITED………………………………………………………………………………………………………………………………………. i
DECLARATION……………………………………………………………………………………………………………. iii
ACKNOWLEDGEMENTS………………………………………………………………………………………….. iv
EXECUTIVE SUMMARY……………………………………………………………………………………………….. v
CHAPTER ONE: INTRODUCTION………………………………………………………………………………… 1
- Introduction…………………………………………………………………………………………………………………. 1
CHAPTER TWO: PROJECT NEEDS ASSESSMENT………………………………………………………. 10
- Overview of Chapter…………………………………………………………………………………………….. 10
2.9 ……………………………………………………………………………………………………………………………………….. 14
Summary of Identified Problems………………………………………………………………………………….. 14
CHAPTER THREE: MASTERY OF SUBJECT MATTER……………………………………………….. 15
3.3.2 Strategic Decision Areas for Retailing………………………………………………………………. 16
3.3.4 Retail Growth strategies………………………………………………………………………………….. 16
CHAPTER FOUR…………………………………………………………………………………………………………. 19
SOLUTION…………………………………………………………………………………………………………………… 19
……………………………………………………………………………………………………………………………………………. 22
4.6.3………………………………………………………………………………………………………………………………….. 23
People……………………………………………………………………………………………………………………. 23
4.6.4………………………………………………………………………………………………………………………………….. 23
Promotion………………………………………………………………………………………………………………. 23
4.6.5………………………………………………………………………………………………………………………………….. 23
Price………………………………………………………………………………………………………………………. 23
An analysis of the Retail Industry in Ghana using Porter’s Five Forces………………………………… 26
4. 10 …………………………………………………………………………………………………………………………………….. 28
Stage Two: Objectives………………………………………………………………………………………………… 28
4.11 ……………………………………………………………………………………………………………………………………… 29
Stage Three: Strategy…………………………………………………………………………………………………. 29
Segmentation, Targeting and Positioning for the Headquarters American Premium Enterprise Limited
……………………………………………………………………………………………………………………………………………. 31
4.12 ……………………………………………………………………………………………………………………………………… 33
Stage Four: Tactics…………………………………………………………………………………………………….. 33
4.12.1 The New Marketing Mix………………………………………………………………………………… 34
Product……………………………………………………………………………………………………………………… 34
Place and Physical Evidence………………………………………………………………………………………… 34
People……………………………………………………………………………………………………………………….. 35
Price…………………………………………………………………………………………………………………………. 35
Promotion………………………………………………………………………………………………………………….. 35
Text Messaging of Customers……………………………………………………………………………………… 36
4.13 ……………………………………………………………………………………………………………………………………… 37
Stage Five: Action Plan……………………………………………………………………………………………….. 37
Table 2 Budget Analysis……………………………………………………………………………………………….. 38
Table 3 Timeline of Activities…………………………………………………………………………………………. 38
4.14 ……………………………………………………………………………………………………………………………………… 40
Stage Six: Control and Evaluation……………………………………………………………………………….. 40
CHAPTER FIVE: CONCLUSION AND RECOMMENDATIONS…………………………………….. 41
REFERENCES……………………………………………………………………………………………………………… 42
APPENDIX…………………………………………………………………………………………………………………… 44
Figure 10. Interview Guide for the Client, owner of American Premium Enterprise Limited….. 44
Figure 11. Continuation of Interview Guide for Client…………………………………………………….. 44
Figure 12. Interview Guide for Existing Customers of American Premium Enterprise Limited.. 45
Figure 13. Interview Guide for Potential Customers of American Premium Enterprise Limited. 45
CHAPTER ONE: INTRODUCTION
Introduction
This applied project aims to develop a marketing plan for American Premium Enterprise Limited, a department store located in Accra. Although, the company currently has five branches in Accra, this project is focused on increasing the sales and customer base of its Headquarters which is situated at Ashaley Botwe, Accra.
Overview of Chapter
This chapter begins with a profile of American Premium Enterprise Limited and a rationale for choosing to work with the department store. It further analyzes the Ghanaian retail industry, and the external business environment of the store through a PEST analysis. The chapter concludes with a thorough analysis of the strengths, weaknesses, threats and opportunities of the company.
Internal/Organizational Context
Company Profile
American Premium Enterprise Limited was incorporated in 2007 under the name Ghana Ventures. In 2015, it transferred its management and changed its name to American Premium Enterprise Limited. The company operates as a department store that offers a variety of consumer products to customers. The company sells both convenience and shopping products like groceries, furniture, paints and home appliances to consumers. Despite its names, it sells products from other parts of the world including Ghana that meet the American standard.
American Premium Enterprise Limited currently has five branches situated in the heart of Accra. These branches are located at Madina, North Kaneshe, Ashaley Botwe, Spintex and East
Legon. The company prides itself as being the number one distributor of authentic American consumer products including brand groceries.
Mission Statement
To serve the needs of individuals in Accra seeking for quality products by providing it for them at affordable prices.
Vision
The vision of American Premium Enterprise Limited is to become the market leader in providing quality American and American-standard consumer products to individuals looking for quality products at affordable prices.
Rationale for Selecting American Premium Enterprise Limited
As stated earlier, American Premium Enterprise Limited is a company which operates as a department store to cater for the product needs of individuals living in Accra. Due to the increased competition in the retail industry in Ghana, the stores’ headquarters is currently experiencing a decline in sales and customers.
The underlying reason for undertaking this project was to have the opportunity of further learning by applying the knowledge and skills that gained in marketing class to solving a real-life problem.
A marketing plan is able to help companies increase their sales revenue as well customer base, which leads to customer loyalty. Thus, it is very necessary for American Premium Enterprise Limited to have a marketing plan to reap the aforementioned benefits. The marketing plan devised would lead to an increase in the sales and customer base of the store as they will be able to maintain existing customers as well as attract new ones.
