Kowloon Dairy Marketing plan 2016

By Chris Ng
Content
1. Introduction
2. Current marketing situation
• Market analysis
• Competitor analysis
• Customer analysis
• Company analysis
• SWOT analysis

3. Recommendation
• Marketing objectives
• Recommended target market
• Recommended position

Introduction
This marketing plan examines capitalize on the production line extension – sport milk into the Hong Kong market, and makes recommendations regarding its launch. Kowloon Dairy is a supplier of milk products. It has 450 employees and more than 30 fleet of refrigerated delivery trucks that guarantees the integrity of the cold chain is not broken. Milk are sold in 236ml single-use and 946ml single-use paper box. Kowloon Dairy also sold other functional milk and coffee milk from Australia.
Kowloon Dairy was established in 1940. It has prospered to be the concept of everyday fresh milk, and production in Hong Kong. Further expansion of its products like ice cream and other kinds of milk. The company independently purchases the material milk from different source, after packaging and production from the factory, which are offered as the affordable, good, fresh, everyday drinking milk.
The dairy industry in Hong Kong is very competitive, especially for a big company like Kowloon Dairy. To ensure sustainable, Kowloon Dairy is looking to extend its product line to attract more customers in Hong Kong, based on the availability of cheap, good quality and fresh milk. Strategies to achieve this are set out below.

Current marketing situation
Market analysis
Kowloon Dairy is concerned with the overall state of the drinking milk market in Hong Kong. Following is an overview of the drinking milk market:
• About 1.3 million people in Hong Kong drink