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Marketing Plan for Small Business Reorganization

Malekakis Ioannis

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Summary

The aim of this thesis is to draft an integrated marketing planning strategy, from the creation of the corporate mission to the implementation and control of the resulting projects. This project is looking at the reorganization of a small family business that aims to survive, adapt to new market trends, and differentiate it from competition through its vision inspired by similar businesses abroad. This company is a mini market that wants to embrace the innovative idea of the new chain of stores, foxtrot market, where the grocery store is combined with coffee, ready- made meals, and the redevelopment of space with tables so that either between the shelves inside the mini-market or outside it, consumers can enjoy what they have been supplied at the shop. The new goods and services the store will offer will depend on the consumer preferences of the citizens of the region in order to adapt the company to market needs. Marketing planning is the process by which businesses analyze their environment and capabilities, decide on a range of marketing actions, and implement these decisions. The study aims to avoid unnecessary waste of time, effort and money by the entrepreneur and favors preventing errors, finding ways to deal with them and improving or even rejecting the business plan in case it prove risky or inefficient. “Where we are now and how we got here”, “Where we would like to be”, “How we'll get there”. These are key questions that concern the business and marketing planning is called to answer.

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