Growth Market

Competitor Price
Rate Share
Stella’s $25 8% 16%
Peri Pasta $19 5% 10%
Niccolo $22 7% 12%
Average $22.00 7% 13%

M
Growth Rate
$30
9%
8% $25
7%
31.58%
$20
6%
5% $15
4%
26
$10
3%
2% $5
1%
$0
0%
Stel l a’s Peri Pasta Niccol o
 Market Share
Price
$30

$25 Stel l a ’s
31.58% Peri Pa sta
$20 42.11% Ni ccol o

$15

26.32%
$10

$5

$0
Stel l a’s Peri Pa sta Ni ccol o
Market
Growth 2017 2018 2019 2020 2021
Analysis
Individual 6% 12,000 12,720 13,483 14,292 15,150

Take away 10% 9,000 9,900 10,890 11,979 13,177

Family 12% 25,000 28,000 31,360 35,123 39,338

Total 9.27% 46,000 50,620 55,733 61,394 67,665

Potential Custo
80000
70000
60000
50000
40000
30000
20000
10000
0
1 2 3
Market Ana l ys i s Indi vi d
Fa mi ly Tota l
 Potential Customers

1 2 3 4 5
Market Ana l ys i s Indi vi dua l Take away
Fa mi ly Tota l
Process Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Assemble an overview of company
Describe Marketing Goals and Objectives
Gathering marketing materials
Describe current customers
Environmental audit
Macroenvironmental audit
Task environmental audit
Marketing strategy audit
Marketing organisation audit
Marketing system audit
Marketing productivity audit
Marketing functions audit
Status reporting
Final report for approval
Dec
Category Plan Audit Different $ Different % Remark
Individuals 120,000 121,000 1,000 1% Increased
Take away 180,000 203,000 23,000 13% Increased
Family 150,000 112,000 -38,000 -25% Decreased
2017 450,000 436,000 -14,000 -3% Decreased
Sales 2017 2018 2019
Individuals 120,000 180,000 198,000
Take away 180,000 216,000 324,000
Family 150,000 195,000 292,500

Individuals Take away Family Total Sales

2017 120,000 180,000 150,000 450,000
2018 180,000 216,000 195,000 591,000
2019 198,000 324,000 292,500 814,500

Total Sales Total Direct CoGross Profit

2017 450,000 292,500 157,500 54%
2018 591,000 384,150 206,850
2019 814,500 529,425 285,075

Marketing
Budget 2017 2018 2019
Expense

Direct mail $6,000 $5,605 $5,421

Bmag ads $11,704 $12,455 $12,047
Promotions $7,022 $7,473 $7,228

Total Sales
and $24,726 $25,533 $24,696
Marketing
Expenses

Percent of 5.49% 4.32% 3.03%

Sales

Marketing Bu Direct mail Bmag ads Promotions

6,000
2017 11,704 7,022
 5,605
2018 12,455 7,473
5,421
2019 12,047 7,228

Total Sales
and Percent of
Marketing Sales
Marketing Bu Expenses

2017 24,726 5.49%

2018 25,533 4.32%
2019 24,696 3.03%
Marketing
Budget 2017 2018 2019
Expense
Total Sales
and
$24,726 $25,533 $24,696
Marketing
Expenses

Percent of
5.49% 4.32% 3.03%
Sales