Choice of Marketing Mix and Forecast on the Net Margin of K-Packs for SMARTFOOD
These authors contributed equally.
- DOI
- 10.2991/assehr.k.211209.068How to use a DOI?
- Keywords
- PEST; SWOT; MLR; Marketing mix
- Abstract
Sales can be affected by many factors including both external and internal ones and the optimal marketing choice can maximum sales to a certain degree. In this paper, two business analysis models, PEST and SWOT, and a multiple linear regression model are applied. It is found that K-Pack has many advantages and opportunities as well as a promising future for both political and social perspectives such as the increasing trend for healthy snacks of the public if SMARTFOOD company can assess its disadvantages and risks such as the emergence of substitutes. Also, it can be concluded that the introduction time length, advertising method, store volume, price and the interaction between price and store volume have positive effects on the sales significantly. Considering both business analysis models and the regression model, the marketing mix is to set the K-Packs at the bakery food section and use the $3.5 million advertising plan and the price of 70 cents per packages and the predicted national net margin for the first year is $7 million. The logic and analysis of this paper are comprehensive and practical. Also, the methods and models applied in this paper can be used for references or choices of thinking for similar cases or circumstances of other business companies. Moreover, the weaknesses of the models can also be useful for other researchers.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yiwen Zhang AU - Lehan Zhang PY - 2021 DA - 2021/12/15 TI - Choice of Marketing Mix and Forecast on the Net Margin of K-Packs for SMARTFOOD BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 404 EP - 413 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.068 DO - 10.2991/assehr.k.211209.068 ID - Zhang2021 ER -