I. EXECUTIVE SUMMARY
Sime Darby was founded in 1910 and grew to become the largest conglomerate in Malaysia. Sime Darby Plantation is the plantation and agri-business arm of the Sime Darby Group, representing one of the five core Divisions of the Group. The Division is involved in oil palm and rubber plantation management cultivation and downstream activities, agribusiness and food, as well as Research & Development (R&D). The company vision is to be a world class agriculture and food business, which builds value and enhances all stakeholders' interests and the company mission is to continuously strengthen their core business through recognising their customer requirements, maintaining efficient production, understanding the market environment …show more content…
Second threat factor is that there could be a substitute to palm oil. Almost 80% of the palm oil is used for edible purposes such as oil, fats and shortening. The threat to promote and usage of substitute is high for the palm oil. There are many substitutes in the market such as soybean oil, sunflower oil, grape seed oil, corn oil, peanut oil and olive oil. Among the substitute products, olive oils poses the highest threat as it is recognized as the healthiest of all and touted to be the best of all edible oil. The next threat factor is the low bargaining power of buyers. When the demand for palm oil keeps on increasing, the price of the palm oil is being pre-determined because people can afford and are willing to offer better prices for the products. This will make other buyers losing their bargaining power to get a lower price. With some control over the price by the authority or supplier, should be able to attract the major buyers from European countries, China and India with a low bargaining power.
III. MARKETING STRATEGY
4.1 MARKETING PLAN BY YEAR
The strategies and plan used for SDP will be based on S.M.A.R.T. principles as per Diagram 1 whereby goals are specific to the business, measurable in terms of market share growth, attainable and realistic growth with a specific time frame in line. Diagram 2 shows the Gantt chart for the marketing plan for a term of 5 years. The marketing plan is designed in 2 half’s, Half one (H1) and Half two (H2) for a fiscal year and to ensure the effectiveness a review will be done each half with the department heads to track the progress of the plan. Diagram 1
Diagram
Sime Darby was founded in 1910 and grew to become the largest conglomerate in Malaysia. Sime Darby Plantation is the plantation and agri-business arm of the Sime Darby Group, representing one of the five core Divisions of the Group. The Division is involved in oil palm and rubber plantation management cultivation and downstream activities, agribusiness and food, as well as Research & Development (R&D). The company vision is to be a world class agriculture and food business, which builds value and enhances all stakeholders' interests and the company mission is to continuously strengthen their core business through recognising their customer requirements, maintaining efficient production, understanding the market environment …show more content…
Second threat factor is that there could be a substitute to palm oil. Almost 80% of the palm oil is used for edible purposes such as oil, fats and shortening. The threat to promote and usage of substitute is high for the palm oil. There are many substitutes in the market such as soybean oil, sunflower oil, grape seed oil, corn oil, peanut oil and olive oil. Among the substitute products, olive oils poses the highest threat as it is recognized as the healthiest of all and touted to be the best of all edible oil. The next threat factor is the low bargaining power of buyers. When the demand for palm oil keeps on increasing, the price of the palm oil is being pre-determined because people can afford and are willing to offer better prices for the products. This will make other buyers losing their bargaining power to get a lower price. With some control over the price by the authority or supplier, should be able to attract the major buyers from European countries, China and India with a low bargaining power.
III. MARKETING STRATEGY
4.1 MARKETING PLAN BY YEAR
The strategies and plan used for SDP will be based on S.M.A.R.T. principles as per Diagram 1 whereby goals are specific to the business, measurable in terms of market share growth, attainable and realistic growth with a specific time frame in line. Diagram 2 shows the Gantt chart for the marketing plan for a term of 5 years. The marketing plan is designed in 2 half’s, Half one (H1) and Half two (H2) for a fiscal year and to ensure the effectiveness a review will be done each half with the department heads to track the progress of the plan. Diagram 1
Diagram