TABLE OF CONTENTS
1)1.0 Executive Summary…………………………………………………… Page 3
2)2.0 Situation Analysis……………………………………………………… Page 4 2.1 Company Analysis…………………………………………………….. Page 4-7 2.2 Macro-environmental PEST analysis ………………………………… Page 8-11
2.3 Market Analysis……………………………………………………… Page12-13
2.4 Competitor Analysis………………………………………………….. Page 14-17
2.5 SWOT Analysis……………………………………………………… Page 18-20 3) 3.0 Market Targeting and Positioning……………………………………… Page21 3.1Target Market…………………………………………………………… Page21-22 3.2 Product Positioning……………………………………………………… Page 23-24 4) 4.0 Marketing Strategy……………………………………………………… Page25 4.1 Product…………………………………………………………………. Page25-29 4.2 Price…………………………………………………………………… Page30-33 4.3 Promotion……………………………………………………………… Page34-38 4.4 Distribution……………………………………………………………. Page39-42
5) 5.0 Financial…………………………………………………………………… Page43-46
6) 6.0 Control……………………………………………………………………… Page47-51
7) References……………………………………………………………………...... Page 52

1. Executive Summary

First of all, we decided to choice HupSeng as our title of marketing plan. HupSeng is a well know brand in Malaysia. Besides, there have several type of biscuits brand in Melaka, Malaysia such as Julie’s, Oriental, Munchy’s and so on. All of these brands are close competitor to each another. Therefore, our group would like to identify what is the different between one another and we also would like to compare and analyze all the brand of Biscuits. Hence, we choose HupSeng as our assignment topic.
In order to complete this marketing plan, our assignment would be going on in several different phases.In this assignment we have include