Marketing Plan for SPAR (Oman)
The Marketing Plan Task:
SPAR International is expanding rapidly in the Omani market and aims to build on its
established reputation of ‘customer service excellence’. First launched in 2014, SPAR
Supermarket at present has more than 22 stores across Oman. According to the CEO of
SPAR international, “SPAR’s success story in Oman has been possible because of
customers’ acceptance, which has been driven by the four core values of freshness,
choice, value and excellent customer service”. In 2016, SPAR Oman opened its 10th
SPAR Supermarket, which saw the brand entering Madinat Darsait for the first time. SPAR,
Oman is keen on expanding its sales and achieving market growth.
As a Marketing Consultant, you have been approached by the CEO of the SPAR (Oman) to
develop a Marketing Plan which will enable the company to achieve even better customer
satisfaction and increase in sales over the next three years. Your focus should be on SPAR
Supermarkets.
To help with the development of your Marketing Plan Task, you have been provided
with a case study generated from recent articles on SPAR, Oman. Please, note that
you are expected to conduct further research on SPAR, Oman.
Your Marketing Plan must include the following:
Executive Summary
Introduction and objectives – Your introduction should include relevant background
information on SPAR, Oman
Current market and company situational analysis, including the competition (apply
Porter’s Five Forces model, and provide a comparative analysis of the competitors),
consumer behaviour, SWOT and/or PEST analyses.
Market Segmentation- this should emanate from your market situational analysis. You must
identify current and possibly new market segments for SPAR, Oman
Marketing Plan Objectives – must be specific and realistic. Apply the SMART Rule.
Marketing mix strategy recommendations- Note that you will need to recommend your
marketing mix strategy for SPAR, Oman. Your recommendations should stem from the
market and company situational analysis. Your strategy recommendations must be relevant
to the segments identified in your market situational analysis. Don’t just repeat the current
strategies employed by SPAR, Oman. You are also expected to use relevant strategic
marketing planning tools to inform your recommendations.
Evaluation and Control – how would the plan be monitored? What tools would you employ?
Consider the Key Performance Indicators (KPIs).
Budget- provide a costing for each of your marketing mix strategy. I do not expect you to
come up with specific figures, but your costing should be based on research. Hence, I would
expect a brief explanation or justification of the figures provided in your budget.
