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MANAGING MARKETING

Task A: Questions 1-4

1.1 Marketing Analysis: PEST 

Political/Legal Environment

1) Government regulations such as the FDA1 acting through Trinidad’s Ministry

of Health, are strict on food that is contamination free for human consumption.

2) Tax policies such as protectionism and trade liberalization such as GATT2 

concerning the importation of Italy’s products will be critical when considering

budgetary costing.

3) Competition policies resulting from the GGP3 program against the backdrop of 

increasing raw materials may influence pricing strategies and curtail price

wars; resulting in less chance of closure as a small firm in the absence of non-

dominant firms in the market.

Economic Environment:

1) Concern over the food price inflation4 in Trinidad is disheartening because

small businesses cannot negotiate bulk discounts from suppliers.

2) The implementation of the European Union’s Package and Packaging Waste

Directive whose laws affect Trinidad will force the company to be largely

responsible for the recovery and recycling of used packaging.

1 Food and Drug Administration (US)2

 General Agreement on Tariffs and Trade3 Globalization, growth and poverty4 Price inflation registered a year-on-year increase of 25.9% increase in April 2008.

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3) Consumer confidence and over spending has fallen as a result of increasing

prices and wages being stagnate due to impact of the economic slow down.

Social Environment:

1) NPD5  boosts sales of organic sauces and spreads - innovation being

influenced by the trend towards healthier eating. Importing sauces and

spreads to complement the Italian palate of pizza such as garlic, gourmet, and

exotic marinade tastes will categorize product differentiation effectively.

Technological Environment:

1) Motorcycles are a fast growing and cost effective form of transport in Trinidad

which will ensure speedy delivery of pizzas6 while escaping the heavy

presence of numerous cars on the roadways.

2) The use of the ‘The Let’s Pizza’ vending machine from Italy will encourage

velocity of production time of less than 4 minutes.

3) Ample telephone units and advanced computer technological customer 

service feedback systems through TSTT7 can endorse company’s productivity

and image.

5 New Product Development6

Adapted from SWOT analysis: pg 2 – Delivery of pizzas in less than 30 minutes to customers who live withina 5 mile radius of the company.7 The telecommunications service of Trinidad and Tobago

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