CPL’s client had acquired an established company that producing, selling and providing an artificial insemination service for the dairy industry. Profitability had declined and following the acquisition the company had to become profitable, and CPL was engaged to develop a marketing plan.

The project involved collaboration with the company to develop a marketing plan.

Issues included understanding the dynamics of the market through market characterisation and analysis, semen value to the customer, the company’s relationship with its sales agents, brand values and the opportunity for a re-launch.

When completed, the plan detailed in a timetable a series of specific actions in respect of human resourcing, market approach, franchising out some of the company’s services, modernising the sales approach including e-commerce and reducing overheads.

Contents included the following:

Summary of Marketing Plan

Mission Statement

Strategy, Objectives & Tactics

Action Plan

SWOT Analysis of the Company


  • Market Share
  • Segments Addressed
  • Pricing

Market Overview

  • Artificial Insemination Market Segmentation
  • The Purchase Decision

Market Characterisation

  • Economics of Milk production
  • Number and Distribution of Cows
  • Number and Geographic Distribution of Farms

Sales Forecasts and Cost Budgets

Contact Reports

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