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Term Paper Executive summary Giant soft drink company amazing drinks has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program.
When establishing a re-birthed marketing plan every aspect of the marketing plan must be critically examined and thoroughly researched. This consists of examining market research, auditing business and current situation situation analysis and carefully scrutinizing the soft drink industry and possibilities for amazing drinks in the market.
Introduction Amazing-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines internationally. The amazing-Cola Company claims that the beverage is sold in more than 20 Countries.
The Company produces concentrate, which is then sold to licensed Amazing-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners.
The bottlers then sell, distribute and merchandise Amazing-Cola to retail stores and vending machines. The market analysis investigates both the internal and external business environment.
The main attributes in the internal environment include efficiency in the production process, through management skills and effective communication channels.
External Business Environment The External business environment and its influences are usually powerful forces that can affect a whole industry and, in fact, a whole economy. Changes in the external environment will create opportunities or threats in the market place amazing drinks must be aware off.
SWOT analysis is a technique much used in many general management as well as marketing scenarios. SWOT consists of examining the current activities of the organisation- its Strengths and Weakness- and then using this and external research data to set out the Opportunities and Threats that exist.
Amazing drinks has been a complex part of world culture for a very long time. The amazing drinks image is displayed on T-shirts, hats, and collectible memorabilia. It also has got sugar by which continuous drinking of amazing drinks may cause health problems.
Being addicted to amazing drinks also is a health problem, because drinking of amazing drinks daily has an effect on your body after few years. The primary concern over the past few years has been to get this name brand to be even better known. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products.
Amazing drinks bottling system also allows the company to take advantage of infinite growth opportunities around the world. Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial.
The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily interested to it.
Peps i have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market.
Consumer buying power also represents a key threat in the industry. When referring to each and every product or service ever placed before the consumer i. So every product is born, grows, matures and dies. So in the commercial market place products and services are created, launched and withdrawn in a process known as Product Life Cycle.
Furthermore, cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability. Insert the picture of the product lifecycle Marketing Objectives: The objective is the starting point of the marketing plan.
The purposes of objectives include: Specific, Measurable, Achievable, Realistic, and Timed. Specific — Be precise about what you are going to achieve Measurable — Quantify you objectives Achievable — Are you attempting too much?
Realistic — Do you have the resource to make the objective happen men, money, machines, materials, minutes? Timed — State when you will achieve the objective.
Promotional Objectives To increase awareness of the product on the market.
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Objectives for Survival To survive the current market war between competitors. Selecting Target Market Once the situation analysis is complete, and the marketing objectives determined, attention turns to the target market.
This market is relatively large and is open to both genders, thereby allowing greater product diversification. There are four broad ways which amazing drinks can segment its market: Each group of beverages satisfy a particular group of people but majority the average human.In this article, we'll look at the Segmentation, Targeting and Positioning (STP) Model*, an approach that you can use to identify your most valuable market segments, and then sell to them successfully with carefully targeted products and marketing.
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