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Cogavém | Agave ◦ Coconut ◦ Maqui Berry | | Cogavé is an all-natural, healthy, and effective energy drink. The product strategy is defined in this marketing plan. | | Chad Rodriguez, Alvaro Alvarez, John Paul Mejia, Sabrina Casillas, Huda Tanjung | 5/26/2011 | | Table of Contents I. Executive Summary 3 II. Company Analysis 3 Mission Statement 3 Company Location 3 III. Situational Analysis 3 External Market Environment 3 Economic Environment: 3 Technological Environment: 3 Political Environment: 4 Cultural / Social Environment: 4 Natural Environment: 4 SWOT Analysis 4 IV. Competitive Analysis 5 Competitors’ Advantage: 5 Perceived Advantage: 6 V. Customer Analysis 7 Product…show more content…
Since maqui berry is relatively new, its extract has yet to be approved by the FDA as well. Cultural / Social Environment: The social stigma of energy drinks is primarily negative. Studies demonstrate an overwhelming percentage of pessimistic statistics. Consumers are proving to desire more health conscious products. “The rising number of educated people will increase the demand for quality product.” (Armstrong & Kotler, 2011, p. 76) The modern green movement also notes a cultural shift of consumer attitudes towards environmentally friendly products and harvesting practices. Natural Environment: The consistency of supply shall prove challenging. Our ingredients are not manufactured; therefore our supply chain is heavily reliant on seasonal availability of produce. SWOT Analysis Strengths * Innovative product - Cogavem includes a variety of natural ingredients that provides consumers with vitamins and minerals, antioxidants, and other health inducing properties. Our main ingredients are coconut water, agave, and maqui berries, which are not widely used up to this date by our competitors. * Value Pricing - Our product offers a variety of benefits that gives our product high value in consumer’s eyes. Consumers would be hard pressed to find a natural product with the same number of benefits. * Versatility – Beginning as a smaller operation, our company can adjust to changes in

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