MSc EXECUTIVE LEADERSHIP:
STRATEGIC MARKETING
ASSIGNMENT
NAME:
GROUP:
Marketing Plan
For a New Launched Drink in China
* Executive Summary
We are a company dealing with beverage business worldwide and we are going to explore new market in China. For this reason, we are going to make a marketing plan for a newly developed drink in the local market.
The marketing plan is comprised by 5 parts. After giving brief introduction of the local market, we will make a SWOT analysis for our company to evaluate and predict the different situations the company may face in the new market. Afterwards, we will determine target customers and find out where we can get the maximum interest. Based on the customer targeting, we
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Moreover, the newly developed beverage can be copied within a short time. That is to say, after we have seized some market share, we would soon face new rivals entering to the market and reduce our market share. Another threat is the government policies towards to the foreign investments and business. In a foreign country, sometimes we would be affected by some adverse policies.
* Leverage effect (strength plus opportunities). The leverage effect occurs when the strength of the company is coordinate with the external opportunities. As what we have analyzed in the above part. The company has good resources both in terms of strength and opportunities. However, the leverage effect is rather transient for the company and we need to grasp the opportunities to obtain further development .
* Inhibitive ability (opportunities and weakness). The inhibitive ability comes from the combination of external opportunities and internal weakness. According to what we have analyzed in the above part, for our company, we need to increase on our localization works, grip opportunities and seek for greater development. * Fragility (strength plus threat). When the internal strength encounters the external threat, we need to realize that, there’s possibility of internal resources is not ideal for the external conditions. Under the condition, we need to overcome the threat. * Problems (weakness plus
A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should
Marketing plan is always based on information regarding product, customers, market and competitors. The best way to analyze all this information is through a SWOT analysis. SWOT stand for strengths, weaknesses, opportunities and threats. This analysis takes into account both internal and external factors, internals being strengths and weakness, and external being opportunities and threats (Kotler & Keller, 2009).
Success in the Chinese’ fruit beverage market is contingent upon distribution decisions made by firms in the market. Many companies have failed to prosper in this market due to poor distribution decisions. However, the Chinese fruit beverage market is attractive. The advantageous nature of this market is revealed by examining competitive rivalries, and the social, economic, and political forces that will affect your firm’s ability to successfully compete.
This marketing plan will also engulf vision of the company, its mission statement, product and services, and underlying factor of the business. The plans will also contain a vivid description of the company in terms of its business product as well as SWOT analysis to demonstrate its strengths, weaknesses, opportunities, and threats. A market target segmentation of customers, strategic mission, and its foreign expansion
* Resources and capabilities serve as a source of competitive advantage for a firm over its rival.
This paper presents a marketing plan for the Electric Car Corporation (ECC); a first mover in manufacturing an electric car in the United Kingdom. The paper starts with a brief introduction to the company, its product offerings, and areas of operations and then explains why a marketing plan is essential in the strategic planning process of an organization. Afterwards, the process of new product development at ECC has been discussed. The marketing plan starts with a comprehensive situational and SWOT analysis of the company as well as its new product offering. In this paper, the SWOT Analysis is done to analyze the company's core strengths, major weaknesses, potential opportunities and threats which can be helpful for its short term and long term marketing planning.
The second part will present the SWOT analysis based on internal and external environment. The last section is to set the marketing objectives for developing the marketing strategies.
The following SWOT analysis encompasses the strengths and weaknesses to which the logistic and strategic components of the marketing plan will be tailored to address from the internal business
The third table is to outline some of the activities we might find at each stage of the marketing process; this is brief summary of the importance of the different stages.
The situation can even explode for Export Brands International, as large beers conglomerates with tremendous power, are targeting the same segment and are creating similar beers. We have the real example of Anheuser-Busch new Bud Light Lime which was selling extremely well in the United States attacking Corona position and following the traces of the
Table Of Contents 1.0 2.0 3.0 Introduction Executive Summary Situation Analysis 3.1 Identification Of The Problem 3.2 Market Analysis 3.3 SWOT Analysis 3.4 Target Market Marketing Communication Strategy 4.1 Marketing Communication Plan/Objectives 4.2 Marketing Budget 4.3 Schedule for Key Marketing Communication Activities 4.4 Promotional Strategies 4.4.1 Advertising Strategies 4.4.2 Promotion and Public Relations 4.4.3 Sales Force 4.4.4 Comprehensive Support Program 4.5 Product Strategies 4.6 Distribution Strategies 4.7 Pricing Strategies 4.7.1 Potential Customer 4.7.2 Sales Forecast 4.7.3 Return on Investment (ROI) Conclusion
Whereas the mission defines the scope of a business or business unit and the goals define its strategic performance dimensions, its business unit competencies determine the means for achieving success.
The aim of this paper is to critically evaluate the SWOT analysis as one of popular tools in marketing. SWOT analysis is an analysis method of identifying all external and internal factors for organization strategies (Rauch, 2007). It is considered in this paper that though SWOT analysis has limitations, it can be improved to be more effective as its development. This paper firstly focused on the definition of SWOT analysis. And then it discussed the context of the SWOT analysis including its evolution and its applications. Followed by, the paper introduced two relevant practice cases based on SWOT analysis. Next, the critical evaluation of SWOT analysis was presented with
This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis,
This paper will describe the details of a fictitious company and provided its background and will develop a marketing plan with a focus on segmenting and positioning its product and service. Thirdly, this paper will determine and decide upon at least one (1) foreign market for the product and service.; identify the marketing segment for the product and provide a rationale for this segment and discuss the target market and provide a rationale for this target market. Also, it will perform a SWOT analysis (strengths, weakness, opportunities, and threats) for the