Introduction to Marketing

RUNNING HEAD: introduction to marketing
Marketing plan
University
Word count

2
Introduction to marketing
Table of Contents
1. Organizational overview.........................................................................................................2
2. The opportunity...................................................................................................................... 2
3. Situation Analysis (SWOTT)....................................................................................................2
4. Marketing research................................................................................................................ 2
5. Differentiating and positioning................................................................................................3
6. Target customers and marketing mix.....................................................................................3
7. Key success factors...............................................................................................................4
8. Goals and objectives.............................................................................................................4
References.................................................................................................................................. 5

3
Introduction to marketing
1. Organizational overview
The name of the organization considered in this paper is Jones Soda whose mission is
to provide different flavor drinks marked at a high price for the thirsty but economically
affluent people
2. The opportunity
This plan will address the opportunity of marketing the drink products of soda to the
intended population segment at the right time. As the population is increasing along with
the economic growth, there are immense opportunities for Jones Soda to market and
sell its products.
3. Situation Analysis (SWOTT)
Strength
Experienced executives and staff
Well established roots in Canadian market
Weaknesses
Loss of reputation
Poor market positioning
Opportunities
Growing demand
Economic stability
Threats
Giant or big competitors
New entrants
Trends
Trend of high priced soft drink having positive impact
Controversies associated with soft drinks leading to negative impact