Development of Marketing Plan | AQC Report
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Added on 2019-12-28
Development of Marketing Plan | AQC Report
Added on 2019-12-28
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MARKETING
TABLE OF CONTENTS2. INTRODUCTION.......................................................................................................................33. Situation Analysis........................................................................................................................34. Objectives....................................................................................................................................55. STRATEGY.................................................................................................................................66. Marketing mix..............................................................................................................................97. IMPLEMENTATION AND CONTROL..................................................................................108. REFERENCES..........................................................................................................................138. EXECUTIVE SUMMARY.......................................................................................................15
2. INTRODUCTIONMarketing can be defined as a form of communication between customer andorganization with the aim to sell services and products (Jobber and Ellis-Chadwick, 2012). Inorder words, it is the key aspect of communicating the product’s value to the target buyers.Present report is about Atlantic Quench Cranberries Inc. (AQC) which is US basedagricultural co-operative firm (Atlantic Quench Cranberries Inc., 2014). It was founded threecranberry growers from New Jersey and Massachusetts. Further, it was in the year 1974 whengrapefruit growers from Florida joined the corporation. In 1981 it became the best sellingbrand for bottled juice and canned category. For the given case, it was found that cited firmis not performing the operations effectively. This report covers development of marketingplan which will help AQC to operate its business operations suitably. Further, it also includesdifferent marketing models which help in developing effective marketing plan.3. Situation AnalysisPESTLE analysis:Political factor: Government has a great impact over the change in policies likeFiscal policy, tax policies. This has high impact over the business operations of AQC. Whenthe rate of policies increases then organization has to make changes in their prices of theproduct (De Vries, Gensler and Leeflang, 2012). When the rate of these policies increases,then the price of the product also increases. For example, if the rate of fiscal policiesincreases by 10%, then the price of the product will also increase in such way thatorganization do not face loss.For example, if tax rates increase 2% then the firm raises theprice and tax rates are controlled by government so that developments can be done within thecountry.Economic factor: It includes inflation rate, interest rate, economic growth patternthese are economic factor which has direct impact over the firm. However, in the year 2014,the fruit sector UK was performing effectively. In this context, cited firm reduced the valueof product by 1.6% and sales raised by 2.2%. This occurred because the purchasing power ofcustomers raised and they were able to purchase more. Social factor: Moreover, changes in customer’s tastes and preferences take placefrequently and it is important for AQC to make changes according to the requirements ofservice users. In this context, firm should develop the juice product by keeping factors likeincome of people, lifestyle, attitude into consideration (PESTLE analysis. 2013). People areunderstanding the importance of health and the scope for health drinks are raising so cited
firm has high opportunity in this area. For example, people how have health related issues,then they will make use of products which provide them with health benefits.Technological factor: Organization should make use of new technology orinnovations as it will help them to provide better services to their customers. If AQC makeuse of updated of new technology and this way they are aiming at increasing their sale. In thiscontext, cited firm will make use of Juice Processing plant which will include fruit washer,inspection conveyor, pulper, pulp collection tank, mixing up sugar and packaging. With thehelp of these technologies firm will develop their health product.Legal factors: There are laws developed by government of different countries whichhas to be followed by every organization (Lovelock, Patterson and Wirtz, 2014). It includeslaws related to safety, consumer protection, which needs to be abided by AQC.In this contextit is important for the firm to make use of Health and safety act 1974 so that they will be ableto make protect employees health. Further, competition law highly affects acquisitions andmergers. As per the case, it occurred in the year 2007 with Coco-Cola.Environmental factors: In addition to this,AQC should keep in mind that theproducts should not get affected by weather, climate, natural hazard. In this context, peopleare health conscious and in products get spoiled because of climatic change so it is importantthat organization make appropriate steps. Firm should make preclusion so that the productmay not get affected by these factors.Porters five forces:There are many stakeholders because of which organization achieve their goals andobjectives. Following are the stakeholders of AQC:Customers: These are the one because of which organization gets to know whetherthey are gaining profit or facing losses (Wernerfelt, 2014). AQC focus on providing theircustomers with high quality services. Age group of 15 to 24 (Adults and teenagers) and 40 to55 (Old age). In this context, it can be stated that the consumption of juice fruit amongwomen is higher than men (Shimp and Andrews, 2013). With this respect, consumption bymale is 32.6% and by women is 39.1%. Further, the lowest penetration is of the age groupfrom 65 and above. However, the highest penetration for juice fruit is among 20 to 40.Suppliers: AQC have suppliers who help the firm to make supply the goodsaccording to customers demand. Good relationship should be maintained so that materialsrequired for developing the product can be received on time (Pavlou and Stewart, 2015).Further, there are about 3 suppliers which are helpful enough to provide the materials inpreparing fruit juice. One of the supplier (ABC)will provide the ingredients like mango,
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