Strategic Marketing Management for Grove Juice

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic marketing management
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1STRATEGIC MARKETING MANAGEMENT
Executive summary
The aim of this report is to discus about the internal competencies of Grove juice and to what
extent they are compatible enough in dealing with the potential opportunities. In this report, a
number of opportunities are being identified for Grove juice that will help them in enhancing
their future course of business. In addition, this report also discussed about the competitive
advantages possessed by them and how they can be used further in catering to the identified
opportunities. In accordance to these factors, segmentation, targeting and positioning are being
done on the potential customer segments of Grove juice. An ideal marketing mix strategy is also
being recommended to them that will help in meeting their business intent along with leveraging
the identified opportunities.

2STRATEGIC MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
SWOT analysis................................................................................................................................3
Identification of the opportunities...................................................................................................4
Evaluation with BCG matrix.......................................................................................................6
Identification of the competitive advantages...................................................................................6
Porter generic strategies...............................................................................................................6
Cost leadership.........................................................................................................................7
Product differentiation.............................................................................................................7
Market focus............................................................................................................................7
Ansoff growth matrix..................................................................................................................7
Product development...............................................................................................................8
Market penetration...................................................................................................................8
Market development................................................................................................................8
Diversification.........................................................................................................................8
Marketing objectives.......................................................................................................................8
Segmentation strategies...................................................................................................................9
Demographic segmentation.........................................................................................................9
Geographic segmentation............................................................................................................9
Psychographic segmentation.......................................................................................................9
Targeting strategies........................................................................................................................10
Positioning strategy.......................................................................................................................10
Recommended marketing mix.......................................................................................................11
Implementation plan......................................................................................................................13
Identification of the key performance indicators...........................................................................14

3STRATEGIC MARKETING MANAGEMENT
Evaluation of the social factors......................................................................................................14
Conclusion.....................................................................................................................................15
Reference.......................................................................................................................................16