Introduction to Marketing

Introduction to marketing

Introduction to marketing 1
Executive Summary
Market Plan is a report that outlines the market strategy of the organisation which will
be adopted in the coming future. The marketing plan includes the overview of business
marketing and advertising goals. It helps to promote new services in the market in order to
aware the consumers towards it. Marketing plan of the company contains the list of actions in
which the company has to follow for the success in the business. Marketing Plan is developed
by the company by analysing the market and the environment. Marketing Plan is effective if
it is developed by analysing the environment. It is essential for the company to develop the
marketing plan by analysing the external and internal environment. It is beneficial for the
expansion of the business. In this report, the discussion is made on the marketing plan for
promoting the product in the market.
Starbucks Limited is planning to introduce the new product which is called Bubble tea
in the market of Tauranga. It becomes a popular and largely distributed beverage around the
world among the various nationalities. In this report, the marketing plan is developed as per
the internal and external analysis of the environment. The company expand the business in
the market of Tauranga, New Zealand.

Introduction to marketing 2
Contents
Introduction...........................................................................................................................................3
Situation Analysis..................................................................................................................................3
Consumer needs................................................................................................................................3
Market Size.......................................................................................................................................3
Analysis of Competitors....................................................................................................................4
Internal Environment Factors External Environment Factors............................................................5
PESTLE Analysis..........................................................................................................................5
SWOT Analysis.............................................................................................................................6
Market segmentation and profile...........................................................................................................7
Targeting...........................................................................................................................................8
Positioning.........................................................................................................................................9
Measurable Marketing Objectives.......................................................................................................10
Marketing strategies............................................................................................................................10
Product strategy...............................................................................................................................11
Recommendations.......................................................................................................................12
Pricing strategy................................................................................................................................12
Recommendations.......................................................................................................................13
Place Decision.................................................................................................................................14
Recommendation.........................................................................................................................14
Promotional Decision......................................................................................................................14

Introduction to marketing 3
Recommendation.........................................................................................................................15
Integration and Link........................................................................................................................15
Coordination and Control................................................................................................................15
Conclusion...........................................................................................................................................16
References...........................................................................................................................................18

Introduction to marketing 4
Introduction
In the beginning of the report, the analysis of the organisation will be done in order to
analyse the internal and external factors that affects the business. After that, the discussion is
also made on the market segmentation profile in which the markets are targeted in order to
promote the bubble tea in the market. At the end, the market strategy has been developed
from which the company can attain the success in the product.
Situation Analysis
Consumer needs
The consumers of the Tauranga are more prefers the beverages. Earlier, the
consumers like to drink the soft drinks in the market such as Cola and the others. After that
there are many beverages enter market such as bottle of water, milk teas and it getting more
popular. Today, the volume sale of carbonated drinks is declined as the demand of consumers
is getting change (Guenther, Saunders, Dalziel, Rutherford, & Driver, 2015). Nowadays, the
consumer more prefers to drink the healthy foods and drink which is beneficial for the health
such as milk juice drinks, sports drinks, energy drinks and the others. It has been seen that the
consumer demand for the healthy products is increase continuously and bubble tea is also
considered as the healthy tea for the company. It is expected that the demand of consumers is
increases towards the bubble tea as it contains the healthy ingredients such as milk shakes
and fruits (Karelakis, Zevgitis, Galanopoulos, & Mattas, 2019).
Market Size
Food and beverage market of New Zealand is contributed $ 30.7 billion in exports in
2014. The New Zealand exports the $ 66.2b. The food and beverage industry accounts for
46% of all goods and services exports. The beverages firm is increases in New Zealand and

Introduction to marketing 5
earned the revenue of $51.5 billion in the year 2014. But now, it is expected that the industry
will grow with the high rate with the continued development of high value categories (Mbie
Govt, 2015).
(Source: (Mbie Govt, 2015)
The bubble tea market was valued at the $1957 million in the year 2016 and it is
projected to reach $3214 million by the year 2020. The high demand of consumers of
beverage firms in New Zealand is expected to arise. Bubble tea is growing with the CAGR of
7.40% due to which it can be said that the company can attain the success while expanding
the business in New Zealand market (Allied market research, 2018).