Management (MBA) INTRODUCTION 1 MARKETING PLAN

Management(MBA)

Table of Contents
INTRODUCTION...........................................................................................................................1
MARKETING PLAN......................................................................................................................1
Executive Summary................................................................................................................1
Business Mission....................................................................................................................1
Situational Analysis................................................................................................................2
Business marketing objectives........................................................................................................3
Core strategies........................................................................................................................3
Marketing mix decisions........................................................................................................3
Financial Plan.........................................................................................................................4
control.....................................................................................................................................5
Conclusion......................................................................................................................................5
REFERENCES................................................................................................................................7
Books and journals.................................................................................................................7
ONLINE.................................................................................................................................8

INTRODUCTION
Management refers to coordination of all the activities of business in order to achieve
organisational objectives .it involves the process of coordinating,, managing, directing and
operating all the functions in a systematic manner for optimal utilization of available resources.
Present study is based on newly established firm that is planning to introduce beverages in
marketplace. This study will explain business mission of the company. Further more it will
describe about potential barriers to entry. Assignment will explain marketing mix(4p's) strategy
and objectives of the company.
MARKETING PLAN
Executive Summary
The present study is based on company that is planning to introduce beverages in the
marketplace.The report will explain The business mission,situational analysis,business marketing
objectives,marketing mix decisions, financial plan and controlling measures of the organisation.
Business Mission
planning of introducing beverages products in their stores. that involves fresh food
drinks such as non alcoholic beverages at a affordable rates(Bull and et.al., 2016). introduction
of beverages will increase the target market by providing large number of service. (Bull and
et.al., 2016). They are planning to develop healthy beverages like natural drinks that provides
nutritional benefit with good taste. The justification for developing this product is that Now a
days consumers are becoming more health conscious and continuously looking for product that
can improve their lifestyle. So that works as an opportunity for the firm. They are planning to
target the customer who don't have time to have their breakfast at home and are conscious of
their health. It can enhance the market share by introducing these category of goods favourable
useful attributes and nutritional drinks. consumers identify the elements in drinks like new
flavour, exotic taste, less sugar, fewer calories and high natural ingredients. They will offer high-
quality beverages with a good taste, low calories and an essential nutrients. By adding this
feature in the drink , business can grab the attention of the target audience and able to attract
them towards its offerings(Liu and Walsh 2018.). That can assist in competing with other
competitors and gaining high market share.
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Situational Analysis
SWOT analysis
Focus on innovation: it is focusing more on innovating to products to increase the sell of its
product. they can attract large group of people by offering innovative products and services to
the target audiences. This strength will assist in effective innovation of healthy beverages.
Differentiation: it is trying to introduce various categories of the product. It will provide
various features,shape and taste of the product and making its product different from the existing
brands of beverages .By doing these they can increase the demand for its products.
Weakness
Allegations :They have gone through various controversies in the past for the utilization of
chemicals in the form of colour in its chocolates(Chen Kim and Yamaguchi 2014.). it was
consider as high toxic product. so that can be a hurdle for them while introducing beverages in
market.
Porter five forces
Threats of new entrance:
In the beverage industry there is a cut-throat competition. Factor will impact the
operational activities such as barriers to entry(Leiber ,Stensaker and Harvey 2018.). the major
barriers to market entry can be existing loyalty to major brands,government laws, scarcity of
resource .that can affect the operations of the firm at the initial stage of launching.
Power of suppliers:
The main suppliers can have huge impact on the profit margin of the newly established
firm Due to following reasons-unavailability of substitute, high profitability of supplying firm
than purchasing entity.
Availability of substitute:
with existence of substitute available for the beverages. Then buyers have an option to
switch to a competitive drinks available in the market.
Rivalry:
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