BE511: Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of the Student
Name of the University
Author Note

MARKETING MANAGEMENT1
Table of Contents
SWOT analysis...........................................................................................................................2
Customer segment analysis........................................................................................................3
Market positioning.....................................................................................................................5
Proposition and brand development...........................................................................................7
Reference List..........................................................................................................................10

MARKETING MANAGEMENT2
SWOT analysis
A.
The key elements of SWOT analysis are the strengths, weakness, opportunity and
threat. This helps the company in measuring its internal environment so that the company can
function in a better manner. It also helps the company in assessing the available resources so
that it can be utilized in an optimum manner to maximise its profit levels (Hill, Jones and
Schilling 2014). The weaknesses and threats need to be identified so that it can be turned in to
strengths and opportunities by the company in the market where it is operating. The company
will be in a better position to understand the level of competition that is present in the market
so that the project can be planned accordingly (Bull et al. 2016).
C.
The major strength of the company will be that the energy drink will be made of
natural ingredients so that it does not harm the health of the university students in the United
Kingdom. The company will be using Cascara, as the natural ingredient for the effect of
caffeine that has been used by the Ethiopians for a long period of time. The use of the natural
ingredient will also help in providing a competitive advantage to the company over the others
who use synthetic ingredients in their products (Kavitha and Reddy 2016).
The weakness of the company is the product developers along with the farmers of the
Cost Rican region. This is due to the fact that the product is made naturally for which the
organic ingredients need to be sourced accordingly. The recent rise in the aluminium tariffs
have also created a negative impact on the packaging of the product, as the rise in the prices
have affected the company as well (Grant 2016).

MARKETING MANAGEMENT3
The major opportunity of the company is that the product will be circulated among the
university students present in the UK. This will help the company to prosper, as the prices
will be kept low for them to purchase. Another aspect is that the product will be made from
the natural ingredients that will not harm the young customers, as most of the customers in
the modern world are concerned with their health and tries to avoid the food and drinks that
can damage their immunity power (Hill, Jones and Schilling 2014).
The threat that is present in the company are the competitors that are present in the
UK market. The major competitors that are operating in the market are Red Bull, Lucozade
Energy and Sport, Monster and Wild Cat energy drink. These companies have been present in
the market for a long period of time and controls majority of the customers. This will affect
Nomad Energy to a great extent, as the company will be entering in a new manner in the UK
market (Bull et al. 2016).
The company needs to provide the details of the ingredients that are being used in the
product to the students so that they can understand it in a proper manner. This will help the
company in gaining an advantage over the competitors as well. The price of the products also
needs to be kept low so that the students can be attracted for increasing its sales. Since the
students have a shortage of cash, the company needs to take that in to consideration (Cuadros
and Dominguez 2014).
Customer segment analysis
A.
Profiling helps in distinguishing the preferences of the customers according to their
lifestyle, gender and age. It helps in distinguishing between the socio-economic groups as
well, which helps the company in understanding the sale of the products in the market in a
proper manner. This also allows the company in getting proper knowledge regarding the