Marketing Planning for Charlie's Company

This report presents the marketing plan for Charlie's Company, a well-known beverage producer in New Zealand. It includes an overview of the company, its products and services, vision and mission statement, internal and external analysis, resource limitations, and implications. The report also provides recommendations for future developments.

Running head: MARKETING PLANNING
Charlie’s
Marketing Planning
6/18/2019

MARKETING PLANNING 1
Table of Contents
Introduction................................................................................................................................2
Overview of the Company.....................................................................................................2
Product and Services..........................................................................................................2
Vision and Mission Statement of Charlie’s.......................................................................3
Environmental Analysis, Resource Limitations, and Implications........................................3
Internal Analysis of Charlie’s............................................................................................3
External Analysis of Charlie’s...........................................................................................5
Resource Limitation and Implications...............................................................................7
Marketing Plan.......................................................................................................................8
Strategies and Tactics.........................................................................................................8
Action Plan.........................................................................................................................9
Monitoring and Control System.............................................................................................9
Recommendations................................................................................................................10
Conclusion................................................................................................................................10
References................................................................................................................................11

MARKETING PLANNING 2
Introduction
Marketing Planning is said to be the process of setting up the goals and objectives for
marketing activities and of defining and planning the steps required to attain such goals and
objectives. Planning is the first function of management that is performed by the company in
the management procedure. It oversees the survival, growth and wealth of any business in the
changing and competitive environment. The aim of the marketing plan is to define how the
business will sell its services or products to the customers. The intent of this report is to
present the marketing plan of Charlie’s Company which is one of the known beverages
company. The report is comprised of detailed internal and external environmental analysis of
the company and identifying the limitations of the resources of the company. In addition to
this, the report is presenting the marketing objectives and strategies adopted by the company.
In the end, it is providing recommendations for future developments in the company.
Overview of the Company
Charlie's Group Limited is one of the well-known beverage drinks producers of New
Zealand. The company was established in the year 1999 by three friends that are Stefan
Lepionka, Simon Neal, and Marc Ellis. The company markets its products as "Honest", due
to the fact that all the products are a manufacturer with no concentrate and no sugar
ingredients (Charlie’s, 2019a). Charlie's is listed in the New Zealand Stock exchange in the
year 2006. In spite of the fact that the Company offers healthy and tasty beverages, it has also
experienced a number of controversies in the market too due to its controversial television
advertisement.

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Product and Services
Initially, the company was involved in the production of fresh orange juice, but in the
year 2001, it expanded its operations and included a variety of natural fruit juices. The
company is also known in the market for selling fruit smoothies, sports water flavored, and
loose fruit with fruit juices. During 2008, Charlie’s introduced a line of fruit-based soft
drinks. The soft drinks of the company are comprised of different ingredients like raspberry,
classic lemonade, orange mango, and feijoa (New Zealand Story, 2019).
Vision and Mission Statement of Charlie’s
Vision – The Vision of the company is to become the most loved beverage company
of New Zealand by challenging the strong players in the market (Scoop Business, 2013).
Mission – The mission of the company is to get involved in spreading a little good
around the world by manufacturing tasty drinks from great stuff (Charlie’s, 2019b).
Environmental Analysis, Resource Limitations, and Implications
Internal Analysis of Charlie’s
Organizational Culture
Organizational culture could be determined as the mixed value and the ways of
operating activities that let others understand how to behave in the organization. These shared
values have a major influence on the employees of the company. Some of the dimensions of
Charlie's organizational culture are:
Risk taking and Innovation – The employees in the company are motivated to
provide innovative ideas and get involved in taking the risk. Charlie's Company has
successfully developed the spirit of innovation and taking risk among employees. For
instance, when all the companies of beverages like Homegrowth initiated to sell fresh juice
same as Charlie’s, at that time, the management of Charlie's can with the new idea of

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preparing mix juice of two flavors and selling it to the customers (Better Drinks, 2019). The
company invested a huge amount in this idea and took a huge risk as they were unaware of
whether this idea will work or not. But, later this idea because success and was loved by the
customers. This example clearly depicts that company's value particularly creative thinking
and spirit of becoming better to have supported in reaching the heights of success.
People Orientation – The Company gives major priority to the health and safety of
the employees. Along with this the company also provide flexibility in the way of working
and hours to motivate them to work effectively. This promotes the value of being committed
and making employees happy.
Effective utilization of Resources
Charlie’s is known in the market for operating the business honestly and purely due to
which they became successful. However, this is not just the reason for the success of the
business; in fact, the company is very efficient in justifiable use of resources. Some of the
resources of the company are:
Machinery – In the initial phase Charlie used hand squeezing machines for squeezing
out the fresh juice from the fruits but with time the company implemented the advanced
machines in the business like squeezing plan and bottling plant. After coming in the
collaboration with Asahi, the company came to know about ‘Heijunka' which is a Japanese
procedure considered as fast and cost-effective (Barnett & Gifford, 2012).
Nature - Charlie make use of different natural resources as the key ingredient in its
juices. The company uses mineral springs of New Zealand for water bottle of Charlie. The
water bottle is manufactured by using 50% of the recycled material.

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SWOT Analysis
SWOT Analysis is one of the tools that are used to analyze the internal environment
of the company. The full form of SWOT is strength, weakness, opportunities, and threats of a
company (Gürel & Tat, 2017).
Strength
The key strength of Charlie’s is its innovative
thinking and risk-taking ability which
support in surviving in the competitive
market.
Strong organizational culture
Use of advanced machinery
Weaknesses
The company presently has restricted
operations that are in New Zealand. It has yet
not expanded the business in different
countries.
The intensity of the promotion over online
and social media is also low
Opportunities
The company must get involved in
introducing health kids range to increase its
target market.
Increasing online promotion to reach a
maximum number of customers.
Threats
The major threat to the company is
competition from different beverage
companies.
External Analysis of Charlie’s
PESTLE Analysis
Political Force – The time any business plans to expand the business in any other
country, it considers it's economic, political, and legal structure and other different
circumstances which offer strength to the local business as well as trade. New Zealand enjoys
a stable political environment and offers great opportunities for success because of its strong

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rules and policies. The change in the political structure takes place in the country in every
three years and new government establishes their own regulations, which raises the
requirement for the business to be aware of the changes in order to survive in the market
(Miller, 2010). The laws related to labor are very strict and even labor force is expensive. In
order to operate smoothly in the New Zealand market, Charlie’s follow all the rules and
regulations of the government. In addition to this, the country deals with high lending rates
due to which it has to pay more tax.
Economic Force – New Zealand enjoys economic stability in terms of per capita
income in comparison to other countries. As the country has a population of around 7 million
so all the resources are available abundantly. The product rates are reasonable for the people
which allow them to purchase them easily (Kelsey, 2015). The rate of inflation in the country
is less along with the unemployment rate which reflects the positive growth of the economy
and a positive sign for the businesses operates in the country.
Social Force – The country’s social system is pleasing and people in the country
follow different religions. This highlights that people have a different preference in terms of
food, clothes, and other needs. In order to meet these changing needs, Charlie's is focusing on
providing different types of beverages. The literacy rate of the country is around 99%, which
highlights that any business could not do any type of fraud or mistake with the customers
because they are aware of each aspect of the law as well as rights (Adamkasi, 2016). There
are thee official languages that are followed in the country are Sign, Maori, and English,
hence it becomes very important for Charlie's to promote the business in a different language
as well as a common language.
Technological Force – New Zealand has made major developments on the
technological background. It has significantly developed its Information Technological sector

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and internet network is spread in the rural as well as urban regions (Bolstad, Gilbert,
McDowall, Bull, Hipkins & Boyd, 2012). A number of businesses like mobile phone
companies are offering services at affordable prices. Charlie's Juices has also adopted
different advanced types of machinery for squeezing juice from fruits.
Legal Force – The government in the country changes in every three years which
results in establishing new rules and regulations, however, the country owns a strong legal
structure. The government has successfully eliminated corruption from the country's society
due to which people enjoy the benefits of basic facilities (Breen, 2017). The government of
the nation invites international firms to operate their business in the country which reflects a
wide scope of development. Charlie's Juice is presently effectively operating the business in
the country and timely growing, however, there is yet huge scope for the company to cover
the market through innovation and expansion.
Environmental Force - Today, there are a number of businesses that make use of
bio-energy from biological waste such as landfill waste, food waste, and liquid waste. The
country has numerous clean technologies that are used by the businesses to produce energy
for reducing the exploitation of natural resources. In addition to this, the government of New
Zealand has introduced different campaigns for increasing awareness among people for the
justifiable use of resources. Considering this, Charlie's Juice also gives importance to nature
and hence it makes use of natural resources in its production procedure.
Resource Limitation and Implications
From the above analysis, it has been identified that Charlie's Juice Company operates
its business only in New Zealand due to which it is unable to cover the larger market share.
Besides this, the company promotes its business at a lower level which results in limiting its

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awareness among people in the market. As a result, the company deals with huge competition
from different players in the market.
In order to overcome these issues, the company has to broaden its scope and size. In
order to expand its operations and increase its market share, the company needs to extend
operations in different countries. In addition to this, the company has to increase the intensity
of the promotion for increasing brand awareness and giving strong competition to the rivals.
Marketing Plan
Marketing objective – The objective of the company is to increase its market
presence as well as online presence to increase the customer base.
The marketing plan of the company is based on the Ansoff Matrix which is comprised
of four different strategies that are market penetration, product development, market
development, and diversification (Taylor, 2012). This is one of the innovative models that
can be used by Charlie’s Company to increase its marketing share and deal with the
competitors strongly.
Market Penetration – Under market penetration, the business makes efforts to
develop in the existing market through existing offerings (Arkolakis, 2010). As discussed,
Charlie’s Company has low online and social media presence; it can use this strategy and can
increase the intensity of its promotion over social media and online platforms.
Market Development – Under a market development strategy, the business tries to
grow by offering existing products in a new market (Broad & Cavanagh, 2015). Charlie's
Juice could expand its operations in different countries like India as it will offer the
opportunity to the company to avail low-cost labor. This will help the company in expanding
its market share.

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Strategies and Tactics
The marketing objective framed above follows the SMART standard according to
which, they are specific, measurable, achievable, reasonable, and timely.
Action Plan
Activities Time Duration Responsible department
Market Research 1/8/2019 to 31/1/2020 Research and Development
Department
Allocating Responsibilities 1/2/2020 to 9/2/2020 Top Management
Hiring Employees 11/2/2020 to 31/3/2020 Human Resource Department
Marketing of services From 1/4/2020 continuous
process
Marketing department
Evaluating results The evaluation will be done
after every six months
Administration department
Monitoring and Control System
The monitoring and control system is all about evaluation of the project or procedure
and making identified changes in the system. The monitoring action takes place in the entire
procedure of the project development and controlling action is done to identify the deviations
in the project or procedure (Guild, 2017).
The above-discussed strategies and action plan will be monitored by the top
management of the company in order to check whether all the steps of the action plan are
followed or not. After monitoring the management of the company will follow the controlling
action under which the set standards will be measured with the actual performance. Under

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this, the management of the company will try to identify any deviations in the procedure and
will take corrective actions (Goldsmith, 2012).
Recommendations
From the analysis, it has been identified that Charlie’s Juice Company does not have
extended operations at different locations. The company only has a business in the New
Zealand market, due to which it has limited market share. In addition to this, the company has
a limited online presence. However, during the implementation procedure of the
recommended strategies company could experience some issues such as avoidance of
employees, missing of key steps, and failing in meeting the requirements. It is important for
the company to eliminate these issues from the procedure, so in order to do so; it is
recommended that company must develop a separate team for executing these strategies into
action such that it can avoid any type of deviations in the process. In addition to this, the
deviations could be avoided by the company to prepare a complete list of task and have a
proper check of the list.
Conclusion
The above report has discussed Charlie's Juice Company's present market position
with the help of different internal and external analysis tools such as SWOT and PESTLE
analysis. From the analysis, it has been identified that the government and economic structure
of New Zealand is stable due to which company is smoothly operating its business in the
market. In addition to this, the human resource and strong innovative approach of the
company has resulted in the strength of the company due to which it has successfully
survived in the market. However, the company has limited extended operations and even
lacks an online presence which results in limited market share. In order to overcome this, the

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company must adopt market penetration and market development strategies to grow in the
industry.

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References
Adamkasi. (2016). PESTLE Analysis of New Zealand. Retrieved from
https://freepestelanalysis.com/pestel-pestle-analysis-of-new-zealand/
Arkolakis, C. (2010). Market penetration costs and the new consumers margin in
international trade. Journal of political economy, 118(6), 1151-1199.
Barnett, S., & Gifford, P. (2012). Charlie's juice still a 'teenager' - new boss. Retrieved from
https://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10841580
Better Drinks. (2019). Welcome to the better drink company. Retrieved from
https://betterdrinks.co.nz/
Bolstad, R., Gilbert, J., McDowall, S., Bull, A., Hipkins, R., & Boyd, S. (2012). Supporting
future-oriented learning and teaching: A New Zealand perspective 1st ed. U.S:
Routledge.
Breen, C. (2017). Economic and Social Rights and the Maintenance of International Peace
and Security 4th ed. U.S: Routledge.
Broad, R., & Cavanagh, J. (2015). Development redefined: How the market met its match 2nd
ed. U.S: Routledge.
Charlie’s. (2019a). Just the Good Stuff. Retrieved from https://charlies.co.nz/
Charlie’s. (2019b). Stuff we make. Retrieved from https://charlies.co.nz/about-us/
Goldsmith, F. B. (2012). Monitoring for conservation and ecology 1st ed. Germany: Springer
Science & Business Media.

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Guild, E. (2017). Controlling frontiers: free movement into and within Europe 3rd ed U.S:
Routledge.
Gürel, E., & Tat, M. (2017). SWOT Analysis: A Theoretical Review. Journal of
International Social Research, 10(51).
Kelsey, J. (2015). The New Zealand experiment: A world model for structural adjustment 1st
ed. U.S: Bridget Williams Books.
Miller, R. (2010). New Zealand: government and politics 1st ed. South Melbourne: Oxford
University Press.
New Zealand Story. (2019). Charlie’s. Retrieved from https://www.nzstory.govt.nz/blog/the-
better-drinks-co/
Scoop Business. (2013). Charlie’s Grows into The Better Drinks Co. Retrieved from
http://www.scoop.co.nz/stories/BU1306/S00003/charlies-grows-into-the-better-
drinks-co.htm
Taylor, E. C. (2012). Competitive improvement planning: using ansoff's matrix with abell's
model to inform the strategic management process. In Allied Academies International
Conference, Academy of Strategic Management, 11(1), 21.