Marketing Planning for Charlie's Company

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.

MARKETING PLANNING 3
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