(DOC) Principles of Marketing Management : Assignment

Added on - 06 Jan 2020

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Principles of MarketingManagement(A marketing plan for Atlantic Quench Cranberries Inc.)1
EXECUTIVE SUMMARYMarketing planning plays a vital role in business success because in defines the path theattract target audience so as to earn good revenues. Herewith unit is going to deal with the caseof Atlantic Quench Cranberries Inc., a leading producer of canned and bottled juices and juicedrinks in North American market. The effective marketing strategies has enabled company toenjoy great success in the UK market. AQC has positioned itself in the UK market and has aleading position as a producer and seller of juice and healthy drinks but the operations depend onclimatic conditions and ineffective measures and it has to focus on marketing practices toincrease the sales in other regions of UK. The demand of healthy food is favourable for thegrowth of corporate entity. This unit represents a situation analysis of Atlantic Quench on whichbasis, a marketing plan is created for upcoming 1 year 2017. However, segmentation, targetingand positioning along with marketing mix is designed for UK.2
TABLE OF CONTENTSEXECUTIVE SUMMARY..................................................................................................................2TABLE OF CONTENTS.....................................................................................................................3INTRODUCTION................................................................................................................................4About company and its operations in UK market........................................................................4SITUATION ANALYSIS....................................................................................................................5Macro Analysis: PESTEL Analysis.............................................................................................5Micro Analysis: Porter Five forces..............................................................................................65 C Marketing Model...................................................................................................................7SWOT Analysis...........................................................................................................................9SMART OBJECTIVES......................................................................................................................11SEGMENTATION TARGETING AND POSITIONING.................................................................13MARKETING MIX...........................................................................................................................13Marketing plan...........................................................................................................................14IMPLEMENTATION AND CONTROL...........................................................................................15CONCLUSION..................................................................................................................................16REFERENCES...................................................................................................................................173
INTRODUCTIONMarketing is the heart of business as it supports in creating brand image in the market aswell as to increase the opportunities of good earnings. Marketing planning in the similar aspect isimportant to carry out company's advertising and marketing efforts for upcoming years so thatspecific marketing objectives could be attained in set time frame (Simpson, 2010). The reportherewith is based on Atlantic Quench Cranberries Inc. which is the leading producer of cannedand bottled juices and juice drinks in North America’s. The mentioned company has enjoyedgreat success in the UK market through putting effective marketing strategies. Now, seeing thefuture demand for company's product, management wants to create a marketing plan for the nextyear for Atlantic Quench. Here, the report includes application of a range of marketing modelsand concepts such and Pestle, marketing mix, SWOT etc. to support an effective marketing planfor cited company. At last, a marketing plan for the next year for Atlantic Quench is designedwhich is supported by market analysis.About company and its operations in UK marketAtlantic Quench Cranberries Inc. (AQC) is an agricultural co-operative Company basedin United States. The foundation of company was made 80 years ago then in 1974 it has joinedwith Florida grapefruit. At present the cited company is the leading producer of canned andbottled juices and juice drinks in North America’s leading producer and recognised as a best-selling brand name in the canned and bottled juice category. This company deals with theproducts like as fruit juices, dried cranberries (*under the brand name Crantanas), hence, productrange is classified juice and non-juice drinks. This entity closely works with farmers as itpurchases all the crops that are grown by farmers at the highest possible price and use it forproduction. The market in which Atlantic Quench deals with is volatile which reflects changes inclimate as well as market trends. Here, it is to be noted that the company has enjoyed greatsuccess in UK market, in 2013, aforesaid entity has signed a licensing agreement with Gerberthat was purposes at manufacturing and distribution of juices and juice drinks under the brand ofAtlantic Quench within the UK. This was a turning point for company in which it became the4
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