Principles of Marketing Management : Case Study
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Added on 2020-01-23
Principles of Marketing Management : Case Study
Added on 2020-01-23
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PRINCIPLES OF MARKETINGMANAGEMENT
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MARKETING PLAN......................................................................................................................1Company Profile..........................................................................................................................1Analyzing the environment..........................................................................................................1Selection of strategy....................................................................................................................5Analyzing the marketing mix......................................................................................................7Implementation and control.......................................................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONPresently, globalization is affecting the growth and development of business units inmany aspects. As the level of competition in the market has increased severely, changingdemands of the buyers resulted in affecting the strategic planning and development of businessunits. Major role played by marketing is to grow and develop the businesses in terms ofenhancing their sustainability and profits with the help of analyzing needs and preferences ofcustomers (Kotler, 2010). Marketing helps the firms in developing the organizational objectivesin accordance with the necessities of target market. In the present report, a marketing plan will bedeveloped for Atlantic Quench Cranberries Inc. as per the given case study. This is anagricultural co-operative firm that is based in US and dealing in juices and non juice segment.This plan will be developed in order to effectively enhance the business growth throughincreased sales and for the expansion of current market in the upcoming three years. MARKETING PLANCompany ProfileAtlantic Quench Cranberries (AQC) is effectually operating in the USA market from last80 years. Firm is an agricultural co-operative organization which has developed well structuredand integrated marketing and strategic operations so that it can grow at a fast pace with grabbingthe opportunities that are present in the market. Product range of Atlantic Quench Cranberries(AQC) is all kinds of juice and non juice products. Company has developed its business planningin accordance with analyzed opportunities that are present in the market. Apart from that, growthand development measures which firm needs to take are planned and managed in the business insuch a way that changing needs and preferences of buyers will be met. As company is having itsmanufacturing process which is totally depends on the agricultural sector, it proves to be thebiggest threat for its growth. With the help of effective strategic planning and developmentmeasures, AQC made successful business operations. Analyzing the environmentAtlantic Quench Cranberries plays a significant role in affecting the food and beverageindustry of the world. Company is having a well planned marketing system and effective productrange that is manufactured with keeping innovation in consideration. It is helping AQC ingaining business growth and development effectually. The internal business analysis helps min1
assessing the strengths and capabilities of business by which it can successfully operate in thepresent intense competitive environment (Yan, 2012). Internal analysisFor evaluating the internal environment of AQC, 5C model has been applied which isexplained as follows:Customers – Company has adopted a strategy according to which needs and expectationsare customers are closely determined and on the basis of that, new products aredeveloped and made available in the market. Company skills – In American market, AQC is leading with a renowned brand name forthe product range of juice and non-juice items. In fact, in North America, firm is leadingas a cranberry juice and bottled drink producer and thus, it is the bestselling brand nameover there (Yeu and et.al., 2012). However, in increasing the scope of business operations,its relationship with the suppliers plays a significant role. Competition – In the segment of manufacturing and providing non alcoholic drinks,completion is very high and thus, AQC is having lots of competitors. Especially, the newentrants in the same industry are posing biggest threat for the firm. Further, soft drinksegment is also the one that is creating indirect but subsequent market competition (Jahdiand Acikdilli, 2009). Collaborators – AQC uses well planned strategies in order to grow and develop itsbusiness. The most commonly used strategies are strategic alliance and licensing whichput a huge impact on the domestic as well as international market of the firm. AQC is inpartnership with the farmers who are the direct suppliers (Aaker, 2009). Apart from that,subsidized support from government also plays an important role in the business growthof AQC. Context – Organization is well aware that in order to run business successfully and in asmooth manner, maintaining good relations with government authorities is necessary.Business prospect of AQC is widely challenging and volatile due to the reason that finalproducts of company are agriculture based (Arslan and Altuna, 2010). Further, innovativemarketing measures and strategies used by company are playing a vital role ininfluencing the consumers of different commercial segments as well.2
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