Principles of Marketing Management - Assignment
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Added on 2019-12-04
Principles of Marketing Management - Assignment
Added on 2019-12-04
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Principles of Marketing Management
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MICRO AND MACRO ANALYSIS..............................................................................................1Micro analysis..............................................................................................................................1Macro analysis.............................................................................................................................2ANALYZE THE SITUATION OF THE COMPANY...................................................................4SEGMENTING AND POSITIONING STRATEGY.....................................................................5Segmentation...............................................................................................................................5Positioning of the juices...............................................................................................................5MARKETING MIX.........................................................................................................................6IMPLEMENTATION AND CONTROL........................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTION Marketing plan is necessary for the organization because without this the companycannot expand its target market. The most important part is that the firm identifies the issues andproblems which are witnessed by other organization. In this report, AQC company which isagriculture company has to make the marketing plan regarding promoting and expanding itsjuices in the new market (Atlantic Canada Cranberries, 2016). It focuses on the targeting andpositioning strategy which will be used by the company to target its audience. On the other hand,situation of the organization is analyzed which will assist in strengthening the strength andreducing the weakness which is possessed by the AQC company. MICRO AND MACRO ANALYSISA and b (evaluating the marketing environment and developing marketing strategies)Before making a marketing plan for the company it is important for the organization toanalyze the market in which it is operating its business (Freiburg. and Karlsruhe, 2012). AsAtlantic quench cranberries (AQC) is a cooperative agriculture so it manufactures different andthe target customers are also different. According to this reasons it is essential to evaluate thescenario of the environment. This analysis helps in evaluating the issues which can be faced bythe company in marketing its fruit juices in public (Michman, 2006). In the competitiveenvironment changes are witnessed at the faster rate so in the next year the company can seechanges the policies, tax as well as taste and preferences of the users. So it is recommended forthe firm to do analysis of the next year marketing plan (Straussman and et.al., 2012).Micro analysisMicro considers the internal factors which affect the functioning of the organization. It isimportant for the company to identify the issues and the needs as well as their requirements. Asthey are internal factor so they directly affects the operations of the company (Cadogan, 2012).Further, for Atlantic quench cranberries Atlantic quench cranberries (AQC) it is important tosatisfy the factors which are included in the micro aspects. The micro environment factors are asfollows:1
Employees- they are the very important part of the organization. AQC gives credit for itssuccess to its employees who have contributed effectively in the company. To make theproduct successful it is important for the AQC to identify the requirements of theiremployees. They can adopt the different approaches in which the manager can focus onthe individual employees and helps in meeting the needs. This will assist the organizationto give quality services to its customers. Even they should be given benefits likepromotion. Incentive so that they can be motivated to do the workCustomers- The main aim of the organization to identify the needs and requirements. Asthe taste and preferences are changing(Straussman and et.al., 2012). So it is beneficialfor AQC that they modify the taste of the juice according to the customer needs. As thereare many products which are manufactured by the company. But still if they can identifythe changed scenario then they can market the product effectively. In case of themarketing plan AQC has to identify which is the most common used media to do thepromotion of the product. This will assist in successfully marketing of the product for thenext year.Suppliers- They are the one who are responsible for supplying the ingredients to thecompany. The major suppliers of the AQC Company is the farmers as they are the onewho produces the fruit and give to the company (Belch and Belch, 2003). So theorganization has to satisfy the suppliers because if they become late in delivering theproduct then it will hamper the functioning of the organization. As AQC will be delayedin delivering its product to the customers. It is important for the firm to maintain apositive relationship with the suppliers.Competitors- AQC produces fruit juices and sells dried cranberries as there are not muchcompetitors. It is important to examine the company which can enter in this industry. Ifany company enters in the same segment they AQC has to suffer losses and this willreduce the number of customers (Grant, 2010). So, for making the plan for the next yearit is essential to examine the companies who are doing the same business. Macro analysisFor the company it is even important to identify the business environment in which theyare operating its business. The factors which are included in macro environment affects the2
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