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Marketing Mix Assignment Sample (Doc)

   

Added on  2021-01-02

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REPORT

Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Company summary.....................................................................................................................1Industry overview........................................................................................................................1Micro environment......................................................................................................................2Macro environment.....................................................................................................................3SWOT analysis............................................................................................................................4Market STP.................................................................................................................................5Marketing mix strategies.............................................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9

INTRODUCTIONMarketing may be defined as the sum total of different types of activities which areinvolved in the process of promoting the goods manufactured by the company or the servicesrendered by it. It involves activities like sales promotion, pricing, distribution of products andservices, segmenting, targeting and positioning and all the other activities relating to the sellingof the product or the services. The present case study is performed on the Boost Juices which isan Australian based company set up in the year 2000. The report will discuss about the companyand the industry in which that company exists in brief. Furthermore, it will outline all the microand the macro factors which affects the company. After that it will highlight the factors of theSWOT analysis along with the market STP that is segmentation, targeting and positioning. Atlast the report will demonstrate the revised marketing mix for the new product.MAIN BODYCompany summaryThe Boost Juice is a retail business outlet which is established in March 2000, by JanineAllis. This company is an Australian based company which deals in the selling of specialisedjuices of different fruits along with some variety of smoothies. With the help of the franchisingthe company has expanded in many countries such as Europe, United Kingdom, India, SouthAfrica, Asia and many more countries.Industry overviewFor governing and controlling the Australia's non- alcoholic beverage industry a body isestablished named The Australian Beverages Council Ltd (ABCL). All the beverage industriesemploy around 46000 people in the whole industry and pays $1.2 billion in form of taxes to thegovernment of Australia along with contribution of around $7 billion to the economy ofAustralia (Zeithaml, Bitner and Gremler, 2014). This industry is concerned with production ofregular carbonated soft drinks and juices along with a variety of drinks and juices like energydrinks, diet drink, vegetable and fruit juices, cocktails and mock tails, flavoured milk, iced teasand many more other varieties. Around US $1163 million revenue was generated from the foodand beverage industry in 2018 and the revenue is expected to grow annually around 15.9 %which will result in the revenue of approx US $2605 million by 2023. 1

(Source: Food & Beverages, 2019)Micro environmentThe micro environment refers to the types of environment which is internal to theorganization which means that all the factors which affects the operations and the workings ofthe organization due to changes in the internal factors like the employees, suppliers, customersand many more. The internal analysis can be assessed and studied properly to gain a competitiveadvantage over the competitors and the rivals. This can be done with the help of Porters FiveForces Model which is explained below-Bargaining power of customers- Here the power to rule is in hands of the customer. Thisis because of the reason that the customer are he kings for the company and everycompany works in order to make the customers happy. Before producing the product orthe services the company should keep in mind the preferences and the requirements of theconsumers and then accordingly make the products and the services.Bargaining power of suppliers- In this case the power is in the hands of the suppliersbecause the suppliers are less in numbers so they have control over the companies. Thesuppliers have the power because they are limited in number and threats the companies toincrease the cost of the raw materials (Schulze, Schöler and Skiera, 2014).Threats from the entry of new entrant-This is a major threat for the existing company.Entry of new company or competitors will decrease the customer base and the market2

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