logo

Strategic Marketing - Purity Soft Drinks Ltd Assignment

   

Added on  2021-01-03

14 Pages4095 Words159 Views
Leadership Management
 | 
 | 
 | 
STRATEGICMARKETING1
Strategic Marketing - Purity Soft Drinks Ltd Assignment_1

EXECUTIVE SUMMARYStrategic marketing refers to a process of critical analysis on various potential forces thatinfluences the work of an organization. These strategies are important for organization toenhance their profitability and expand its customer base.The following report is based on the application of strategic marketing in context ofPurity Soft Drinks Ltd., a company situated in United Kingdom which deals in production anddistribution of soft drinks and juices for the local customers and is planning to expand itsbusiness in France by establishing a wine business in the country.The agenda of the report was to determine the importance of strategic marketing inorganizations. To determine various factors affecting the macro-level activities of the firm,PESTLE analysis has been conducted in the report. Through the analysis it is determined that thepolitical, economical and social environment of France can be contributing factors towardsachieving the business objectives of the firm. Whereas, technological and environmental aspectsof the country can be quite challenging for Purity Soft Drinks Ltd. to conduct its businessoperations in the country.Various market entry strategies have been effectively studies and it is determined thatFranchising can be a potential and competent entry strategy for the firm in establishing its winebusiness in the country.Detailed market segmentation on the customers of France was also conducted todetermine the most apt target market of the firm. It was identified that customers of urban areasof France, who are above the age 21 and below 80, with income level more than US$30,000,which supports wine culture and have a healthy lifestyle and high spending and consumptionhabits are potential target market for the firm’s wine business.Lastly, an effective use of Porter’s Generic Strategies was conducted to determine thestrategy that could help Purity Soft Drinks Ltd. in driving out the existing competition in thecountry. Differentiation came out to be a breakthrough for the firm to achieve this objective andestablish its wine business in France successfully. 2
Strategic Marketing - Purity Soft Drinks Ltd Assignment_2

EXECUTIVE SUMMARY...........................................................................................................2INTRODUCTION.........................................................................................................................4COMPANY OVERVIEW.............................................................................................................4PESTLE ANALYSIS.....................................................................................................................4POLITICAL FACTORS....................................................................................................................5ECONOMICAL FACTORS................................................................................................................5SOCIAL FACTORS.........................................................................................................................5TECHNOLOGICAL FACTORS..........................................................................................................6LEGAL FACTORS..........................................................................................................................6ENVIRONMENTAL FACTORS.........................................................................................................6MARKET ENTRY STRATEGIES..............................................................................................7LICENSING....................................................................................................................................7JOINT-VENTURES..........................................................................................................................8FRANCHISING...............................................................................................................................8MARKET SEGMENTATION AND TARGETING..................................................................8GEOGRAPHICAL............................................................................................................................9DEMOGRAPHICAL.........................................................................................................................9PSYCHO-GRAPHICAL.....................................................................................................................9BEHAVIORAL................................................................................................................................9PORTER’S GENERIC STRATEGIES.....................................................................................10COST LEADERSHIP......................................................................................................................10FOCUS STRATEGY......................................................................................................................11DIFFERENTIATION STRATEGY....................................................................................................11CONCLUSION............................................................................................................................11REFERENCES............................................................................................................................133
Strategic Marketing - Purity Soft Drinks Ltd Assignment_3

INTRODUCTIONStrategic marketing refers to the process undertaken by organizations to analyzeenvironmental, competitive and business factors that affect organizations and its units (Proctor,2014). It is also used to identify market opportunities and threats which enable the firm toforecast future trends which could influence customers. The following report is based on PuritySoft Drinks Ltd., situated in Wednesbury, United Kingdom. The firm was established in 1892and is one of the finest soft drink companies in the world. The report includes a detailed analysisof the external environment that would influence the operations of the company, and potentialmarket entry options which best suit the purpose of the firm. It also involves marketsegmentation and targeting which would enable the firm to find its potential customers. Inaddition to this, Porter’s Generic strategies are also critically analyzed through which thecompany would effectively establish itself in the other country.COMPANY OVERVIEWPurity Soft Drinks, Ltd. is one of the leading manufacturers of soft drinks and juices inthe UK. It is one of the oldest companies in the UK and is highly respected by the local residentsof the country. It started selling soft drinks around Wednesbury by drays drawn by horses andbecame favorite of local public in a short while. Even after 126 years it continues to serve bestquality soft drinks to its customers in UK. The firm is planning to expand its operations in Franceand is aiming to introduce wine as its prime offering to the customers of this country. Followingare the macro-environmental pointers about France that would allow the firm to developeffective strategies. PESTLE ANALYSISPESTLE Analysis is a tool or a framework which help the company to analyze themacro-environment that influences the overall operations of the firm (West, Ford and Ibrahim,2015). This analysis is very important for Purity Soft Drinks Ltd. as it would make the firmfamiliar with the external environment of France. It will enable to firm draw out effectivestrategies that would make its operation of selling wine easier. PESTLE Analysis of Purity SoftDrinks Ltd. is mentioned below:4
Strategic Marketing - Purity Soft Drinks Ltd Assignment_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Strategic Marketing Assignment - McLaren Automotive
|15
|4594
|153

Business Environment Analysis: PDF
|11
|3523
|333

Marketing Planning and Segmentation for New Soft Drink Product by Purity Soft Drinks Ltd
|14
|3966
|447

Case Study Analysis: Champagne Cattier
|18
|4560
|88

Managing Capital for Torides Soft Drink Manufacturing Company
|16
|3109
|117

Strategic Marketing for Chily's Bottles Ltd
|13
|3989
|52