Atlantic Quench Cranberries Inc.: UK Market Marketing Plan

This report presents a marketing plan for Atlantic Quench Cranberries Inc., an agricultural cooperative specializing in juice production, focusing on its potential expansion into the United Kingdom market. The report begins with an introduction outlining the company's background, product offerings, and its emphasis on health and nutrition. A situational analysis follows, utilizing PESTEL and SWOT analyses to assess the external and internal environments, including political, economic, social, technological, environmental, and legal factors, as well as the company's strengths, weaknesses, opportunities, and threats. The report then discusses the company's objectives and strategic approach for the UK market, including a marketing mix, implementation, and control measures. The report concludes by emphasizing the importance of adapting to consumer preferences and market conditions to achieve success. Furthermore, the report also provides Porter's five forces analysis to give a clear picture of the market to the manager of the corporation.

MARKETING PLAN
PORTFOLIO

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................4
SITUATIONAL ANALYSIS .........................................................................................................5
OBJECTIVES................................................................................................................................10
STRATEGY ..................................................................................................................................10
MARKETING MIX ......................................................................................................................11
IMPLEMENTATION AND CONTROL .....................................................................................13
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

ILLUSTRATION INDEX
Illustration 1: PESTEL analysis.......................................................................................................6

INTRODUCTION
Entering in new market is not an easier task. This is because, on doing this manager of
firm will have to prepare a thorough plan with regard to the same. But, if manager will not
prepare the same at that time impact of this will be seen on sales and profitability related
condition of enterprise. Atlantic Quench Cranberries Inc. is the agricultural cooperative company
juice company which operates its operation in Northern American region. The firm has its
function in UK (United Kingdom) too and it is enjoying great success in respective market.
Enterprise was formed 80 year ago by 3 cranberries growers which belongs from Massachusetts
and New Jersey. Furthermore, the company is owned by 46 grapefruit farmers and 630 cranberry
farmers (Atlantic Quench Cranberries Inc, 2016). Here, majority of owner of company plays the
role of supplier to enterprise. In Northern American region, cited firm has become leading
manufacturer of canned and bottled juice drinks. Hence, the firm has found successful in terms
of establishing its unique brand image in market where it is conducting its operation.
Besides this, there are range of products being offered by manager of cited firm. It
consists of Cranberry original juice, Cranberry mixed juice drink, juice max and many other
varieties of juices etc. The product which firm offer is high in nutritional value. Furthermore,
Atlantic Quench Cranberries Inc gives importance to freshness and taste of produced product.
Thus, it plans its production operation on the basis of given aspect only (Wilkinson, 2013). In
addition to this, firm give value to health aspect thus it makes the production of such type of
juices which can be drink by those buyers who are more concious towards their health. Thus,
from this it can be depicted that Atlantic Quench Cranberries Inc gives priority to nutrition
criteria. Furthermore, along with fruit juices firm also make production of dried fruit snacks.
This is done with an aim to increase existing base of buyers in an effective way. Given thing is
helping a lot to the firm with regard to make improvement in the sales and profitability related
condition of enterprise (Douglas and Craig, 2011).
This report will showcase the marketing plan of Atlantic Quench Cranberries Inc. Here,
the manager of firm is planning for expanding its operation in United Kingdom market with its
existing product. Here, UK market is taken into consideration because citizens of given country
are highly conscious towards their health. Moreover, increasing issue related with obesity is
forcing buyers in terms of making changes in their eating habit. Hence, if Atlantic Quench
Cranberries Inc expand its function in given market then there are greater chances that sales and

profitability related condition of company will be improved significantly. Marketing plan of
cited company will give description regarding existing situation of UK market. In addition to
this, the report will also state tactic which corporation can adapt in order to gain success in the
market in an effectual way. Finally, at the end manner will be suggested with regard to make
implementation of framed objective of company.
SITUATIONAL ANALYSIS
It is very essential for manager that before reaching on to any solution, it should make
efforts in terms of analysing situation which is prevailing in its external as well as in internal
environment (Hartley and Claycomb, 2013). Here, by complying with given type of activity only
manager can reach on some appropriate decision. In this regard, situational analysis of Atlantic
Quench Cranberries Inc is carried out with the help of tool such as PESTEL and SWOT analysis.
Description about the same is depicted in below:
Macro analysis through PESTEL
Illustration 1: PESTEL analysis
(Source:Kitchen, 2013 )

 Political: The decisions which is being taken by the government of country will lead to
have direct impact on firm's operation. Furthermore, there are some political factors too
which lead to affect operation of company significantly. The factors consist of change in
the policy of government regarding nutritional food and rise in rate of interest etc
(Kjellberg and et.al., 2012). For example, in the year 2006 government of UK has
introduced new nutritional standard. The given thing has its impact on the company like
Atlantic Quench Cranberries Inc. This is because, herein firm will have to mould its
operation as per new standards. For this activity, manager of corporation will have to
invest lots of time and money. But, if firm will not follow the framed standard, then in the
given circumstance it will become very difficult for cited corporation with respect to
operate their function in market in an effectual way. Economical: The changing economic condition of nation also have effect on firms which
functions under their region. The economic condition includes situations such as inflation
and recession which have necessary influence upon purchasing power of buyers. Global
recession which has occurred in the year 2009 have caused upon many industry hence
food and beverage industry is not an exception. Such type of situation have effect on the
type of tactic which is being selected by the manager of Atlantic Quench Cranberries Inc.
For instance, in order to enhance profit, manager of firm has decided to raise prices of its
product (Wilson and et.al., 2012). The aim which firm has met will not being fulfilled if
UK business operations are affected with global recession. Herein, recession is the
condition which affects purchasing capability of buyers. Thus, in this situation people are
more interested in saving money rather than investing it. Social: Firm can succeed in market if it gives priority to the tastes and preferences of
buyers. This is because, enterprise which do not give consideration to its customers will
not achieve success in market. Herein, it has been examined that many of customers in
UK (United Kingdom) is having health issue due to their unhealthy eating habit. In
accordance with the given context, as per WHO report 67% of men and 57% of women
are obese or overweight in UK (How obese is the UK? and how does it compare to other
countries?, 2016). Hence, it is due to the presence of given aspect many people in UK are
opting for healthy lifestyle. Due to this, they are making selection of such food for
consumption which does not cause negative effect on the health of buyers. The company

such as Atlantic Quench Cranberries Inc gives consideration to given need of buyers.
This will be proved as very profitable affair for the company. Technological: There is a significant development is also being seen in the information
and communication technology. Herein, it is assessed that development in information
and communication technology opens many sources of delivering information about
product to the respective buyers (Cadogan, 2012). For instance, prior to the development
of internet manager of Atlantic Quench Cranberries Inc used to give information about its
product to respective buyers by making use of different traditional marketing means. But,
nowadays varied social networking sites are gaining popularity in market. Hence, firms
are using this mean in order to give information regarding the manufactured product to
respective buyers. Thus, Atlantic Quench Cranberries Inc should use given mean. Here,
by complying with given type of activity only firm can attract large number of buyers
towards corporation. Thus, due to this benefit can be gained by firm in the form of
increased profit and sales in an effectual way. Environmental: Atlantic Quench Cranberries Inc should follow all the rules and
regulations which are related with protection of environment. This thing will help in
terms of establishing unique image of firm in the eyes of its respective buyers. Legal: It is also required by company that it should follow legal laws and regulations
which is being framed by government of nation. For instance, UK government has
formulated UK food safety act 1990 (Govindarajan, 2007). This act is formed with an
aim to ensure safety and security of manufactured food. Hence, for Atlantic Quench
Cranberries Inc it is very necessary that it should comply with all the provisions which
are specified in respective act. But, in case if firm will not do the same at that time direct
impact of same will be seen upon profit. Overall, it can be said that all the factors which
are given in PESTEL analysis have effect of corporation's function in some sort of way.
Micro environmental analysis of Atlantic Quench Cranberries Inc
Besides this, there are some micro factors also which firm should consider when making
marketing plan for cited firm. The detailed explanation regarding assessed factors are depicted in
below: Competitors: For any corporation, it is very essential that it should continuously look the
type of activity which is being carried out by its competitors. This is because, if

enterprise will not do the same then in this situation it will become very difficult for
enterprise with regard to survive in market in an effectual way. Thus, in UK market
Atlantic Quench Cranberries Inc may face competition from number of rivalries. Thus, it
is very necessary for enterprise that it should prepare itself for such situation (Kotler,
2000). This is due to the fact that such kind of effort will lead to provide necessary
benefits to the company. Product: Quality and variety of products which is being offered by company also have
effect on firm's operation. Thus, in this regard firm like Atlantic Quench Cranberries Inc
should always make efforts in terms of providing unique product to the buyers. Here, it is
through such type of practices only, enterprise can build up unique image of its product in
the mind of its buyers. This thing will also help in enhancing market share of company in
an effectual way (Parente and et.al., 2008).
SWOT analysis of Atlantic Quench Cranberries Inc
On the basis of conducted micro and macro environmental analysis, SWOT analysis of
cited company is carried out. The detailed explanation about the same is being depicted in below
given table:
STRENGTH
 It is highly recognised brand
 It has a very high market share.
 Offers range of products and services
which maintains satisfaction level of its
buyers.
 Firm has a very close relationship with
its farmer. This thing will enable
enterprise with regard to fulfil needs
and demands of its respective
customers within stipulated time period
(Stokes and Bergin, 2006).
WEAKNESS
 The market for farmer production is
highly volatile.
 Brand loyalty of blended cranberry
juice products has become significantly
less.
OPPORTUNITY
 It has an opportunity with regard to
introduce new juice flavour in market.
THREAT
 From the competitor who also offer
similar type of goods and services as

 It also has the chance to expand
operation of firm in the market which is
untapped.
 It has an opportunity to target diet
concious buyers.
firm do.
 It has threat from changing food and
safety policy of government.
 Frequently changing need of buyers is
also creating threat for exiting product
of firm (Vitale, Giglierano and Miles,
2004).
Porters five forces analysis
In order to make correct decision about firm, industry analysis is also essential. Such type
of analysis will lead to provide clear picture of market to manager of corporation. Hence, it is by
complying with given type of activity only Atlantic Quench Cranberries Inc can lead direction of
its firm towards correct path. Porters five force analysis is depicted in below: Threat of substitute: This is medium for Atlantic Quench Cranberries Inc. Herein, all the
fresh juice drinks will be considered as a substitute for the firm. Here, substitute of firm
product may lead to cause negative effect on firm's profitability. Thus, it is being require
by the manager of corporation that it should give consideration to given factor also. Threat of new entrant: This is low for cited firm. It is due to the fact that in order to get
entry into respective market manager of corporation will have to make huge investment.
Thus, number of legal complications which are associated with business also restrict
individual with regard to make investment in the given type of enterprise in an effectual
way (Zimmerman and Blythe, 2013). Bargaining power of buyers: This is high for Atlantic Quench Cranberries Inc as there are
many competitors functions in given industry which gives tough competition to the
corporation. Furthermore, presence of high amount of competition within industry
provides opportunity to buyers to shift from one firm to another. Bargaining power of supplier: This is low for Atlantic Quench Cranberries Inc as it has
huge team of suppliers who can fulfil its needs and demands related to specific type of
food.

 Rivalries among competitors: This is also high for cited enterprise because of the
presence of many rivalries which offer similar type of products and services as Atlantic
Quench Cranberries Inc does (Parrish, 2010).
OBJECTIVES
A marketing plan for Atlantic Quench Cranberries Inc is prepared on the basis of below
given objectives. The objective of firm is framed after reviewing the situation of company.
Hence, with an aim to frame the same SMART criteria is used:
 To enhance sales of Atlantic Quench Cranberries Inc by 20% in UK market till the year
2018.
 To capture 15% market share in UK till the year 2018.
Hence, these two are being regarded as the major objectives of cited firm which it wants
to achieve during the period of time.
STRATEGY
In order to attain the above framed objective, manager of firm will have to take help from
different type of tactics. Strategy will set direction of firm. However, firm can achieve success in
market with its strategy if it has made appropriate selection of the same (Rao, 2011). This is
because, ineffective selection of tactic will lead to hamper profit of firm in a negative way.
Herein, manager of Atlantic Quench Cranberries Inc wants to enter in UK market with its
existing product. Thus, by considering given scenario following segmentation, targeting and
positioning tactics are specified. It is depicted in below:
Segmentation
Segmentation is being regarded as a systematic process of dividing whole market into
different subsections. In other words, it can also be said that segmentation is the process of
dividing larger units into different small sections. In this regard, there are different ways of
segmentation are assessed. It consists of geographic, demographic, psychological and
behavioural segmentation. These all given form of segmentations have their own benefits and
limitations. Here, manager of Atlantic Quench Cranberries Inc can use demographic basis of
segmentation in UK market (Meade, Kumar and White, 2010). In this context, firm can make
division of their buyers on the basis of their age. For example, firm can make production of such
drink which is high in nutritional element for those buyers who belongs to age category of 5-15

year. This is because, in the given age these individuals will require more nutrition than other.
However, buyers who belongs to 16-25 year of age can be given such type of juices which are
very low in calorie content. This is because, it has been seen that the people who belongs to
given age category are more conscious towards their health in comparison to other. Thus, by
complying with given type of activity manager of Atlantic Quench Cranberries Inc can maintain
satisfaction level of its buyers (Clulow, 2005).
Targeting
After making decision about segmentation criteria, in the next phase manager of firm will
have to make decision about tactic with the help of which it can target its customers. This is
basically used with an aim to attract large number of buyers towards corporation. Thus, targeting
strategy is of three type such as differentiated, undifferentiated and concentrated. Here, in the
given scenario manager of Atlantic Quench Cranberries Inc should make use of differentiated
target marketing tactic for its UK buyers (Rhea, 2014). In accordance with the given context,
firm should frame different type of promotional message for each targeted buyers. For instance,
if firm is targeting the buyers who are in 5-15 year age category, then in the given circumstance
manager should talk more about nutritional element of its product. In the similar way, customers
who belongs to 16-25 year age category can be targeted by enterprise, if it will talk more about
healthy element of its product. Thus, it can be said that with the help of differentiated marketing
tactic manager of firm can achieve success in market and thus can gain benefit in the form of
increased profit and sales.
Positioning
It is a method with the help of which manager establishes distinctive image of its product
in the eyes of its respective buyers. This thing will help firm in the task attracting large number
of buyers towards enterprise in an effectual way. Herein, manager of firm can forward healthy
element of its product in front of its respective buyers. Thus, through this way firm can lure such
type of buyers who are more conscious towards their health (Nagasawa, 2014).
MARKETING MIX
It is being consider as another major part of marketing plan and it includes different
elements such as product, place, promotion and price. Th detailed explanation regarding the
same is depicted in below:

 Product: The manager of firm will offer all type of products in United Kingdom market.
For example, the product of corporation includes Cranberry original juice, Cranberry
mixed juice drink, juice max and many other varieties of juices etc. In addition to this,
there are some modifications being made in respective products as per the preference of
UK buyers. For example, UK buyers are becoming more conscious towards their health.
Thus, in this regard firm will manufacture such type of juices which do not possess much
calorie. Here, by complying with given type of activity only the objectives of increasing
sales of firm by 20% in UK market will be met in an effectual way (Wilson, 2010). Price: It is very crucial for manager that it should make selection of prices of the product
in an effective way. This is because, it has been seen that the type of pricing tactic which
firm select plays very important role in terms of attracting many buyers towards
enterprise. In this regard, for Atlantic Quench Cranberries Inc manager it is essential that
it should make use of price penetration tactic for UK customers. It is the tactic in which
manager of firm charges low prices upon product. The main aim behind doing this is to
influence as many buyers with respect to purchase the goods and services of enterprise in
an effectual way. This thing will also help firm in terms of attaining the SMART goal of
corporation in an effectual way. Place: The area from which firm sale its manufactured product also plays very important
role. Herein, manager of firm should give consideration to the convenience related need
of buyers. Thus, it is suggested to manager of Atlantic Quench Cranberries Inc that it
should sale its product through both direct and indirect mean. Direct mean are those
means in which manufactured product of firm reaches directly to the buyers. This mean
excludes the necessity of middlemen which lead to increase the cost of produced good.
Herein, firm can sale its product through its own website. This will enable firm with
respect to establish its an effective relationship with its buyers. Besides this, indirect is
another mean of distribution. In this context, firm will also sale its product through its
own store (Winston, 2012).
 Promotion: This helps firm in terms of spreading the information regarding
manufactured product to the buyers. Herein, it is examined that firm is basically targeting
young UK buyers. Thus, modern mean of promotion such as placing ads in social
networking sites seems more suitable than other. This is because, there are many buyers

who make use of given mean for varied purposes. Therefore, by making use of this
approach objective of firm will be met.
IMPLEMENTATION AND CONTROL
Firm cannot achieve success in market until and unless it has made effort for making an
implementation of formulated tactic. In this regard, assistance is being taken from Gantt Chart
approach which is depicted in below:
Task / Duration in week 1 year 2 year 3 year
To conduct thorough environmental
analysis
To make decision about segmentation
criteria
To target customers
To make decision on an effective
positioning tactic
To prepare marketing mix
To work as per the formulated
marketing mic plan
To attract buyers
To meet all the framed SMART
objectives
The SMART goal which is framed by manager of Atlantic Quench Cranberries Inc will
be used as KPI (Key Performance Indicator) for the corporation. Here, with the use of given KPI
success of corporation can be measured (Parente and et.al., 2008). For example, if firm has
identified that its goal of increasing sales of firm by 20% has met till the year 2018 then in this
situation manager can conclude that the marketing plan which it has framed will be found as
successful. But, in reverse circumstance firm should have to again work upon its tactic. Thus,
KPI's helps in assessing direction of corporation.

CONCLUSION
It can be stated from whole report that marketing plan which firm formulates should be
made after considering external and internal environment of company. This will guide firm
towards right direction. Hence, it will also assist in the task of improving sales and profits of
corporation.

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