Marketing Management Report: Juice Heaven's 3-Year Strategy

This marketing management report focuses on Juice Heaven, a fresh fruit juice business in Kuala Lumpur, Malaysia. The report begins with an executive summary, followed by an introduction to marketing and its importance in business. It then provides a detailed analysis of Juice Heaven's macro and micro environments using the PESTEL and SWOT frameworks, respectively. A market positioning analysis is conducted to identify the company's current market position and potential strategies for differentiation. The report also evaluates the potential application of the SPACE matrix for determining future marketing strategies. Finally, it critically analyzes the marketing mix action plan for the next three years, covering product, place/distribution, price, and promotion strategies. The report concludes with a summary of findings and recommendations.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author Note

1MARKETING MANAGEMENT
Executive Summary
Marketing has formed an important element of business transactions since time immemorial.
Marketing refers to the strategies and plans that are undertaken to sell a product or a business in
the manner desired, so as to ensure profit and recognition for the business concerned. This report
prepares a marketing plan and management strategy that Juice Heaven, a fresh fruit juice
business in Kuala Lumpur, Malaysia, can utilize to establish a stronghold in the Kuala Lumpur
market over the next three years. For this purpose, the report engages in a macro and micro
environment analysis using SWOT framework and the Pestel framework, carries out market
positioning analysis, evaluates the potential application of Space matrix to determine future
marketing strategies of the business and critically analyzes the marketing mix action plan of the
business for the next three years.

2MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
1. Background to the Business.....................................................................................................3
2. Macro Environment Analysis...................................................................................................4
2.1. PESTEL ANALYSIS........................................................................................................4
3. Micro Environment Analysis...................................................................................................6
3.1. SWOT Analysis of Juice Heaven......................................................................................6
4. Market Positioning Analysis for Juice Heaven........................................................................7
5. Evaluating the potential application of Space Matrix to determine the Future Marketing
Strategies of Juice Heaven...............................................................................................................9
6. Critical Evaluation of a Marketing Mix Action Plan of Juice Heaven for the Next 3 Years.11
6.1. Product............................................................................................................................11
6.2. Place / Distribution Strategy...........................................................................................11
6.3. Price................................................................................................................................12
6.4. Promotion/ Marketing Communication Strategy............................................................12
Conclusion.....................................................................................................................................13
References and Bibliography.........................................................................................................14
Appendix........................................................................................................................................16

3MARKETING MANAGEMENT
Introduction
Marketing refers to the study as well as management of key transactional relationships. It
is a business process that is responsible for establishing relationships with customers and
ensuring their satisfaction (Aghazadeh 2015). By focusing on the customer, the marketing
process constitutes a premier component of business management. Marketing management in
particular is an important organizational discipline that lays emphasis on practical application of
techniques and methods of marketing and marketing orientation inside organizations and
enterprises and which focuses also on the adequate utilization of the marketing activities and
resources of a firm (Morschett et al. 2015). This report prepares a marketing plan and
management strategy for Juice Heaven, a small but upcoming fresh fruit juice business in Kuala
Lumpur, Malaysia. The report analyzes the external and internal environment in which the firm
operates, using tools such as Pestel and SWOT analysis, undertakes a market positioning
analysis by conducting proper market research for this purpose, critically evaluates the potential
of applying SPACE matrix for determining the future marketing strategies of the organization,
and critically discusses the marketing mix action of the organization over a period of three years.
1. Background to the Business
Juice Heaven is a small business enterprise operating on the outskirts of Kuala Lumpur in
Malaysia. Juice Heaven provides customers with a wide variety of fresh creamy fruit juice drinks
to choose from, with the business starting operations at nine in the morning and shutting shop at
six in the evening. Juice Heaven is much in demand among fresh fruit juice lovers in Kuala
Lumpur because of the pure quality of its drinks. The banana, strawberry and mango ice cream
shakes of the company are especially popular, as far the citrus fruit juices made available by

4MARKETING MANAGEMENT
Juice Heaven. The business remains open on all days of the week, even on Sunday and has
managed to acquire the goodwill of its customer base in Kuala Lumpur because of the affordable
price of its juice products and the pristine and sumptuous quality and taste of the same.
2. Macro Environment Analysis
2.1. PESTEL ANALYSIS
This section will analyze the external or macro environment in which Juice Heaven operates,
in Kuala Lumpur, Malaysia using the PESTEL framework.
Political Factors – As argued by Jomo (2019), Malaysia is a prominent destination in Southeast
Asia and is made up of a series of Islands. The Prime Minister is the head of the state and is the
ultimate authority on all administrative matters. The country is divided along ethnic lines and the
opposition currently has no strength or zest to protest against the policies or decisions of the
center. Yet Malaysia as stated by Jomo (2019), is a country that is characterized by political
stability and provides a business like Juice Heaven with the secure political environment that it
needs to perform business operations on a small scale.
Economic Factors – In the view of Lee (2016), Malaysia is one of the richest countries in the
Southeast Asian region, and is considered to be second only to China in Asia. Labor is quite
expensive in Malaysia as is the cost of living. The high price of labor and cost of living as
compelled an otherwise thriving business like Juice Heaven to keep its operations concentrated
on a small scale and in the outskirts of Kuala Lumpur.
Society – It is argued by Lee (2016), that society in Malaysia is multi-ethnic in character. People
of various ethnicities such as the native Malays, Chinese, Indonesians and Indian people reside in

5MARKETING MANAGEMENT
the Malaysian cities and towns. The multi-ethnic character of Malaysian society does not
interfere with the business operations of Juice Heaven, which deals in fresh fruit beverages that
are in demand among all segments of society in Kuala Lumpur.
Technology – As stated by Hampton et al. (2015), Malaysia is quite an advanced nation when it
comes to technology with the internet being used quite heavily for carrying out business
promotion and transactions. Given that Juice Heaven is a small enterprise and the fact that it does
not offer its products on online platforms, it makes use of the internet only for market research
and cash operations, rather than for promotion and advertising.
Legal – According to Jomo (2019), Malaysian law contains elements of UK Law, Indian law as
well as Australian law. British legal elements are quite prominent in the Malaysian constitutional
framework because of the fact that the country gained independence from the British only in
1957 and was an erstwhile colony of the crown. Criminal codes and other penal codes govern
law and order matters in Malaysia. The legal framework of the country is stable enough to give a
business like Juice Heaven the protection it needs to do business in a secure environment.
Environment – As argued by Lee (2016), Malaysia is a country that is very heavily affected by
pollution. Concern for the environment is on the rise in Malaysia. Juice Heaven takes care to use
recycled products as part of its business and packages its juices in environment friendly
containers to show regard for the environment and assist in its preservation and conservation.

6MARKETING MANAGEMENT
3. Micro Environment Analysis
3.1. SWOT Analysis of Juice Heaven
Strengths – The biggest strength of Juice Heaven as a business is the fresh quality of the fruit
juice that it makes available to its target audience. This is facilitated by the fact that the business
is serviced by skilled and competent juice chefs and juice makers, who leave no stone unturned
to ensure that customers are provided with delicious, creamy fresh fruit shakes after placing an
order for them. Another key strength of Juice Heaven is its timely rendition of services.
Customers are not kept waiting once they order for fresh fruit shakes, and are provided with their
choice of shaking within ten minutes of having placed the order (Pauziah, P. and Mulyana, M.,
2018).
Weaknesses – Juice Heaven is a small business and as such it is not able to cater to the urban
population of Kuala Lumpur. The business runs on a limited source of funds, is located on the
outskirts of Kuala Lumpur and it depends greatly on the goodwill of its customers to keep
functioning well all around the year. One vital weakness associated with Juice Heaven as a
business is that it does not give its customers the option of order for fresh fruit juices online and
have this delivered to their homes, something that most other fruit juice businesses in KL are
known to do.
Opportunities – The love and the demand for fresh fruit juice beverages in Kuala Lumpur and
other parts of Malaysia is indicative of the fact that there is plenty of opportunity for Juice
Heaven to grow and expand as a business. Fresh fruit juice beverages are widely coveted in
Kuala Lumpur and other Malaysian cities and towns at all times of the year, by young and old
alike, and Juice Heaven can certainly consider expanding its enterprise to more large scale

7MARKETING MANAGEMENT
operations, given the love that persists for fresh fruit juice in Kuala Lumpur and elsewhere
(Chernev 2018).
Threats – The demand and the love for fresh juice does of course imply that a new fruit juice
business can have every reason to emerge and start shop in Kuala Lumpur. Such a business can
also be set up in the outskirts of the city because of the low price of rent over here and it can
offer fresh fruit juice and related products at reduced prices and in greater quantity thus posing a
threat for an enterprise like Juice Heaven. Juice Heaven as a business needs to take care to keep
its juice products as uniquely positioned in the market as possible in order to overcome such a
threat if and when it does arise (Hunt 2018).
4. Market Positioning Analysis for Juice Heaven
The juice industry in Malaysia is quite prominent and in Kuala Lumpur in particular, there
are quite a few enterprises that deal in fresh juice and related products. The types and variety of
fresh foods that are offered by these businesses is quite extensive with customers being given the
option to choose from sweet fruit juices, sour fruit juices, healthy fruit juices and even green
juices. At present Juice Heaven maintains its position in the Kuala Lumpur juice market by
offering thick fresh fruit juices that contain a high concentration of ice cream in them, which are
packaged in airtight contains and which come in substantive volume, filling up easily the
stomachs of customers who purchase such thick shakes in the first place (Rowling 2016).
The ever growing and ever expanding juice market in Malaysia and specifically in Kuala
Lumpur indicates that Juice Heaven should come up with some more unique positioning
strategies that will make its fresh fruit juice products truly stand out in this market. To begin
with, Juice Heaven will ensure that its fresh fruit products are in demand among health conscious

8MARKETING MANAGEMENT
citizens as well as consumers who are willing to consume unhealthy food. In order to do so, the
cream content of some of the fresh fruit juices will be slightly reduced, thereby lowering the fat
content of these products and making them popular among health conscious members of the
population in Kuala Lumpur. At the same time, the business will consider adding more fresh
fruit flavors to the juices made, so that the taste of the juice remains as sumptuous as it used to be
before. The regular creamy shakes will be made available for sale as well, implying that the
business will be catering to the requirements of health conscious populations as well as people
who are not conscious of eating healthy, and of course will cater to adults and to children alike
(Hunt 2018).
Qualitative market research, such as the use of participant observation methods at fresh fruit
juice cafes in Kuala Lumpur and online survey carried out on social media on the popularity and
demand for fresh fruit juice, among people in Kuala Lumpur, by the business owners had to be
conducted to arrive at the above mentioned positioning strategy (Noci 2019).
(Source - Youtube 2019)

9MARKETING MANAGEMENT
5. Evaluating the potential application of Space Matrix to determine the
Future Marketing Strategies of Juice Heaven
The space matrix is a management tool that is used by companies to analyze and determine
the type of strategies that should be taken by the company in the near or distance future. It is
comprised of six important elements namely support, product innovation and feedback,
acquisition and advocacy, content programming and internal and external engagement
(Aghazadeh 2015). This section will make use of a strategic framework known as the Space
Matric to determine future marketing strategies that can be undertaken by Juice Heaven to spread
greater awareness and popularity of its fresh fruit juice beverages.
Support/Success – Customer support is an area that Juice Heaven needs to concentrate on in
order to ensure greater success for its business in the coming years. The company is already
serviced by a loyal clientele and it can please its customers even further by providing them with
high quality customer support as and when this is required. For one, the business can create a
social media page that prospective and current customers can visit in order to make their views
and experiences of using the present fresh fruit juice beverages known, and where they can also
acquire new and upcoming information about the fresh fruit juice beverages of Juice Heaven.
Customer grievances or positive comments can also be registered well through the use of a social
media platform for this purpose, such as by setting up a page on Facebook or Twitter. Social
media has a wide outreach and by using such a support strategy, Juice Heaven can reach out to a
wide range of customers in a short span of time (Morgan et al. 2019).

10MARKETING MANAGEMENT
Product Idea/Innovation as well as Feedback – Acquiring the feedback of customers is
definitely important for any business to further improve upon its services and to grow and
develop in the process. This as has been mentioned above can be acquired on social media, but it
is also important to be innovative with products and services to enhance their appeal among a
target customer base. Juice Heaven can consider offering innovative sweet and sour flavored
fresh fruit juices or by selling fruit juices that have solid pieces of fruit in them and which
customers can much on, in order to enhance the already existing appeal of its fresh food
beverages (Palmatier, R.W. and Crecelius, A.T., 2019).
Acquisition and Advocacy – Driving awareness as well as growth is important for any business
and for this purpose, the assistance of network of advocates or ambassadors is needed. Juice
Heaven should consider creating a team of brand ambassadors, preferably comprising of
youthful individuals who can spread greater awareness and positive reviews about the business
through word of mouth as well as through reviews on social media (Palmatier, R.W. and
Crecelius, A.T., 2019).
Content and Programming –Juice Heaven needs to gather all of the people who are going to be
responsible for contributing the ingredients, suppliers and information needed to manufacture the
fresh fruit beverages that it is so well known for. Interactions and business transactions with
suppliers and advertisers need to be carried out in an organized and systematic manner, ensuring
proper cohesion, so that business plans and strategies are implemented with perfection (Hunt
2018).
External and Internal Engagement – As mentioned before, Juice Heaven is a business that
needs to engage with its existing and prospective customers in order to be able to market its fresh

11MARKETING MANAGEMENT
fruit juices in a better way than what it is able to at the moment. For this purpose, as mentioned
earlier, the business needs to create a social media page or more than one such page where it can
engage with its customers on a regular basis, getting to know how much they like or dislike the
fresh fruit juices of the company and the areas where the company can improve to offer better
quality juice products than what it currently does. Juice Heaven should also consider establishing
constructive long term relationships with tis employees and suppliers in order to take its business
in the forward direction. It is important to note that employees and supplies have a crucial role to
play in ensuring the success of any business, and Juice Heaven is no exception in this respect.
Employees need to be motivated to work for the business not just in the present but in the future
as well, and suppliers need to be given the impression that Juice Heaven management is
trustworthy so as to ensure good profitable relations with suppliers in the long run (Noci 2019).
6. Critical Evaluation of a Marketing Mix Action Plan of Juice Heaven for
the Next 3 Years
6.1. Product
As argued by Samiee and Chirapanda (2019), product constitutes the first most important
constituent of a marketing mix action plan as it is the commodity that the business is going to be
selling or dealing in, for profit. The product in this case is the fresh fruit juice beverages
manufactured by Juice Heaven in Kuala Lumpur. Juice Heaven over the next three years will
specialize in the provision of frothy creamy and non-creamy fresh fruit juices that will be made
available in citrus flavors and in flavors of apple, banana, mango and strawberry. Both healthy
fresh fruit beverages and creamy and not so healthy fruit beverages shall be made available for
consumption.