Principles of Marketing Planning: Atlantic Quench Corporation Report

This report presents a comprehensive marketing plan for Atlantic Quench (AQC), a juice and non-juice product manufacturer. It begins with a company profile and an overview of the marketing plan, followed by an in-depth environmental analysis using both internal (5C model) and external (PESTLE analysis) frameworks. The report then utilizes a SWOT analysis to evaluate AQC's strengths, weaknesses, opportunities, and threats. Strategy selection is discussed, including the use of SMART objectives and the Ansoff matrix for growth strategies (market penetration, market development, and product development). The report analyzes the marketing mix, discusses implementation, and provides a conclusion. The report highlights key aspects such as AQC's market position, competition, and growth potential in the food and beverage industry, specifically the US and UK markets.

PRINCIPLES OF MARKETING
PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................1
Company profile..........................................................................................................................1
Marketing plan.................................................................................................................................1
Environment analysis..................................................................................................................1
Strategy selection........................................................................................................................6
Analysis of marketing mix..........................................................................................................8
Implementation and control......................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

Illustration Index
Illustration 1: PESTLE analysis.......................................................................................................4
Illustration 2: SWOT analysis..........................................................................................................5
Illustration 3: Anshoff matrix..........................................................................................................8
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INTRODUCTION
Marketing can be defined as process which helps the organization to transfer of products
and services in the markets. Principles of marketing manages contribute effective role for
management of corporation to understand the market and consumers in specific industry.
Further, it helps the corporation to analyse the external environment effectively with help of
various kind of tools and approaches in the market. Principles of marketing management aid the
to develop marketing plan and its control and implementation.
Atlantic Quench is organization which provide effective juice products to its consumers
in many countries like USA as well as UK. The present report describes about the marketing
plan of corporation for next year to manage its various type of business operations in the market.
Along with this, it covers various factors which helps the Atlantic Quench to complete its goals
and objectives in the food and beverages sector.
Company profile
Atlantic quench corporation is agricultural organization which was established in 80
years ago in the United states of America. Corporation manufacture quality juices and non juice
products for its consumers in the market. Further, organization culture, structure as well as
functioning are well integrated and maintained which help to manage its operations. In addition
to this, organization also uses promotional and advertisement strategies to promote its products
in the market.
Marketing plan
Environment analysis
This process contribute effective role for AQC corporation to analyses external
environment in food and beverages industry. It helps the organization to develop effective
marketing plan for management of future activities. For this process, management of corporation
can conduct internal and external analysis to analyses the environment effectively.
Internal analysis
For conducing internal analysis, AQC corporation can conducts 5C model for present research.
Factors Description
Competition Competition in food and beverages are very high because there are many
organizations in the markets. In addition to this, new entrants are also
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increasing rivalry by developing new products in the present sector. Further,
management of AQC focus on non alcoholic drinks for their customers.
Customers Organization follows effective strategies to develop its Juice products for its
consumers. For this process, corporation conducts market research to identify
the needs, preference and taste of customers (Craig and Campbell, 2012).
Collaborators AQC used effective strategies for business growth and development
opportunities. Further, corporation has considered strategic alliance and
licensing approaches which help to expand its business in the international and
national market. As per case study, AQC developed partnership with farmers
who are suppliers. So this process helps the organization to develop better
relations with others in the market.
Organizational
skills
Brand value and image of AQC corporation is effective due to special range of
products in the US market. As per case, It is good in manufacturing cranberry
juice in the market. Further, effective management, leadership as well as
partnership with the suppliers have contributed the AQC to enhance its
business operations effectively (Yu and Ramanathan, 2012).
Context For managing effective business activities, AQC has produced optimistic
business relations with government and legal organizations authorities.
Moreover, final products for the company is agriculture based which makes the
business prospect difficult as well as volatile. Further, the advanced marketing
measures and plans of AQC have helped to lure many consumers which helps
to increase its sales in the market.
External analysis
Management of corporation can use PESTLE analysis to analyse the external
environment in the market. This method helps the AQC to develop effective market plan by
identifying effective growth and development opportunities in the food and beverages sector.
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Political: These factors create negative and positive impact for organization to establish its
business more effectively. Taxes, rules and regulations as well as political stability create impact
on the performance and efficiency of AQC. It helps the firm to develop better policies for
effective development of its marketing plan.
Economic: As per present condition of country, economical aspects support the AQC in the
market. In addition to this, better inflation rate, reduce fluctuation rates, GDP along with GNP
rates help the organization to design better marketing plan in a appropriate manner. These
aspects contribute effective role for corporation to increase its sales in the market (Allyson
Dooley, Jones and Iverson, 2012).
Social: Social factors help AQC to manage its business operations in the market. Generally,
income of consumers, taste, lifestyle and preference of its Juice and non juice contribute
effective role for corporation to increase its market share in the market. These approaches help
the AQC to enhance its growth by developing effective marketing plan in food and beverages
sector (Hall, Timothy and Duval, 2012).
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Illustration 1: PESTLE analysis
(Source:)

Technological: Technology aspect contribute effective role for organization to manage its
business. It also changes perception of consumers and AQC regarding consumers service in the
market. E-commerce, e-shopping as well as communications facilities have brought many
effective changes in the market. Organization can use these technologies to manage
organizational work at the workplace (Aghdaie, Sanayei and Etebari, 2012).
Legal factors: The legal implications and provisions affect the AQC due to strict rules and
regulation in food and beverages industry. Company has to follow these regulatory policies to
maintain the quality of products and its organizational culture in the market.
Environmental factors: They are necessary for management of AQC to follow all rules and
regulations regarding corporate social responsibilities. In addition to this, emission of carbon
particles is major issue for organizations in the food and beverage industry. Organization has to
ensure that designed steps for marketing plan should not harm environment (Chaharbaghi and
Lynch, 2010).
As per above analysis, organization gets effective help from internal and external
approaches by analysing different kinds of aspects in present food and beverages market. In
addition to this, organization can use SWOT analysis find overall impact which can be helpful to
design marketing plan in the market.
SWOT analysis
It is used to analyse Strength, weaknesses, opportunities and threat of AQC in the present
market.
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Strength
 Reputed organization due to effective brand value and image.
 Effective market development activities in national and international markets.
 Increasing sales growth and development in food and beverages sector.
 Optimistic backward integration which help to expand its operations.
 Effective marketing, promotional as well as advertisement strategies to promote its
products in food and beverages sector.
Weaknesses
 High effect of seasonal variation in the the market
 forecasting of sales of products is dependent on climatic efficiency.
 Specific promotional measures for managing cost of production
 As per case study cranberry product may affect market sales of organization in the
market.
Opportunities
higher growth opportunities in international and national market
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Illustration 2: SWOT analysis
(Source:)

 Dynamic preferences for food products has produced better opportunity for the growth
and development of the organization.
 New product development concept can helps management of AQC to enhance market
sales effectively (Chua and Banerjee, 2013).
Threats
 Huge dependency on environmental conditions which increases overall cost.
 Production and manufacturing capability is dependent on the availability of raw
materials.
 Higher competition with pepsico and Coca-Cola organization in the international and
national market.
According to above research, management of AQC has designed a well structured and
integrated. Along with this, business operations for growth and development of the firm are
better as well as well managed in the present industry (Fullerton and Merz, 2012). Further,
healthy food and beverages concept has generated demand gap which support for the growth of
the business unit in the market.
Strategy selection
Situation analysis of the AQC aids in analysing the market position, growth as well as
development factors which can help to increase efficiency and performance in the market. For
selection of appropriate strategies, organization will use SMART objectives for preparing
marketing plan which will help in organizational development and growth within market.
SMART objectives
SMART objectives for management of AQC is described below in the table.
Factors Objectives Analysis
Specific To develop effective market sales
in European countries.
Management of AQC will emphasize on
the needs and requirement of consumers
in European countries. In addition to this,
AQC will consider on market entry
strategies to enter European market.
Measurable To boost the sales of organization
by 10 % till the year 2017.
As per case study, present growth rate of
corporation is 7 percent which play
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contribute effectively to increase market
share and profitability. As per current
market condition, AQC will emphasize to
increase 10 percent sales till the next year
(Lee and Carter, 2011).
Attainable To target children and young
people for increase its market.
This objective will contribute effective
role for AQC to increase its sales and
growth as comparison of previous years in
the market.
Realistic To emphasize on better
promotion and product
development according to
requirement of customers
(Tamilia, 2011).
Promotional strategies of the business will
be designed effectively to create effective
awareness about products. This objective
will play important role for AQC to
increase its revenues and profit in food
and beverages sector.
Time Bound To enhance international market
share by 3 percent global market
share till next year.
Management of AQC will produce a
flagship in European market by the end
one year which will be beneficial for
business expansion.
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Growth strategy for business
Management of AQC can consider many growth strategies for development and growth
of business in the market. These approaches can play important role for corporation to increase
its business in international and national market by developing effective marketing plan. As per
suggestion, AQC can use Anshoff matrix for future expansion which can help to consider
various factors in the market. It will help the corporation to increase its efficiency and
performance in food and beverages sector (Hammervoll, 2013).
Anshoff matrix
Anshoff matrix is divided in four categories which are described in below in the paragraph.
Market penetration: This approach emphasize on the developing current market growth by
modifying changes in existing juices as well as non juice products. As per case study, AQC has
covered many present markets which increases its current sales in the food and beverages sector.
In addition to this, organizational strategies like promotion and pricing strategies play important
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Illustration 3: Anshoff matrix
(Source:)

role for management of AQC to increase its sales as comparison of its competitors in the US
market (Stone and Woodcock, 2014).
Market development: According to this method, it helps the organization to launch its existing
products in new markets. In addition to this, organization will follow this strategy to expand its
market share in the European countries like France and Germany. This process will help the
management of AQC to increase its sales as well as brand value as compared with previous years
in global and domestic market.
Product development: This approach helps the organization to launch its new products as per
expectations of consumers in the present market. AQC will also use this strategy to develop new
products in the food industry. This method will contribute effective role for corporation to
increase product ranges in the market. Along with this, it will help the AQC to increase profit
and revenues from consumers by increasing its sales in the food and beverages sector.
Diversification: Diversification strategies aid the corporation to launch new products and
services in new market. Generally, this approach will not use AQC to expand its business in the
international market. In addition to this, it is too risky for organization due to lack of expertise of
global market which create huge complexities to expand its business (Tiago and Veríssimo,
2014). Further, it requires lot of money for business expansion which enhances issues for
management of AQC in the international market. It increases workload and documentation for
employees which creates complexities to manage current business operations.
Analysis of marketing mix
For development of marketing plan, management of AQC need marketing mix to design
various strategies in the market. This approach will help the organization to implement its
marketing plan in appropriate manner.
Marketing mix of organization
Product: To achieve its objectives, organization will manufacture its products as per consumer
demands. In addition to this, AQC will develop effective quality of products to enhance its
products ranges. Further, corporation will also use effective packaging to attract the consumers
in European countries. This strategy will contribute effective role for corporation to fulfil the
customers needs. In addition to this, it will help the AQC to increase brand values and image in
the food and beverages sector (Park, Park and Lee, 2012).
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