Murree Brewery: Introduction, Marketing, and Strategic Planning

This report provides an introduction to Murree Brewery, an ISO 14001 certified company and a major manufacturer in Pakistan. It covers the company's mission and vision, organizational structure, and the role of the marketing department. The report delves into the marketing department's responsibilities, including customer relations, branding, research, and strategic management. It also examines the relationship between the marketing department and other departments such as HRM, Finance, and Operations. A detailed SWOT analysis is presented, highlighting the company's strengths, weaknesses, opportunities, and threats. Strategic substitutes are discussed, including market expansion and the introduction of new products like watermelon juice. The report concludes with a market review and the rationale behind introducing a new product, with a focus on the health benefits and market potential of watermelon juice in Pakistan.