Wednesday, 30 April 2014

MKT 500 Assignment 2: Part B: Your Marketing Plan

Assignment 2: Part B: Your Marketing Plan

Student’s Name

Institution Affiliation

Course Name

Professor’s Name

Date of Submission


Executive Summary

The marketing plan is an essential issue in success of any organization. Fresh Drinks Company is a new entrant in the non-alcoholic beverage industry. The company has identified a marketing gap in providing the non-carbonated drinks, which is healthier as compared to the existing global brands. This marketing plan seeks at identifying the marketing strategies and approaches that the company has used or seek to implement to sustain its position in the soft drinks industry. The branding strategy of the company focuses on healthy products to position itself against the competitors. In addition, the company has embraced a competition based and low cost pricing strategy to gain a competitive advantage. The company competes with strong brand such as Coca-Cola and Pepsi. With this in mind, the company uses the differentiation strategy to gain the market leadership of the non-carbonated soft drinks. Apart from the competitors, there are other salient macro environmental issues that affect the performance of the company. The company’s implementation strategy is in line with its five year expansion plan to achieve the organizational goals and objectives. Social media tools are some of the strategies that can be attributed to the success of the company. There have less cost, and have a wider coverage. In order to effectively implement the marketing plan, performance standards, monitory methods, and financial controls are in place to prevent deviations from the set plan. Generally, the company has the potential to succeed with respect to the marketing plan objectives. The integrated marketing communications would be critical in delivering the marketing message of the company. Therefore, the marketing plan is in line with the general organization objectives of gaining a competitive advantage.



Assignment 2: Part B: Your Marketing Plan

Company’s Mission Statement and Company Introduction

Company Introduction

The name of the hypothetical company is Fresh Drinks Company. The core business of the company is to prepare and serve fresh drinks to a variety of customers across America and the international market. The idea to start the company can be attributed to the changes in health life styles in the recent world (Ferrell, 2014). Carbonated drinks such as Coke are decreasing in popularity. Many of the soft drinks consumers are now conscious of their health, and on the effects of the carbonated soft drinks. This led to the creation of the company to take advantage of the growing market for the non-carbonated drinks. The headquarters of the company is in Orlando, Florida. Since its inception, the company has witnessed substantial growth in its market share and expansion into the global soft drink market. The long-term plan of the company is to expand into the international market. On the other hand, the short-term plan is to increase its daily capacity to meet the ever increasing demand for the company’s products.


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