The company whose executive summary would be analyzed is a juice production company. The organization targets health enthusiast who would want to substitute soft drinks for healthier alternatives like the Green Coconut juice that is offered by the company. The company mainly specializes in processing Coconut Water juice. The company recognizes the health-conscious individual’s desire to stay healthy while they also desire the taste and quality of soft drinks. The organization relies on natural raw materials to develop its product and in so doing it helps small scale farmers and suppliers. The company enjoys minimal competition and with competitive prices, it hopes to stay ahead of any competitors, should any arise in the future.
The company’s situation analysis may be used to show the company’s strengths, weaknesses, opportunities, and threats. The main strength of the company is the readily available raw materials that ensure that the cost of production remains low, as does the retail price of the product. Additionally, the low cost of production is also due to the minimal processing of the product. The company also enjoys strong distribution channels and an effective marketing strategy that ensures sales. The company’s main weakness is the limited shelf life. This is because the company wants to sell the product while it is as natural as possible. Additionally, the company is also prone to imitation from competitors since the idea is relatively new and there are no known competitors. This may also mean that the company may be exposed to stiff competition in the future since the idea is attractive (Ashe-Edmunds, 2019). The company is also limited in the variety of products that it may offer while trying to maintain the natural aspect of the product. The opportunities present to the company are high demand for the product as it gets exposed to a large market that may easily be a monopoly market since the company is the only supplier. Additionally, the rising consciousness on healthy eating habits, problems due to poor diets, and the content of packaged goods may increase the marketability of the company.
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The company’s marketing objectives are centered on increasing its scope to new territories and expanding its operations. The drink should thrive in any market due to the prevalence of health-conscious individuals and this offers an opportunity for increased profit to all its stakeholders. The main objective is to introduce a healthy alternative to soft drinks into the market. The company wants to venture into a new market and establish itself nationally as the preferred supplier of natural coconut juice. Another goal is to develop an efficient online marketing strategy and create a website to assist the company to develop stronger customer relations (Hartford, 2019). Additionally, the company aims at increasing its revenue streams to 25% of the production costs through the marketing strategy. The main challenge that may counter this progress is exposing the product to imitation while establishing a customer base. This may come to cause stiff competition later when the operations have been stabilized in the new base.
The company will utilize retail outlets and supermarkets as the main selling platforms due to their accessibility. Additionally, this would reduce the cost that would be incurred were the company hire a sales force. The company is also keen on taking its operations online since this is the main platform used by potential customers for looking at healthier lifestyle options. Additionally, a strong online presence would provide a good opportunity for marketing and also provide a chance for the customers to review the product and give feedback. This would also be a form of marketing since positive reviews would act as a form of native advertisement. Furthermore, the company would also educate its employees on the product to ensure that they have a deep understanding of the company’s values and they may be able to effectively relay this to the customers. The company would also use the public’s apprehension of the number of toxins in contemporary soft drinks and this would be used as an emotional and moral persuasion tool.
The period when the product would be introduced to the market would be the most costly even with low sales volumes. This period would be marked with the most aggressive marketing which would be carried out through the merchandise and giveaways. The use of the company’s website would be used to reduce this cost. Additionally, the company will be engaging in various activities and projects as part of its marketing campaign, thus increasing the costs incurred.
The plan would be implemented according to the following timeline;
| Event | Time in month |
| Education of new employees | month 1 |
| Pre-release marketing through social media and the website | month 2 |
| Launch of product into the market | month 4 |
| Merchandise and giveaway marketing | month 5 |
| Participation in projects | month 12 |
References
Ashe-Edmunds, S. (2019). Business Economic & Financial Considerations When Expanding. Retrieved 14 September 2019, from https://smallbusiness.chron.com/business-economic-financial-considerations-expanding-63898.html
Hartford. (2019). Creating a Marketing Plan: Identifying Objectives | The Hartford. Retrieved 14 September 2019, from https://www.thehartford.com/business-insurance/strategy/first-marketing-plan/marketing-objectives
