Company overview
GC Juices is a startup business which produces Green Coconut juice. Green Coconut juice is a type of soft drink which will be extracted from green coconuts, processed and packed to be sold to the market as a packaged ready for drink juice. The juice will come in bottles of 1 Liter, 500 ml and 250 ml. A fair price will be set for the product to ensure that every person could afford to purchase this soft drink. The target market will comprise sick people, health conscious individuals, sportspersons and many other consumers who will be segmented from psychographic, demographical, geographic and behavioral viewpoint.
Objectives
Introduce a unique and innovative product in the market.
Enter new geographical markets across the country.
Establish an effective online marketing strategy and a website, while upholding strong relationships with customers.
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Grow the company’s revenue stream by 25% in the first year of operation.
Become a market leader for Green Coconut Juice in the US and globally.
Situational Analysis
The marketing environment for GC Juices has great opportunities. Besides, it also presents some challenges which the business believe it could overcome effectively. A SWOT analysis of the firm is thus presented to highlight GC Juices’ strengths, weaknesses, opportunities and threats.
Strengths
Readily available raw materials
Low cost of production
Strong distribution channel
Fair prices
Robust marketing strategy
Easy production process
Weaknesses
Green coconut juice cannot preserved for long
Easily to imitate idea
Different tastes of the natural green coconut juice
Opportunities
High demand
Large market
Monopoly market
Threats
Entry of new product
Stiff competition in the future through imitating the idea
Uncertainty of introducing a new product
Segmentation
Geographic – GC Juices will not have a particular geographic target area in the US.
Demographic - Individuals of all classes including men, women, and young people. Also, it will target sportspersons.
Behavioral – health conscious and sick individuals.
Psychographic – low-class, middle-class and high-class income earners.
Targeting: the target market of GC Juices are consumers from all of life who would like to have a taste of Green Coconut juice.
Positioning - GC Juices will position itself as a value for money brand which offers a unique product in the market that any person can afford.
Marketing mix
Product - Customers will have an opportunity to enjoy freshly-packed green coconut juice that is readily available in the market.
Price - It will use a targeted pricing strategy, a reasonable price will be set based on the consumer needs. The price will offer value for money.
Place - The product will be distributed through retail stores and supermarkets.
Promotion - The product will be marketed through internet marketing and the use of the company’s website.
