AQCI

Marketing Plan for AQCI

Executive Summary
A marketing plan is a primary activity for any marketing and profit oriented business entity. The following marketing plan has been prepared in order to develop a marketing plan for an agricultural corporate that processes cranberries and grapefruits; Atlantic Quench Cranberries Inc. (AQCI). Throughout the plan, it is explained that the planning process stages are interconnected and cannot work in isolation. They all add up to the preparation of a focused and specific marketing plan that needs to be followed by marketing-oriented companies. Of importance is the fact that the company intends to expand its sales to the UK.

Table of Contents

Executive Summary 2
Introduction 4
Macro and Micro Environment Analysis 6
PEST Analysis 6
Political 6
Economic 6
Social 7
Technological 7
Ethical Environmental 7
Threat of new entrants 8
Internal Analysis 8
AQCI History 8
AQCI Financial Performance 9
SWOT Analysis 10
Objectives 11
Strategies 12
Marketing Mix 13
Product 13
Place 13
Price 13
Promotion 13
Implementation 14
References 16

Introduction
The marketing plan is the structured document resulting of examining and evaluating the marketing situation, developing and detailing marketing objectives, strategies and programs, and applying, assessing and monitoring marketing activities to achieve the set objectives. A marketing plan is for a business entity since it appraises the business, provides advices and direction, and assists the business to set realistic goals, and ascertain options and strategies (McDonald, 2007). Besides, the plan can aid in refining the decision-making process by decreasing the incidence of rushed decisions and related risks (Calkins, 2008). A marketing plan is vital since it allows a business entity to be in tune with the prevailing market trends, keep in sync with their customers’ needs and be cognisant of the competition. The planning process helps to guarantee that the available

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