Marketing Strategy

Only available on StudyMode
  • Download(s) : 107
  • Published : May 11, 2013
Open Document
Text Preview
TABLE OF CONTENTS
SUMMARY................................................................................................................................................. 2 INTRODUCTION...................................................................................................................................... 3 A. CURRENT SITUATION...................................................................................................................... 1 1. ENVIRONMENTAL AUDIT: .............................................................................................................................4 1.1 External Environment:............................................................ Error! Bookmark not defined. a. b. Maro Environment: ..................................................................................................................................8 Micro Environment: .................................................................................................................................8

1.2 Internal Environment: ............................................................ Error! Bookmark not defined. 1.3 SWOT Analysis: .......................................................................................................................................14 2. DIFFERENTIAL ADVANTAGES:.................................................................................................................... 15 B. RECOMMENDATIONS: ................................................................................................................16 1. SEGMENTATION–TARGETING–POSITIONING: ......................................................................................... 16 1.1 Segmentation:..........................................................................................................................................16 1.2 Targeting:..................................................................................................................................................17 1.3 Positioning:...............................................................................................................................................18 2. MARKETING OBJECTIVES:........................................................................................................................... 23 3. MARKETING MIX: ........................................................................................................................................ 24 a. Product: ........................................................................................................................................................24 b. Place:..............................................................................................................................................................25 c. Price:...............................................................................................................................................................27 d. Promotion ....................................................................................................................................................27 CONCLUSION .........................................................................................................................................29 APPENDICES ..........................................................................................................................................30 REFERENCES..........................................................................................................................................34

1

SUMMARY
This report involves research and analysis about instant coffee market in which “G7 Coffee” by Trung Nguyen Corporation is the chosen brand.

Firstly, analysis about internal and external environment that affect the company and the coffee itself will be mentioned in Current Situation part using PESTEL and SWOT. Besides, competitive...
tracking img