Smoothie Business Marketing Plan

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...for the health-conscious folks

Table of Content
Situation Analysis Summary........................2 SWOT Analysis..............................................2 Marketing Objectives....................................3 Marketing Strategies.....................................4 Positioning the Product................................5

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...for the health-conscious folks

Situation Analysis Summary
Smoothie Company is an entrepreneurial organization that produces fruit-and-yogurtbased beverages with superior flavor and nutritional content and unique packaging. The company was founded in September 2001 in New York with the goal of creating and marketing healthy “smoothie” beverages for sale to health-conscious consumers. Within the United States, Smoothie has targeted a consumer market of younger, healthconscious, upscale consumers who frequent gyms and health clubs, and two broad reseller markets: (1) gyms and health clubs and (2) smaller upscale food markets. Smoothie distributes its products through manufacturer’s agents in the United States, Canada, and the United Kingdom and through Internet sales. An analysis of the internal and external environments indicates the firm enjoys important strengths in its product, its employees, and its reputation, while weaknesses are apparent in its limited size, financial resources, and product capabilities. Smoothie faces a supportive external environment, highlighted by a growing interest in healthy living, and limited threats primarily from potential competitive growth.

SWOT Analysis
The SWOT analysis provides a summary of the strengths, weaknesses, opportunities, and threats identified by Smoothie through the analysis of its internal and external environments. Strengths The following are the strengths identified by Smoothie: • A creative and skilled employee team • A high-quality product recipe that provides exceptional flavor with high levels of nutrition • Because of its entrepreneurial spirit, the...
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