Marketing Plan for a New Launched Drink in China
MSc EXECUTIVE LEADERSHIP:
STRATEGIC MARKETING
ASSIGNMENT
NAME:
GROUP:
Marketing Plan
For a New Launched Drink in China
* Executive Summary
We are a company dealing with beverage business worldwide and we are going to explore new market in China. For this reason, we are going to make a marketing plan for a newly developed drink in the local market.
The marketing plan is comprised by 5 parts. After giving brief introduction of the local market, we will make a SWOT analysis for our company to evaluate and predict the different situations the company may face in the new market. Afterwards, we will determine target customers and find out where we can get the maximum interest. Based on the customer targeting, we will see what value we can create for the customers.
After that, we will go for details in terms of product, price, promotion and place. In each part, we will give details in terms of detailed planning strategies.
Then we will give forecast for the financial income, followed by a conclusion for the marketing plan.
* Situation Analysis
* Market
We are a well known alcohol company, looking for prosperous markets worldwide. Now we’ve picked China as our target market for its great potential in imported wines. Now we are going to check the Chinese alcohol market before contemplating the marketing plans. Moreover, we need to point out that, in Chinese market, our products would be typical imported wines.
The Chinese alcohol market is comprised by wines of different kinds, like Chinese distillate spirits, beer, port wine (imported wine), fruit wine and so on. Chinese distillate spirit has the longest history in China and it exerts the greatest influences. The beer and the port wine are imported from other countries, but they are spreading widely in the recently years. The fruit wine has a relatively small market.
The Chinese wine market can be illustrated by the below pictures. As shown in the picture, we divided
STRATEGIC MARKETING
ASSIGNMENT
NAME:
GROUP:
Marketing Plan
For a New Launched Drink in China
* Executive Summary
We are a company dealing with beverage business worldwide and we are going to explore new market in China. For this reason, we are going to make a marketing plan for a newly developed drink in the local market.
The marketing plan is comprised by 5 parts. After giving brief introduction of the local market, we will make a SWOT analysis for our company to evaluate and predict the different situations the company may face in the new market. Afterwards, we will determine target customers and find out where we can get the maximum interest. Based on the customer targeting, we will see what value we can create for the customers.
After that, we will go for details in terms of product, price, promotion and place. In each part, we will give details in terms of detailed planning strategies.
Then we will give forecast for the financial income, followed by a conclusion for the marketing plan.
* Situation Analysis
* Market
We are a well known alcohol company, looking for prosperous markets worldwide. Now we’ve picked China as our target market for its great potential in imported wines. Now we are going to check the Chinese alcohol market before contemplating the marketing plans. Moreover, we need to point out that, in Chinese market, our products would be typical imported wines.
The Chinese alcohol market is comprised by wines of different kinds, like Chinese distillate spirits, beer, port wine (imported wine), fruit wine and so on. Chinese distillate spirit has the longest history in China and it exerts the greatest influences. The beer and the port wine are imported from other countries, but they are spreading widely in the recently years. The fruit wine has a relatively small market.
The Chinese wine market can be illustrated by the below pictures. As shown in the picture, we divided
References: * A. R. E. Central Agency for Public Mobilization and Statistics, Bulletin on Crop Areas& Botanical Production. No. 72. 12425/2004. Issue of March, 2006, P. 30. * A. R. E. Central Agency for Public Mobilization and Statistics，Bulletin of Estimations of Income From the Agricultura1 Sector. No. 7l-12425/2004. 2006. * B. M. Abdel·Maksoud. Agriculturists’ perception and evaluation of Farmers’ Problems in AI-qassim, Kingdom of Saudi Arabia: A factor analytic study. Journa1 of the College of Agriculture, King Sand University, Riyadh 9(1) f1987)5. 14. * Dan S. Kennedy, The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark., Adams Media and F+W Publications Company, 2006 * O. C. Ferrell, Michael Hartline, Marketing Strategy, South-Western Publication, 2010 * Christopher H. Lovelock, Jochen Wirtz, Services Marketing: People, Technology, Strategy 7th, Pearson College Div, 2010 * Dell Hawkins, Consumer Behavior: Building Marketing Strategy, Irwin Professional Publisher, 2009 * Lawrence G. Fine, The SWOT Analysis: Using Your Strength to Overcome Weaknesses, Using Opportunities to Overcome Threats, CreateSpace, 2009