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Essay / Research Paper Abstract
This 23 page paper looks at a small company in Ireland; Zumo Fruit Juice Bar with the aim of undertaking an analysis and developing a marketing strategy. The paper starts by looking at the company and its branding strategy and concepts and then examines the competitive environment using an in-depth Porters Five Forces analysis. The last part of the paper presents some simulated survey results and uses this, and the analysis t develop a new marketing plan suitable for a small company. The bibliography cites 10 sources.
Page Count:
23 pages (~225 words per page)
File: TS14_TEzumo01.rtf
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Unformatted sample text from the term paper:
The company competes with a high level of differentiation and a strategy that utilises an experiential brand strategy. The company has a high level of diverse competition from the soft
drinks market, many of which are available nearby and in different forms. The primary research using a survey made up of a sample of 200 from the target market shows
that there is some brand awareness locally, but that this can be improved and that taste and healthy are both important, but taste is the most important. The marketing strategy
recommended includes the use of a promotion with the local press, billboard marketing and other PR exercises
Table of Contents 1. INTRODUCTION 3 2. ZUMO BRANDING 4 3. THE COMPETITIVE ENVIRONMENT 6 3.1 Porters Five Forces 7 3.1.1 Existing Competition 8 3.1.2 New Entrants 13 3.1.3 Power of Suppliers 15 3.1.4 Power of Customers 17 3.1.5 Substitutes 18 3.2 Summary 19 4. DEVELOPING
THE MARKETING PLAN 20 4.1 Primary Research 20 4.2 The New Marketing Strategy 24 REFERENCES 28 1. Introduction For a
business to survive and grow, unless it is able to obtain a cult status where word of mouth is the stimulus for growth, marketing is the key to business development.
For small businesses1 the challenge may be greater due to limited resources that may be utilised in marketing, both human capital and financial resources. Marketing needs to be undertaken careful,
with an examination of the market and an understanding of the target market. This paper will present the development of a marketing plan based on the analysis of the
company and the market in which they operate and primary research undertaken with the target market to assess potential approaches. The company considered is a Zumo franchise, operating in a
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