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Essay / Research Paper Abstract
This 22-page paper presents a marketing plan and situational analysis for the Twisted Juice product line in Egypt. Bibliography lists 7 sources.
Page Count:
22 pages (~225 words per page)
File: AS43_MTtwisjuic.rtf
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Unformatted sample text from the term paper:
allowing the user to open the package with a twist of the wrist. There are six flavors in this particular product line, and all contain vitamin C. The Twist Juice
Fruit Cocktail also contains calcium. Though Twist Juice is a quality product, it hasnt quite taken off in the Egyptian market.
One main problem is that Twist Juice is up against major competitor Juhayna, a company that is headquartered in Giza, Egypt and that has entrenched itself among a loyal population
in the area. Juhayna, a leader in the market, has two lines of fruit juices and many more varieties. Other players in this industry include International Dairy & Juice Ltd..
as well as beverage companies such as Coca-Cola Bottling Company of Egypt and PepsiCola Egypt (Egypt Food & Drink Report, 2009). This
doesnt mean that the manufacturer of Twist Juice cant compete head-to-head with this beverage giant. The company already has a presence in the market. What it now needs are a
situational analysis and marketing plan to help it reach its goal of obtaining 20% of the market share in two years. On its path to this goal, Natural & Natural
plans to increase awareness, loyalty and sales for its product in this country. The best way to handle this is to provide several situational analyses to determine both the Egyptian
market and its attitude toward fruit juices and drinks in general. In the following section, well provide analyses through the lens of SWOT, PESTLE and Porters Five Forces. SITUATIONAL
ANALYSIS I. SWOT An examination of a companys internal environment (strengths and weaknesses) and external environment (opportunities and threats) can provide us with
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