Marketing

Paper , Order, or Assignment Requirements

Designing a soft drink product aimed at children for the UK market.

You have been asked by your Managing Director(Zakeyinc) to develop a new market offering. Targeting the UK market, you need to design and deliver a new drink(Name of Drink : Zakey) offering into an already cluttered marketplace. This means that you need to create a specific market space for your new drink with a clear target audience and strategy. Firstly, you need to research the macro-environment to determine current trends in the UK market. Then you need to develop the company’s strategy and positioning. Finally, you must recommend what your company must do to attract customers and how the customer experience will be developed.

(Please remember that the analysis will inform your choice of market opportunity so do not try to develop the drink offering first).

The report should include:

A tailored macro-environmental (PESTEL) analysis showing sources of information from acceptable and reliable sources AND highlighting the key issues facing the company (35%)
The development of your company’s marketing strategy think about the segmentation(2-30 Years old), targeting(School and university students) and positioning and long-term strategic direction (30%)
Specific recommendations in relation to the market offering for the proposed target audience. (What will you be marketing? How will you develop a positive customer experience? Think about how you communicate and distribute your offering. What sort of pricing point will you use given your position in the marketplace? (35%)
You should do this by clearly explaining the main theoretical concepts of marketing and the complexities of the international environment AND applying them specifically to this scenario.

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