market trends.docx

market trends.docx

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markettrends

ExecutiveSummery

ThisresearchreportisgoingtoprovideamarketingplanforDrinkRUsbaseontheinitialsituationanalysiswhichanalyzedtheinternalenvironmentalandexternalenvironmentsthatmayimpactthebusinessmarket.Strengths,weaknesses,opportunitiesandthreatsforDrinkRUsarebeenanalyzedtakingconsiderationoftheircompetitor’sstrengthandweaknesses.

DrinkRUs’smissionisgoingtoprovidequalityandhealthdrinkingproducttotheircustomers,baseonthismission,DrinkRUswillcreatelongtermrelationship,andkeepimprovetheirservicetosatisfytheircustomers.

DrinkRUsalsowillsetup6mainobjectiveswhichare

1.Increasestaffefficiencyby30%throughadvancedtrainingandwork-flowanalysisovernext12months

2.Increasegenericgrowthof1%perquarterofexistingcustomersovernext12months.

3.Increaserepeatcustomersby5%aquarter

4.Increasebrandawarenessandacceptanceinthelocalarea

5.Increasetheprofitmarginby1%aquarter

6.Increasethequalityassurancetechniques

Toachievetheseobjectives,theconcentratestrategyandstafftraining,motivationandworkflowwillbeuseinfuturetohelpthebusinessachievesthegoals,improveproductivity,reducecostsandgetsuccessinlaundrymarket.

Introduction

Companybackground

DrinkRUsisthemeduiamsizebeveragecompany,whichproductSoftDrinks,Juiceandwaterbeverages.

Aim/scope

ThepurposeofthisreportisgoingtoconductmarketingplanforDrinkRUs.Firstly,itwillprovideamarketanalysisforDrinkRUs.Then,itwillprovidetheobjectiveoftheclienttofindoutwhatexactlydocompanywantinthisresearchcommission..Afterthat,adetailedSWOTanalysisandCompetitoranalysiswillbeprovided,pointoutthecompetitiveadvantageofDrinkRUs,andusetheseresultstopdevelopamarketingplanwhichincludemarketingobjectives,marketingstrategiesforDrinkRUs,whichmayhelpthecompanytoachievethegoals,improveproductivityreducecostsandgetsuccessinbeveragemarket.

Objectivesoftheclient

∙Qualityassurancetechniqueshaveresultedinthefaultratefallinginthelast12months,whilecostofproductionhasrisen,sotoreducethecostofproductandtoimcreasethequalityoftheproductwillbethefirstobjective.

∙Sincethescientistssaythesteviaplantcanbeupto300timesassweetassugar,andtheyaremorehealthythansugar,sothecompanydecidedtomakeanewproductofdrinkswhichcontainedtheseplantinsteadofsugar.

MarketAnalysis

Althoughtheyarearelativelysmallplayerinalargemarket,softdrinksare

gaininggroundagainstothernon-alcoholicbeverages.Softdrinksalesinthe

Australiacurrentlyaccountforlessthan2percentofthelargercarbonated

softdrinkmarket,whichisvaluedat$60billiondollars（Roberts,2004）.

SoftdrinksalesintheAustraliareachednearly$1billionin2003（Coke

Accelerates,2004;Day,2005）andaccountforapproximately20percentofglobal

energydrinksales,whichcurrentlyexceed$5billion（2004StateoftheIndustry）.

softdrinksareoftenincludedwithinthefunctionaldrinkcategory,whichin

2004wasvaluedat$20.6billionglobally（2004StateoftheIndustry）.

AccordingtoCatherinePennofBeverageIndustryMagazine,“softdrinks

representthemostaggressivenewproductdevelopmentsegmentinthebeverage

industry”（January,2005）.

Indeed,therelativelynewmarketsegmentappearstohavepotential:

•2004softdrinkrevenueswereup54.29percentfrom2003（2004Stateof

theIndustry）.

•Australiaincreased31percentfrom2003（2004StateoftheIndustry）.

•Top-sellingCoca-Cola’ssalesincreasedapproximately60percentfrom2002to

2003（Hoovers,2005）.

Becausesoftdrinksarenotnewinthemarket,aclearly-defined

classificationhasbeenformed.Generally,softdrinkscontaincaffeine,

sweeteners,CO2,andnutrients（Kelly,2004）.

Thecombinedingredientsclaimtoincreasephysical,sexualormentalenergy

（Brandt,2001）.Coca-Colainparticularclaimsthatitimprovesendurance,

alertness,concentration（Todd,2003）.

Althoughthereareavarietyofsoftdrinksavailablemostwillfollowthetrends

notedbelow:

•Thetargetmarketisgenerallymalesbetweentheagesof18and25yearsold

（Roberts,2004）.

•Drinkcontainersrevolvearoundimageryandsize.Forexample,Coca-colais

packagedinaslim,8.3ounceredcanwhichmostcompetitorshavecopied

（Todd,2003）.

Softdrinksaremarketedtowardconsumersthroughavarietyof

“alternative”mediums:

oSports-Coca-Colaisasponsorinnumerousextreme-sporteventsfrom

skateboardingtosurfing（Todd,2003）.

oVideogames–Liftsponsorsgamingtournaments（Helm,

2005）.

oMusic–RapperNellyhashisownsignaturesoftdrinkcalledPimp

Juice（Helm,2005）.

oDrugs–ThereisabrandofsoftdrinkcalledBongWater（Helm,2005）.

Customeranalysis

Geographics

ThegloalSoftdrinkmarketisdominatedbyAsiaandAustralia.Thesemarketsaccountformorethan80perscentofconsumption.

Demographics

Theprimarytargetmarketforsoftdrinkmanufactureshastraditionallybeenmalesbetweentheagesof18-25.Initially,thesedrinksweremarketedtowardalotkindinresturuantsandmarkets.

However.Withsomanycompetitorsenteringthemarket,companiesquicklyexpendtheirtargetnicheswithintheprimarytargetmarket:

DrinkRUsrecentlyplantousethesteviaplantinsteadofsugarintheiringredianswhichprovidemorehealthyproductthanothersamesoftdrinkproductswhichcanbeapointofattractivetothecustomerwhomcareabouttheirhealthproblem.

Psychographics

Thetypicalconsumertargetedbysoftdrinkmanufacturersisyoungerthan27.hasanactivelifestyle,andislookingforabeveragethatprovidesincreaseenergy,healthy,refreshforworking,partying,orstudying.

Thisconsumeralsotendstohaveexcessdisposableincomeandvaluesbrandsthatreinforcetheirself-image.Forthissegment,thepreceivedbenefitsassociatedwithpurchasingsoftdrinksincludeandincreasedidentificationwiththe“in”crowd,aswellasincreasedenergytoparticipateinactivitiessuchasextremesports,videogames,andlate-nightpartying（Helm,2005）.

Competitoranalysis

Hiebing&Cooper（1990）notedthatthecompetitoranalysisisdesignedtodeterminehowthecompanyisperformingintermsofthecompetitors.Inaddition,theanalysisforcesplannerstoconsiderthedifferencesandthesimilaritiesinthemarketingoftheorganizations.

DrinkRUshasdirectcompletionfromLocalsoftdrinkproductsandworldwellknownproductionsasfollows:

∙Coca-colaistheworld'slargestbeveragecompany,largestmanufacturer,distributor,andmarketerofnon-alcoholicbeverageconcentratesandsyrupsintheworld,andisoneofthelargestcorporationintheAustraliamarket.

∙PepsiCo,IncorporatedisaFortune500,AmericanmultinationalcorporationheadquarteredinPurchasewithinterestsinmanufacturingandmarketingawidevarietyofcarbonatedandnon-carbonatedbeverages.Theirmainproduct,pepsiCola,sellsover100billioncansayear.

∙HomebrandsoftdrinksareoneofthecheapestsoftdrinksamoungtheAustraliaMarket,althoughtheirtaste/flavournotthatstrongasotherworldwidebrand,butthepricestillattractbyalotfamilies.

SWOTAnalysis

SWOTanalysisisabasic,straightforwardmodelthatprovidesdirectionandservesasabasisforthedevelopmentofmarketingplans.Itaccomplishesthisbyassessinganorganizationsstrengths（whatanorganizationcando）andweaknesses（whatanorganizationcannotdo）inadditiontoopportunities（potentialfavorableconditionsforanorganization）andthreats（potentialunfavorableconditionsforanorganization）.SWOTanalysisisanimportantstepinplanninganditsvalueisoftenunderestimateddespitethesimplicityincreation（Ferrelletal.1998）.

Strength

∙Scientistshavedowntheresearchonthesteviaplanttoproveitcanbeupto300timesassweetassugarbutmorehealthythanthesugar

∙Ascustomerinthemarketnowlookformorehealthydrinksandthelocalgovernmentannouncepeopletodrinkhealthy,thenewproductofDrinkRUswhichincludingsteviaplantwillbemorepopularamoungthemarketcomparewithothersoftdrinkproducts.

∙Deliveryservicewillbemuchmoreconvinientforcustomertopickuptheproducts.

Weakness

∙Newproductsisunfamiliartotheexitingandpotentialcustomers

∙Themaintenancebudgetforthevehicleshasexceededtheforecastforthelasthalfofthefinancialyear.

∙Oneofthedrivershasjustbeenarrestedfordangerousdrivingandwillgotocourtwithinthenextmonthwhichmeans,hewillprobablylosehislicence.

∙Overthelast6months,therehavebeencomplaintsfromcustomersthattheordersarenotarrivingontime.

∙ThecompanyhasalsoreceivedanofficialcomplaintfromtheEnvironmentProtectionAgencyinrelationtotheemissionsfromoneofthevehicles

Opportunity

ChiefexecutiveoftheAustralianBeveragesCouncil,TonyGentile,sayssoftdrinkmarketerscannowmarkettheirproductsasmore"natural".

Scientistssaysteviatastesupto300timessweeterthansugar,butsimilarlytoartificialsweetenersthereisaslightaftertaste.

ProfessorMidmoresayssomepeoplemaynoticealiquorice-liketastetostevia.

"[People]maypreferthetasteindeedandcertainlyknowingthatfromahealthperspectiveit'salmostcertainlybetterforyou,Ithinktheconsumerwilltakeitupveryquickly,"hesaid.

Threats

∙Newtechnologycanbewithhugeinvestmentinthisspecifichighhealthyingredients.

∙Localbeveragesandworldwidebeveragescancutonprice.

Dataanalysis

Data

Estimated

Actual

AdvertisingandPromotions

30000

35000

Productioncosts