留学生作业范文：A MARKETING PLAN FOR Spitfire Kentish Ale

发布时间：2016-10-23 08:23

本文是一篇留学生作业范文，关于Spitfire Kentish Ale的MARKETING PLAN ，，主要内容是关于啤酒的市场营销计划。

Table of Contents

1. Introduction to the Topic: 3
2. About the Organization: 3
3. Financial Summary: 4
4. Mission Statement and Market Overview: 5
5. Market Analysis: 6
5.1. PEST Analysis: 6
5.2. Shepherd Neame Performance versus Industry Performance: 7
5.3. Segmentation Strategy: 7
6. Company Analysis: 8
6.1. SWOT Analysis: 8
6.1.1. Strengths: 8
6.1.2. Weaknesses: 8
6.1.3. Opportunities 9
6.1.4. Threats: 9
6.2. BCG Growth Matrix Analysis: 10
7. New Product Development: 11
8. Marketing Objectives: 11
9. Marketing Strategies: 13
9.1. Product Strategy: 13
9.2. Pricing Strategy: 13
9.3. Place Strategy: 14
9.4. Promotion Strategy: 14
9.5. Positioning Strategy: 14
10. Three Years Forecast: 15
11. Conclusion: 16

12. Works Cited 17

1. Introduction to the Topic:

The significance of sound planning in an organization could be judged from the fact that every planner believe on the saying that "failing in plan" may be actually "planning to fail" (Evans & Berman, 2005). The saying is particularly true taking into consideration the recent environmental conditions confronted business organizations in different parts of the world that has necessitated the significance of sound planning. Due to this reason, organizations around the world place special emphasize on planning efforts, particularly marketing planning that reflect the organization overall business plans in terms of marketing targets and achievements (Aaker, 2003). 

Realizing the significance of sound marketing planning for business organizations, this paper will elaborate the marketing plan for Spitfire Kentish Ale which is a brand that is distributed around the country. The marketing plan will be created for Spitfire Kentish Ale that will include the financial highlights of the organization, the mission statement and market overview, the SWOT analysis of the brand, an idea regarding what factor the organization should consider while developing new brand, the marketing objectives and strategy that the organization should consider while developing new brands and three years forecast and budgets for the year 2012-2014. 

11. Conclusion:

On the basis of discussions carried out in the paper, it could be argued that Spitfire Kentish Ale is confronted with dilemma of decreasing sales along with diminishing margins.  The way out has been suggested in terms of marketing plan in the paper. The author of this paper believe that by implementing the desired marketing plan the organization will not only be in position to boost the performance of its existing Spitfire Kentish Ale brand but will also be in position to target another segment in the form of Spitfire Fruity Kentish Ale. The launch of new product is absolute necessary for the organization as it will help in injecting fresh blood in the organization and the organization will be saved from expected collapse as the organization sales of Spitfire Kentish Ale is consistently experiencing a downward trend. 

12. Works Cited

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