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International Institute for Higher Education in Morocco

Marketing Management

Marketing Plan

ENERGIA
Energy Drink

Prepared by: Submitted to:
DAGHRI Jalila Mr. Mohamed IRAQI
EL MADADE Amal
SHOUBAKI Hashem
KABBAJ Yassine
BENJELLOUN Abdelmajid

January 2008

Marketing Management

Marketing Plan

ENERGIA
Energy Drink

Table of Contents

Part I: ExecutiveSummary………………………………………………………………..5

Part II: Situation Analysis…………………………………………………………...........6

A. Internal Environment……………………………………………………………...6
a. Review of current goals and objectives…………………………………..6
b. Current marketing strategy and performance…………………………….6
c. Current and anticipated organizational resources…………………..……8
d. Current and anticipatedcultural and structural issues…………………..8
B. Customer Environment……………………………………………………...…....9
a. Current and potential customers………………………………………….9
b. Where do customers purchase the firm’s products…………………....11
c. When do the customers purchase the firm’s products………………...11
d. Why do customers purchase Pepsi……………………………………..12
e. Why do potentialcustomers not purchase the firm’s products……….13
C. External Environment…………………………………………………….……...13
a. Competition…………………………………………………………........13
b. Economic growth and stability……………………………………….....14
c. Legal and regulatory issues……………………………………………...14
d. Socio-cultural trends……………………………………………….........14

Part III: SWOTAnalysis…………………………………………………………….…...15
A. SWOT Analysis…………………………………………………………………..15
a. Strengths……………………………………………………………...…...15
b. Weaknesses…………………………………………………………...…..15
c. Opportunities………………………………………………………..........15
d. Threats………………………………………………………………..…...15
B. Developing competitive advantage……………………………………………....16
C. Strategic focus……………………………………………………………….........17

Part IV: Marketing Goals &Objectives………………………………………………….17

Part V: Marketing Strategies………………………………………………………………17

Part VI: Marketing Implementation………………………………………………….......21

Part VII: Evaluation and Control…………………………………………………...…....23
A. Formal Marketing Control………………………………………………………..23
B. Informal Marketing Control……………………………………………...….......25
a. Employee self-control…………………………………………………....25
b. Social/culturalcontrol………………………………….………………. .25

Conclusion & Recommendations…………………………………...………….…….....26

Bibliography…………………………………………………………………….……......27

Appendix……………………………………………………………………….…….......28
Part I: Executive Summary

PepsiCo Almaghrib re-entered the Moroccan market in 2004 after an interruption that had lasted for almost 7 years. With this re-introduction, PepsiCo Almaghrib came back with a brand new team and new ideas that has allowed it toreach the position in which it is in today.

Yet, with this new arrival, Pepsi was to start again very small in the Moroccan market. This was not very harmful to the company as it found a number of opportunities from which it could benefit and grow to attempt to regain its market position before this interruption. In fact, PepsiCo Almaghrib has done so well in capitalizing on such opportunities,and it is today enjoying a 12% market share within the Moroccan market.

The following marketing plan lies in an extension of PepsiCo Almaghrib’s expansionist strategy, as it deals with launching a new product in a new category to increase its market presence, market share, and competitive force.

In order to further strengthen the above objectives, we have suggested to Pepsi Almaghrib to launcha new energy drink brand: ENERGIA. Such a development will enable the company to widen its customer base range and further work on developing new distribution channels in order to strengthen in market position.

In the following section, you will read on to find the methods that...
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