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: Executive Summary………………………………………………………………..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 anticipated cultural 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 potential customers 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: SWOT Analysis…………………………………………………………….…...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