Daycare Owner and Operating Business - Essay Example

A marketing plan outline- daycare owner and operating business Market plan Outline of Softer of product-market -Softer a. Type of product -Consumer product b. Description of product benefits - Softer is a company that deals with the manufacture of soft drink. The soft drink can be used for quenching thirst and refreshment. 2. Customer Type - Final consumer a. Identification of target market -Not limited to gender, age or area; the company primarily claims to target the younger generation but also supplies its products to the older people. c. Operational characteristics (demographics, geographic locations, etc.) - Serves people at homes, offices, bars, parties and anywhere one can be found. 3. Competitor analysis a. Nature of current/likely competition -This is a very profitable and lucrative industry that has some established companies that offer different brands at different prices which makes competition very stiff. b. Current and prospective competitors - The biggest competitors are the two leading companies in the industry, which are Coca Cola and Pepsi (Ashurst, 2009). It is also likely that the industry will experience more entrants due to the flourishing nature of the business. b. Current strategies and likely responses to plans - The company plans to pump a lot of money into the marketing of its products so as to have vigorous advertisement. c. Barriers to competition - The other established companies which are Coca Cola and Pepsi have an edge over Softer due to their financial might, and have also been in the industry for long which has enabled them to create brand awareness, thus having the biggest market share. c. Competitive edge The advantage that the company has over its competitors, and which is also one of their major undoing is the fact that it targets even the low earning or poor consumers by producing as low as one hundred and fifty liters which cost very little. The products have been moving at a faster rate and consumers really like it. 4. Other aspects of external marketing environment Social: - Aging and growing population. - Consumer’s preference is for soft drinks that are healthier. - Obesity, particularly among the younger generation. - Strong economy enhances discretionary spending among American consumer. Technology: - Use of new vending machines. - The use of the lighter-weight bottles. - The use of production machines that is more efficient. Environment: -There is increasing recycling awareness. -There is less use of energy and water for production. -The packaging is environmentally friendly. Legislation: - The ban on some drugs creates new market opportunities for soft drinks. Economic: - There is steady rise in the economy. -There is steady rise in the rate of employment. Political: - The most powerful state - There are not tariffs on food and drinks - Fizzy drinks are not allowed in primary schools following the rising rate of obesity among the children. 5. Company analysis SWOT Analysis Strengths: - Products are highly available - The company focuses its operations on the developed markets - The company’s distribution capacity is extensive Weaknesses: - There is lack of product diversity - The company does not produce bottled water - There is unbalanced portfolio - The company heavily relies on the carbonated drinks - Consumption shift Opportunities: - There is opportunity in the growing market of bottled water - Possible merger with bigger and established companies like Coca Cola and Pepsi - The market for fruit or pure juices is growing faster - The market for healthier drinks is also growing faster - There is decline or fall in carbonated drinks Threats: - The consumers are more worried about obesity and health - There is stiff competition from the rival companies - Effects of school ban on the carbonates - Competitors’ acquisition activities - Benzene fear in the diet drinks 6. Target market The Softer Company has a very wide target market as it satisfies the needs for various consumers that range from those that are healthy diet conscious or concerned through Died Softer to the average individual via its best selling drink called Peck. Most products of the Softer Company satisfy all the age groups since it is proven that several individuals of different age groups actually consume the Softer product. 7. Product Softer has a long standing commitment to the protection of the consumers whose confidence and trust in its products is the basis and backbone of its success. For the purposes of ensuring that consumers are updated on the global quality of all the products of Softer that are sold, the products have a seal of quality assurance. The following is the composition of the drinks: Water (eighty six to ninety percent), Sugar (ten to thirteen percent), CO2 (0.4 -0.7 percent), and Concentrate (0.3 to 0.4 percent). 8. Product Strategy Products must be considered on three various levels: • Core product • Actual product • Augmented product Softer consumers are purchasing a wide range or variety of soft drinks. They buy one product line or another due to the high quality and standards of products produced by the company. The company also provides complaint phone service and help line for clients who are not contended with the product or even would like to give feedback or comment on the products. Positioning This is the process of the creation of the image that is held by the product in the customers’ mind, relative to the competing products. Both Softer and Afia make soft drinks; however, even though Afia might attempt to compete, we find that they will still be considered as lower market from Softer. Positioning assists clients in understanding what is unique or exceptional about the products in comparison with the competition (Kerin & Peterson, 2007). Branding Popularity is what the company is trying to attain as a lot of money is being spent in the development and promotion of the brand name. 9. Promotion The Softer Company has tried to advertise itself so as to create brand awareness, and it is expected that soon it will be one of the renowned brands. There are several strategies of branding: - The Individual brand strategy - The Manufacturer’s brand strategy - The Generic brand strategy - The Private brand strategy The company uses the Individual brand strategy in marketing since its major products have their own brand names. The products operate under the same brand name of Softer, although they might be presented as different lines. 10. Place - The focus of Softer Company has always been on wide scale distribution. - The company’s own distribution is set directly to stores. They include Departmental stores: Departmental stores Supermarkets Retail stores Marts -The company has also greatly improved services through establishing a national service network. 11. Price Since the company is smaller compared to its competitors, which have established huge client bases, we find that the pricing is naturally done in consideration with the increasing competition with the bigger companies. Pricing is essentially standard for worldwide. Changes in price take place infrequently. In most cases, prices are devoid of political or governmental regulations and laws. Reference Ashurst, P. (2009). Soft drink and fruit juice problems solved. Woodhead Publishing Limited. Kerin, R. & Peterson, R., (2007). Strategic marketing problems. New Jersey: Pearson Prentice Hall. Read More