The ABC Organic Juice Company - Essay Example

Business operations of the ABC organic juice company Nicholas Vazquez Everest The ABC Organic Juice Company This marketing plan outline how the strategic objectives of the company called ABC, which seeks to launch a new organic orange juice, Shake Well in the market, can be achieved. Kotler and Armstrong (2010) state that a marketing plan is concerned with outlining the strategies that can be implemented in order to achieve the organization’s desired goals. This product has been selected as a result of growing concern for improving healthcare and the welfare of different people.

Nowadays, conscious people on personal about their health prefer organic foods and ABC seeks to capitalize on this new trend in the lifestyle of people. First and foremost, marketing research should be carried out in order to establish the targeted customers. In this case, the target market includes young and old people who are conscious about their health care issues. This will help us to establish the major threats and opportunities that might be faced by the product. This is followed by setting the marketing objective of this new product.

In this case, the main objective is to achieve 10 % of the market share in the beverages industry during the first year of the product launch. The marketing strategy will involve the careful use of a marketing mix of price, product, place, and promotion. When the marketing strategy has been outlined, then it is turned into specific action programs. This includes outlining the tasks and the people who will perform them in order to achieve the stated objectives. After the implementation of this particular marketing plan, the company formulates control measures with the aim to monitor progress and to allow management to review implementation results and identify the areas that would be performing poorly.

This ought to be an ongoing process.ABC Mission statementThe mission statement of ABC organic juice company is to always satisfy customers’ needs for superior quality and prodigious tasting, healthy, natural, and functional organic orange juice. Non-financial goalsThe first goal is customer satisfaction. The company targets to achieve a high level of customer satisfaction and improve on it every year. In so doing, the company aims at maximizing opportunities for repeat business. In all cases, if a customer is satisfied by the goods offered by a company, they will be the biggest marketing tool since they will spread the word about goods and services.

The second goal is to achieve good planning and reporting systems. This will help the company attract more investors and lenders hence, will serve top guide and a building pillar for the company. The third goal is employee training and development. This will help the company achieve maximum input and output from its employees. It facilitates efficiency such that things are done according to what the management of the company deems suitable. Financial goalsThe first financial goal is to achieve the breakeven financial point within a very short period.

This will enable the company to realize profits within the short-run period as well as the long-run period. The second financial goal is to attain a mid-level financial goal such that the company is able to attain a certain set amount of sales in a month to sustain the nature of growth the company will be experiencing. The third financial goal is the long-term financial goal such that, at the end of a given annual financial year, the company will have realized a set amount of revenue. Competitive advantageThe company’s competitive advantage is strongly supported by differentiation.

The company has invested strongly in differentiating its products from those of competing companies such that customers can have a reason to belong to ABC organic juice company and be loyal to its products. The prices are also very considerate of the customers’ needs. The company offers special offers for repeat customers and introductory offers. Strengths and weaknessesThe company should be the world’s leading organic juice manufacturer. Some strength includes product diversity, extensive distribution channels, corporate social responsibility, and competency in mergers and acquisitions.

Its weakness includes low net profit margin, and weak brand awareness and market share in the world of organic juice market compared to other established companies. Opportunities and threats opportunities are growing organic juice and snacks consumption in upcoming markets, increasing demand for healthy foods and organic juice, and further expansions through acquisitions. Its threats include changes in customer tastes, and legal requirements to disclose negative and detrimental information on product labels.