Canki Marketing Essay (Research Paper Sample)

Marketing Plan for Canki Soft Drink Company
Author(s)
Institution
Marketing Plan for Canki Soft Drink
Executive Summary
A marketing plan entails the provision of a description of products to market and the associated goals figures, strategic goals and sales. It entails the description of marketing analysis for a particular product. Marketing analysis entails the situational analysis (customer, company, competitor and collaborators) for the business. Similarly, it entails the objectives, marketing strategies and programs that a business opts to undertake in order to achieve its objectives. Finally, it sets out ways in which the marketing of products are to be evaluated and controlled.
Overall objectives
The Canki Soft Drink Company in United Kingdom seeks to remain the most competitive and relevant supplier of soft drinks in the country and beyond the country’ borders by considering production of soft drinks in cans that have the following attributes:
- Light in weight for the convenience of carrying
- Able to maintain colt temperatures for the drinks even after being opened
- Reduce wastage by ensuring that the person using the product is able to drink it when necessary and by not throwing it away because of the problem of storage once opened
- That is a user and environmentally friendly due to sustainable development.
Background Study
The market for carbonated beverages has grown significantly in most countries, for example in United Kingdom (UK). The growth has stimulated changes in the way companies and factories are operated. Soft drinks are classified as food products and are produced under stringent hygiene conditions. Primary packaging for carbonated soft drinks in many countries seems to have settled on cans Steen (2007). The use of these cans has increased and appears to have stabilized. In UK, there are different brands of carbonated soft drinks. A new brand of carbonated soft drink has been introduced in the market, known as Canki, but it is experiencing stiffer competition from well-established brands like Coca Cola and Pepsi. The main market target for this soft drink is the youth who have varied behavior in the consumption of soft drink products.
In order to ensure that this drink remains competitive and most desired by our target consumers, we have to devise ways that will make this product attractive and most preferred to our target customers. Our findings will be based on the disadvantage that all canned drinks offer to its consumers. For example, when canned drinks are once opened, it cannot be put back into the bag as it will spill over. The consumer is expected, therefore, to either drink it all or throw the remaining drink away. In relation to the marketing trends where consumers opt for products that value their money and products that are produced in line with sustainable development, these products do not meet the standards. However, this should not be the scenario as it is wastage of resources of the consumer. Similarly, the canned drink cannot be kept cold and bubbles when placed in the atmosphere. Based on the results from the findings, our task is to make a can cover for Canki drink, which will take into consideration the findings that we have highlighted in this study. Canki soft drink will, therefore, be the most preferred soft drink by the targeted customers over other soft drink brands.
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Market Analysis using PESTEL Framework
PESTEL framework is an analytical tool that evaluates the environment in which the company operates. It uses six macro-environmental factors in company analysis, which are social, political, environmental, legal, economic and technological. The management particularly in marketing applies this method with a sole aim of determining risks and opportunities in a business environment. In addition, this analysis is employed in making SWOT analysis in strategic planning Hill, & Jones (2010). The management of Canki Soft Drink Company employs technology in marketing of their products. In this 21st century, technology keeps on advancing hence making the marketing team to employ new strategies in marketing. The use of internet has made it easier for the marketing team at the company to communicate with target clients. Similarly, technology has affected the general environment through new means of production at the company. Legal factors such as competitive regulations in England have significantly influenced Canki services operations. The policy on employment and competition in business has influenced how Canki deals with its employees.
Another factor according to PESTEL framework is the environmental influence. There are environmental safeguard laws that uphold conservation of the environment by business operators. These are coupled with laws against waste disposal, to ensure that the external environment in which organizations operate is conducive. Canki Soft Drink Company operates in United Kingdom hence has an initiative to ensure its operations are environmentally friendly. Canki Company Services are engaged in conservation of the environment in the community through their social responsibility initiatives. Political factors largely influence the general environment of Canki Company. The political stability of the government directly influences the state of the economy hence the disposable income of buyers and may contribute to inflation. Trade regulations also affect how Canki conducts business, as they ought to comply with regulations, failure to which penalties apply. Regulations regarding entry mode have been a driver for Canki’s performance as they face weak threats of new entrants into the market
According to Jenster, & Hussey (2011), changes in customer trends and customer economic status are other considerations that marketers at Cank...