Strategic marketing plan
INTRODUCTION – Jayne to read over
Download 0.51 Mb.
|
- Navigate this page:
- SITUATION ANALYSIS
INTRODUCTION – Jayne to read overThe Virgin Group was ‘conceived’ by Sir Richard Branson in 1970 and since has created over 300 brands. The company in 2009 employed over 50,000 people throughout 30 countries and in 2009 the company’s global revenue exceeded over $18 billion US1. The Virgin Group is taking on another new business acquisition expanding its product lines into yet another avenue, planning to enter the carbonated soft drink market. The Virgin Group Empire is built off founder Sir Richard Branson’s attitude towards life and his constant desire to seek out the thrills in adventure. The Virgin Group has nineteen brands within its portfolio, many of which exist in non-related markets. The Virgin Group has brands in financial services, telephones, air travel, lifestyle, health and now the beverage market. Virgin values money, quality, innovation, fun and competitive challenge, all of such qualities are communicated throughout their businesses through management styles and company corporate culture. These cultures perfectly unite with Richard Branson’s personal image. The Virgin Group likes to think that their multiple business ventures demonstrate their devotion to picking the right market at the right time2. The purpose of this strategic marketing plan is to gain extensive knowledge into the Carbonated Soft Drink market and establish the fundamental actions, which will carve The Virgin Groups beverage into a successful business venture. New business acquisitions are built off strong and extensive research, the Virgin Group views the market from both a business perspective but also from an external perspective; gaining insight into what Virgin can bring to consumers in which their competitors are not. Throughout this report, untouched areas of the beverage market will be identified, Virgins capabilities to meet and exceed these unmet consumer demands measured, and he competitiveness of the market place evaluated3. Two market leaders; Coca-Cola and Pepsi currently dominate the Australian beverage market. These companies together share 33.5% of the global beverage market4. The domestic beverage market rivalry is just as concentrated with the leading three contenders (Coca-Cola Amitil, Pepsi Co and Asahi Breweries) holding 54.9% of the total market volume5. The initial launch of Virgin Cola was in the 1990’s and was a partnership acquisition between The Virgin Group and a Canadian soft drink company Cott & Company. Virgin Cola was released into the UK market in 1994 and gained initial success through the restaurant and pub channels, through these outlets Virgin Cola managed to 8%market share, before moving into decline. In 1997 Virgin Cola lost approximately 5 million pounds on revenues of 30 million pounds. In 1998, The Virgin Group bought out Cotts & Company and launching Virgin Cola with a 25 million backing investment; the goal here to achieve publicity and resulting in sales. Although massive publicity was earned, The Virgin Group failed to compute this into sales. SITUATION ANALYSISBusiness Definition And Scope. Virgin Vision. “To make a credible contribution towards sustainable lifestyles whilst meeting or exceeding the expectations of our staff, customers and other stakeholders”. Virgin is a leading international investment group and one of the world's most recognised and respected brands. Conceived in 1970 by Sir Richard Branson, the Virgin Group has gone on to grow successful businesses in sectors ranging from mobile telephony, travel, financial services, leisure, music, holidays and health & wellness. Across its companies, Virgin employs approximately 50,000 people, in 34 countries and global branded revenues in 2011 were around £13bn ($21bn).Virgin is a brand that heads over 200 privately held business ventures, beginning in 1970s it is involved in many sectors including financial, leisure, music, mobile telephony, health and wellness, and employs approximately 50,000 people internationally. The Virgin brand stands for value for money, quality, innovation, fun and a sense of competitive challenge. Virgin excels in creating and taking private business ventures and building them under its extremely well known and successful brand. Virgin is undertaking a new venture in soft drinks industry in Australia, it intends to introduce Virgin cola which will be a healthy soft drink as an alternative to carbonated drinks such as Coca cola, Pepsi and other energy drinks such as V ,Mother and Red bull. Virgin has always succeeded in business by offering consumers another way, a better way and being able to fight their corner, The world has changed a great deal in the 40 years that Virgin has been in business but we have moved with the times and we have always listened to what people want. In recent years consumers have become more healthy conscious demanding healthy food, drinks and healthy lifestyle in general. The business is intending to enter this niche market by offering variety of healthy drinks that will appeal to different demographic but specifically 20-39 year olds. The business intends to use fair trade products that will satisfy virgin vision for sustainable lifestyle while helping the needy. Scope In Australia the consumers are more cautious about what they spend and where they spend their money, Virgin cola will be a competitive and affordable healthy drink that will not break consumer’s budget. The research and development of this drink will be thorough and aim at ensuring that virgin brings a product that will stand out from its competitors in the carbonated drinks market. The whole process of manufacturing, distribution and supplying of Virgin cola will be in a sustainable environment. Raw materials will be sourced from natural environmental sustainable sources, no artificial or genetically modified plants are to be used, and also the company will ensure there will be no waste in the production line, all materials left over is to be recycled such as recycled bottles. Virgin is intending to distribute and supply Virgin cola using environmental friendly supply chain companies those which use hybrid vehicles and trucks, light packaging boxes and use recycled bottles. The business also will have partnerships with intermediaries such as small retailers, convenience stores, and corner shops to maximise the collection of empty containers, also partnership with packaging suppliers to supply sustainable and recycled containers at reduced price. Although the cost will be relatively higher compared to the competition, Virgin cola will capitalise on the popularity of healthy eating lifestyles of young generation and generate awareness of the new cola product by selling to small retailers and then increase market share by distributing into the big super market shelfs in the health isles. Directory: file -> view view -> Western Europe after wwii view -> Author study: paul fleischman view -> Qpa1 7ela study Guide view -> Arctic Oil/Gas Neg view -> November 1970 Approximately 150,000-500,000 deaths Bhola Cyclone Bangladesh view -> Grade Level: 6 Unit of Study: Caribbean glce view -> Citation: Duffield, Katy view -> Table of Contents Lesson # view -> Chinese Wind Energy Disad Download 0.51 Mb. Share with your friends:
|