Insert company logo
Download 0.72 Mb.
|
- Navigate this page:
- Recommendations
- SITUATION ANALYSIS BUSINESS DEFINITION AND SCOPE – jess to read over
|
|
Executive summary |
|
Introduction |
|
Situation analysis |
|
Business definition and scope |
|
External environment: Remote environment |
|
Economic forces |
|
Sociocultural forces |
|
Political-legal forces |
|
Technological forces |
|
Natural environment forces |
|
External environment: Near environment |
|
Market review |
|
Competitive review |
|
Distribution channels and buyers (intermediary customers) |
|
End user customers |
|
Supply |
|
Critical success factors |
|
Summary of opportunities |
|
Summary of threats |
|
Situation analysis – Company internal capabilities |
|
Marketing capabilities – Marketing strategies and performance Non-marketing capabilities |
|
Marketing capabilities – Management |
|
|
|
Problems and opportunities statement |
Recommendations
INTRODUCTION – Jayne to read over
The 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 ANALYSIS
BUSINESS DEFINITION AND SCOPE – jess to read over
HANNAH: please complete by SUNDAY – BUSINESS DEFINITION & SCOPE (see below description)
The important point to note is that business definition and scope is a precise specification of the business domain of the strategic planning unit. It is essential that it is accompanied with a supporting statement presenting the arguments as to why this specification is appropriate.
MISSION STATEMENT(S)
“Virgin stands for value for money, quality, innovation, fun and a sense of competitive challenge.”
HANNAH: Is there an SBU statement?? As per project guideline 'Conclude with a brief statement of what this means in terms of establishing parameters of the product and market scope for the strategic marketing plan.
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
Share with your friends: