Purpose of Assignmnet:
Your task is to identify an organisation (producer and/or brand owner), that is involved in the marketing of energy drinks, for example, Red Bull, Monster etc., and then prepare a report addressing the following issues.As Marketing Manager you are required to write a marketing plan to present to senior management for a new product to capture an untapped segment of the market. It is essential that you underpin all sections with appropriate marketing theory to support your practical examples and content. The structure of the marketing plan will be as follows:
Task 1 – Situational analysis:
1.1 Include an examination of techniques for organisational auditing and for analysing external factors that affect marketing.
1.2 Carry out organisational auditing and analysis of the external factors that affect marketing planning within the organisation.
Task 2 – Barrier to Marketing Planning
2.1 Assess the barriers to marketing planning and examine how the organisation can overcome these.
Task 3 – Marketing Planning
3.1 Objectives – Include the introduction of the new product.
3.2 Examine techniques for a new product in the organisation using the seven stages of new product development.
3.3 Justify pricing policy, distribution and a communication mix for the new product.
Task 4 – Ethical Issues
4.1 Explain possible ethical issues that might influence the plan and analyse ways to address these. Consumer ethics such as false 4.2 Claims also needs analysing with a brief plan on how to deal with these issues.