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has developed a healthy, low caffeine, and low sugar, fruit based energy drink which it intends to manufacture and distribute using highly advanced, socially and environmentally friendly techniques.The company will invest in continuous innovation to improve both the product and processes.
This paper outlines a strategic marketing plan for the introduction and marketing of Carpe Diem energy drink in the US market.
Threats include a strong reaction from established and resourced competitors and possibility of imitations and launch of similar products by competitors After considering the SWOT of the new company, there are considerable opportunities for the new product in the market and the level of threats is low and manageable.
I therefore recommend the marketing plan to be implemented.
The soft drink market in the USA has been declining gradually in the recent past which has been attributed to health concerns about carbonated sugary drinks (Rosman) and the effects of the global financial recession which has caused consumers to abandon non essential purchases (cnbc.com).
At the same time, healthy beverages such as ready to drink teas, bottled water, fruit juices and other non carbonated drinks have experienced steady growth (cnbc.com).