Marketing / Designing a soft drink product aimed at children fr the uk market
Marketing / Designing a soft drink product aimed at children fr the uk market
You have been asked by your Managing Director to develop a new market offering. Targeting the UK
market, you need to design and deliver a new drink offering into an already cluttered marketplace.
This means that you need to create a specific market space for your new drink with a clear target
audience and strategy. Firstly, you need to research the macroenvironment to determine current
trends in the UK market.
Then you need to develop the company’s strategy and positioning. Finally, you must recommend
what your company must do to attract customers and how the customer experience will be developed
The report should include:
A tailored macroenvironmental (PESTEL) analysis showing sources of information from acceptable and reliable sources AND highlighting the key issues facing the company (35%)
The development of your company’s marketing strategy (think about the segmentation, targeting and
positioning and longterm strategic direction) (30%)
Specific recommendations in relation to the market offering for the proposed target audience. (What
will you be marketing? How will you develop a positive customer experience? Think about how you
communicate and distribute your offering. What sort of pricing point will you use given your position
in the marketplace? (35%)
Macro environmental analysis
P
E S T L E framework
Political Trends: The macro political environment analysis will identify changes in the position
politicians take on issues. A current example is a shift towards greener policies in the developed
world.
Economic Trends: The macro economic environment analysis will identify trends such as changes in
personal disposable income, interest rates, inflation and unemployment rates.
Social/Cultural Trends: The macro social/cultural environment analysis will identify trends in societies
beliefs, behaviours, values and norms. Such as the number of part time workers, attitudes towards
global warming, make up of the family structure.
Technological Trends: The macro technological environment analysis will identify changes in the
application of technology. A current example is a shift towards online transactions and in some areas
a shift away from online transactions.
Legal Trends: The macro legal environment analysis is closely linked to the political environment
(politicians tend to make the laws), but also includes trends in court decisions such as liability
compensation.
Environmental Issues surrounding levels of pollution, recycling, reduction in energy usage.
please check all the requirement properly on the uploaded files i have uploaded plus material and
tools.
please you have to use all the tools for this module when doing this assignment. please read seminars
and lectures to be able to do it as required.
