These Are The Instructions: Read Carefully And Follow Please

These Are The Instructions Read Carefully And Follow Please If You Ca

These are the instructions read CAREFULLY and FOLLOW PLEASE. If you can't deliver by due DATE do not respond. The assignment has to PIGGY BACK off the paper below it. Shirley's Beverage Company. Assignment 2: Marketing Plan Due Week 6 and worth 100 points This assignment consists of two (2) sections: a marketing plan and sales strategy, and a marketing budget.

Note: You must submit both sections as separate files for the completion of this assignment. For the first six (6) months your company is in business—to give you time to perfect your product and to learn from actual customers—you will start marketing and selling in your own community, a radius of twenty-five (25) miles from where you live. For most non-alcoholic beverages, marketing (as opposed to the actual product itself) is key to success. Cola drinks, for example, are fairly undifferentiated, as are many energy drinks, juices, bottled water, and the like. Companies producing these types of beverages differentiate themselves and attract market share through marketing and brand awareness—both of which are critical to success.

Section 1: Marketing Plan & Sales Strategy (MS Word or equivalent) Write the three to five (3-5) page Marketing Plan & Sales Strategy section of your business plan, in which you: Define your company’s target market. Analyze the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Support your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes). Outline the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description ).

Click here for help accessing a specific page number in your eBook. Hints: At American FactFinder ( ), you will find demographic information on potential consumers in your area. If you are selling through other businesses (such as grocery stores), indicate the number of those businesses in your local area. You will find information about such businesses in your local area at County Business Patterns ( ). Check Chapter 2 of Successful Business Plan for more research sources.

Assess your company’s market competition. Use the factors listed in the course text graphic (p. 123 | Assess the Competition ) to assess your company’s market competition. Defend your strategy to successfully compete against market leaders in your segment. Hints: For example, in the soft drink market, it is intimidating to try to compete against Coke and Pepsi.

Newcomers in mature markets typically must pursue niche markets or even create new market categories, as Red Bull did with energy drinks. Defend your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution ). Hints: Every business faces competition and the non-alcoholic beverage market is an especially crowded market. Clarify your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s ). Hints: Before you choose your marketing vehicles, you must determine the message you want to convey through those vehicles. Identify the marketing vehicles you plan to use to build your company’s brand. Justify the key reasons why they will be effective. Provide examples of other non-alcoholic beverage companies that use these tactics effectively.

Hints: If you plan to use online marketing tactics, refer to the worksheet in the text (p.171 | Online Marketing Tactics ) to aid your response. Remember that even if you’re selling through grocery stores you need to build your brand and social media is a major part of that in regard to beverages. Some of the marketing tactics that beverage companies use include: sampling in grocery stores, building a following on social media, sponsoring events, exhibiting at trade shows attended by retailers, and so on. You will use a combination of these tactics. For example, if you decide to give out samples in grocery stores, promote your sampling on your social media networks and those of the grocery store.

Hints: If you are planning to distribute through resellers, describe how you plan to reach them, for example, through industry trade shows or by establishing your own sales force. For information on trade shows, visit the Trade Show News Network ( ). You can exhibit or network at these shows. Format your assignment according to these formatting requirements: Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise. Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.

Section 2: Marketing Budget (MS Excel worksheets template) Section 2 uses the “Business Plan Financials†MS Excel template (see: Course Required Files in Week 1). Use the “Business Plan Financials Guide†(see: Course Required Files in Week 1) to support your development of the Marketing Budget. Complete the Marketing Budget worksheet for your company. Hints: The goal of the marketing budget is to help you determine how much it will cost you to reach your market and achieve your sales goals. Hints : When filling out the “Marketing Budget†worksheet in the Excel spreadsheet: Begin in the current year and complete a marketing budget for the first year of your business.

The information you enter in the marketing budget spreadsheet will flow through to your “Income Statement†in the Business Plan Financials. Leave the number at zero (0) for any marketing vehicles you do not intend to use. Remember that all marketing activities involve costs. If social media represents a significant portion of your marketing, assume you will have cost of advertising and that should be reflected on your budget. Even if a social media site charges nothing to use it, you will need to use company resources to manage the site, pay someone to execute your social media marketing campaigns, and will most likely pay for ads on that site. Do NOT leave the “Marketing Budget†blank, assuming you will not have any marketing costs.

The specific course learning outcomes associated with this assignment are: Recommend effective business strategies based on an analysis of domestic and global operating environments, market dynamics, and internal capabilities. Analyze competitive positions including foreign market entry and the resulting impact on business strategy. Use technology and information resources to research issues in strategic management. Write clearly and concisely about strategic management using proper writing mechanics. This is the paper that the assignment has to be about.

Paper For Above instruction

Shirley's Beverage Company is envisioned as a new entrant in the burgeoning non-alcoholic beverage industry, focusing on natural ingredients and superior quality to differentiate its products in a crowded market. The company aims to leverage strategic marketing and well-planned sales strategies to carve out a niche within a radius of 25 miles from its base, typically where initial customer engagement and product refinement will occur. This localized approach allows the company to gather direct consumer feedback, develop brand loyalty, and build a solid foundation for broader expansion.

The target market for Shirley's Beverage Company comprises health-conscious consumers, young adults, and families seeking flavorful, high-quality non-alcoholic drinks. Demographically, the primary consumers are aged 18-35, with moderate to high incomes, college-educated, and ethnically diverse. Data collected from local community demographic reports indicate a sizable population within this age group, with approximately 20% of the community falling into this category. Income levels in the area suggest a substantial segment that can afford premium beverages, and the ethnic diversity presents an opportunity for culturally flavored products tailored to different groups.

In assessing the competitive landscape, Shirley’s strategic position involves differentiating through product quality, branding, and innovative marketing tactics rather than competing on price or mass distribution alone. Major competitors include well-established brands such as Coca-Cola and Pepsi, which dominate the mass market, but the company recognizes the necessity to target niche markets. For example, health-oriented beverages and organic products are increasingly popular, and Shirley will capitalize on these trends by offering natural, organic options fortified with functional benefits such as antioxidants or vitamins.

To compete effectively, Shirley's marketing strategy emphasizes creating a compelling brand message centered on natural ingredients, health benefits, and eco-friendly packaging. Building brand awareness via social media platforms, sponsoring local events, and sampling campaigns in grocery stores will be essential tactics. Social media marketing—through targeted ads, influencer partnerships, and engaging content—will help position Shirley’s as a trendy, health-forward brand. Sampling at grocery stores and community events will allow potential customers to experience the product firsthand, fostering word-of-mouth promotion and loyalty.

Moreover, the marketing plan includes establishing distribution channels that favor direct-to-consumer delivery via online orders, complemented by strategic placements in local supermarkets and health food stores. This multi-channel approach mitigates high distribution costs and allows for direct customer feedback, enabling product adjustments based on consumer preferences.

Financial risks, such as insufficient funding and property damages, are mitigated with solid relationships with financial institutions and comprehensive insurance coverage. Regulatory risks are managed through diligent legal research ensuring compliance with local and national laws governing food and beverage production and sales.

In terms of strengths, Shirley's benefits from a highly experienced team, an identifiable brand name, and a large diverse market. Weaknesses include limited initial capital and the potential for internal conflicts, which could hinder operations. Opportunities are plentiful, including rising demand for health-centric and natural beverages, as well as expanding into emerging markets. Threats include fierce competition from established brands, regulatory price controls, and market entry barriers that favor incumbents.

Developing a detailed marketing budget involves estimating expenses related to advertising, sampling, sponsorships, digital campaigns, and distribution logistics. Projected costs include social media advertising, event sponsorships, developing a website, and initial inventory and packaging investments. A disciplined financial plan ensures that marketing efforts are aligned with sales goals, allowing continuous monitoring and adjustments to maximize return on investment.

References

• Foster, T., & Vasavada, P. (2003). Beverage quality and safety. CRC Press.
• Sadler, P. (2003). Strategic management. Kogan Page.
• Böhm, A. (2009). The SWOT analysis. GRIN Verlag.
• Martinez, M. (2013). Open innovation in the food and beverage industry. Woodhead Publishing.
• Freeman, R. (2010). Strategic management: A stakeholder approach. Cambridge University Press.
• American FactFinder. (n.d.). Demographic data for local community. U.S. Census Bureau.
• County Business Patterns. (n.d.). Local business data. U.S. Census Bureau.
• Trade Show News Network. (n.d.). Industry trade shows and networking opportunities.
• Successful Business Plan. (n.d.). Chapter 2: Research sources for market analysis.
• United States Food and Drug Administration. (n.d.). Regulations and compliance in food and beverage industry.