Corporate Governance Strategy

EXECUTIVE SUMMERY

This audit attempts to study the integrated Marketing for a particular brand, MOJO. It is brand of Akij Food and Beverage Ltd. A sister concern of prominent group of companies of Bangladesh, Akij Group. In the year 2006 MOJO was the market challenger in Bangladeshi cola market with a sales of about 52 core BDT. The brand was launched in 14th April, 2005 targeting the youth of Bangladesh who like the Bangladeshi trends. All those years MOJO is doing satisfactory in the market place and competing well with other cola. People prefer MOJO’s pricing but it has to improve its image in status and quality issues. Unfortunately, MOJO is lagging behind due to inadequate communication of its brand elements like slogan, name’s meaning etc. It has also failed to communicate its own positioning to the target consumers. However, still now MOJO has the chance to recover its own position because about 70% of the target customers are potential and have not constructed their belief structure for MOJO. For some particular aspects of consumer behavior such as perception, attitude, self-orientation and life style etc. We have found out some drawbacks and recommended some affective strategies to recover those issues successfully.

Contents

EXECUTIVE SUMMERY 1

Part 1 – Understanding the organization 3

Introduction of the company 3

Organization resources 3

4P’S OF MOJO 4

Product 4

Price 4

PROMOTION 4

Place 5

Part 2 – Understanding the customer 6

SEGMENTATION & TARGET MARKET 6

Positioning 7

Part 3 – Understanding the external environment 7

PEST Analysis 7

Porter’s Five Force Analysis 9

COMPETITION 12

Part 4 – Assessing the current situation 12

CURRENT MARKET SITUATION 12

SWOT analysis 13

Strengths: 13

Weakness: 13

Opportunity: 13

Threat 14

Drawback 14

Recommendation 15

CONCLUSION 15

References 16

Part 1 – Understanding the organization

Introduction of the company

After independence the food habit of Bangladeshi people has been changed...