Marketing Plan

Promoting Herbal Drink to the US market By Good Beverage, Ltd.,

- Use Salt Lake City as the testing market

First Draft

Cheng Chen

Marketing Management – Section 15 196

Keller Graduate School of Management

1/20/2013

Table of Contents

2.0 SITUATION ANALYSIS1

2.1 MARKET SUMMARY2

2.2 SWOT ANALYSIS 3

2.3 COMPETITIO4

2.4 PRODUCT OFFERING 7

2.5 KEYS TO SUCCESS 8

2.6 CRITICAL ISSUES 8

REFERENCES10

2.0 Situation Analysis

Identifying what a market that Good Beverage is in is the very first step for developing a new market and very important in the marketing plan. The situation analysis can be illustrated in six aspects, including market summary, SWOT analysis, competition analysis, product offering, keys to success, and critical issues.

Market Summary

This part will tell the geographical market of Good Beverage and the reasons why White-Collar workers are the target market.

SWOT Analysis

The SWOT analysis is used to analyze the internal features and external environment including strengths, weaknesses, opportunities, and threats of Good Beverage. The main strengths are the healthy functions and low price. The main weaknesses are un-known by target market and concept building. The main opportunities are the big quantity and certain features of target market. Finally, the threats are the fierce competition and the substitutes existence.

Competition

The primary competitors for Good Beverage are: root beer producers, which is also made by plants; energy drink like 5 Hour Energy, effective energy drink with great market share; Arizona Green Tea, much more lower price than Good Beverage; and dietary supplements as substitutes.

Product Offering

This part will describe the origin, the ingredients, the functions, the taste and the package of Good Beverage in detail. All the characteristics of Good Beverage enough to make it distinguish in the target market.

Keys to...