Marketing Plan for Atlantic Quench Essay Example | Topics and Well Written Essays - 3000 words

Marketing Plan for Atlantic Quench - Essay Example The researcher states that the current marketing strategy of Atlantic Quench is to push its product portfolio of existing juice products in its existing market. Atlantic Quench has specialized in producing cranberry juice products, which are known for its high nutritional value. Based on the current marketing strategies and the environmental condition, the marketing plan for the next year has been designed. The marketing plan of a company acts as a blueprint which guides the future marketing efforts of an organization. The marketing plan encompasses the developing the desired marketing mix and isolating the target customers based on the product category and posting of the company. This paper is focused on the marketing strategies and future marketing plan of a hypothetical fruit juice company called Atlantic Quench, which is a cooperative firm originated in the US. It covers a detailed study of the existing marketing strategies of the company along with the internal and external envi ronmental analysis. The marketing plan has been outlined by SMART objectives and it includes the strategies to devise the future marketing mix and marketing communication strategies for the next year. The political environment of the nation largely influences the marketing strategies of a firm. It dictates the trade policies and regulations both in terms of domestic and overseas operation. Atlantic Quench mostly operates in the US which is its home country and it has also diversified into UK. These nations have a relatively stable political structure to support the growth of a fruit juice company like Atlantic Quench. However, the rise of the interest rate by the US government has made it relatively difficult for companies to finance their business. Moreover, the political relationship between the home country and the host country can also influence the supply chain of the companies. Therefore, the success of internationalization of Atlantic Quench is dependent of the political stat us of the US.