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Mother Energy Drink Marketing Mix

Autor:   •  June 16, 2011  •  Case Study  •  7,632 Words (31 Pages)  •  2,236 Views

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Executive summary

Mother Energy drink is the subsidiary company of Coca-cola Australia which introduces in late 2006 in Australia and New Zealand which dominate $151 million industry and accounted for 94% of sales. After the early failed production with the distasteful and ungenerous of 250ml, Mother had reformulated taste of the drink, change to a larger 500ml can and change of the packaging color, along with a 3million AUD marketing campaign. Since then Mother have also created variety of flavor like orange and lemon to improve their products. With the successful of modified on their product, Mother have slowly gain back their market share in Australia and become a big player among the larger manufactures of energy drink in Australia.

This report is dedicated to Mother energy drink and it will define more about opportunities and challenges that will likely to be faced when expanding their business to Singapore. Basic international marketing analysis also will be used to help develop this report. Expanding to Singapore is suggested in order to increase the brand awareness and to move towards multi-national company.

Several point will be included such as PESTEL analysis of Singapore, SWOT analysis, target market analysis, marketing mix strategies and implementation will be discussed more in this report.

Contents

1. Background ………………………………………………………………………....4

2. Mission Statement …………………………………………………………..........5

3. Environmental Analysis …………………………………………………….....6

3.1. Political ................................................................................ 6

3.2. Economic ……………………………………………………………………..….7

3.3. Cultural ……………………………………………………………………..8

3.4. Technology ……………………………………………………………………....11

3.5. Evironemnt …………………………………………………………….....11

3.6. Legal…………………………………………………………………………………13

3.7. Competitive audit …………………………………………………………..14

4. SWOT analysis ………………………………………………………………....15

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