Introduction of marketing concept at Quench Your Thirst Ltd, a newly set-up non-alcoholic beverages company in Mauritius
The Purpose of this assignment is to:
A) Understand the concept and process of marketing.
B) Be able to use the concepts of segmentation, targeting and positioning.
C) Understand the individual elements of the extended marketing mix.
D) Be able to use the marketing mix in different contexts.
Scenario:
Quench Your Thirst Ltd is a newly established non-alcoholic beverages company that has been set up by a group of friends who were previously working in the Production Unit of a long-existed Cola company. These people have now decided to apply their competencies in their own company as they have the necessary knowledge and competencies in the production of fizzy drinks, soda water, distilled/ mineral water, tonics, amongst others.
Being the founder members and board of this new company, they have selected you as the Marketing Manager to introduce the concept of marketing in their field of activities. Your assignment comprises the tasks that follow.
Task 1: The board being unaware of marketing issues, you have been assigned to define and provide an understanding of the marketing concept, while emphasizing on why it is so important today.
Task 2: You are also requested to explain the various elements of the marketing orientation concept, along with the costs and benefits to the company pursuing this orientation.
Task 3: The company intends to launch its products in Mauritius in the near future. Beforehand, you need to identify and analyse the micro and macro environmental factors that need to be considered before taking any marketing decision.
Task 4: After environmental scanning and analysis, Quench Your Thirst Ltd decides to initially launch any two of its product range. Based on the findings from the business environment as above, and the expected Mauritian buying behaviour, you have to suggest any two products (within their area of competencies) that can be launched in specific market segments, with particular reference to the segmentation criteria, targeting and positioning.
Task 5: Devise appropriate marketing strategies using the marketing mix elements to target the relevant market segments for the two products to thus derive a competitive advantage.
Task 6: How would you go about devising your marketing strategies if, apart from the consumer market, the company decides to target business market, and eventually the international market?