A&W Root Beer in the United Kingdom's Market

Vincent S.

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A&W Root Beer in the United Kingdom's Market

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Lecture
Résumé
Sommaire
Extraits

Résumé du document

Through this assignment we will develop a marketing plan that will able A&W, the US Root Beer drink brand to enter the United Kingdom market. In fact, during the development, we will as a first step analyzing the brand in order to position the brand in its current market, and have a better idea of the company we are going to work with. The company we are going to introduce in the United Kingdom market is a beverage company that not many people know, A&W Root Beer. This beverage is a specific beverage that you will be able to find in North America and Mexico, and which has achieved success over there.

Sommaire

Marketing audit
1. The marketing mix: 4P's
2. SWOT Analysis
3. Consumer
4. BCG
5. The Ansoff Matrix
6. Porter five forces
Marketing plan
1. A story
2. A product
3. A country
4. A target
5. A distribution channel
6. A budget
7. Possible extension
Creative elements to support the marketing plan
1. E-?mailing campaign
2. Facebook page
3. Ad campaign
4. Google AdWords ad
5. Homepage

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Extraits

[...] They often get a quick meal at places that are selling fast food. They have a life that is sharing between studies/work and hobbies. Where Our target often gets drinks in the street, and when they are shopping at malls. But they also get this kind of carbonated drinks, soft drinks, when there are with friends at parties. So they also buy these beverages at big stores and grocery. When Our target usually buys our drinks at regular days. There is no need of sales to sell our product, but some specific short sales may boost our sales. [...]

[...] Web Nov A&W Root Beer. Web Nov "About KFC in the UK, Introduced to Britain in 1965, with the first store opened in Preston KFC.co.uk." KFC Restaurants United Kingdom and Republic of Ireland - KFC.co.uk. Web Nov "About Us - Dr Pepper Snapple Group." Home - Dr Pepper Snapple Group. Web Nov "BCG Matrix." QuickMBA: Accounting, Business Law, Economics, Entrepreneurship, Finance, Management, Marketing, Operations, Statistics, Strategy. Web Nov "BCG Matrix." QuickMBA: Accounting, Business Law, Economics, Entrepreneurship, Finance, Management, Marketing, Operations, Statistics, Strategy. [...]

[...] How Buying A&W Root Beer is generally in single purchase. It could be in higher volume if there are big parties, but A1W Root Beer is most of the time buy by pack of cans or bottles. IV. BCG A. Definition The BCG (Boston Consulting Group) Matrix has been created in order to rank on graph products of a company related to 2 factors: relative market shares, and market growth. It permits to distinguish four different product categories: Question mark, stars, cash cows and dogs. [...]

[...] But with a good marketing plan, and a good strategy, A&W Root beer will be able to conquer the European market. The marketing plan that has been develop for the A&W Rotor Beer company, will permits to the company to penetrate the British market efficacy, and quickly. We will mainly based our strategy by using our corporate partnership that we already have on the U.S market, in order to be performing faster, and get a huge presence on the market shortly after our first steps in the market. [...]

[...] You can find also A&W Root Beer in oil station and grocery. D. Promotion The promotion of A&W root beer was mainly by word to mouth at the beginning, because it was sold only through is chain of restaurant. But still the company decided to sell it through a bigger distribution channel; promotion has been developing through TV ads, billboards, and ads in magazines. II. SWOT Analysis A. Definition The SWOT analysis is a marketing tool that will help us to auditing the company and its environment. [...]

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