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1. Develop each element of the Marketing Mix to create strategies to achieve the objectives for the opportunity outlined.

2. Outline the elements and tools that would be best used and the links between the marketing mix elements in your plan to create a cohesive and implementable plan.

SWOT Analysis

Identification of the competitive advantages and initiating the business strategies are the major considerations for the contemporary business organizations. This is due to the reason that competitive advantages will determine the potentiality and effectiveness of the organizations in face of their competitions. On the other hand, it is also important for the business organization to determine their target segments and initiate strategies accordingly (Saeidi et al., 2015). These strategies will include the marketing mix elements that will help the organizations in targeting the customers according to the current market trends and preference pattern. Thus, in order to have an ideal marketing plan, it is important to determine all these factors effectively. Initiation of the marketing plan is more important for the small and medium size organizations due to the reason that it will help them to enhance their business further (Urbancova, 2013).

Grove juice is one of the leading names in the beverage sector of Australia. Their products are Australian owned and grown. They are founded in 1969 in Brisbane as a home delivery business of fruit juice. In the further stage, they started the larger operation and open new manufacturing facility in Warwick also started to export to the foreign markets (grovejuice.com.au/, 2018). Currently, they are one of the best known juice brands in the Australian region. However, with the increase in the competition in the beverage industry and inflow of the global firms, it is becoming more important for them to design a 12 month marketing plan to enhance their business processes.

This report will design a 12 month marketing plan for Grove juice by including the SWOT analysis to determine their potential opportunities. In addition, different models and frameworks will be used in analyzing the identified opportunities. The competitive advantages will be identified and will align with the business growth strategies. This report will also identify the target market segments and initiate strategies accordingly. The marketing mix elements will be recommended along with the budget and implementation plan for the marketing plan.

Strengths

· Grove juice is one of the heritage brands of Australia and posses positive brand image (Zhang, 2015).

· Having diversified product portfolio.

· Having own farming fields that ensure seamless supply of the fruits.

Weaknesses

· They are having less presence in the foreign markets beyond the Australian regions.

· Less brand value compared to the global competitors such as Tropicana (Gyrd-Jones & Kornum, 2013).

· Organizational limitations by having only two production facilities.

Opportunities

· Customer preference is changing towards the consumption of fruit juice.

· Catering to more foreign countries will enhance the opportunities for them.

· Introducing more flavors with different fruits will enhance the target customer bases (Modrak, Marton & Bednar, 2014).

Threats

· Emergence of new competitors in the market will further reduce the profitability of Grove juice.

· Fruit juice is not considered as a necessity product and thus it is more vulnerable towards the economic downturn (Zenker, Eggers & Farsky, 2013).

· Change in the taste and preference pattern of the customers.

One of the major opportunities identified for Grove juice is the customer preference pattern towards the fruit juices. It is reported that more customers are opting for fruit juice as the healthier alternative over the carbonated drinks. Thus, the business opportunities for Grove juice are increasing with time (Gibson, Rosen & Stucker, 2015). On the other hand it is also identified that growth strategies including enhancing the product portfolio and market presence will also help Grove juice to cater to larger segments of customers. Grove juice is having expertise in producing juices of different flavors and thus it will not be difficult for them to add some more flavors. In addition, the existing facilities can be used for producing the new flavors due to the reason that elements for producing juice will remain same (Mueller & Shepherd, 2016).

Star

Grove signature

Question mark

Grove only juice

Cash cow

Grove classic

Dog

Pure spring water

Source: Created by the author

From the above analysis, it is identified that Grove juice should focus on their Grove signature and classic brands in enhancing their future business operation. According to the resource based view model, the major resources for Grove juice are the financial capability, which they gained from their years of operation, own farming land that helps them to have the top quality fruits round the year and processing technologies (Lin & Wu, 2014). Among these the productivity and climatic factors of their farming land cannot be imitated by the competitors. Thus, producing new fruit flavors in their farming and will further help them to leverage on their existing facilities in introducing new products in the market and cater to larger customer segments from new markets.

Target Market Segments

It is important to identify the competitive advantages for Grove juice based on their identified opportunities. In this case, the porter generic strategy model will be used in determining the strategic fit of the identified opportunities with the overall business plan. According to the porter generic strategy, there are three strategies namely cost leadership, product differentiation and market focus, which can help Grove juice in gaining competitive advantages.

In terms of the cost leadership approach, introduction of the new products will enable in optimal utilization of their resources including their farming field and production facilities. Thus, the average cost of operation will get down and it will increase the profitability of Grove juice (Banker, Mashruwala & Tripathy, 2014). Generating more business from the foreign markets will also increase the rate of production of them and reduce their average cost of production. Thus, the identified opportunities will be well aligned with that of their business advantages.

Product differentiation refers to the strategy of offering unique and distinctive products in the market in order to stay different from that of the competitors. Thus, introduction of the new products with new flavors will help creating more distinctiveness and different products over their competitors (Liu & Zhang, 2013). In addition, entering in the foreign markets where the existing flavor of Grove juice is not available will also uplift the product differentiation strategy.

Market focus refers to the process of targeting and determining the preference pattern of the particular target customer segments and offerings products accordingly. Thus, if more product flavors are introduced in the market then the diverse requirement of more customers can be met. In addition, more customers getting towards the fruit juices over the conventional carbonated drinks (Piercy, 2016). Thus, these customers segments should be focused and new products should be introduced accordingly.

Ansoff growth matrix will be used in determining the relation between the identified opportunities and the organizational strategic intent. According to this matrix, there are four major organizational approaches that can help Grove juice in increasing their business potentiality.

This refers to the process of developing new products to target the new customer segments in the existing markets. In the case of Grove juice, introduction of new drinks in the market will help them to cater to the new customer segments in their existing market. Thus, the business opportunities will get increased for Grove juice (Katsikeas, Leonidou & Zeriti, 2016).

Market penetration refers to the introduction of the new variants of the existing products in the existing markets in order to further penetrate in the market. In order to tap the growing customer interests for the fruit drinks, Grove juice should initiate the market penetration strategy. This will help them to target more diverse range of customers across different price levels and business opportunities will get increased (Schmidt, Spann & Zeithammer, 2014).

Market development refers to the process of entering in the new markets with the existing set of products. Grove juice will have more business opportunities if they can enter in the foreign markets. Thus, the market opportunities will get increased and potentiality for them will get increased.

Competitive Advantages

Diversification refers to the strategy of offering new products in the new markets. In case of Grove juice, they can enter in a new market with offering new products such as carbonated drinks and some other beverage items. This will help to diversify their business and sources of income will be more for Grove juice.

  • Increase the sales in the Australian market by minimum 10 percent within the next 12 months.
  • Gain 5 percent of the revenue from the new flavors to be introduced within the next 12 months.
  • Convert 5 percent of the potential customers from the carbonated drinks segment within the next 12 months.

Specific

Measurable

Actionable

Relevant

Time bound

Increasing the sales is the core objective

Determining by evaluating the difference between the desired and expected results

Minimum 5 percent growth can be achieved

Grove juice is already having presence in the market and thus it will be easier for them

12 months time frame is suggested

One of the major segmentation variables to be used is demographic segmentation. In terms of age groups, customers between the age groups of 12 and 60 will be targeted. The major reason for targeting this wide age group is the nature of the product of Grove juice. Fruit juice will be offered to the teenage groups as a mode of refreshments and to the elderly age groups as a mode of nutrition (Sagar et al., 2017). In terms of gender, both male and female customers will be targeted. In terms of the income level, mass market customers will be targeted due to the reason that fruit juice is not a luxury product. This will increase potentiality for Grove juice.

Geographic segmentation is important for Grove juice due to the reason that it will determine the market presence of the products of them. Customers from the tier I and II cities and regions will be targeted due to the reason that they will have the affordability of consuming fruit drinks for refreshments. In addition, the potential export market will be the developing countries (Volpi & Ferrari, 2015). This is due to the reason that developing countries such as India and China are having the highest economy growth rate in the world with the largest portion of global population. Thus, targeting these countries will help Grove juice to have larger target customers.

In terms of the psychographic segmentation, customers with having professional backgrounds will be targeted. This is due to the reason that professionals will have busy schedule and will have the requirement for fruit juices for their refreshments. In addition, the households will also be targeted for their family usage. In addition, customers with having active lifestyles will also be targeted due to the reason that active lifestyle will be well aligned with the consumption of fruit juices for refreshments.

It is recommended that cost leadership and product differentiation strategies should be initiated in order to target the segmented customers. This is due to the reason that targeted age groups for Grove juice is wide and vast and initiation of the cost leadership will further increase the potentiality from this age group (Bostrom, Bohm & O’Connor, 2013). Cost leadership will help Grove juice to have customers from the targeted age group across the entire price levels. In addition, there are number of competitors already offering fruits juices in the market. Thus, initiation of the cost leadership strategy will help in gaining competitive advantages over their rivals. On the other hand, cost leadership will also enable Grove juice to have more competitiveness in targeting the developing markets by offering affordable prices.

It is also recommended that product differentiation strategy should also be initiated for targeting the segmented customers. This is due to the reason that huge varieties of fruit juices are available in the market and differentiating strategy will help to create a dedicated market segment. Grove juice should come up with distinctive flavors, which will help to meet the expectation of the customers coming from the carbonated drink segments (Dirisu, Iyiola & Ibidunni, 2013). In addition, differentiation strategy will also help Grove juice to meet the diverse taste of different customer segments.

Marketing Mix Elements

From the above positioning map, it can be concluded that competition is low in the low price and natural flavor segment. Majority of the brands are offering natural flavors in high price and some are offering low price but with artificial contents. Thus, Grove juice will be positioned as a low priced and natural fruit juice in the market. The above positioning map is denoting that this positioning will help Grove juice to have less intensity of the competition in the market. Thus, customers will have the option of availing natural fruit juice in lower pricing.

Product

· Grove juice will be targeted as convenience products in order to have more frequent purchases (Loose, Peschel & Grebitus, 2013).

· Distinctive packaging and bottle design will be offered as augmented products.

· Diversified products will be offered to meet the diverse needs of the customers.

Price

· Market penetration pricing strategy will be initiated in order to cover the larger market segments.

· This strategy will also help Grove juice to increase their sales volume in the export market (Spann, Fischer & Tellis, 2014).

· Customers across different price level will be targeted with the help of market penetration pricing strategy.

· Majority of the competitors are offering natural drinks in premium price. Thus, this pricing strategy will enable Grove juice to have lower intensity of competition.

Place

· Grove juice will be distributed both through online and offline markets.

· Online retail marketplaces will be used to distribute the products.

· Extensive distribution strategy will be used in offline distribution of the products. This will help in having more outlets and availability in the market.

· Online distribution will also help in catering to the need of the export countries and bulk exports can be directly managed.

Promotion

· Omni channel promotional strategy will be initiated in order to have both online and offline presence.

· Social media marketing will be used in determining the changing trend in the market and identifying the opinions of the customers towards their existing products (Jiang, Yang & Jun, 2013).

· Traditional marketing including television commercials and print media will be used to cater to the conservative customers.

· Sales promotion including conducting live events in the public places will help in proving the customers real world experience regarding the products.

· Seasonal flavors will be offered to tap the growing demand in festive seasons.

Physical evidence

· Physical evidence will include the pet bottle of the drinks. This will stay with the customers even after the consumption of the drinks.

· Physical evidence for Grove juice will also include the color of the juices. Natural colors will be used and thus they will be dull compared to the competitors (Jussila et al., 2015).

· Physical evidence will also be made diverse due to the bottles of different size and shapes.

Process

· Grove juice is already having effective process of farm to fridge for their juices.

· It is recommended that time consumption in the assembly line will be reduced in order to have more option to offer the fresh juice to the customers.

· Another production facility will be created in separate location to cater to the increased demand.

· This will further reduce the time between the production and delivery of the products.

· Delivery systems will be outsourced in order to have more efficiency in the process.

People

· Fruit cultivators are the major advantages for Grove juice and thus they should be well managed in order to retain their competitiveness.

· Effective process of human resource management approach in place will help to enhance the productivity of the employees and thus the average effectiveness will get increased (Collings, Wood & Szamosi, 2018).

· Customer oriented approach will be initiated in order to have the right products for the right sets of customers.

Main activities/ stages

Assigned stakeholders

1st-2nd Month

3rd- 4th Month

5th- 6th Month

7th-8th Month

9th- 10th Month

11th- 12th Month

Determination of the external environment

Top level managers

Determination of the internal competencies

Medium level managers

Initiation of the competitive strategies

Marketing managers

Funding activities

Finance manager

Primary data collection

Sales executive

Final implementation

Top level managers

Segmentation of the market

Marketing manager

Implementation of the marketing mix elements

Marketing and top level manager

Evaluation and measurement

Sales head

Follow ups

Sales head

KPIs

Determination of the addition of new customers in 12 months period

It will help in determining the change in the inflow of the new customers before and after the implementation of the marketing plan.

Number of sales lead obtained

It will help to identify the exact number of sales queries gained.

Number of promotional events conducted

It will help in determining the number of events conducted in 12 months.

Determination of the customer views and opinions

It will help in analyzing the feedback of the customers.

Determination of the sales volume in units and value

It will help to identify the exact increase in sales volume and number.

Some of the ethical factors such as the societal marketing concepts will be considered. This will help in initiating green marketing and other social oriented marketing, which will further help in generating positive word of mouth in the market. In addition, the cultural factors towards consumption of different fruit drinks will also be considered mainly in operating in the export market. Global factors including the currency valuation will be considered in the international business due to the reason that this will determine the profitability and final pricing of the products in the export market.

Conclusion 

This report concluded that Grove juice is having a number of opportunities in their future course of business. In this report, the internal competencies of Grove juice are being identified and they are aligned with the identified opportunities. In addition, this report also evaluated the competitive advantages of them and aligned them with their new business intent. In accordance to these factors, markets are being segmented and targeting and positioning strategy are being discussed. This report concludes that the marketing mix elements discussed in this report will help Grove juice to have effective course of business in future. 

Reference 

Bostrom, A., Böhm, G., & O'Connor, R. E. (2013). Targeting and tailoring climate change communications. Wiley Interdisciplinary Reviews: Climate Change, 4(5), 447-455.

Collings, D. G., Wood, G. T., & Szamosi, L. T. (2018). Human resource management: A critical approach. In Human Resource Management (pp. 1-23). Routledge.

  1. Banker, R., Mashruwala, R., & Tripathy, A. (2014). Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy?. Management Decision, 52(5), 872-896.

Dirisu, J. I., Iyiola, O., & Ibidunni, O. S. (2013). Product differentiation: A tool of competitive advantage and optimal organizational performance (A study of Unilever Nigeria PLC). European Scientific Journal, ESJ, 9(34).

Gibson, I., Rosen, D., & Stucker, B. (2015). Business Opportunities and Future Directions. In Additive Manufacturing Technologies (pp. 475-486). Springer, New York, NY.

grovejuice.com.au/. (2018). Home - Quality Australian Juice - Grove Juice. Retrieved from https://grovejuice.com.au/

Gyrd-Jones, R. I., & Kornum, N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi?stakeholder ecosystems. Journal of Business Research, 66(9), 1484-1493.

Jiang, L., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.

Jussila, I., Tarkiainen, A., Sarstedt, M., & Hair, J. F. (2015). Individual psychological ownership: Concepts, evidence, and implications for research in marketing. Journal of Marketing Theory and Practice, 23(2), 121-139.

Katsikeas, C. S., Leonidou, C. N., & Zeriti, A. (2016). Eco-friendly product development strategy: antecedents, outcomes, and contingent effects. Journal of the Academy of Marketing Science, 44(6), 660-684.

Lin, Y., & Wu, L. Y. (2014). Exploring the role of dynamic capabilities in firm performance under the resource-based view framework. Journal of business research, 67(3), 407-413.

Liu, Q., & Zhang, D. (2013). Dynamic pricing competition with strategic customers under vertical product differentiation. Management Science, 59(1), 84-101.

Loose, S. M., Peschel, A., & Grebitus, C. (2013). Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products: The case of oysters. Food Quality and Preference, 28(2), 492-504.

Modrak, V., Marton, D., & Bednar, S. (2014). Modeling and determining product variety for mass-customized manufacturing. Procedia CIRP, 23, 258-263.

Mueller, B. A., & Shepherd, D. A. (2016). Making the most of failure experiences: Exploring the relationship between business failure and the identification of business opportunities. Entrepreneurship Theory and Practice, 40(3), 457-487.

Piercy, N. F. (2016). Market-led strategic change: Transforming the process of going to market. Routledge.

Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of business research, 68(2), 341-350.

Sagar, S., Lundberg, L., Skold, L., & Sidorova, J. (2017, June). Trajectory segmentation for a recommendation module of a customer relationship management system. In 2017 IEEE International Conference on Internet of Things (iThings) and IEEE Green Computing and Communications (GreenCom) and IEEE Cyber, Physical and Social Computing (CPSCom) and IEEE Smart Data (SmartData)(pp. 1150-1155). IEEE.

Schmidt, K. M., Spann, M., & Zeithammer, R. (2014). Pay what you want as a marketing strategy in monopolistic and competitive markets. Management Science, 61(6), 1217-1236.

Spann, M., Fischer, M., & Tellis, G. J. (2014). Skimming or penetration? Strategic dynamic pricing for new products. Marketing Science, 34(2), 235-249.

Urbancova, H. (2013). Competitive advantage achievement through innovation and knowledge. Journal of Competitiveness, 5(1).

Volpi, M., & Ferrari, V. (2015, March). Structured prediction for urban scene semantic segmentation with geographic context. In Urban Remote Sensing Event (JURSE), 2015 Joint (pp. 1-4). IEEE.

Zenker, S., Eggers, F., & Farsky, M. (2013). Putting a price tag on cities: Insights into the competitive environment of places. Cities, 30, 133-139.

Zhang, Y. (2015). The impact of brand image on consumer behavior: a literature review. Open journal of business and management, 3(1).

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