Sunshine Fruit Juices employs 100 people in its Queensland factory and supplies juice to large supermarket chains in Asia and North America. Customers have recently complained that the product has been damaged and bottles have been wrongly labeled. An increase in industrial disputes has also occurred due to a number of recent workplace accidents and demands from employees for higher wages.It may be due to societies change of perception, level of demand or because it is not contemporary enough. The product Sunshine Fruit Juices is selling is Juice.
Sunshine Fruit Juices is currently in its maturity stage. The business is beginning to downfall due to customer implants and the increase in industrial disputes. However, Sunshine Fruit Juices has the opportunity to get back on track. They can change their leadership style, for employees such as monetary and non-monetary, and performance pay. In doing this they are guaranteed to increase profits and decrease complaints and disputes.Market research The process of market research is systematically collecting, recording and analyzing information associated with a marketing problem. Following this process gives an insight into the customers mind so that it can be understood what they want. Sunshine Fruit Juices views the opinions of their customers in their complaints and surveys their customers on the Internet.
Sunshine Fruit Juices also gathers first-hand information from the customers. Whether it is from face-to-face interviews during conversation, electronic methods like telephone, email, or questionnaires.These methods give the business an idea of ways to improve their product. Sunshine Fruit Juices research their competitor’s products and what makes them better than their own. This also includes the pricing, promotion and distribution. When researching it’s competitors the business gains a greater understanding of hat their competitive advantages are. Establishing market objectives Marketing objectives are third step in the marketing plan. They are the goals that the business assigns them selves to be achieved within a certain time.
The business first has to decide what it wants to achieve before implementing a goal.They will also modify the branding to make the product seem new and improve, enough to make the target market want to purchase the product. A target market is a portion of current/potential customers to which a business intends to sell its product.
Sunshine Fruit Juices’ primary target market are people in their teens to mid weenies. This can be identified in the way the business promotes its product. Sunshine Fruit Juices hires people in this age group to act and model in the advertisements The secondary target market consists of children below 12 years old and individuals aged between 25 and 35 years.This market is a smaller and less important market segment. The reason Sunshine Fruit Juices have chosen people these ages for the secondary target market is because they seem to prefer drinking other things and are simply not as interested as the people in the primary target market. Developing marketing strategies Marketing strategies are activities designed to fill market needs and achieve objectives through the marketing mix. Advertise on the Radio on more popular television stations.Sunshine Fruit Juices will show their advertisements on television channels popular with the primary target market and at peak times of the day when many are watching.
This will remind them of the product/s and manipulate them to purchase the product and hopefully increase sales. Will implement price penetration to gain the market share. Price penetration is where a business sets the price low with the goals of attracting customers and aiming market share. The price is raised once the market share is gained. Mock the strategies of competitors such as introducing competitions and deals to become more competitive.
Update current signs as well as add new signs throughout the populated cities as well as locations where the individuals in the primary target market are seen. Implementation, monitoring, controlling Implementing the marketing plan involves applying the marketing strategies in order to achieve the goal. Monitoring means checking and recording the progress of the marketing plan. Controlling is comparing the planned performance to the actual reference and if needed correcting the actions to make sure the objectives are accomplished. None will be needed to implement this marketing plan.
After implementing the marketing plan, the company will see if the objectives and goals were achieved by evaluating the outcomes. The owner of Sunshine Fruit Juices will be in command of making sure the strategies are implemented throughout the year by following the calendar. Each month he will send emails to all employees in regards to the activity and objectives of the particular month.
The owner will monitor every activity that takes place and examine the outcome of all activities.Every employee will be given the option to assess the actions and objectives of the particular month and suggest more efficient ways to succeed. In December 2012, Sunshine Fruit Juices will assess the level of success of the television promotion by tuning in to see if the business is mentioned. The owner will examine the results of the surveys in 2012 and 2013 to identify how effective the strategies for increasing customer satisfaction were. The owner will also examine and compare the data concerning current customers of December 2012 and December 2013.