Market analysis report for the soft drink market

Market analysis report for the soft drink market

Paper details

Provide a soft drink product market analysis for Czech Republic.

Focus on identification, interpretation and presentation of information and data from Passport/GMID.

Keep focused on extracting the PASSPORT numeric data so you can demonstrate how to segment a market. Keep focused on providing and citing information (PASSPORT) that demonstrates and justifies your qualitative analysis of the market.

Sub categories for soft drinks: Bottled water, carbonates,concentrates, juice, rtd coffee, rtd tea, sports and energy drinks.

ASSIGNMENT1–MARKET ANALYSIS

YouarerequiredtosubmityourMarketAnalysisreporttotheAssignmentDropBox.ThisistheendofWeek4.

YouaretoprepareaMarketAnalysisreportforthesoftdrinkmarketforthecountryyouselected.

This assignment is not an international market selection analysis. The decision has already been madetoenteronecountry.Youdonothavetojustifywhichcountryyouselect–youhaveselected onecountryandnowyouneedtoprovideasoftdrinkproductmarketanalysisforthatcountry.

Yourmarketanalysisshouldfocusontheidentification,interpretation,andpresentationofinformation anddatafromPASSPORT/GMIDandothersources.Theanalysisshoulddemonstrateaclear understandingofmarketanalysisthoughtheapplicationofrelevantbusinessmarketingconceptsand processes.YourMarketAnalysiswillcontributetothesubsequentdevelopmentofacoherent businessmarketingplan(Assignment2).

ForyourmarketanalysisyouwillneedtoapplytheconceptsdrawnprimarilyfromChapters1to4 inclusiveofthetextbook.Thefollowingaremainpointsonlyandyouwillneedtobeselectiveinthe levelofdetailthatyouprovideinyourreport.Youwillneedtoapplyconceptsandprocessesfromthe textbook–butdonotrepeatthetextbook.Assumethereaderisfamiliarwiththeconceptsyouare applying.InmanyplacesyouwillneedtomakereasonableassumptionsaboutAPMCandthemarket youareentering.Youmuststatewhenyouaremakingassumptions.

ExecutiveSummary(5pointssectiontotal)

Assignment1-Section1(60pointssectiontotal)

SegmentingtheBusinessMarketandSegmentDemand

  1. Clearidentificationandpresentationaboutthesegments/targetsinthemarket.(40points)
  2. Clearidentificationandpresentationabouttheforecasteddemandineachsegment/target. (20points)

Assignment1-Section2(20pointssectiontotal)

Business Markets and Customer Relationship  Management

  1. Thenatureofbuyer-sellerrelationshipsinthetargetmarket’sproductsupplychain.(4points)
  2. ThetypesofcustomersintheB2Btargetmarket.(4points)
  1. Thebasiccharacteristicsoftheproductandservice.(4points)
  2. Thenatureofbuyer-sellerrelationshipsfortheproduct.(4points)
  3. Thefactorsthatinfluencecustomerprofitability.(4points)

Assignment1-Section3(15pointssectiontotal)

The Organizational Buyer and Organizational Buying  Behavior

  1. Thenatureandcentralcharacteristicsofthetargetmarket.(3points)
  2. Howthepurchasingfunctionisorganizedinthetargetmarket.(3points)
  3. Therolethatonlinepurchasingassumesinthetargetmarket.(3points)
  4. Thedecisionprocessorganizationalbuyersapplyindifferingbuyingsituations.(3points)
  5. Thevariablesthatinfluenceorganizationalbuyingdecisions.(3points)

ASSIGNMENT2–MARKETINGPLAN

YouarerequiredtosubmityourMarketPlan

Youmustprepareanintegratedbusiness-to-businessmarketingplanbasedonyourprecedingproduct marketanalysis.YouarerequiredtowriteamarketingplanexplainingandjustifyinghowAPMCwill establishandmaintainalong-termbusinesspresenceinthesoftdrinkproductmarketyouselected.

Youarerequiredtosubmitaplanthatsecuresthegreatestnumberofsaleswithinthecountrywiththe greatestlong-termprofitability.APMChascommittedsubstantialfundstothisventure.Thefollowing mainpointsneedtobeaddressedandyouwillneedtousesoundjudgmentaboutthelevelof detailthatyouprovideinyourreport.Pleasenotethatsomeareaslistedbelowmayrequireonlyone ortwosentencesexplainingandjustifyingadecisionwhileotherareasmayrequireamuchmore substantial explanation and justification.

 

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