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Style:
Harvard
Subject:
Business & Marketing
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Coursework
Language:
English (U.S.)
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Topic:

Three Spirit Marketing Plan Business & Marketing Coursework

Coursework Instructions:

The overall objective from the individual task is to produce a marketing plan for Three Spirit brand(Three Spirit https://threespiritdrinks(dot)com/) to cover the next three years (January 2021-December 2023) outlining how
you would protect and build on the brand’s current strengths and overcome its key
weaknesses in order to take advantage of the key opportunities that you have identified
within the marketplace and to minimise the potential impact of the key threats.
Your starting point is the marketing audit. First, you will have to undertake an external audit
in order to develop an understanding of the market environment in which the brand exists.
You will then need to perform an internal audit of your brand, in order to understand its
marketing strengths and weaknesses. This research will help you to define the current STP
of the brand and provide context for the critique of their current marketing mix. From that you
will develop a SWOT which will form the basis for your plan. Overall, make sure your plan:
• Is underpinned by a SWOT analysis based on a detailed and evidenced
understanding of the marketplace that the brand is operating in (external audit), and
of the brand itself and its current STP (segmentation, targeting, positioning) (internal
audit); • Shows how the brand can use its strengths to capitalise on the key opportunities that
you have identified within the marketplace while minimising the impact and risks from
the weaknesses and threats;
• Sets clear objectives and offers an integrated marketing mix to achieve them
(NOTE: make sure you address all the elements of the marketing mix – this is NOT
just about marketing communications!);
• Presents detailed timescales for the proposed marketing actions and
• Presents proposals for evaluating the outcomes of those actions.
Your marketing plan should comprise 2500 words. The specified word count refers to the
main body of the report and does not include front cover, title page, contents page, executive
summary, reference list, bibliography or appendices. The word count does include headings,
tables and in-text citations, but not equations or diagrams.

Coursework Sample Content Preview:
0800100MARK5015Marketing ManagementMarketing Plan(Insert brand here)Semester 1 2019-20Student Number (Please insert)MARK5015Marketing ManagementMarketing Plan(Insert brand here)Semester 1 2019-20Student Number (Please insert)21907595250Oxford Brookes Business SchoolOxford Brookes Business School4005580-1936757194557200906840855160274072009099733107200907194554532630687705
Contents
TOC \o "1-3" \h \z \u Contents……………………………………………………………………………………………… PAGEREF _Toc525401122 \h 2
Introduction PAGEREF _Toc525401123 \h 3
SWOT PAGEREF _Toc525401124 \h 4
Assumptions PAGEREF _Toc525401125 \h 5
Segmentation, Targeting and Positioning PAGEREF _Toc525401126 \h 6
Objectives and Strategies PAGEREF _Toc525401127 \h 7
Programmes PAGEREF _Toc525401128 \h 8
Review and measurement PAGEREF _Toc525401129 \h 9
Reference List PAGEREF _Toc525401130 \h 10
AppendiX 1 PAGEREF _Toc525401131 \h 11
Introduction
Considerably, the non-alcoholic industry has a large market share based on the wide range of products offered to the consumers. Notably, most consumers fail to experiment with new products resulting in a high level of brand loyalty (Hagemann et al., 2017, p. 120). The trade has encountered dramatic change resulting from the various structural adjustments in the market. Over the years, the general business has become competitive, volatile, and unpredictable, creating the need for companies to develop strategies for defending their market share. Three Spirit offers non-alcoholic products to consumers, such as bright aromatics, vibrant berries, and bright aromatics to enhance euphoric and lively feeling among consumers. According to statistics, the trend in the reduction of alcohol appeals to a wide range of clients. Three Spirit offers quality non-alcoholic products, which influence most consumers to switch to the products without much sacrifice.
SWOT
Strengths
Dominant market share- Three Spirit is one of the prominent non-alcoholic companies across the United Kingdom. One of the company's key focus areas is to offer a wide range of products, such as livener, nightcap, social elixir, and FAQ. Notably, the products are of high quality to suit the needs of consumers who focus on non-alcoholic drinks. Three Spirit has an intriguing brand and packaging that makes it outstanding among the customers (Gürel & Tat, 2017). The beverage is designed to be consumed either as Spirit or mixed from a cocktail form. Three Spirit is made from natural plant-based ingredients, thus having a positive impact on consumers' energy and mood. Therefore, the drink is outstanding among consumers who prefer non-alcoholic beverages.
Customer loyalty- is an equally critical strength that is an advantage to Three Spirit's survival in the market. Since the drinks combine plants in stimulating mind and body, most clients choose to use the product without looking for alternatives in the market. Customers stick to the alcohol-free options for making non-alcoholic cocktails. Equally, they perceiv...
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