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

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About the document

Acepublisher .
Published date
Language
documents in English
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pdf
Type
market study
Pages
26 pages
Level
General public
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  1. Marketing audit
    1. The marketing mix: 4P's
    2. SWOT Analysis
    3. Consumer
    4. BCG
    5. The Ansoff Matrix
    6. Porter five forces
  2. Marketing plan
    1. A story
    2. A product
    3. A country
    4. A target
    5. A distribution channel
    6. A budget
    7. Possible extension
  3. Creative elements to support the marketing plan
    1. E-­?mailing campaign
    2. Facebook page
    3. Ad campaign
    4. Google AdWords ad
    5. Homepage

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.

[...] We will also use this page as a means of obtaining information about the consumers' expectations and act efficiently in order to increase our market shares - IMKT - 2B - International Marketing : A&W Root Beer 24 The Facebook page20 may look like this: Many other things could be developed around this Facebook page. But the most important thing is that by the word of mouth, the brand awareness could increase very quickly. In fact, every time a person becomes a fan of your company, each member of his/her friends list will be able to see it, and become a fan also, thus, repeating the same process. [...]


[...] With this marketing plan we want to penetrate the British market efficiently in order to become the most popular soft drink in the United Kingdom, and make A&W Root beer beverage identify as a young brand that will participate in every party and meal in the UK - IMKT - 2B - International Marketing : A&W Root Beer 5 Presentation of the company The company we will introduce in the United Kingdom market is a beverage that not many people know: A&W Root Beer. [...]


[...] We can also cite the Euromonitor website talking about the soft drinks market in Germany: line with the success of private label brands, discount stores like Aldi, Lidl, Norma, Netto, Penny and Plus continued to increase their retail volume shares at the expense of other distribution 15 Source: "Soft Drinks in Germany." Euromonitor International: Global market research on industries, countries and consumers - IMKT - 2B - International Marketing : A&W Root Beer 21 channels?16. This citation highlights the fact that on one hand the value of the soft drinks market in Germany is increasing, and on the other hand, our partner in the UK, Aldi, is also well performing on its home market, with high sell rates of soft drinks. [...]

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