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International marketing Name: University: Course: Tutor: Date: Table of Contents 1 Executive summary 3 2 Situational analysis 3 2.1 Market Summary 4 2.2 Swot Analysis 6 2.3 Competition 9 2.4 Product Offerings 9 3 Marketing strategy 9 3.1 Mission 10 3.2 Marketing Objectives 10 3.3 Financial Objectives 10 3.4 Target Markets 11 3.5 Positioning 11 3.6 Strategies 11 3.7 Marketing Mix 12 4 Budgeting 12 5 Implementation 13 6 Marketing organization 13 7 Conclusion 13 Bibliography: 14 1 Executive summary Coca Cola Enterprises Limited intends to introduce a new energy drink in Chile.
The packaging shall be done in both 275ml plastic bottles and 250ml cans. The company intends to Launch Lucozade brand in Chile. Most of the consumers are health conscious and prefer the low calorie energy drinks. The promotional activities will include endorsements by sports personalities and mass advertisements. The company has set enough financial resources for the operations and timelines for the execution of the marketing plan. The marketing organization includes the chief marketing director, the territory directors, the area directors and the public relations personnel. 2 Situational analysis A situational analysis is the foundation of the marketing plan. The situational analysis will include a thorough examination of the internal and external factors which affect the introduction of Lucozade drink in Chile. It will enable Coca Cola to understand the factors which will influence the market growth in the future. Internal analysis will consider the strengths and weaknesses of Coca Cola enterprises Limited (Dibb, Simkin, Pride and Ferrell 2005). ...
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