Strategy focus and plan on how to increase Booster Juice retail sales on campus - Essay Example

Strategic Focus and Plan Mission/Vision Booster Juice aims to increase its retail sales on campus and for this the company aims to improve the brand image and positioning. The company also aims to build more loyal customers, convert customers into long term consumers and improve the customer satisfaction level. GoalsThis marketing plan has different goals and these goals are divided into non-financial goals and financial goals. The non-financial goals are discussed first and then the financial goals of this marketing plan have been presented.

Non-financial goalsThe non-financial goals of this marketing plan are as follows:To increase the customer satisfaction level from its retail sales on campus by 25% within the first year.To increase the ratio of long-term customers by 30% in next two years. To improve the position and reputation of the company by offering quality service and building trust with the customers from retail sales on campus. To increase awareness among customers by 10% in the first yearTo reposition the image of Booster Juice in order to target the selected market in more effective mannerFinancial goalsFinancial goals of this marketing plan have been presented below:To improve the retail sales on campus by 20% in next 12 months To improve the profitability ratio by 25% in next 12 months from retail sales on campus segmentTo improve the return on sales ratio from retail sales on campus segment by 25% in 2 years.

Core Competencies and Sustainable Competitive AdvantageThe main core competency of the Booster Juice is that it is a healthy alternative to all other drinks and energizer. The juice will not only provide the students with an energy boost but will also be healthy and hygienic for them. In order to create sustainable competitive advantage the company will work on ongoing promotion and increasing awareness about the Booster Juice.ReferenceKotler, P., and Keller, K. (2009). A Framework for Marketing Management.

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