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principle of marketing - Essay Example
Pages 3 (753 words)
The food and beverages market is a highly competitive one, with the implication being that newcomers faced considerable challenges when trying to penetrate into the market. Indeed, as Steiner (2005) argues, both case studies and empirical evidence suggest that the key to success lies in the selection, not only of the most appropriate marketing strategy but one which is both cost-effective and feasible…
Bearing these lessons in mind, the marketing strategies which shall be proposed for Shin Shii shall be founded upon the characteristics of the market in question and, proceeding from that, shall aim towards the maximization of effect within a reasonable budget.
In selecting its marketing strategy for entry into the U.S. market, it is necessary to consider both the threats and opportunities which shall confront Shin Shii. Based on observations of the US beverages market, marketing and market research scholars have determined that the primary threats confronting both existing companies and new entrants are over-saturation and an increasingly health-conscious consumer-base (Swot,'2005). In other words, not only is competition extremely intense and dominated by a handful of major food and beverages companies but, health concerns are functioning as a threat to the maintenance of the existent market, let alone its expansion.
While market research scholars have identified a number of serious threats confronting the food and beverages' market, they have also identified a number of attractive opportunities, especially pertinent to the case of Shin Shii. In the first place, while the beverages' market may be oversaturated, the U.S. ...