Basic Marketing Strategy/Marketing Mix

Essay by laveraUniversity, Bachelor'sB+, November 2006

download word file, 3 pages 4.0

To have a successful business, a marketing strategy and marketing mix is a necessity. The strategic plan defines the company's overall mission and objectives. Armstrong, /Koller marketing: an introduction. Pp.53 In plain and simple terms, marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products

Because Colgom also produce carbonated and non carbonated cocktail mixers, I am going to use a strategic business unit to market Action-Cal," a strategic business unit is a unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses". Armstrong/Kotler marketing an introduction pp.44. I chosed this avenue so as to keep Action-Cal from being associated with the cocktails mixers and to have a division that concentrates solely on Action-Cal development and expansion.

It has been determined that Colgom's target population for Action-Cal will be tween's, (9 to 14 years old) and later discovered that the light, low calorie version was popular with the 18-25 years old segment of the population.

The targeted market has been decided upon,

The steps in the marketing strategy for Colgom's Action-Cal will be as listed.

1. Mission statement

2. Philosophy

3. Goals

4. Objectives to Achieve these goals

5. Environmental and Industry Analysis

6. Information Need

7. Internal Business Analysis

8. Finalizing a Plan

Action-Cal mission statement will set the stage, it will clearly state what value the company intend to offer and whom it intend to offer it to, this will also guide the company.

Mission Statement:

Action-Cal mission is to deliver a superior nutritional beverage to the consumer market.


Action-Cal philospy is that we are here to give the customer the best product possible, We support our community and it's interest to...