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Introduction to Marketing Plan

Every organization working is dependent upon business plan as well as over marketing plan which is a part of business or organizational activities. For this plan which provides a decent scheme for better formulation and then implementation of organizational activities in order to attain a particular objective. In this report, the learning will focus over working and marketing plan of Atlantic Quench Cranberries Inc. It is an agricultural corporation that operates its business from United States. Organisation was established by three cranberry growers who belongs from Massachusetts and New Jersey (Baker, 2004). This learning will focus on various environmental factors and techniques that can boost the business of firm and facilitate in advancement of market share. This learning will also provide a marketing plan outline for better business opportunities of Atlantic Quench Cranberries Inc.

A) Tools and techniques for evaluation of market environment and marketing strategies

PEST Analysis

Political factor: The argumentations and policies of government can have impact over marketing procedure of Atlantic Quench Cranberries Inc. It is vital for organization to have modifications in their merchandises according to health standards and other related policies or rules of USA government for better work opportunities (Bass, Jain and Krishnan, 2000). In this firm need to make sure that all juice products are healthier meeting the needs of government. If organization will not focus on government policies then firm mat face decrease in profits ratio.

Economic factor: The financial instrumentation of nation also impacts the sales and profit of Atlantic Quench Cranberries Inc. New York Stock Exchange crisis will also affect the sales of organization. It also forces company to have modifications in their products and pricing. Economy impacts the cost and marketing plan of action of the organization (Beller, Weiss and Patler, 2007).
Social and cultural factor: It has been identified nations are having contrastive social civilization, belief and feelings that impact the marketing design of Atlantic Quench Cranberries Inc. Healthy drinking formulation can also affect the working of social group. It forces organization to sort modifications in their product line as they introduce more juice products to attract potential consumers. Organization can reduce the uses of on non-juice of products as per the cultural needs (Betz, 2011).

Technological factor: In the current market conditions the online services is having great influence on business of organization. Atlantic Quench Cranberries Inc. can lunch its online website for better services to have better sales and meet the target. Adjustment and change is involves in maintaining sales to carry on in competitive market.

There are some tools that Atlantic Quench Cranberries Inc can use for development of marketing strategies such as, mind maps, balanced scorecard and porters five force model. Mind maps are optical tools that are utilized in strategic design to indicate the relation among various items or marketing factors (Bowhill, 2008). A mind map is a draw that include words, ideas or images which are related to initial central idea. The Balanced Scorecard is a tool which is used to supervise the execution and effectualness of strategic designs. It is a way for social group to track development on strategic designing goals across diverse collections that are balanced in respect of other factors (Blankson and Kalafatis, 2007). Porter five force model will facilitate organisation by rendering information regarding competition, supplier, buyer and customer.

SWOT Analysis

  • Enjoys high profile in US market.
  • Constant product innovation
  • Aggressive marketing strategies.
  • Broad portfolio of products
  • Lack of brand awareness in other markets.
  • They only target young age people (Bowhill, 2008)
  • Increased customer concerns in comparison to bottled juices.
  • Growth in heather products
  • Growth in fruit drink industry
  • Increase in competition
  • Increased marketing innovation by other competitors
  • Business is restricted to US market (Blankson and Kalafatis, 2007).

B) Necessity of customer and market place

Mission: To render the best quality cranberries products with innovation in product line.

Vision: To serve best in industry and become leader.


  • To have increase in sales by 10 % at the end of year 2016.
  • To introduce two new products in market with focus on innovation.
  • To have increase in level of customer loyalty by 20% till year 2016.

There are number of strategies through which organisation can meet its objectives with a better focus on its mission and vision. Organisation can focus on differentiation strategy that will facilitate in accomplishment of new product introduction objective. Atlantic Quench Cranberries Inc can introduce new product in market that will have some different features as compare to other products that are available in market. In the support of this, it can also be said that the modifications in targeting will also one of strategy that will facilitate in objectives accomplishment (Muhamad, Melewar and Alwi, 2012).

Atlantic Quench Cranberries Inc can target old age people and sports persons too that will render a support for accomplishment of increase in sales objectives. It has been identified that the increase in number of customers will also increase the sales of product. At last, another objective of organisation is to have increase in customer loyalty ratio. In the support of this, the social group can have better focus or concentration over customer needs (Terpstra, 2000). The improved identification of customer needs will make understand the firm about product weakness and strength. The product is meeting the needs of customers or not. If organisation will have better need identification then product will meet the customers’ needs which will improve sales as well as increase the customer loyalty towards product or brand. Other than this, company can also have changes in its product price as per the needs of customer and market. Organisation can have use of various communication channels to promote the products (Cavalcante, 2013). These factors will also help management to accomplish goals of increase in sales as well as advancement in loyalty.

Marketing plan is essential to accomplish desired goals and define the path to success for better organizational activities. It renders information to possible consumers and charges awareness regarding products and services. In the Atlantic Quench Cranberries Inc marketing planning plays an important role to spread out their business and assist organisation to define sections to make sure that grouping are acquiring proper knowledge regarding their merchandises and place (Gnizy and Shoham, 2014). Consumer’s behaviour is contrastive towards the various product of the organization (such as children are more attracted towards non juice products and young towards juice products).

Every social group required to focus over effective marketing preparation for boosting their sales of products and services. Marketing planning is to render information among clients and advancing the awareness of their trade name. The successful and effective marketing plan always focuses on the consumer behaviour and retail strategy (Muhamad, Melewar and Alwi, 2012). It has also been identified that the success of every organisation is dependent upon its sales and behaviour of customers towards its products. This statement indicates that it is vital for Atlantic Quench Cranberries Inc to have improved focus on customer needs and expectations for better designing of marketing plan. For example, if organisation will design its marketing plan without understanding of customer needs then it might be possible that it affects the working of firm and lead management to great failure or decrease in profit margin ratio (Terpstra, 2000). The proper information regarding customer also facilitate firm to design marketing plan according to diverse needs of various customers from different civilisation.

It is also vital for Atlantic Quench Cranberries Inc to have improved focus on marketplace because it provides a better opportunity to understand the market conditions which are beneficial for firm while developing a marketing plan. The proper information and study of marketplace renders a knowledge about suppliers, competitors and behaviour of customers (Cavalcante, 2013). For example, if organisation will have proper knowledge about suppliers then it will facilitate management to attain resources at low cost which is beneficial for firm and renders an effectiveness to marketing plan. It will also provide information about competitors working and their products (Gorp, 2011). It will facilitate firm to understand the strategies, strength and weakness of competitors products which is vital for better and effective accomplishment of marketing plan objectives.

C) Marketing Mix of Atlantic Quench Cranberries Inc

Marketing mix is an instant construction of modern marketing and academically it is named as the set of governable instruments that the firm mixes to have better production and to target the market wants. This indicates that it can influence the business and demand of Atlantic Quench Cranberries Inc products and services. It includes some factors like product, price, place and promotion.

Product: According to structured study of current scenario it has been identified that Atlantic Quench Cranberries Inc has classified its product line in two ranges (Hammervoll, 2013). In the first year the organization will continue with its current juice product range and non-juice drinks range. In juice product range there are number of products like cranberry original juice, cranberry mix juice, etc. while on the other side, non-juice drinks is consisted of cranberry sauces, cranberry cordial juice, etc. In the second year the organisation will introduce some new products in market to have increase in sales and market share such as mango juices, cranberries based other products. In the third year the Atlantic Quench Cranberries Inc. will have some modifications in newly launched products such as they can have change in taste of mango juice by adding more sugar, etc (Dalgic, 2006). In the support of this, they can also have some mix flavours in market with focuses on current pro