An outline marketing plan for the next year for Atlantic Quench 092 Essay

An outline marketing plan for the next year for Atlantic Quench 092 - Essay Example While 1,209 companies in the U.S. soft drink industry deals with soft drink manufacturing where they blend ingredients such as water, syrup and sweeteners and sell the packages as beverage (Kaczanowska, 2010). The U.S. soft drink market is dominatd by main players such as Cocacola and Pepsi Inc Companies commanding 40% and 33% respectively of total flavoring syrup and concentrate manufacturing market and 28.6% and 26.8% respectively of soft drink manufacturing market in the U.S (Sicher, 2009). The remaining percentage is shared amongst many small soft drink manufacturing companies. The global market incorporates North America, South America, Western Europe, Eastern Europe and Asia-Pacific. The United Kingdom market the perfomance of fruit juice has great impact on the overall market, the industry includes fruit juice, juice drinks and smoothies. According to Mintel, the fruit juice, juice drinks and smoothies market in the UK is expected to grow by 13% in 2018. Manufacturer’s focus on added value especially on health matters and convenience is also expected to fuel value growth (Mintel, 2010a). The plan focuses on Atlantic Quench Cranberries Inc which is an agricultural co-operative company operating from Unites States. Currently, the company is owned by approximately 630 cranberry and 46 grapefruit farmers and known as the leading producer of juice drinks, canned and bottled juices in North America. Their brand is recognized as best-selling in the last three decades dating back to 1981. The report focuses on marketing plan for the next year for Atlantic Quench Cranberries Inc (Luther, 2013). The main objective being marketing Atlantic Quench Cranberries products through increasing sales accrued to this brand and product line items as well as offering diversified products tailor made to cater for customer demands (Ahmed and Rafiq, 2002). These two objectives can be met through use of strategic product pricing,