Marketing Planning Essay Example | Topics and Well Written Essays - 3250 words - 1

Marketing Planning - Essay Example 1.1 Product Introduction Mount Franklin is pure spring water without adding any flavour into the water, which is taken from beneath the ground, travelling through layers of the rock of three natural sources in Australia. In addition to competing with bottled water, Mount Franklin also competes with other non-alcoholic beverages. Despite the presence of competition and substitute products, the market remains attractive due to strong growth in demand, barrier to entry, lack of bargaining power of suppliers, favorable customers’ preference of bottled water over other types of beverages and CCA’s competitive advantage in distribution (Coca-Cola Amatil Ltd., 2003). The objectives of this marketing plan is to improve the market position of Mount Franklin by growing the demand for bottled water and improving Mount Franklin’s image over its competitors. However, there are issues which need to be addressed e.g. cannibalisation of other products produced by CCA and negativ e publicity from overseas. To achieve the stated objective, both offensive and defensive strategies will be discussed. Offensive strategies will be used to grow market share, customer purchase and market demand while defensive strategies will be used to protect current market position. 2. ... These beverages are bottled in plastic, glass or else canned in aluminium for sale to wholesalers and retailers. Mount Franklin spring water is available in many stores such as convenience stores, food court, take away outlets, supermarkets and vending machines. The major players involved in this industry are Coca-Cola Amatil Limited (CCA), Cadbury Schweppes Australia Limited, Berri Limited and Golden Circle Limited (CCA, 2004). In Australia, soft drink industry is a large industry with over $3 billion annual turnover and employs a substantial number of workers as shown in table 1. The major group of consumers who drink the bottled water are young people, singles, and couples especially female aged between 14 to 35 years (Australasian Bottled Water Institute, 2004 a ). In bottled water category, the CCA share has increased from 15% to 35% in the previous 18 months. Per capita consumption of its brands, ‘Mount Franklin’, the market leader, ‘pump’ and ‘N everfail’ has been growing (Australasian Bottled Water Institute, 2004 a ). 2.2 External: Market Analyses Porter’s Five Forces Analysis Rivalry among existing firms The industry could be considered as oligopoly. There are five major companies which account for more than 80% of the market share. Each of the major companies holds more than 1% of the market share and seeks to improve the share position. In addition, there are numerous companies which are local and international companies that compete in this industry. Thus, there is intense rivalry within the industry. Barrier to entry Although there is no regulation that prevents a company from entering soft drink industry, barrier to entry remains significant. Brand awareness is crucial

American football Essay Example | Topics and Well Written Essays - 750 words - 2

American football - Essay Example The game evolved as new of rules were set including the introduction of the snap, the downs concept, the neutral zone and legalization of the forward pass. The introduction of the snap caused the unexpected development of the â€Å"block game† where a team would keep hold on the ball indefinitely to keep the other team from scoring. To prevent this practice from becoming the norm, a rule change was necessary. There was the introduction of three downs or tackles to advance the ball five yards or forfeiture of ball control to the other team. The rule probably stopped the game from becoming boring and fading into the confines of other less popular sports. Rules were also developed to specify field size and a scoring system to be used by teams during play. It clear from the evolution and revision of the rules and guidelines of the game that American foot was growing to be a popular sport among many people. Professional football was first recorded when William heffelfinger was paid 500 Dollars to play a game in 1892. After that, it became apparent that there needed to be rules to govern how people handled this aspect. Fortunately, there was the rise of the NFL that has reigned over the game for a long time. Despite its disadvantages, professional play may have improved the standard of the game by making sure that only the best players compete professionally. In a team, there are three major backfield positions, namely the quarterback, the halfback and the fullback. The quarterback leads the offense and calls the plays. He usually takes the snap and may hand off the ball, throw it or run with it. Consequently, quarterbacks have sometimes been seen as the most important players in the team. The halfback or tailback usually carries the ball during running plays. He may also be a receiver. A fullback primarily acts as a blocker but may sometimes act as a runner the for short distance situations. The center leads the