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Essay / Research Paper Abstract
This 6 page paper is a marketing plan for a new type of craft beer to be marketed in the Atlanta region of the United States. The paper outlines the product and the issues faced by the company, considers the target market, positioning, pricing and breakeven point before suggesting to marketing strategies. The bibliography cites 5 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEgurubeer.rtf
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Unformatted sample text from the term paper:
year and are in the Mableton and Clayton area of Atlanta. The current market is one where there is growth and room for the entrance of a new beer, however
Guru is a new brand name that the beer drinkers in the target market do not known, and as such do not have any associations experience with the brand. This
means that the main marketing problem is the decision of the firm to enter into a new market and attract the market in sufficient levels and with sufficient repeat business
in order to create a profit in the new market1. This needs to be achieved in a limited budget as the firm has few capital resources for investment into marketing,
so the marketing campaign needs to be effective and pricing needs to help recoup costs quickly. Therefore, the problem that the firm faces is how to successfully enter a foreign
market in an effective way on a limited budget. The firm needs to develop an effective approach. With the determination of the target market the pricing strategy is a
major part of the marketing mix. The determination of this will help further with the development of the product and its adaptation for the US market so the marketing message
that is developed is aligned with the way that the product will be positioned within the marketplace. The product so is a premium product, and such any pricing strategy that
is adopted would need to support his position, if it does not consumer confusion may result which will help to deter sales as consumers may not necessarily understand the position
of the brand if there are mixed messages. Therefore, an aggressive price strategy in order to gain market share would clash with the premium positioning of the product (Kotler and
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