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New product launch - organic beverage

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Put yourself in the position of an entrepreneur who is developing a new product to introduce into the market. Briefly describe the product. Then develop the segmentation, targeting, and positioning strategy for marketing the new product. Be sure to discuss:

- The overall strategy
- Characteristics of the target market
- Why that target market is attractive
- The positioning strategy

Provide justifications, in the form of research, for your decisions and include at least three references to credible sources outside of the course and its required readings/ media.

Your paper should be 2-3 pages in length, well written, and formatted according APA Style

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The product selected for this assignment is organic beverages such as organic coffee, organic juices, etc.. The product will be made from finest organic ingredients sourced from all over the globe. The company will offer new and unique flavors in its organic coffee and juice categories, thereby making its products one of the finest and unique in the market. The company's strategy to offer premium, innovative and unique organic beverages that not only offer health benefits to consumers, but also excel against competitors in terms of taste and variety. The company wish to differentiate its offering on account of quality, variety and taste.

The company will make its products available to consumers via leading retail chains, both in the natural products space as well as other big box retailers such as Walmart, as well as via neighborhood organic product retailers and retail outlets. The company ...

Solution Summary

Discusses strategy, positioning, target market related to launch of organic beverage.

See Also This Related BrainMass Solution

Strategic Choices

Step One: Which of the four strategies discussed in this module (see background materials) does The Coca-Cola Company follow? How do you know?
Step Two: Using the process you learned in the SLP, integrate this strategy with the strengths, weaknesses, opportunities, and threats you identified in modules 2 and 3. This should give you some specific actions the company is taking relative to their strengths, weaknesses, opportunities, and threats. These actions are referred to as "strategic choices." Do The Coca-Cola Company's strategic choices align with the firm's generic strategy? If not, what are the points of disconnect? You need to think critically about this step, no company achieves perfect alignment of its strengths, weaknesses, opportunities and threats with its chosen strategy. It is your job to uncover the discrepancies and problems.
Step Three: Identify any specific sustained competitive advantages conferred on The Coca-Cola Company by virtue of its strategic choices.
Step Three:
1) Discuss the effectiveness of The Coca-Cola Company's strategy in the light of its internal strengths and weaknesses, and external threats and opportunities.

2) Has the company created any sustained competitive advantages?

3) Identify any unaddressed threats or missed opportunities.

4) What can The Coca-Cola Company do to build on its strengths and shore up its weaknesses by altering its strategic choices?

5) Complete the paper by commenting on how your view of The Coca-Cola Company's vision and mission has changed or has been reconfirmed by this process of strategic analysis. Would you make any suggestions to revise the strategy, mission or vision?

Step Four: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as The Coca-Cola Company's consultant. This is a professional document. Follow the format below:
Executive summary: a synopsis of the main points, conclusions and recommendations made in the longer report. If you have never written an executive summary before, or would like a refresher, check this website: http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The "meat" of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with headings.
Conclusion: Summarize your paper in light of your thesis statement.

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