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The company uses the
premium pricing strategy. This one translates to the fact that their prices are
considerably higher than the prices offered by competitors in the market. This
was previously arrived at by gauging the much people are willing to pay for
their products in the market. This would have to change because not all people
within the new target market would be willing to pay as much for their
products. The new target customers are not necessarily interested in the rate
at which the company has specialized or the quality of the products offered in
the market (Ahlstrom & Bruton, 2010). The fact that there are competitors
in the market who would be able to substitute their products makes them
vulnerable to losing customers. It would actually be wiser of the company to
try and adopt the pricing strategy where they consider the cost of production.
This way, their prices would be justified and well in range with the prices of
the competing products. The change would definitely have to be gradual and
would also have to involve different stakeholders, and especially the customers
in its determination. The new prices of their products would reduce the rate at
which they seem to be creating an alienation between people of different social


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manufacturer could be said to be the one plays the greatest role in the
product. The production part is very important. They are the ones who are
expected to be the base component in determining the supply of the products and
the maintenance of the quality (Rovell, 2006). The supply of products can only
be maintained if the manufacturer is carrying out production to the right
volumes, to avoid excess or shortage. Mainly, they are responsible for
maintaining the balance between the demand and the supply for the products.
They also carry out the branding and packaging of these same products. The
wholesalers are mainly of importance of ensuring that the products are able to
maintain their time and place utilities. They transport them from the
manufacturer to the retailers, just in time to replenish their supplies. This
means that the customers will be able to access the products whenever they need
to.  The retailers are the ones who avail
the products to the consumers. They also introduce the aspect of convenience as
the products are availed at convenient places and inconvenient quantities. For
instance, the customer can buy one bottle of the beverage but it would be
difficult to get less than a carton of the same from the wholesalers.


distribution is the one which is used for the products currently in the market.
This can be easily identified because it is so difficult to get into ay store
and not come across their products being marketed. This is only evidence that
they actually take into account the fact that their target market is not a
concentrated one (Schindler, 2012). It is generally distributed equally among
the different markets involved. Their marketing channels are also an indication
that the company is actually able to access a great variety of markets and
regions. With the target market having a slight alteration, this would not
change. This is because if anything, the volumes of sales were expected to
increase and the only way to ensure that this works to the advantage of the
company is to ensure that the marketing is intensive and so is the distribution


product has three different marketing channels. One is direct and the other two
are indirect channels. The direct channel is where the customers are able to
order their products online. These orders are made directly from the
manufacturers. The second channel is where wholesalers buy the products from
the manufactures, sell them to the retailers who then avail these products to
the consumers. The third channel involves there being third party wholesalers.
Wholesalers get products from the manufacturers and then sell them to other
wholesalers who now sell to the retailers. From the retailers, the customers
are able to conveniently make purchases.  With there being a change in the target
market, these channels would not be expected to change because the customers
would basically remain at the same level and their preferences are also almost
similar. Drastic changes would not be expected.



product is currently at the maturity stage. However, the introduction of the
different flavors and a change in the target market would take the product life
cycle back to the growing stage. In the same way, it would be bound to increase
the period of time that the product would remain at the maturity stage. This is
an added advantage to the company (Ferrell & Hartline, 2011). The life
cycle strategy of marketing would become even more appropriate for use because
they would be able to earn even more from the prolonged maturity stage.


only modification which would be required in order to be more appealing to the
new target customers would most probably be an introduction of a variety of
flavors. This creates wider variety for the customers to pick from. This would
just call for the modification of the product line, to incorporate different
flavors. This is just a simple modification in the products that are present in
the market. However the effect is expected to be very great. This is virtue of
the fact that availability of variety is expected to attract new customers,
those who were previously being put off by the lack of variety. Furthermore the
new flavors would definitely cause there to be an illusion and a perception of
personalization. They would feel that their specific tastes and preferences
were all being put into consideration during production. This would really be
of help in helping the product to take up the uncontested space in the shopping
offering. It would become more difficult for the customers to substitute the


products belong to the shopping offering category. This is because they are
differentiated to a particular extent and are specification the kind of
benefits they have to the consumers. Mostly it is to increase the levels of
energy provided. Due to the specialization, the consumers are definitely after
this prominent characteristic and would not prefer any substitutes to it. Even
with the change of the target market for the beverages specially, the offering
would not have to change at all. This could be attributed to the fact that this
specialization during production comes out as a method of customization to the consumers.
As a result of the kind of offering category the products belong, there would
be great levels of customer loyalty expected. The marketing strategy applied by
the company does not have to change to a very great extent. The only change
made would be the adverts made and the branding to a small extent. Instead of
only featuring sports persons, they also ought to feature the youth who are not
necessarily sporty.


company is currently offering a variety of foods and beverages which have the characteristic
of being sports oriented. Mostly this could translate to the fact that they do
provide a lot of energy to the consumers. Their products are usually marketed
in a very competitive environment, the competition being from other foods and
beverages, most of which are not very specialized. The company is offering its
products at a relatively higher price than that of the competing companies
(Pride, Hughes & Kapoor, 2012). It can be said to be product oriented. They
mostly concentrate on ensuring that their products get the reception that they
would anticipate. That is why their marketing as well as other strategies are
all directed towards ensuring that the products are being well perceived and
therefore purchased in the market. The tangible aspect s that could be
connected to the company include the unique branding of their products so that
they can stand out in the market and the large scale production so as to ensure
a steady and constant supply in the market. The intangible aspects are the
benefits that the consumers are able to get and the resultant increase in
customer base from the recommendations given.

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