Fosters Marketing Plan
Executive Summary
The following plan provides an outline for what is needed to pursue a successful expansion into the beer market by launching a new super-strength lager called VB High by the Fosters Group. The Beer market is potentially the most lucrative of all markets where many competitors operate, and to date, has been a tough competition in the Australian market. Through an extensive marketing campaign, including sponsorship of popular events in Australia, such as Soccer championships, and other sports and an extensive TV advertising campaign, the company can establish themselves as the leading beverage choice throughout Australia, where the company already holds large revenue with its other products.
As they have a very broad target market with their wide range of beers and other products, this would assist in many areas, most notably with the marketing strategies, as they are able to reach such a broad spectrum of people. There is no reason why, with proper marketing; that the new product cannot develop into the most lucrative and valuable product. If the marketing is effective, they can reach as many people in this sole market, as almost all of the other markets put together.
To achieve the marketing strategies the marketing mix has been discussed. The report also structures out the way in which these marketing strategies will be set in with a view of future growth in the market. Some recommendations are also been mentioned below for the improvement of these plans.
Table of Contents
Marketing Environment analysis & Situation Analysis 4
Introduction 4
Situation Analysis 5
A. Internal 5
B. External 6
C. SWOT 10
Analysis of Marketing Mix 12
Product 12
Price 13
Promotion 13
Place 13
Future...
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