Financial Constraints of Want Beverages

Contents Executive Summary 3 Key Decision 4 Problems/Opportunity 4 Stakeholder 4 Decision Criteria 5 Internal Analysis 5 Strengths 5 Weaknesses 6 Current Financial Position 6 Current Marketing Strategy 7 Current Marketing Mix 7 External Analysis: 8 Opportunities: 8 Threats: 8 Consumer Behavious: 8 Competitor Analysis 9 Alternative Marketing Strategies 9 Recommendation 10 Implementation Plan: 10 Target Market 10 Positioning 11 Marketing Mix 11 Product 11 Price 12 Place 12 Promotion 13 Expected Results 13 Appendices 14 Appendix A: 14 Appendix B: 15

Executive Summary Want Beverages is a business owned and operated by Bill and Angela Moffat alongside their Spellbound business, that sells energy drinks to young action sports consumers in Canada. They are faced with the challenge of defining their distribution intensity within their financial constraints, such that their product is convenient and available to their consumers and increases brand awareness among their target market. Want has a differentiated product that is promoted effectively to its niche market, but lacks the external financing and human resources required to achieve a desired level of profitability and brand awareness. The company is faced with negative retained earnings and struggles to succeed in the rapidly growing, highly competitive energy drink industry dominated by Redbull. Want must develop a defined marketing plan in order to attract potential equity investors or lenders. Want must redefine its distribution to selective intensity, focusing only on non-traditional retailers like West 49, and specific convenience stores located in close proximity to their target market. This strategy ensures the company increases sales, maintains flexible inventory and promotes brand awareness within its target market. Want will be positioned