MKT3017 SEP2 PJ1 2014
THE UNIVERSITY OF NORTHAMPTON
NORTHAMPTON BUSINESS SCHOOL
DIVISION OF MARKETING AND ENTREPRENEURSHIP
MODULE: MKT3017 Principles of Marketing Management 2014-2015
Module Code
Level
Credit Value
Tutor
MKT 3017-STD-1415
6
20
Gil Ogilvie-Johns
Assignment Brief – PJ1 Assignment title:
"Project Report” – PJ1 Assignment weighting:
60% of module grade
Date set:
WC 29 September 2014
Hand-in date:
24th April 2015
Macro: pest analysis
Micro: market overview, customers, competitors
Internal analysis: HR, systems, financial, marketing effectiveness (AQG)
Strong: gerber UK, products- low naturally sugar, new product development
Weakness: consumer perception of price, slow to innovation in the past ->competitive analysis,
Opportunity: new product development, lifestyle: changing trends healthy, brand name in international market, on the go snacking, vending machines, new consumer segments: children (concentrated->development strategy, mkt budget, promotion, ), 45-54 years old,
Threats:
Atlantic Quench Cranberries Inc.
Atlantic Quench Cranberries Inc. (AQC) is an agricultural co-operative based in the United States. It was formed 80 years ago by three cranberry growers from Massachusetts and New Jersey. Florida grapefruit growers joined the co-operative in 1974. It is now owned by about 630 cranberry and 46 grapefruit farmers. The co-operative is justifiably credited with pioneering and developing the cranberry segment. It has become North America’s leading producer of canned and bottled juices and juice drinks, and has best-selling brand name in the canned and bottled juice category since 1981. It has also enjoyed great success in the UK.
Product Range
Atlantic Quench is best known for its fruit juices but it also sells dried cranberries under the brand name Crantanas. Its product range is classified as either juice or non-juice drinks.
Examples of its juice product range include:
Cranberry Original Juice
Cranberry Mixed Juice Drinks
Juice Max – pure Juice
Grab
NORTHAMPTON BUSINESS SCHOOL
DIVISION OF MARKETING AND ENTREPRENEURSHIP
MODULE: MKT3017 Principles of Marketing Management 2014-2015
Module Code
Level
Credit Value
Tutor
MKT 3017-STD-1415
6
20
Gil Ogilvie-Johns
Assignment Brief – PJ1 Assignment title:
"Project Report” – PJ1 Assignment weighting:
60% of module grade
Date set:
WC 29 September 2014
Hand-in date:
24th April 2015
Macro: pest analysis
Micro: market overview, customers, competitors
Internal analysis: HR, systems, financial, marketing effectiveness (AQG)
Strong: gerber UK, products- low naturally sugar, new product development
Weakness: consumer perception of price, slow to innovation in the past ->competitive analysis,
Opportunity: new product development, lifestyle: changing trends healthy, brand name in international market, on the go snacking, vending machines, new consumer segments: children (concentrated->development strategy, mkt budget, promotion, ), 45-54 years old,
Threats:
Atlantic Quench Cranberries Inc.
Atlantic Quench Cranberries Inc. (AQC) is an agricultural co-operative based in the United States. It was formed 80 years ago by three cranberry growers from Massachusetts and New Jersey. Florida grapefruit growers joined the co-operative in 1974. It is now owned by about 630 cranberry and 46 grapefruit farmers. The co-operative is justifiably credited with pioneering and developing the cranberry segment. It has become North America’s leading producer of canned and bottled juices and juice drinks, and has best-selling brand name in the canned and bottled juice category since 1981. It has also enjoyed great success in the UK.
Product Range
Atlantic Quench is best known for its fruit juices but it also sells dried cranberries under the brand name Crantanas. Its product range is classified as either juice or non-juice drinks.
Examples of its juice product range include:
Cranberry Original Juice
Cranberry Mixed Juice Drinks
Juice Max – pure Juice
Grab