attached you will find a sample marketing plan to what is needed and how its to look
John Martin and John Rose decided to start a new business to manufacture
noncarbonated soft drinks. They believed that their location in East Texas, close to
high-quality water, would give them a competitive edge. Although Martin and Rose
had never worked together, Martin had 17 years of experience in the soft drink
industry. Rose had recently sold his firm and had funds to help finance the venture;
however, the partners needed to raise additional money from outside investors. Both men were excited about the opportunity and spent almost 3 months developing their marketing plan. The first paragraph of their executive summary reflected their
excitement:
The “New Age” beverage market is the result of a spectacular boom in demand for
drinks with the nutritional value from environmentally safe ingredients and waters that come from deep, clear springs free of chemicals and pollutants. Argon Beverage
Corporation will produce and market a full line of sparkling fruit drinks, flavored
waters, and sports drinks that are of the highest quality and purity. These drinks
have the same delicious taste appeal as soft drinks while using the most healthful
fruit juices, natural sugars, and the purest spring water, the hallmark of the “New Age” drink market. With the help of a well-developed marketing plan, the two men were
successful in raising the necessary capital to begin their business. They leased
facilities and started production. However, after almost two years, the plan’s goals
were not being met. There were cost overruns, and profits were not nearly up to
expectations.
Question 1 What problems might have contributed to the firm’s poor performance?
Question 2 List two factors that you would include in an executive summary
Question 3 What are the main goals of an executive summary
Question 4 List eight major sections of a Marketing Plan