• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21
  22. 22
    22

MARKETING STRATEGY

Extracts from this document...

Introduction

Introduction Background of the Firm I have chosen to critically assess and evaluate Carib Brewery strategic orientation, marketing activities and operational activities. It is a firm I am familiar with having done prior research on the company and being from the Caribbean region where this company operates primarily. My analysis of this firm is based on previous and recent interview and questionnaire sent to this firm marketing department. Carib Brewery ltd is part of the Ansal Mc Al Group of Companies. Carib Brewery was previously known as The Trinidad Brewering Company and then the Caribbean Development Company launched in 1950. Today Carib Brewery and it sub brands are enjoyed in 32 countries around the world and has grown to become one of the largest breweries in the Caribbean. In 1973 the brewery expanded its product range and began producing non-alcoholic drinks. The brewery currently has a capacity of over 400000 hectolitres per year; this expansion has facilitated the brewery exporting its products to regional and international markets. For analysis sake I must established that on a local or regional scale this firm would be considered to be a large organisation but by international standards for brewery operation this firm would be seen as a small or medium size organisation from a developing country. This fact would be a basis for a number of analysis and recommendation I will make. Literature Review for Marketing Terminology Today many businesses endeavour to achieve and sustain competitive advantage in today's rapidly changing environment with marketing being the driving tool to achieve this competitive advantage. Marketing plays an integral role in planning and executing company objectives to identify and satisfy customer needs. Marketing however is a subject that has generated much debate and criticism because it is said to create wants via persuasion techniques employed. It is also an activity that creates misunderstandings; the most popular confusion arises between marketing and selling orientated business. ...read more.

Middle

1. The firm after all has a marketing department which many marketing experts would call a sales department with expanded responsibilities. For the Caribbean region the firm use some marketing research to find out the needs of customers, although most of products offering are based on what international competitors are producing. 2. The firm also has been able to identify target markets and presenting promotional activities to suit this target market. Through the use of marketing research another facet of the marketing concept this firm has also been able to establish that core values of the target market of the Caribbean is fun and sociability, thus their marketing programs are lively and are widely promoted at regional carnivals, cricket, and other cultural fetes. 3. We see the firm also used some marketing activities after the product has been launched and developed and some product modification has been undertaken. For instance Carib Shandy flavours have been extended over the years; Stag taste has been modified to taste like European Lagers. 4. Other components of market orientation outline by Philip Kotler (1997) Kohli, Jaworski and Kumar (1993) such as acquisition activities and assessment of markets is evident at this firm. The Company has undertaken a number of successful acquisitions of ailing breweries in the region. There is evidence that this firm has done some competitor analysis for the regional market since they are aware that most regional breweries like Windward and Leeward Brewery use a selling strategy and price competition is widespread. Hence the reason for Carib Brewery adopting elements of the selling concept and a competitive pricing strategy to remain as the market leader in the region. Societal Marketing Concept: This is the newest concept. It holds that the organization's task is to determine the needs, wants, and interests of targets markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumers and community. ...read more.

Conclusion

Inspite of the fact that the brewery has had success with using a blend of approaches a market orientated business has certain advantages over a selling, product, production orientation firms and is therefore highly recommended. For Carib Brewery it is evident that conditions in the international market is a challenge, however through its current strategy it has achieved profits and its success attain through current strategy cannot be ignored. The current marketing program has enabled it to be seen through out the region as a corporate group that is an ethical corporation that enriching lives of customers in this region. As Carib Brewery continues to move forward, it will need to continue to building on strengths in brewing, packaging and distribution. The company needs to develop an innovative approach with new brands, packages, services and support with commitment to quality that must never be compromised. Kotler (2000) argues that both large and small firm's needs formal market planning to survive therefore this small firm needs to build quality in all its marketing activities stating from ingredients used to brew products. Most international brewers have been able to maintain their market share and top position because they understand that pivotal values like teamwork, commitment, innovation, agreement is crucial for long term success and this brewery needs to continue to draw from their strategy and activities to continue penetrating new markets. From this research paper one would realise that small firms can develop a strategic orientation and succeed and small establishments are not necessarily handicapped in foreign operations. The notion that small firms are less confident in their ability to export and standardized products for the international marketplace is diminish further. We also realise that if a firm develop a planned program for selling, uses it distinctive competencies and draw from other orientations for selling products even if it is not fully marketing oriented it can achieve profitable results. However in this age ruled by consumer choice relying on selling techniques, technological innovation and distinctive competencies rather than using customer needs as the basis for new products offering can be suicidal for a company. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Case Study of South African Breweries.

    are going to succeed, examples of key marketing tactics can be seen with sponsorship deals such as Amstel's support of the 2002/03 UEFA Champions League, Heineken's sponsorship of Rugby's Heineken cup and the 2002 World Cup which counted Budweiser among its official partners.

  2. Dairy Milks current marketing strategy

    The chocolate bar also comes in bigger sizes, which are sometimes used as gifts. * The appearance of the product - this is likely to involve a consideration of such things as colour and design. Cadburys Dairy Milk has an innovative design, which used the colour purple and gold.

  1. Critically evaluate the usefulness of the product life cycle concept as a tool for ...

    It provides a useful planning and forecasting tool for planning marketing strategy and a feasible and systematic method of the execution of formulated business strategy. During the introduction stage, the company aims to build product awareness and develop a market targeting the 'Innovators' (Peter, 1976).

  2. Introduction to marketing - Burberry

    * Apply a false description to facilities, services or accommodation. The customer service of Burberry Company is set up as the customers or consumers are able to have the place to complain about what they are not satisfied. As part of the trend towards social responsibility, the Burberry Company is

  1. Marketing plan - Spotify. Overall it can be seen in Spotifys strategic position ...

    However to meet the marketing objectives Spotify should employ an even mixture of both as show by the green writing on Spotify. Spotify can achieve this by creating better brand awareness, creating staff innovation systems, and to continuing working with other technologic companies to increase the amount of multi-platforms available to access Spotify.

  2. Renault Marketing Project

    Training: * Rate of access to training 97% * % of actual expenditure/payroll 6.7% * Average number of hours of training per employee 48 hours COMPENSATING SALESPEOPLE � Retirements and CASA take-ups fell by 25% year on year. The average age of staff fell in all personnel categories, by more than 18 months on average.

  1. Daimler-Chrysler: A Cultural Mismatch

    In 2002 JD Sports acquired First sport and converted 200 former first sport stores into JD Sports store. Figures at the time showed that First sport had been underachieving for several years before the merger took place. In 2003 Barclays bank completed the acquisition of Banco Zaragoza no, one of Spain's private sector banking group, which was founded in 1910.

  2. Enterprise Rent-A-Car - Selling the Dream - related questions.

    routes, avoid traffic lines, and the control station will have idea of where the vehicles is . It should use these data to check productivity of the service like the time taken, routes used, customers reaction to each service and based on those data's, it should try to improve it Loyalty Programs: Enterprises should also introduce customer schemes.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work