Home Marketing Atlantic Quench Cranberries Inc. Marketing Strategy Analysis

Atlantic Quench Cranberries Inc. Marketing Strategy Analysis

by mrzee
16 views

Executive Summary

Atlantic Quench Cranberries is a cooperative that manufactures juice located in the United States. The cooperative was founded by two grape farmers around 80 years ago, and later the cooperative was joined by Florida grapefruit growers. It has a composition of about 630 cranberry and 46 grapefruit farmers in the current period. Since 1981, the cooperative has grown into North America’s best-selling brand of canned and bottled juices.

The below is an overview of the marketing strategy for Atlantic Quench Cranberries Inc. The goal of this plan is to keep the best-selling juice drink in North America and Europe for cranberry items. This strategy would use Political, Fiscal, Sociological, Technical, Environmental and Legal (PESTEL) research to carry out macro environmental analysis for Atlantic Quench Cranberries (AQC), focusing on the forces that are most important to the AQC business in order to determine any future strengths, prospects and risks of vulnerabilities. The primary target of the marketing campaign is the population that is already extremely competitive for natural and balanced beverages. The expense of conducting consumer analysis, differentiating goods, and selling the enhanced products would be compensated by the marketing campaign expenditure. The emphasis of this communication campaign is to make sure that this company’s healthier goods meet the target market.

Introduction

Juice beverages with cranberry varieties are part of the Cranberry goods. In 2002, in order to attract desired buyers in the convenient business, the cooperative launched the Cranberry Classic 250 ml into the industry. AQC expanded its goods from ‘light’ low calorie fruit beverages in 2003. This included cranberry and blackcurrant, raspberry and cranberry, and mango and cranberry. Later in 2004, as a sweeter and cleaner option to red cranberry juice drinks, a white cranberry juice drink was introduced and marketed. These initiatives were launched in order to directly address the fast-growing market of chilled beverages. In 2005, a cranberry and mandarin juice drink was unveiled on the market.

Atlantic Quench Cranberries Inc. Marketing Strategy Analysis

 

References
  • Abratt, R. (1993). Market segmentation practices of industrial marketers. Industrial Marketing Management, 22(2), 79-84.
  • Bai, Y., Feldman, C., Wunderlich, S., & Aletras, S. (2011). The USDA Fresh Fruit and Vegetable Program Application in a Northern New Jersey Elementary School: Parent and Teacher Perceptions. Journal Of The American Dietetic Association, 111(9), A65.
  • Biggadike, E. (1981). The Contributions of Marketing To Strategic Management. Academy Of  Management Review, 6(4), 621-632.
  • Bigné, E., Moliner, M.A. and Sánchez, J. (2003) Perceived quality and satisfaction in multiservice organizations: The case of Spanish public services. Journal of Services Marketing 17 (4/5): 420–442
  • Brochado, A., & Martins, F. (2008). Market Segmentation Methodology: segmentation basis and classification methods. Review Of Business Management, 132-149.
  • Brochado, A., & Martins, F. (2008). Market Segmentation Methodology: segmentation basis and classification methods. Review Of Business Management, 132-149.
  • Brooksbank, R. (1994). The Anatomy of Marketing Positioning Strategy. Mrkting Intelligence & Plan, 12(4), 10-14.
  • Camanzi, L., Malorgio, G., & Azcárate, T. (2011). The Role of Producer Organizations in Supply Concentration and Marketing: A Comparison between European Countries in the Fruit and Vegetable Sector. Journal Of Food Products Marketing, 17(2-3), 327-354.
  • Cherian, J., & Jacob, J. (2012). Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products. ASS, 8(12).
  • Chimhanzi, J. (2004). The impact of marketing/HR interactions on marketing strategy implementation. European Journal Of Marketing, 38(1/2), 73-98.
  • Colonescu, C., & Schmitt, N. (2003). Market Segmentation, Market Integration, and Tacit Collusion. Review Of International Economics, 11(1), 175-192.
  • Dahlström, P., & Edelman, D. (2013). The coming era of ‘on-demand’ marketing. Mckinsey.com Retrieved 14 April 2015, from             http://www.mckinsey.com/insights/marketing_sales/the_coming_era_of_on-demand_marketing    
  • Danaher, P., & Smith, M. (2011). Modeling Multivariate Distributions Using Copulas: Applications in Marketing. Marketing Science, 30(1), 4-21.
  • Dibb, S., & Simkin, L. (1991). Targeting, Segments And Positioning. International Journal Of Retail & Distribution Management, 19(3).
  • Doyle, P., & Saunders, J. (1985). Market Segmentation And Positioning In Specialized Industrial Markets. Journal Of Marketing, 49(2), 24.
  • Dutta-Bergman, M. (2005). Psychographic Profiling Of Fruit And Vegetable Consumption: The  Role Of Health Orientation. Social Marketing Quarterly, 11(1), 19-35.
  • Gutić, D., & Petrić, T. (2012). Consumer Attitudes In Market Segmentation. Emc Review – Časopis Za Ekonomiju – Apeiron, 3(1).
  • Hanlon, A. (2013). The Segmentation, Targeting and Positioning model – Smart Insights Digital Marketing Advice. Smart Insights. Retrieved 14 April 2015, from http://www.smartinsights.com/digital-marketing-strategy/customer-segmentation- targeting/segmentation-targeting-positioning-model/
  • Hassan, S., & Craft, S. (2005). Linking global market segmentation decisions with strategic positioning options. Journal Of Consumer Marketing, 22(2), 81-89.
  • Hunt, S. (2006). Teaching Marketing Strategy: Using Resource-Advantage Theory as an  Integrative Theoretical Foundation. Journal Of Marketing Education, 28(2), 93-105.
  • Imai, K., & Tingley, D. (2011). A Statistical Method for Empirical Testing of Competing Theories. American Journal Of Political Science, 56(1), 218-236.
  • Jinhee Choi and Ayelet Fishbach. (2013) Choice as an End Versus a Means. Journal of  Marketing Research 48:3, 544-554.
  • Kerr, M. (2007). What Is Target Marketing? Bplans Blog. Retrieved 14 April 2015, from http://articles.bplans.com/target-marketing/
  • Knutson, R., Palma, M., Paggi, M., Seale, J., Ribera, L., & Bessler, D. (2014). Role of Trade in  Satisfying U.S. Fresh Fruit and Vegetable Demand. Journal Of International Food & Agribusiness Marketing, 26(4), 326-343.
  • Kotler, P., & Armstrong, G. (2004). Principles of Marketing (10th ed.). New Jersey: Pearson Education Inc.
  • Kotler, P., & Keller, K. (2009). A framework for marketing management. Upper Saddle River,N.J.: Pearson Prentice Hall.
  • Lazer, W., & Shaw, E. (2000). Global Marketing Management: At the Dawn of the New Millennium. Journal Of International Marketing, 8(1), 65-77.
  • Loon, J. (1994). Competitive positioning: The key to marketing strategy by Graham J. Hooley and John Saunders. New York: Prentice Hall, 1993. 260 + xi pages, $32.00. Journal Of  Product Innovation Management, 11(5), 479.
  • Luo, J. (2014). Entrepreneurial Marketing- How Marketers Can Satisfy Customers’ Needs When Applying Entrepreneurial Marketing Approaches. International Journal Of Advances In Management Science, 3(4), 109.
  • Luther, W. (2001). The Marketing Plan. New York: AMACOM.
  • Malhotra, N., & Peterson, M. (2001). Marketing research in the new millennium: emerging issues and trends. Mrkting Intelligence & Plan, 19(4), 216-232.
  • Mamula, T. (2012). Role of marketing metrics in strategic brand management. Marketing, 43(1), 49-61.
  • McDaniel, C., & Gates, R. (2012). Marketing research essentials. Hoboken, N.J.: Wiley.
  • Mengwasser, D. (1974). H. R. Jones: Waste Disposal Control in The Fruit and Vegetable Industry. 261 Seiten, 43 Zeichn., 60 Tab. Noyes Data Corporation, Park Ridge (New     Jersey/USA) und London (England) 1973. Preis: 36, – $. Nahrung, 18(2), 235-236.
  • Michman, R., Mazze, E., & Greco, A. (2003). Lifestyle marketing. Westport, Conn.: Praeger.
  • Min Zhao, Steve hoeffler and Gal ZauberMan. (2013) Mental Simulation and Product evaluation: the affective and Cognitive Dimensions of Process versus outcome Simulation. Journal of Marketing Research 48:5, 827-839
  • Moorthy, K. (1993). Theoretical Modeling in Marketing. Journal Of Marketing, 57(2), 92.
  • Olsen, H. (2015). Customer Targeting. On Strategy. Retrieved 14 April 2015, from http://onstrategyhq.com/resources/customer-targeting/
  • Perez-Mujica, L., Duncan, R., & Bossomaier, T. (2014). Using agent-based models to design social marketing campaign. Australasian Marketing Journal (AMJ), 22(1), 36-44.
  • Piercy, N., Harris, L., Peters, L., & Lane, N. (1997). Marketing management, market strategy and strategic management: domain realignment and redefinition. Journal Of Strategic     Marketing, 5(1), 51-63.
  • Ravi Dhar, Klaus Wertenbroch (2000) Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing Research: February 2000, Vol. 37, No. 1, pp. 60-71
  • Roger Brooksbank, (1994) “The Anatomy of Marketing Positioning Strategy”, Marketing Intelligence & Planning, Vol. 12 Iss: 4, pp.10 – 14
  • Singh, R. (2003). Developing Relationship Marketing with Customers: A Scandinavian  Perspective. Library Management, 24(1/2), 34-43.
  • Slemmer, J., Livingston-Thomas, J., Gottschall-Pass, K., & Sweeney, M. (2013). Cranberries and Wild Blueberries Treated with Gastrointestinal Enzymes Positively Modify Glutathione Mechanisms in Caco-2 Cells In Vitro. Journal Of Food Science, 78(6).
  • Söllner, A., & Rese, M. (2001). Market segmentation and the structure of competition: applicability of the strategic group concept for improved market segmentation on industrial markets. Journal Of Business Research, 51(1), 25-36
  • Srivastava, R., & Sakunke, S. (2011). Impact of Future Trends on Marketing Strategy. Far East Journal Of Marketing And Management, 1(1), 11-13.
  • T.P. Beane, D.M. Ennis, (1987) “Market Segmentation: A Review”, European Journal of  Marketing, Vol. 21 Iss: 5, pp.20 – 42
  • Varadarajan, R. (2009). Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises. Journal Of The Academy Of Marketing       Science, 38(2), 119-140.

Related Posts

Leave a Comment