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Global Marketing Environment 1

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GLOBAL MARKETING ENVIRONMENT Name of the student Institutional affiliation Date Mission • The Enrique company’s statement promotes the sale of high quality energy drinks that will enable its customers to both satisfy their thirst and have enough energy to move on at an affordable price. Situation analysis • The company must carefully select the price for its energy drinks to be able of competing with big, global companies such as Coca-Cola, Pepsi and Red Bull. This competition is important both in domestic and international level • The expansion into new markets such as China seems to be highly promising as there is not such a high competition from the previous companies. Situation analysis • A possible competitive advantage of the Enrique company in a new market such as the Chinese is the high experience of its staff in the development of new flavors for energy drinks. • As a result, the company may offer a wide range of products that will match the taste of the Chinese customers better than the standard energy drinks sold by the competitors. Strategic analysis • The recommendations for the Enrique company would thus be that of: 1. Identifying the preferred tastes of the Chinese customers 2. Formulating an energy drink that tries to match these tastes Marketing objectives • To evaluate the distinctive characteristics of the Chinese target segment and design a fully functional marketing campaign to address such segment within the next 24 months. ...
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