Ts1

Marketing Mix Energy Drinks Characteristics

Note: Use as much space in the grid as needed. The characteristic descriptions can be in bulleted lists or full sentences.

	Natural Energy	Dynamo	Blue Danube	Dragon Juice
1. Product
2. Price
3. Place
4. Promotion

Introduction

Marketing professionals are often responsible for developing and managing products and services to meet customer needs and organizational goals. The purpose of this task is for you to demonstrate your ability to assess the strengths and weaknesses of a company’s product portfolio, identify growth opportunities in the market, and develop a go-to-market strategy for growth. For this task, you will use the information provided in the attached scenario to complete this assessment. 

Scenario

Refer to the information in the attached “Task 1 Scenario” in the Supporting Documents section below.

Requirements

 You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course. Tasks may  not be submitted as cloud links, such as links to Google Docs, Google Slides, OneDrive, etc., unless specified in the task requirements. All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt).

A.  Analyze  three aspects of Owasis Drinks Company (ODC) portfolio as it relates to market share and growth using the ODC Brand/Product Portfolio and BCG Matrix in the scenario.  

B.  Describe a characteristic of the Natural Energy brand from the Owasis Drinks Company and  each of its  three energy drink competitors from the scenario for the following elements of the marketing mix, using the table in the attached “Marketing Mix Energy Drinks Characteristics” supporting document:

1.  product

2.  price

3.  place

4.  promotion  

C.  Using the findings from parts A and B and the data provided in the scenario, do the following:

1.  Complete a SWOT analysis of the Owasis Drinks Company by describing the following:

a.   two strengths internal to the company

b.   two weaknesses internal to the company

c.   two opportunities external to the company

d.   two threats external to the company

Note: The accepted model for a SWOT analysis defines strengths and weaknesses as internal to the organization, and opportunities and threats as external to the organization.

2.  Explain how the Owasis Drinks Company can best grow its energy drink business based on the SWOT analysis.

3.  Develop a go-to-market strategy supported by the growth opportunities identified in the SWOT analysis for the energy drink business for the Owasis Drinks Company.  

D.  Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.  

E.  Demonstrate professional communication in the content and presentation of your submission.