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MKT 3017 Principles of Marketing

MKT 3017 Principles of Marketing

MKT 3017 Principles of Marketing                                           

Student Name

S. Touret

Student ID Number


Module Name

Principles of Marketing

Module Code

MKT 3017

Assignment Title


Module Lecturer




Number of words


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1.0 Introduction

This report discuses the organisation and industry background, products overview, situational analysis, segmentation, targeting and positioning analysis. Also it argues market mix, marketing strategic, mission and objectives of the Atlantic Quench Cranberries Inc. 

2.1 Organization background 

Atlantic Quench Cranberries Inc. is one of the most popular company in fruit juice industry based In US which offers a wide range of fruit juice products such as Cranberry original Juice, Cranberry Mixed Juice Drinks, Juice Max and non fruit juice products such as Cranberry sauces, Cranberry cordial Juice drinks and fresh Cranberries. The company was formed as an agricultural cooperative business with the help of three Cranberry growers from New Jersey and Massachusetts. In the year of 1974, the grapefruit growers of Florida joined with the organization. Now, the company has become a strong competitor with the help of 46 grapefruit farmers and 630 cranberries comparing with the other fruit juice companies in US. This particular report mainly reflects on the marketing plan of Atlanta Quench Cranberries Inc. The report also focuses on the identification of the internal as well as the external market environment so that the marketing plan can be developed by the marketers. It also reflects on analysis of the competitive position of this company in this business environment so that the competitive position of the company can be determined comprehensively. (Perfect Custom Papers, 2015).

2.2 Industry background

The history of carbonated soft drinks which is an important beverage today, can traced back to the mineral water from natural springs. The bubbles in spring water come as a result of carbon dioxide. This observable fact was the basis of invention of fizzy soft drinks, like coke. The first drink that was non carbonated to be ever marketed, probably appeared in the 17th century [1600 – 1700], in France. It was basically water sweetened with honey, with a dash of lime. In India too, a version of this drink, called Nimbu-Paani, has been in existence for a significant length of time. (The Misty Look Theme, 2016)

The cranberry is a slender, trailing native North American shrub (vaccinium macro-carpon) that grows in moist, sandy soil. The fruit berry is small, red, quite tart, and high in vitamin C. The berries are used either fresh or in processed foods such as juices, jams, and jellies. The cranberry is one of only three fruits native to North America. There are about 1,200 cranberry growers in North America and cultivation occurs only in Massachusetts, Wisconsin, New Jersey, Oregon, and Washington State. Today, at least 200 billion cranberries are harvested each year and the annual sales exceed $1.5 billion dollars. Of that, Ocean Spray Cranberry Growers Cooperative markets 90% of the annual yield in the United States. (Advameg, Inc., 2016)

Macro environment

Products overview

The products and services are the key aspect of any business organisation which helps to improve the sustainability of the organisation. Atlanta Quench Cranberries Inc. offers a massive range of products for achieving the satisfaction from its different levels of customers. The company has developed its products in accordance with the requirements of the customers for maintaining strong relationship with the customers. The company has developed various low caloric and less sugar health drinks for the health alert people. The company also has developed dried fruit snacks for attracting the wide range of customers. The main product of the company is the Cranberry fruit juice but it also offers diversified foods and drinks such as dried cranberries for attracting the different levels of customers. The quality of the fruit juice is very high and with the help of finest recipes the products are made. The harvesting standard of the company is also very high for producing products and services for the customers. The freshness and the tasty of the fruit juice is the prime concern of the company which helps to attract the different customers (Bradley, 2003).

 The products of the company and its features are given below:

Juice products

Non Juice products

Name of the product


Name of the product


Cranberry original juice

The original juice is made from the raw cranberries

Cranberry cordial

The non juice product is made from the mixture of different flavours wit cranberry

Cranberry mixed juice

The mixture of original juice with the different flavours

Cranberry sauces

The raw materials of cranberries wit different added flavours

Juice max

This is the pure juice

Fresh cranberries

Core flavour of cranberries with other ingredients

Grab n Go

Single serve

New dried cranberries

Core flavour of cranberries with blackcurrant and mango flavour

Biona organic pomegranate

Organic. Not from concentrate

Pomegranate Molasses



(Source : Perfect Custom Papers, 2015)


The company wants to develop its products and services in UK market in order to expand the growth of business. In the year of 2013 the company agreed with Gerber, which are the distributer and manufacturer of the brand Atlanta Quench Cranberries Inc. in UK. The Gerber is one of largest fruit juice Supplier Company in UK which has collaborated with the Atlanta Quench Cranberries Inc.

(admin, 2015)

In order to develop the marketing plan for an organisation, it is important to identify the market that could be helpful for developing sustainability growth of the company. The UK market is niche market with virtual monopoly that can help to develop the growth of juices products and services (Ferrell & Hartline, 2005).

The people of UK are very health conscious so, quality of fruit juices should be ensured by the company in order to promote market. The competitors in the field of food and beverage industry also have been increased in UK which needs to be considered during marketing planning. I order  to achieve competitive advantages with other fruit companies in UK  the Atlanta Quench Cranberries Inc. should focus more on the qualities and ingredients of the juices. The company should target the dieters in order to expand its growth in the UK market. The company also focuses on the calories, obesity related issues and carbohydrates for developing its products that can help to target the health conscious people in UK. (Ferrell & Hartline, 2005)[A1] 


3.0 Situational Analysis of a strategic marketing plan[A2] 

According to Kristie Lorette (2016), a situational analysis often is called the foundation of a marketing plan. A situational analysis includes a thorough examination of internal and external factors affecting a business. It creates an overview of the organisation that will lead to a better understanding of the factors that will influence its future.

By using market research, a situational analysis will spot on potential customers, projected growth competitors and a reasonable assessment of a business, which involves targeting the specific objectives in the business and categorising the factors that will support or hinder those objectives. This assessment is often called a SWOT analysis. (Lorette, 2016)

SWOT Analysis of the Atlantic Quench Cranberries Inc.

Strengths     (Internal)

-Brand recognition

-Sales growth of more than 7% per year for the last four years

-26% increase in the consumption of Crantanas

-Fourfold increase in manufacturing capacity for Crantanas

-Market share gains in nearly every competetitive sector

-Increased its range of light low calorie fruit drinks

-A close relationship between the farmers and the organisation

-Has a virtual monopoly in the niche market for cranberry products

-Has  other product variations include called Cranzeal

-Developed healthy drinks for people with health conscious

-Developed juice boxes, including low-calorie cranberry drinks, and white cranberry juice

-Developed healthy drinks for adults and children

-New product development (a five – calorie drink (Diet Cranberry Quench Orange Tang)

-When people think of cranberries they think of Atlantic Quench

(MKT3017, 2015)


Weaknesses   (Internal)

-The market for farmer production is volatile

-The price of raw cranberries falling from over $60 a barrel to under $20

-By reducing the farmers price, it has caused problems between the management of the co-operative and farmers

Brand loyalty towards blended cranberry juice products has become less pronounced.

(MKT3017, 2015)

Opportunities  (External)

-Convenience juice drinks are also popular with sports men and women who are looking for a quick and health option

-Market projections indicate that there is no sign of any future decline in the demand for convenience health drink products

-Television advertisements

-Advertising campaign

- Creativity in new product development

-Atlantic Quench and Coca-Cola implemented a long-term strategic alliance and agreement

Atlantic Quench co-operative moves to build its brand Atlantic Quench and Coca-Cola turn up dialogue on the health benefits of cranberries (Mary Moore, 2016)

-The strategic alliance was viewed as a positive move by both organisations

-Innovative new product efforts

-Innovative approaches to packaging

-Advertising Campaigns

-Targeting dieters (MKT3017, 2015)


Threats   (External)

-Government regulations



-Economic factors

-Political issues

-Distribution cost



(MKT3017, 2015)


Atlantic Quench Cranberries Inc (PEST)



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