SWOT analysis

“Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T) Strengths include internal capabilities. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 55)

Strengths

·         Quality of product

·         Good internal communication

·         a strong sense of purpose and the culture to support the purpose

·         Very passionate about product and products

·         Client base growing

·         Committed employees

Weaknesses

·         Lack of marketing experience.

·         New to the market

·         Struggle to meet dead lines

·         Lack of market research

·         No global customers

Opportunities

·         Similar products on the market are not as reliable or are more expensive

·         Loyal customers

·         Product could be on the market for Christmas and other holidays

·         Customer demand - have asked sales staff for similar product

·         New product that can be marketed in liquor stores.

Threats

·         Competition increasing

·         Many well-known brands

·         Market over crowed

·         Competitors have a similar product

·         Competitors have launched a new advertising campaign

·         Competitors have stronger brand names

·         Competitors have strong relationships with computer retailers

“Planning, implementation, and control. The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 55)

objective

  At Turned up vodka our objective is to bring a quality drink to our customers while establishing great customer relations. Investing in the finest research to bring our customers what they want and look for in a premium Liquor. Building a relationship is our priority so we take pride In taking the best qualities from great companies and making them our own. “Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.” It does this by investing heavily in research and design (R&D)” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 43). We are fully engaged; we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. When our customers feel this sense of belonging, our drink gives a break from the worries outside. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. We consider the future and without our customers we will have no future. That is why we truly believe that our customer comes first before our profits. “Businesses and products the company should consider in the future. Companies need growth if they are to compete more effectively, satisfy their stakeholders, and attract top talent. “Growth is pure oxygen,” states one executive. “It creates a vital, enthusiastic corporation where people see genuine opportunity.” At the same time, a firm must be careful not to make growth itself an objective.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 45)

Business Mission Statement

“Mission statements should be market oriented and defined in terms of satisfying basic customer needs. Products and technologies eventually become outdated, but basic market needs may last forever” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 40)

Our mission: to bring out the party animal of the human spirit – one person, and one cocktail at a time.

Selling vodka is simple and now a day it seems that every one is doing it, but at Turned-up we don’t sell vodka we sell the party. Our superb vodka has always been, and will always be, about quality. We’re passionate about sourcing the finest grapes and fermenting them with great care and love. Bringing to life the social butterfly in all our customers and encouraging them to drink responsible. Everyone has that party animal longing to emerge even if just for the night and Turned –up Vodka is here to let it roar. “A company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create. Thus, McDonald’s mission isn’t “to be the world’s best and most profitable quickservice restaurant,” it’s “to be our customers favorite place and way to eat.” If McDonald’s accomplishes this customer-focused mission, profits will follow” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 41)

week 7 EOC: The Pitch

Turned Up Vodka is a premium American vodka, made from handpicked concord grapes to help bring an elegant drinking experience. Filtered through the finest crystals to enhance the quality to bring a smoother quality down to the very last drop.  

Turned up Vodka is one of the world’s Third vodkas made entirely from grapes. Turned up is made from top quality "Snap Frost" concord grapes. vodka has been made from natural and local source of fermentable sugars and starches. Tuned up creates an unexpected vodka experience Unlike grain, grapes don’t need heat to release their sugars, so Turned up uses cold maceration, cold fermentation, and cold storage processes. Until now, only top fine wine producers and Ciroc practiced this process. This technique further preserves its distinctive freshness and extracts a more flavorful combination of the fruit character. Turned up is as pure as vodka can be, but the quest for purity continued. As a final stage, the liquid is filtered through thousand year-old crystals. These crystals are found in very few places in the world. Uses only the purest water naturally filtered from an artesian well that draws from an aquifer 500 feet beneath the ground—sourcing water untouched by humans and pollutants. Turned up brings any party from 0 to 60 in a matter of minutes.  Because it is not a party with out it being turned up.

Week 6 EOC movie promotions

                There are many stand-alone movies that are coming out this summer movie season but still some that could not stand alone if movie profits depended on it. Oh wait it does. Many movies that will premiere this summer like Super-man will need no marketing strategy because the name sells its self. With a film like After Earth it may not be about a super hero everyone knows and love so they go for the big named actor like Will Smith and just his name sells the movie. Now a movie like Pacific Rim really needs a marketing strategy to maybe even break even at the theaters.  All this movie has is its special effects what they need to do is segment the market to find their target market. Instead of scattering their marketing efforts (the “shotgun” approach), firms are focusing on the buyers who have greater interest in the values they create best (the “rifle” approach). (Marketing: An Introduction pg 175). For this movie would target hard core gamers, tweens, and, science fiction lovers. Demographic factors are the most popular bases for segmenting customer groups. One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables. Another is that demographic variables are easier to measure than most other types of variables. Even when marketers first define segments using other bases, such as benefits sought or behavior, they must know segment. (Marketing: An Introduction pg 175). I will play the preview to this movie on Cartoon Network’s Adult swim to bring in some cartoon fans. Also I will have it advertise on all the online games like World of War Craft, Star Craft and any other major SiFi game on line. That being said with marketing I would be heavy with establishing a toy that kids can play with. That will bring in the tween that have no school for the summer. Offering different products or using different marketing approaches for different age and life-cycle groups. For example, for kids, Oscar Mayer offers Lunchables, full of fun, kid-appealing finger food. For older generations, it markets Deli Creations, everything they need to create a “hot and melty fresh-baked sandwich in a microwave minute.” (Marketing: An Introduction pg 175).

Week 5 EOC: Social Networks and Job Hunting

Ah, social media, the wonderful World Wide Web, and hand held mobile devices have change the way we live and do business drastically in the last ten years. This change has come faster than any other technical advance before them. It not only change our lives it has change the way major companies market them self’s and how they hire new employees. Major companies like Jet Blue are hiring what they call brand ambassadors who go out and promote the brand. At times for free with gifts and free stuff from the companies. Sony used brand ambassadors to jump-start the launch of its new GPS camera, a high-tech device that draws on satellite tracking technology to let you record the exact location of every picture you take and later map them out online using Google Maps. Sony selected customer ambassadors who like to travel, take pictures, and blog. “This is a product with emerging technology and we really need to let consumers see people using it,” says Sony’s director of digital imaging. (Marketing: An Introduction for Education Management Corporation, pg 143). Another way this technology crazy has changed the human world is the job market. Jobs now are using social media to find candidates they seem fit for the job. In an article in the Wall Street Journal they state “More companies are trying to tap Facebook Inc.'s 750-million-plus user base to find new employees, threatening traditional job boards and competing with LinkedIn Corp., which has dominated the online professional networking arena.” (Job Recruiters Turn to Facebook to Find Candidates - WSJ.com). Though this trend or new way of life may pose a threat to the way humans live and interact it is a wonderful tool for business. Social media helps companies reach out to their customers and make them feel wanted and appreciated. “Apple’s obsession with understanding customers and deepening their Apple experience shows in everything the company does. For example, a visit to an Apple retail store is a lot more than a simple shopping trip. Apple stores are very seductive places. The store design is clean, simple, and just oozing with style—much like an Apple iPod or iPhone. The stores invite shoppers to stay a while, use the equipment, and soak up all of the exciting new technology:” (Marketing: An Introduction for Education Management Corporation, pg 143). Oh the internet what an amazing thing it lets us connect to people we would normally never have the chance to connect with but when used wrong it can harm. When used for good it is amazing.

week 4: EOC consumer VS business to business

It may seem that business to business marketing may seem the same as business to consumer marketing, but in reality they are two separate entities. “Business to business marketing requires. It requires a deep-down understanding of customer needs and customer-driven marketing strategies that create superior customer value. But that’s about where the similarities end.” (Marketing: An Introduction for Education Management Corporation pg 158). Companies like GE are the supplier like the a company that sells food to a restaurant and the restaurant supplies the consumer. Now with companies that are business to business companies only sell in bulk. This makes for a more reliable customer base because with other businesses that are consumer based have the chances of the consumer not buying their project and sales may drop. “An average consumer buying a refrigerator might do a little online research and then pop out to the local Best Buy to compare models before buying one. In contrast, buying a batch of jet engines involves a tortuously long buying process, dozens or even hundreds of decision makers from all levels of the buying organization, and layer upon layer of subtle and not-so-subtle buying influences.” (Marketing: An Introduction for Education Management Corporation pg 158). But what is the better of the two? It’s hard to tell restaurants have to get there food from somewhere unless they have a slaughter house in the back and rail road companies don’t make their own trains so there for they go to the most reliable companies that makes trains. Like GE for example one would never know that most of their revenue comes from industrial consumers. “Most of GE’s business comes not from final consumers but from commercial and industrial customers across a wide range of industries. Beyond light bulbs and electronics, GE sells everything from medical imaging technologies, water processing systems, and security solutions to power generation equipment, aircraft engines, and diesel locomotives.” (Marketing: An Introduction for Education Management Corporation pg 158).  So in the end there is no fight between consumer and business to business marketing. You can say they are best friends because we the consumers buy the products on business makes and that business buys the best from another business to make us happy.