Marketing Strategies of White Rock Beverages – Assessment Answer

Part1:

SWOT Analysis of White Rock Beverages

I have used SWOT Analysis, which is a tool of strategic planning that helps in highlighting the strength, weaknesses, opportunities, and threats of the organization (Sarsby, 2012). White Rock Beverages is an American beverage company that is one of the old players in the beverage industry of America. The SWOT analysis reveals certain issues about White Rock, It can be used as a tool that can help in knowing the area of deficits of White Rock and how to overcome them.

These are highlighted below.

Strength

Some of the strengths that I have observed are as followed

• White Rock is one of the oldest companies of beverages in America. This provides them an experience in the American market.
• They are into innovating the beverage market, by being the first company to launch organic soda. This offers them a niche market strength.
• The acquisition of the old Brooklyn band offers them a competitive advantage and sustainable growth.

Weakness

Some of the weaknesses that I have observed are

• Limited customers in the organic beverages market.
• Lack of efficiency in the distribution system.
• Limited recognition of the brand in the market.

Opportunity

Some of the opportunities that I have observed are:

• The incline of young customers towards healthy drinks.
• Expanding and regularizing the channels of distribution.
• Acquisition of appealing beverage brands.

Threats

Some of the threats that I have observed are

• Intense rivalry in the beverage market.
• Lack of presence on social media.
• Changing customer preferences.

Part 2:

Segmentation

I have identified a few segments in the market by White Rock Beverages that are based on geography, demography, and psychological segment. Through geographic segmentation, they divide customers based on their region. In demographic segmentation, they distribute their customer based on their age, income, and occupation, and in physiological segmentation, they divide customers based on their lifestyle (Iacobucci, 2021, p. 35).

Targeting

The target consumer of White Rock Beverages include those individuals that are health-conscious and seeks an organic lifestyle (Iacobucci, 2021, p.53).

Positioning

The company position itself as a unique and healthy beverage. It also represents itself as a premium product that is available in premium outlets like Whole Foods, and Trader Joe’s (Iacobucci, 2021, p.67).

Part 3:

Product

The product strategy discusses about the company's primary offering which is the product. It involves deciding its features, and its life cycle. The White Rock beverage offers products that include soft drinks and sparkling water.

Price

Price They position their product in the market by adopting a premium pricing strategy. It involves setting product prices higher than the competition's price. It develops a psychological assumption among customers regarding the quality of the product (Subrahmanyam & Arif, 2022).

Place

Place includes the area or location where the product should be made available to the customer. Through the case, I have observed that the company uses a hybrid distribution system. White Rock distributes its products in the market that are related to a healthy food products.

Promotion

As per the observation in the case I have observed that the company promotes itself as a premium brand for health-conscious customers (Yasa et al. 2020).

Referencing

Sarsby, A. (2012). A useful guide to SWOT analysis. Pansophix Online.https://www.cii.co.uk/media/6158020/a-useful-guide-to-swot-analysis.pdf

Iacobucci, D. (2021). Marketing managemet.( 5th ed.).Cengage Learning.https://books.google.co.in/books?hl=en&lr=&id=hmI4EAAAQBAJ&oi=fnd&pg=PP1&dq=marketing+management+5th+edition+Dawn+iacobucci&ots=lml3t4a47D&sig=6uwMoyYZuNYBRLlS6BHq9bcoZbk&redir_esc=y#v=onepage&q&f=false

Subrahmanyam, S. & Arif, S. A. F. (2022). Premium pricing strategy and customer retention: An analysis. International Journal of Early Childhood Special Education.14(3).https://www.researchgate.net/publication/360145909_PREMIUM_PRICING_STRATEGY_AND_CUSTOMER_RETENTION_-AN_ANALYSIS

Yasa, N., Giantari, I. G. A. K., Setini, M., & Rahmayanti, P. J. M. S. L. (2020). The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10(12), 2845-2848.http://dx.doi.org/10.5267/j.msl.2020.4.024

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