Situation analysis and strategic planning: An empirical case study in the UK beverage industry

    Research output: Contribution to journalArticlepeer-review

    Abstract

    Marketing planning is a key function for marketing oriented organisations. The following paper has been compiled in order to develop a marketing plan for a soft drink beverage company. Though out this case, it is illustrated that the stages in planning process are interrelated and cannot work in isolation. They all add to the development of a focus and specific marketing plan that needs to be followed by marketing oriented companies.

    Original languageEnglish
    Pages (from-to)134-151
    Number of pages18
    JournalInnovative Marketing
    Volume2
    Issue number2
    Publication statusPublished - 2006

    Keywords

    • Environmental Analysis
    • Marketing Planning
    • Strategy
    • Tactics

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