Download Marketingplan: Jägermeister for Monaco, Business economics

Economy
Alexander Wolters
Marketingplan: Jägermeister for Monaco
Scholarly Research paper
Jägermeister for Monaco
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Table of contents:
1. Executive Summary
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2. Current marketing situation
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3. Opportunity and issue analysis
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4. Objectives
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5. Marketing Strategy and Action Programs
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6. Financial Projections and Implementation Controls
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7. Appendix
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Executive Summary
This marketing plan is prepared for Mast-Jägermeister AG with the sole aim to
increase their profit and market share in Monaco. A brief history of the company describes
their success in the beverage industry, followed by the current market situation. The SWOT
and Issue Analysis are showing the main markets and the major facts in detail. Afterwards the
contents of the Marketing and Financial Objectives of Mast-Jägermeister AG will highlight
the key issues. The Marketing Strategy along with recommended Action Programs will
outline how to introduce and to begin with the Project. The explanatory statement of the
project shows that this project can start as soon as desired. The last section is ‘Failure
Strategy,’ it shows how the project can be controlled.
Current Marketing Situation
When talking about the current marketing situation, it is extremely important to decide
what message and what image the liqueur wants to give to the customers. In fact, the
company considered Jägermeister not only as one of the most extraordinary liqueurs, but saw
and presented it almost as a luxury drink in other countries, similar to any other high quality
brand.
Young people, but also hip and stylish older ones are the ones making a product
become a success and, for that reason, these people of all categories have been considered an
important part of the target market, especially the ones who are trend and fashion oriented and
like to go to clubs.
I want to include the most possible consumers and attract everybody, especially people
with a sense for quality and with the ability to spend a little bit more.
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