Player in the international market: The introduction of Emmi energy drink

Type :

Term papers

Pages :

20 pages

Format :

.doc

Published date :

05/16/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Company's goals and objectives
1. Mission statement
2. Actual strategy
3. Business definition
External analysis
1. Customer analysis
2. Trends for dairy market
Market and segment analysis
1. Distribution
2. Competitors
3. Consumption habits
Environmental factors
Porter's five competitive forces
1. Potential entrances
2. Buyers
3. Substitutes
4. Suppliers
5. Industry competitors
Internal analysis
1. History
2. The origin of the Emmi Group
Financial analysis
Performance of the research and development department (R&D)
SWOT analysis
Marketing strategy
Marketing mix
Schedule
Conclusion
Work cited

Abstract

As the leading Swiss maker of cheese and milk, emmi hopes to continue being one of Europe's innovation leaders and trendsetters in the market of milk products. The brand expects to see an above average growth in the international markets over the course of a year and annual growth of 2-3% over the next five years. One of the goals is also to expand its market position in innovative concepts, partnerships and acquisitions. Since continuous growth in international markets is a key goal of Emmis, it has plans on strengthening its position in key international markets through investments in distribution structures, magazine acquisitions and partnerships. Other goals for the future include developing new technologies to boost its competitive edge in the fast growing international market.

emmi is inventor and producer of innovative, high quality milk products in different segments for customers who enjoy healthy and delicious food.

Is to expand emmi's position in the Dutch market by introducing emmi's energy Milk into grocery stores within Rotterdam. emmi will continue to differentiate itself from competitors by producing high quality products and focusing on innovation, customers, and the emmi Brand.

Our strategy is to introduce energy Milk as a way to help consumers, and specifically the target group of 10-24 year olds, fulfill their need for energy drinks in a healthy and nutritious manner.