• Research Paper on:
    A Marketing Plan for Highland Spring

    Number of Pages: 20

     

    Summary of the research paper:

    This 20 page paper examines the Scottish bottled water company Highland Spring. The paper begins with a situational analysis including a SWOT. PESTLE and Porters Five Forces model analysis. Marketing objectives are then outlined including the positioning and target market and a strategy to increase sales is presented based on the situation of analysis and the marketing objectives. The bibliography cites 21 sources.

    Name of Research Paper File: TS14_TEhighland.rtf

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    Unformatted Sample Text from the Research Paper:
    Forces 11 2.3.1 Threat of New Entrants 11 2.3.2 Existing Competitors 12 2.3.3 Power Over Suppliers 13 2.2.4 Power over Buyers 14 3. Marketing Objective 15 3.1 Positioning 15 3.2 Target Market 16 4. Marketing Strategy 17 4.1 Product 17 4.2 Placement 18 4.3 Price 19 4.4 Promotion 19 5. Conclusion 20 References 20  1. Introduction Highland Spring, the Scottish bottled water supplier, has been successful in United Kingdom since it was formed in 1979. Selling a range  of still and carbonated bottled water the company wishes to take advantage of an increasing demand for bottled water in the UK in order to increase its sales; specifically increasing  sales over the forthcoming Christmas and New Year period. The aim of this paper is to analyse the company and its situation in order to propose marketing that will help  the company achieve its goal to increase sales over the holiday period. The paper will start with situation analysis, including a SWOT, PESTLE and Porters Five Forces analysis, using the  findings to drive the marketing proposal. 2. Situational Analysis 2.1 SWOT Analysis Highland Spring was formed in 1979, however, its greatest successes have been in more recent years following a  period of investment and strategic development. In order to assess the situation of the company we will look at its strengths, weaknesses, opportunities and threats. 2.1.1 Strengths  The position of the company is a strength. The company is currently the second largest supplier of bottled water in the UK and has a particularly strong  brand in the carbonated segment of the market with a highly differentiated image(Fine Waters, 2005). Internal investment has had a high impact  on the way that the water is bottled and marketed. A major strength is its organic status, which was achieved in 2001. To achieve this status the land around the 

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