Question

Topic: Student Questions

First Steps To Enter Market

Posted by Anonymous on 10/18/2009 at 5:57 AM ET 250 Points
a new flavored bottled water company is interested in entering a certain market. What are the first steps this company has to do? How to establish awareness for the brand? How could the 2 marketing mix models (4C's and 4P's) be used in order to give added value? I know that a SWOT analysis is so crucial, but what else should be done? thank you
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RESPONSES

  • Posted by Gary Bloomer on 10/18/2009 at 9:14 AM Accepted
    Dear Nancy,

    So, a new flavored bottled water company is interested in
    entering a certain market is it?

    What are the first steps this company has to do?

    Well for a kick off, its managers have to do away with vague, wooly-minded phrases such as "a certain market" because as an aid to the marketing process it gives no specificity as to the target audience.

    Additionally, and alas, to my grumpy old ears, this sounds like a homework question. Which is something you won't get a lot of help with here I'm afraid as it's against forum guidelines.

    Don't believe me? Read this: https://www.marketingprofs.com/ea/guidelines.asp

    Now, if someone were to rephrase their question and tell us that it's THIER start-up company and that they'll be aiming THIER PRODUCT at this or that sector of this or that audience, in this age group, a group that takes part in this activity and who have this amount of disposable income or that particular lifestyle goal, THEN that person might get answers that that person could make use of.

    With me? (Whoops! That's given the game a way!)

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 10/18/2009 at 10:13 AM Author
    Dar Gary,
    Yes, you're totally right! actually the company will launch the brand in the Lebanese market. Lebanon is a very competitive open market (since it's a small country with large variety of brands). What I am asking for is some general guidlines about the planning phase and some tips that will help the research to go forward.

    I hope you will be able to help me! thank you
  • Posted by Jay Hamilton-Roth on 10/19/2009 at 9:04 AM Accepted
    Who's selling water in Lebanon?
    What's their annual revenue? Profit?
    Is there a better (i.e., more ecological) opportunity than simply flavoring water, putting it into a plastic bottle, and gradually increasing Lebanon's landfills?
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