Reference no: EM133360586

You are the marketing manager responsible for launching an innovative new product called V Fusion + Energy. Please have a look at this link for more information.

You have the challenge to overcome in the marketplace. Nearly 2 in 3 people wish they had more energy, but 40% of consumers do not believe energy drinks are healthy for them. Your Vice President of Beverage Marketing believes this is an opportunity in the marketplace.

Your Vice President of Beverage Marketing has asked you to make a marketing plan to launch this new brand in the U.S. market. She has asked you to research 2 of the following:

1. Analyze the marketing environment, including the macroenvironmental factors. Outline what environmental factors you should be aware of and how you will adjust accordingly.

2. Perform a competitive analysis. Who are the firm's competitors, and what is their positioning strategy for similar products? What are their marketing tactics?

3. Using the segmentation, targeting, and positioning process outlined in your textbook, select your target market. Also, develop your positioning strategy.

4. Using the market research process outlined in your textbook, develop a research study to help determine the product's pricing strategy. What research method would you use and why?