Discussion about marketing plan and launch strategy

Question: Analyze Keurigs marketing plan and launch strategy. Is the current plan sound? Answer: From the case study, it has been found that after the incredible achievement of Keurig Single Cup browser in Office Coffee Services (OCS) away from home market in late 1990s, the company is about to commence their innovative product named as B100 for the home customers in the year 2013 (Boone Kurtz, 2013). It has been seen that the vice president and the CEO of the concerned company after preparing extensive market surveys as well as testing have been able to finish with the assistance of the specialized services and investigating new marketing approach have been facing some of the serious issues. It has been seen that the addressed issues have not been solved yet by the senior management of Keurig Inc. It has been found that Keurig Inc. required following straight sales approach for their new at home brewer system B100. However, to keep the sales margin same and control over the OCS market of the authorized distributors, the company has introduced a new K cups called Keurig-cup for the at home customers (Hollensen, 2015). Secondly, it has been stated that there is a costing concern because the market review has shown that the satisfactory price to be $149 but after counting all the variables and the permanent costs of B100 scheme the cost acquiring is $220 (Wilson Gilligan, 2012). Therefore, there is a dilemma related to the pricing strategy of the selected company. The third identified issue was the pricing of the K-cups that maximizes their marketplace chances and would be sensible enough for both the customers and the producer (Morgan, Katsikeas Vorhies, 2012). Hollensen (2015) has mentioned on his work that U.S. coffee market is constantly mounting where specialty coffee is the main emphasize whose sales share is 8% and this has jumped from 8% to 20% each year. After discussing the marketing plan of the concerned company, it is important to analyze the launch strategy of the company. Some of the financial experts have stated that the new brewer scheme for the at home customers id absolutely a superior idea and has the potentiality to prosper in the current economic trends as well as the consumer expectations (Santos-Vijande et al., 2012). It can be stated that new technology is one of the important factors that keep the on evolving and if the company is properly as well as technologically sound, it would tough for the company to maintain competitive advantage in the strong competitive market (Wilson Gilligan, 2012). At this part, it is important to suggest some of the effective recommendation to the company, so that they can deal with the addressed issues in the company. Initially, it can be suggested that the company must utilize direct marketing approach with their new B100 Brewer system (Santos-Vijande et al., 2012). Apart from that, it can be said that Keurig Authorized Distributors are required to maintain a proper relationship with the office managers as well as take their feedbacks. This might help the company to deal with the company issues (Santos-Vijande et al., 2012). References Boone, L., Kurtz, D. (2013).Contemporary marketing. Cengage Learning. Czinkota, M., Ronkainen, I. (2012).International marketing. Cengage Learning. Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Morgan, N. A., Katsikeas, C. S., Vorhies, D. W. (2012). Export marketing strategy implementation, export marketing capabilities, and export venture performance.Journal of the Academy of Marketing Science,40(2), 271-289. Santos-Vijande, M. L., Lpez-Snchez, J. ., Trespalacios, J. A. (2012). How organizational learning affects a firm's flexibility, competitive strategy, and performance.Journal of Business Research,65(8), 1079-1089. Wilson, R. M., Gilligan, C. (2012).Strategic marketing management. Routledge.