Running Head: MARKETING PLAN MARKETING PLAN 2 Table of contents 1. Company’s target market…………………………………………………………. 3 a. Types of consumers…………………………………………………………… 3 b. Demographic information……………………………………………………... 4 2. Market competition………………………………………………………………… 4 a. Factors…………………………………………………………………………. 4 b. Strategy defense……………………………………………………………….. 4 c. Plan defense…………………………………………………………………… 5 3. Clarification of company’s message………………………………………………. 5 4. Marketing vehicles………………………………………………………………… 7 5. References………………………………………………………………………… 8 Company: Sidiana Wines Ltd 1. Company’s target market a. Types of consumers Sidiana Wines Ltd basically targets consumers of wines. Its products are suitable for all genders. There are various products in the markets that are focused only on one gender because they cannot be used by other genders. In such a case, the manufacturer must specify the gender for which the products are designed for. In the case of Sidiana, products are suitable for all genders therefore anybody can consume them as far as gender is concerned. Despite this, the company focuses on consumers that are at least 18 years of age. The consumption of wines is controlled specifically with respect to gender. For one to consume such a product, they need to be at least 18 years of age. Wine is addictive and one should be mature enough to make the decision to purchase it. Taking this into consideration, the company decided to comply with the legal requirements and target consumers that have attained the age of 18. Since one needs to spend in order to purchase the drinks, the company also targets citizens that have income but does not necessarily need to be high because the products are very affordable. Sidiana Wines Ltd manufactures products that cut across the economic class and this makes it possible for all to afford. Despite the amount that an individual earns, there is a wide range of products from Sidiana Wines Ltd that they can choose from. The company seeks to expand its share of the market by making sure that it has products for all economic classes in the society. b. Demographic information Demographic information is very important as far as marketing is concerned (Maclaran, Saren & Goulding, 2012). Businesses need to understand the society in which they will be offering their products and services. Understanding such information is very necessary because it makes it possible for a company to come up with the most relevant marketing strategies. Sidiana Wines Ltd intends to use clubs, restaurants and lounges to reach out to the final consumers of its products. Such outlets refine the demographic information in terms of age and income, therefore, by concentrating on such, the business will maximize its interaction with the market. 2. Market competition a. Factors The level at which Sidiana Wines Ltd competes on the market depends on various factors. The first factor is the quality of its products. This factor p ...

1. Running Head: MARKETING PLAN
MARKETING PLAN 2
Table of contents
1. Company’s target
market…………………………………………………………. 3
a. Types of
consumers……………………………………………………………
3
b. Demographic
information……………………………………………………... 4
2. Market
competition……………………………………………………………
…… 4
a.
Factors…………………………………………………………………
………. 4
b. Strategy
defense………………………………………………………………..
4
c. Plan
defense………………………………………………………………
…… 5

2. 3. Clarification of company’s
message………………………………………………. 5
4. Marketing
vehicles………………………………………………………………
… 7
5.
References……………………………………………………………
…………… 8
Company: Sidiana Wines Ltd
1. Company’s target market
a. Types of consumers
Sidiana Wines Ltd basically targets consumers of wines. Its
products are suitable for all genders. There are various products
in the markets that are focused only on one gender because they
cannot be used by other genders. In such a case, the
manufacturer must specify the gender for which the products are
designed for. In the case of Sidiana, products are suitable for all
genders therefore anybody can consume them as far as gender is
concerned.
Despite this, the company focuses on consumers that are at least
18 years of age. The consumption of wines is controlled
specifically with respect to gender. For one to consume such a
product, they need to be at least 18 years of age. Wine is
addictive and one should be mature enough to make the decision
to purchase it. Taking this into consideration, the company
decided to comply with the legal requirements and target
consumers that have attained the age of 18.
Since one needs to spend in order to purchase the drinks, the
company also targets citizens that have income but does not

3. necessarily need to be high because the products are very
affordable. Sidiana Wines Ltd manufactures products that cut
across the economic class and this makes it possible for all to
afford. Despite the amount that an individual earns, there is a
wide range of products from Sidiana Wines Ltd that they can
choose from. The company seeks to expand its share of the
market by making sure that it has products for all economic
classes in the society.
b. Demographic information
Demographic information is very important as far as marketing
is concerned (Maclaran, Saren & Goulding, 2012). Businesses
need to understand the society in which they will be offering
their products and services. Understanding such information is
very necessary because it makes it possible for a company to
come up with the most relevant marketing strategies. Sidiana
Wines Ltd intends to use clubs, restaurants and lounges to reach
out to the final consumers of its products. Such outlets refine
the demographic information in terms of age and income,
therefore, by concentrating on such, the business will maximize
its interaction with the market.
2. Market competition
a. Factors
The level at which Sidiana Wines Ltd competes on the market
depends on various factors. The first factor is the quality of its
products. This factor plays an in important role in determining
the competitiveness of the business. The company also prices its
products competitively so that it gets a share of the market. The
wines market is also competitive because of the large number of
companies that operate in it. The number of players is directly
proportional to competition in the market.
b. Strategy defense
By offering high quality wine at affordable rates, Sidiana Wines
Ltd will be competitive in the market. Consumers want
affordable products that are also high quality. This strategy
guarantees competitiveness.

4. c. Plan defense
The non-alcoholic drinks market is very crowded and
competitive and this implies that for a business to thrive in such
an environment it must be aggressive. Sidiana’s marketing plan
intends to concentrate on outlets such as clubs and restaurants
so that it gets a share of the crowded market. Such
establishments are already set up and this will make it easier for
the company’s products to find a ready market. Businesses need
to use effective marketing plans that will enable them to
achieve their targets in the most effective and efficient manner.
3. Clarification of company’s message (Five F’s)
Focus on goals and objectives
A company’s marketing plan should be able to focus on
specific goals and objectives (Luther, 2011). It is important for
the business to have guidelines that will ensure the goals and
objectives have achieved. Sidiana Wines Ltd focuses on
achieving a large market share through competition. The focus
on this has enabled the company to concentrate on improving
the quality of its products as well as offering them to the market
at affordable rates.
Flavor (the secret ingredient)
Marketing needs to have a unique aspect that other
businesses do not have. Relying on old and usual marketing
strategies might not yield the best results. The flavor that
Sidiana Wines Ltd adds to its marketing plan is the commitment
and dedication of the workforce. There is experience that that
seeks to convince potential consumers of the expectation should
they make a decision of consuming the company’s products.
Foresight
While creating a marketing plan, it is necessary to keep in mind
that there is a chance for failure and this implies that there
needs to be another plan. The marketing team should be able to
forecast the future of the market especially with respect to the
expected risks and come up with alternative measures that will

5. handle such a scenario. Sidiana Wines Ltd has a marketing team
that is comprised of competent individuals who are able to see
the future of the market. This team plays a strategic role in the
business because it makes it possible to handle the uncertainty
of the future.
Flexibility to change
A marketing plan might not always works as expected. The
environment is dynamic and the strategies that are effective
today might not be effective tomorrow. Keeping this in mind, it
should be noted that there is need for flexibility in the
marketing plan. Sidiana understands that the business
environment changes in response to various factors. For this
reason, the company creates strategies that are flexible in the
sense that they can be adjusted in response to the change in the
environment. The ability of a plan to be flexible affects the
overall effectiveness of the business strategy.
Fun
The marketing plan should consist of strategies that the
workforce will be comfortable working with (Luther, 2011). As
much as the strategies need to be aggressive they should be a
source of motivation to the workforce. The employees need to
have fun as they implement the marketing plan.
4. Marketing vehicles
A marketing vehicle is a tool that a business uses to deliver a
marketing message to an audience. Businesses usually target
various audiences for the interest building their brands.
Regarding this, it is important to come up with a marketing
vehicle that will take the message to such audiences. Sidiana
Wines Ltd makes use of the internet and specifically social
media to pass the message to its target audience. The company
creates a following on social media and uses this a marketing
vehicle to reach out to the audience.
This marketing vehicle will be effective because it will be able
to communicate the message to a very large audience. In the
modern society most people use the internet and have created
accounts with various social media networks. By using social

6. media as a marketing vehicle, Sidiana is able to directly link
with a significant number of potential consumers and pass the
company’s message to them. Through this, the business will
build a brand and this will play a significant role in its
marketing plan and marketing efforts in general. Business
should use marketing vehicles that are efficient and effective.
They should be able to meet the various goals and objectives
that have been set.
Coca-Cola is an example of a non-alcoholic beverage company
that uses social media as a marketing vehicle it has been
effective. The company uses various social media networks to
build its brand. Using such a tool in an effective manner will
ensure that the business achieves its goals and objectives
(Zarrella & Zarrella, 2010).
References
Luther, W. (2011). The Marketing Plan: How to prepare and
implement it. New York: American Management Association.
Maclaran, P., Saren, M. & Goulding, C. (2012). Critical
Marketing. Boston: Elsevier.
Zarrella, D. & Zarrella, A. (2010). The Facebook Marketing
Book. Sebastopol, CA: O’Reilly Media.
Running head: COMPANY DESCRIPTION AND SWOT
ANALYSIS 1
COMPANY DESCRIPTION AND SWOT ANALYSIS 3

7. Contents
Create your revised NAB company name and explain its
significance2
Revised Mission Statement2
The trends in the non-alcoholic beverage industry2
Strategic position for the beverages2
Overview of company’s distribution channels.2
Types of risks2
SWOT Analysis2
Strengths2
Weakness2
Opportunities2
Threats2
References2
Create your revised NAB company name and explain its
significance
The name of my company is Sidiana Wines Ltd. The importance
of the beverage offered my company is the exquisite tastes and/
or flavors that cannot be found in any other wine. It also serves
those individuals that no longer indulge themselves in
beverages that contain high alcohol content. The major products
produced and distributed by the company will be red and white
wines. The main market for the company’s products will be
clubs, restaurants, and lounges. Revised Mission Statement
Revised Mission Statement: Provide the best authentic and
inviting wines in the market for healthy lifestyles.
At Sidiana Wines Ltd. Co, our mission is to link up with other
people, mostly those individuals that are serious about living an

8. organic lifestyle, consuming foods that are produced
organically, and stay away from foods that are genetically
produced and modified, take care of their bodies by exercising
regularly, and love nature.
A lot of healthy people normally consume a glass of wine after
their meals. This has been researched and found to be very
healthy (Nordqvist, 2016). Moreover, medical researchers
recommend people to drink about a glass of wine after their
meals (Edwards, 2013).
At Sidiana Wines Ltd, our man desire is for people to
understand and apprehend that they can now have the best and
the most acclaimed organic wines. We would like to encourage
most of them to look for and drink wines that are processed
from organic grapes that are certified by regulatory bodies,
scientists and medical researchers. Such wines should be bottled
at the source. They should have logos or certification marks
from certification agencies.
The company aims to seek for the best high quality products in
the market, which will enhance the enjoyment of the company’s
products. The company also aims to maintain a high level of
professionalism in producing and selling the wines. The trends
in the non-alcoholic beverage industry
The use of non-alcoholic drinks is increasingly becoming
popular worldwide. This is due to the fact that many people are
becoming health conscious and decide to take healthy decisions
on what they consume (Bailey, 2014). Many, especially
alcoholic individuals, are becoming aware of the potential
dangers of alcohol consumption. They are also indirectly
influenced by the worldwide campaign against alcohol
consumption. Wines do not leave hangovers as alcoholic
beverages do. Therefore, the choice of wine as the product to be
produced was also influenced by this.
Strategic position for the beverages
The most suitable strategy for the product offered by Sidiana
Wines Ltd is the differentiation strategy. By using this strategy,
the products produced by the company will be distinct from

9. other products in the market. This strategy will be backed up by
the wide selection of authentic and exquisite flavors offered by
the wines, and the unique and attractive bottling and packaging
of the products.
Overview of company’s distribution channels.
Products from Sidiana Wines Ltd will be distributed to
consumers and customers through the direct-store-delivery
channel. This direct-store-delivery will be operated by the
company’s bottlers and distributors. They will deliver the
beverages directly to beverage retail stores. At the retail stores,
the products will be merchandised by Sidiana Wines Ltd
bottlers and employees. This distribution channel helps the
company to carry out trade with maximum visibility and appeal
to the consumers and customers. This distribution channel tends
to work well for companies that have products that are mostly
often restocked (Wulfraat, 2016). Moreover, the distribution
method tends to promote in-house or in-store promotion and
merchandising. Types of risks
The first risk that the company might face is legal constraints.
This risk may limit the number of opportunities for the company
to indulge in innovation in sales. This risk has a very high
impact on the business. The company will mitigate this risk by
ensuring that they abide by all the legal requirements put in
place on the producing and distribution of wines in the market,
this is on both local and international markets.
Another risk that may face Sidiana Wines Ltd is the risk of
failing to get enough farm produce during the low farming
seasons. This risk is very crucial and should be taken into
consideration as the farming industry has its lows and downs.
Adverse weather conditions can affect the growth of the plants.
To mitigate this, the company will have various raw materials
suppliers. Moreover, the company will also secure a land where
they can put up a greenhouse that will be used to plant all
seasonal wine fruits to ensure that the company does not lack
supplies to produce their products.
The third risk that the company can face is unfair competition.

10. This means that the company faces competitors that will copy
their products. To avoid this, the company will have to patent
its formulas that they use to come up with their products.
Patenting of Sidiana Wines Ltd beverage drinks will provide
leverage for them if ever they face unfair competitive strategies
from other companies.SWOT Analysis
Strengths
Sidiana Wines Ltd has great financial stability. This allows the
firm to meet its costs and maintain their brand in the market.
The authentic and unique products that the company produces
incur lots of profit for the company. Moreover, the company has
various funders.Weakness
The company’s weakness is that not all the products it produces
are well known. Most of them lack popularity. This weakness
should be checked. The company can advertise such products
more. Opportunities
The company has the opportunity of advertising its products
well to the market. The market will get to know most of its
products more. This will in turn generate more profits for the
company. Threats
The company faces the threat of unfair competition from other
competitors in the market. Such unfair competition includes
unfair copying of the product mixes and flavors.
References
Bailey, S. (2014, November 20). A guide to the non-alcoholic
beverage industry. Retrieved from
http://marketrealist.com/2014/11/guide-non-alcoholic-beverage-
industry/
Edwards, T. (2013, November 23). Alcohol is good for your
health: Leading science writer claims tipple can prevent cancer
and may help improve your sex life. Retrieved from
http://www.dailymail.co.uk/health/article-2512175/Alcohol-
good-health-Leading-science-writer-claims-tipple-prevent-
cancer-help-improve-sex-life.html
Nordqvist, C. (2016, April 7). Wine: Health Benefits and Health
Risks. Retrieved from

11. http://www.medicalnewstoday.com/articles/265635.php
Wulfraat, M. (2016). Direct Store Delivery Versus Centralized
Distribution. Retrieved from
http://www.mwpvl.com/html/dsd__vs_central_distribution.html