"The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats."-“Kotler, Gary Armstrong and Philip. Marketing: Strenghts- The strenghts of The Islands is that we are big on the image of are brand. Are packaging is one of a kind and unique and really drives home the Islands experience. Are changing effects bottle is also one of kind and really gives a reason to support are brand. Lastly, with are water from the Icelands this makes are brand stand out from the rest with the taste
Weaknesses- A weakness that are brand has is that it might be considered as more of a tropical drink from the appearance. This will sray buyers away from our product and give it the assumption that its not a premium vodka
Oppurtunity- Great things are in place for the brand. With are unique style in packaging comes oppurtunity for seasonal packaging or special packaging. Although are brand is NOT flavored, this could bring the oppurtunity for flavored vodka in the future
Threats- As I stated early potential buyers might see as are brand as a flavored vodka therefore putting us in competition with other flavored vodkas. Are brand is a premium vodka so that puts us in competition with all the other high quality brands such as Grey Goose, Ciroc, Patron, and others
"Through strategic planning, the company decides what it wants to do with each business unit. Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives."-Kotler, Gary Armstrong and Philip. Marketing:
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