CARDBURY SCHWEPPES LIMITED
MARKETING PLAN

i

Marketing plan

ii

Table of Contents
EXECUTIVE SUMMARY ............................................................................................... 4
MARKETING OBJECTIVES ................................................................................................. 4
PRODUCTS OR SERVICES .................................................................................................. 5
PROJECTED OUTCOMES .................................................................................................... 5
SITUATION ANALYSIS ................................................................................................. 5
COMPANY ANALYSIS/INTERNAL ANALYSIS ..................................................................... 8
TECHNOLOGICAL COMPETENCY/EXPERTISE .................................................................... 9
MACRO-LEVEL MARKET (INDUSTRY) ANALYSIS ........................................................... 10
PRODUCT/SERVICE ANALYSIS ........................................................................................ 11
MARKET SEGMENTS ....................................................................................................... 12
MAJOR COMPETITORS/PARTICIPANTS ............................................................................ 12
PROJECTED MARKET GROWTH/MARKET SHARE OBJECTIVES ........................................ 13
EXTERNAL ANALYSIS ............................................................................................... 13
CURRENT OPPORTUNITIES .............................................................................................. 13
POTENTIAL FUTURE OPPORTUNITIES.............................................................................. 14
ENVIRONMENTAL THREATS