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 Executive Summary

Table of Contents

1.    Internal Audit 2

1.1.     Company Overview.. 2

1.2.     Company’s products. 3

1.3.     Market Share. 3

1.4.     Competitive advantage. 3

2.    International Country selection. 4

3.    External Audit 4

3.1.     PEST Analysis. 4

4.    Competitor Analysis. 5

5.    SWOT Analysis. 5

5.1.     Strengths. 5

5.2.     Weaknesses. 5

5.3.     Opportunities. 5

5.4.     Threats. 5

6.    Market Segmentation. 5

7.    Marketing Mix. 5

7.1.     Product 5

7.2.     Price. 5

7.3.     Place. 5

7.4.     Promotion. 5

8.    Conclusion. 5

9.    References. 5

Fritz Kola Marketing Plan

Internal Audit of Fritz Kola

Overview of Fritz Kola Company

Fritz Kola was established in the year 2003 by two students who were studying in the city of Hamburg, Germany. The enterprise was established by Mirco Wolf Wiegert and Lorenz Hampl. The founder of the enterprise wants to launch such clod drink that tastes different from the available cold drinks like Pepsi and Coca-Cola. Fritz Kola is less sweet than other cold drinks and contains higher amount of caffeine. In a short amount of time the organization grabs significant amount of market share in Germany.

Company’s products of (Fritz Kola)

The company begins its operations with Fritz Kola, but when the company sees the popularity of its product, then in the year 2006 the company launched other beverages as well, which include morning cola & lemonades, etc. Currently the organization has four main categories of its beverages, which include Fritz Limo, Fritz Kola, Mischmasch, Fritz spritz, and fritz mate. Each category has a different variety to offer to its customers. The variety of options to the customers offers significant amount of market share along with higher profitability. Up to year 2010 the organization revenue reached 2.7 million.

Market Share of (Fritz Kola)

Fritz Kola has a significant market share in the country of Germany. In the early years, the enterprise’s products were only available in the country of Germany, but with the passage of time the market share of the company has grown tremendously. Today the beverages offered by Fritz Kola are available in different countries of Europe. Fritz Kola is available in Belgium, Spain, Austria, Poland, Netherland, and the UK. The main aim of Fritz Kola is not to become the market leader in the beverages but to provide alternative to available cold drinks such as Pepsi and Coca-Cola.

Competitive advantage of (Fritz Kola)

The major competitive advantage of the corporation is its unique taste. The Fritz Kola taste is totally different from its competitors like Coca Cola & Pepsi. The Higher amount of Caffeine in the cold drink makes it less sweet. Furthermore, the unique way of advertising & marketing campaigns makes Fritz Kola stand out in the market.

International Country selection of (Fritz Kola)

The country that is selected for international expansion in the United States. As Fritz Kola targets young individuals, the United States will be a great place to start with. The US has a huge population of young individuals who prefer caffeine drinks. Fritz Kola can provide a great alternative to US customers.

External Audit of (Fritz Kola)

 PEST Analysis of (Fritz Kola)

Political Factors of (Fritz Kola)

The political factors include the rules & regulations which the government creates for regulating the businesses. Organizations or businesses need political stability to achieve success in the market. In the United States, political stability exists which means that Fritz Kola will not have to face any major political instability Issue.

Economic Factors of (Fritz Kola)

The economic factor includes changes in the foreign exchange rate, interest rate, inflation rate, etc. Any economic factor change has a huge impact on the consumers & the organization. United States is a developed country and the largest economy in the world. So it does not face economic instability like developing countries. So Fritz Kola won’t have to face any Economic instability in United States at least for now.

Social Factors of (Fritz Kola)

The social factors include the changes in the taste and preferences of the customers. Fritz kola provides a unique flavor to its customers, which means that it will provide something different to the customers. However, the enterprise will have to keep its uniqueness intact if it wants to sustain in the US market for longer period.

References of (Fritz Kola)

GOVINDARAJAN, M., 2007. MARKETING MANAGEMENT. 2 ed. s.l.:PHI Learning Pvt. Ltd.

Penaloza, L., Toulouse, N. & Visconti, L. M. eds., 2013. Marketing Management: A Cultural Perspective. illustrated ed. s.l.:Routledge.