APMC market strategy.docx - Running head MARKET SEGMENTATION OF APMC IN GREECE Market Segmentation of APMC in Greece Name Institution 1 MARKET

APMC market strategy.docx - Running head MARKET...

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Running head: MARKET SEGMENTATION OF APMC IN GREECE 1 Market Segmentation of APMC in Greece Name Institution
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MARKET SEGMENTATION OF APMC IN GREECE 2 Executive Summary Market segmentation is necessary to ensure that a company has focused on a particular population to meet its needs and in turn increase the profitability of the company. In Greece, the soft drink industry is highly saturated and there are companies who provide carbonated drinks, the bottled water and juices. APMC, by entering this market to provide shrink and stretch wraps will need to segment the market according to the changing preferences of the customers. This report uncovers the market segmentation approaches adopted by APMC and the performance measures of these approaches. It is recommended that, for the company to enter this market, they need to use social media to appeal to the customers, use direct selling and set a lower price than the existing firms.
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MARKET SEGMENTATION OF APMC IN GREECE 3 Table of Contents Executive Summary ......................................................................................................................... 2 Market Summary ............................................................................................................................. 4 Market Plan ...................................................................................................................................... 4 Product ......................................................................................................................................... 4 Distribution .................................................................................................................................. 6 Promotion ..................................................................................................................................... 8 Price ............................................................................................................................................. 9 Overall Performance Measures ...................................................................................................... 10 Recommendations .......................................................................................................................... 13 References ...................................................................................................................................... 14
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MARKET SEGMENTATION OF APMC IN GREECE 4 Market Summary APMC considers instigating three broad categorization of the Greek market they are seeking to penetrate. These product categorization relates to carbonates (15% soft drink market), juice (25% soft drink market) and bottled water (10% soft drink market). Segmenting the Greek soft drink market depends on the strategies that APMC will adapt in an attempt to maximize the sales of the film-wrap. As the Greek soft drink market is highly saturated and competitive APMC will enter this market with an intrinsic aim of catering to the film-wrap needs of the industry and the manufacturers that has amassed huge market shares. Market Plan Product In an effort to penetrate the market and have a strong appeal to the customers, APMC seeks to ensure that they have segmented the products in the Greek market. As the market is currently being flooded with customers seeking healthy drinks, the company will undertake an effort to use differentiated products. These will be categorized into bottled water, juice, and the carbonated drinks. As the economy is making shifts towards healthy soft drinks, there have been accrued differences in the market share held by the soft drinks companies. APMC will make efforts to ensure that they have catered for the needs of all the soft drinks companies in the market despite their annual production in tones. The bottled water industry and the carbonates industries have appealed to have a significant market share and the company will sell the film wraps to these industries. Despite the fact that the carbonate industry has recorded a decline in
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MARKET SEGMENTATION OF APMC IN GREECE 5 the rate of sales of the wraps, the company will still offer its products in order to increase the net sales.
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  • Fall '16
  • Kamau Ndungu

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