Marketing Strategy of SPEED a product of Akij Food and Beverage LTD

Abstract

The object of this study is to identify overall marketing strategy of an organization and I chose to conduct the study on the Carbonated Beverage industry of Bangladesh. Food and beverage sectors plays an important role in Bangladesh economy. AFBL also a Food and Beverage producers and they covers the major part in this sector. SPEED is a Carbonated Beverage which are familiar as energy drinks. It’s a brand of Akij Food and Beverage Ltd. Recently SPEED got the best brand award in beverages industry of Bangladesh. By this report I tried to show the strength, Weakness, Opportunity, Threats for the brand SPEED. One of the most essential part of a marketing plan are marketing mix which can helps the organization to developing them. SPEED has the strong brand recall in consumer mind by their best positioning statement. The target group of SPEED is only male because as a energy drinks female customers did not prefer this drinks. The current competitive culture in the soft drinks industry leads the organization to the difficult situation to survive. Therefore, this study enables the marketers to take appropriate decision about the consumers buying behavior. The sample of 350 is determined through non-probability convenience sampling technique. Data is collected through structured questionnaire and in-depth interview. Internet is also used for collecting secondary data. The data is analyzed through different mathematical tools. Microsoft excels, Statistical Package for Social Science (SPSS16.0) are used to analyzed the data. By this research organization can know their new competitor in market and can also develop their marketing strategy for challenge the competitive market