Situation or SWOT Analysis

"Managing the marketing function begins with a complete analysis of the company’s situation."(Marketing: An Introduction, Armstrong/Kotler, page 55). Martinik Strengths will be that it is distilled and bottled by the French, which are very prominent with their alcohol. Other strengths include what we offer. We constantly do promotions and we provide frugal ways for our consumers to travel to our island to gain the true island experience. We just provide our alcohol for free to hotels and we receive sponsors from other clubs and venues that attract the college crowd and support the islands. Our weaknesses include our location. We are on an island, which involves constant shipping and importing, which becomes costly. The Opportunities are that we throw promotional parties with big name dj's, which is the target market currently. Especially with the club scene, it has grown exponentially over the years and especially in the young crowd. Therefore we provide opportunities and gain opportunities in return. Our Threats are other island alcohols such as parrot bay and etc. They are usually priced more and aren't created on an actually island such as ourselves, but they already have recognition, which hurts Martinik a little bit. "The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand."(Marketing: An Introduction, Armstrong/Kotler, page 55).