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MLA
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Business & Marketing
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Coursework
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English (U.S.)
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Internal Environment Situation Analysis of Novo Fogo Coursework

Coursework Instructions:

Instructions are in the WORD doc named "HW". Other docs are previous parts of the Novo Fogo project that may be helpful for this one. Please check.


 


Brand: Novo Fogo


 


The Internal Environment Situation Analysis


 



  1. 1.      Review of marketing goals and objectives


 


            Identify the firm's current marketing goals and objectives.


 


            Explain how these goals and objectives are being achieved.


 


Explain how these goals and objectives are consistent with the firm’s mission, recent trends in the external environment, and recent trends in the customer environment.


 



  1. 2.      Review of current marketing strategy and performance


 


Describe the firm's current marketing strategy with respect to products, pricing, distribution, and promotion. Which elements of the strategy are working well? Which elements are not?


 



  1. 3.      Review of current and anticipated organizational resources


 


Describe the current state of the firm's organizational resources (e.g., experience, relationships with key customers). How are the levels of these resources likely to change in the future?


 


Coursework Sample Content Preview:
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Brand: Novo Fogo
1 Review of marketing goals and objectives
Novo Fogo's philosophy is to have a natural, clean, and healthy cachaça. Its ultimate goal is to recycle all its byproducts to avoid toxic waste emissions into the environment. Following the deforestation and degradation in the Brazilian rainforest, Novo Fogo urges people to consume more cachaça because it will protect the rainforest (Alarcón 2019). Its objective is to increase its market share by 10% and increase brand awareness worldwide.
The primary target customers are generation z, whose preference is refined flavors for cocktails, while the secondary target customers enjoy cocktails, especially at parties. Following the recent trends in the customer environment, Novo Fogo commits to fully organic cachaça for more healthy and natural cocktails. Novo Fogo advertises its brand on social media platforms, funds games, and places posters in alcohol stores to increase their brand awareness. Amongst the top-ranked cachaça is Pirassununga 51 Cachaça with most fans worldwide, Leblon Cachaça that is also quite affordable and very popular Cupacacha Cachaça Rum that most consumers deem excellent yet quite expensive. By 2019, Cachaça 51 ranked high in the bestselling list, while Leblon ranks high in the top trending list. Cachaça has since taken the third place as the most consumed spirit in the world ahead of other rum.
2 Review of current marketing strategy and performance
The following is a summary of Novo Fogo's current marketing strategy:
* Product- Novo Fogo has wholly unique drinks, including Cachaça Velho Barreiro Tradicional, Yaguara Cachaça Blue, and more. Its carbonated twists include Silver Cachaça in various flavors. Spirits include Silver Cachaça, Chameleon and Barrel-Aged Cachaça.
* Price- Novo Fogo's products range from $3.49 for the carbonated drinks to $127.49 for the Novo Fogo cachaça single barrel. When one orders six bottles of Novo Fogo Colibri, you pay only $1 for shipping. There is a chance of 50% off when you subscribe to the company's website.
* Place- Novo Fogo is found in the mountains and the rainforest closer to the town of Morretes in the south of Brazil...
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