Positioning strategy is known as what the product represents for the recipient .It is the enhancement of a product in a way that makes it different from the competitor products. The purpose is to attract the attention of the customer to certain products( Mustaf, 2009)..
In my opinion, positioning is extremely important to keep the company growth and success because it is known that people want to try innovative products and they have the interest to try the new ones. Companies that desire to create their positioning strategies, they need first to have ideas about the characteristics of their competitor`s products. Then they make their positioning strategy for their own product (Mustaf, 2009).
Kassatly Chatura has positioned the company within
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Product portfolio is” the set of related products offered to customers by the company”. The list of a product portfolio is always changing, a new product is added and older products may not produced (John, 1999). Kassatly Chatura strategy was constantly expanded into new beverage production.
The third dimension is value preposition. It is “a description of the experiences a target user will realize upon purchase and use of product” (Pamela, 2009, p2). Kassatly Chatura knew that most of their audience is the young consumer. So, most of marketing promotions aimed to call the personalities and lifestyles of young population (tma).
In my opinion, since the company is producing carbonated drinks, alcoholic drinks and drinks tasted like energy drink .These kinds of drinks are appreciated by the young .For example, lots of TV advertisement use such statement like “energy drinks give you wings “which means that it provides you with extra energy .This makes them attracted to buy these drinks especially when they feel themselves become more energetic after drinking them that result from
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A good market for alcoholic and non- alcoholic beverages.
2. Buzz drink is in high demand.
3. Angola governments want business to come in the country.
4. All agents were encouraging the company to open factories in Angola.
5. Angola was the major market in Africa. 1. It is considered as a free market economy.
2. The government didn’t constrain the domestic of foreign business investment.
2. A good market for non –alcoholic beverage . The alcoholic drink sector also perceived one of the biggest growths in the region.
3. Lebanon has a strong agricultural industry that was an ideal for manufacturing.
4. Lebanese government offered incentives to Lebanese enterprise.
5. Bauque du Liban was offering business loan supported by U.S and European union to encourage lebanese to invest in Lebanon.
6. Half of the brewery is available (bottling, packaging and pasteurizing).
The cons
1. Alcoholic beverages are prohibited.
1. Much of country’s infrastructure was still destroyed from the civil war.
2. Corruption is a main challenge.
3. Facing challenges in locally obtaining raw materials.
3. The members don’t show consistency.
4. They have competitors(Diago)
5. The sales statistics of the products are instable, going up and