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
