The increasing concerns for health and the need for healthy eating habits are seen to induce a radical shift amongst consumers from soft drinks to the fruit juice segment. As a result, it is seen that number of organizations in the fruit juice industry has risen considerably. The current marketing plan is for the company Atlantic Quench Cranberries, a premier fruit juice manufacturing company in the U.S and the U.K. The company wishes to further expand the span of their activities through developing of new products as well as entering new marketing segments. Accordingly, the researcher in the current paper critically analyses the situations existing in the industry so as to take decisions and plan the marketing process effectively. The paper undertakes both internal and external analysis of the environment and constructs a marketing plan on the basis of the findings of the environmental analysis. The needs of stakeholders would also be taken into concern while developing the plan.
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