Peak Beverage Co. is seeking a strategic marketing plan to align with its current business goals and market position. The project involves conducting a comprehensive situation and environmental analysis, focusing on customers, competitors, and the overall market. The goal is to identify key opportunities and challenges within the industry. Learners will segment the target audience and develop a positioning strategy that resonates with identified market segments. Additionally, the project requires formulating a Marketing Mix strategy, encompassing Product, Place, Price, and Promotion, to enhance Peak Beverage Co.'s market presence. Recommendations for social media and communication channels will be provided, along with a suggested budget framework. The project aims to deliver strategic insights supported by examples and research, without delving into content creation or implementation.

The deliverables for this project include a comprehensive report detailing the situation and environmental analysis, target audience segmentation, and positioning strategy. Learners will also provide a Marketing Mix strategy and recommendations for social media and communication channels. Additionally, a suggested budget framework and key success metrics will be included. The final report should be well-researched and supported by relevant examples, offering strategic insights for Peak Beverage Co.'s marketing efforts.