1
Running Head: Marketing Project
Squeeze
Chris Mulholland
MKT 333
Northern Arizona University
Professor Susan Carder
December 8, 2019
2
Running Head: Marketing Project
Table of Contents
Executive Summary 4
Situational Analysis 4
Marketing Summary 4-5
SWOT Analysis 5-6
Competition 6
Keys to Success 7
Critical Issues 7
Marketing Strategy 7
Marketing Objectives 7
Target Markets 8
Positioning 8
Target Market and Segmentation 8
Marketing Mix 8
Goods & Services Mix 8
4 P’s 9
Customer Relationship Management 10
Market Research Needs 10
Bibliography 11
3
Running Head: Marketing Project
Executive Summary
We are Squeeze, a small business lemonade beverage company founded in Seattle, WA. For the
past two years my partner and I have been filming and creating a YouTube series of our journey
to create the perfect lemonade drink. We have gained a solid following and have our fanbase
supporting our every video. We ventured across the United States to specifically find two types
of rare lemons: the Meyer and Pink lemon. These lemons are rare commodities, Meyers making
up 1% and Pink making up 0.5% of the lemons produced in the United States. We have
contacted and secured deals with the farmers of these lemons to allow us to use them as suppliers
of our lemons. We have set up numerous focus groups to perfect our recipe. We plan to open
