NYU Competitive Strategy - Suntory’s marketing plan will be emphasizing on two main goals. Our first goal is to increase Suntory’s popularity in the U.S. market, along with our first objective of increasing brand and product awareness by advertising through several marketing channels. The goal is to ensure that all products are approachable throughout the customers’ journey. The second objective is to continue to position Suntory and its wide range of premium products and outstanding customer service, as a “premium” brand in the minds of targeted consumers.

Our second goal is to increase Suntory’s market share and profitability. The first objective for this goal is to enlarge market share in the American market from 2% to 5% in the next three years, mainly by developing an effective marketing strategy. The second objective is to increase the company's profitability in the U.S. market from 14% to 20% in the next five years by implementing the right marketing strategy that enables the company to grow the size of new customers while retaining existing customers. Additionally, the distribution channels should be enhanced and expanded in order to achieve this objective.