Strategic Growth and Market Expansion for Cocktail: Consultancy Project Report

Abstract

This project examines Cocktail's strategic efforts to revolutionize Saudi Arabia's non-alcoholic beverage market by offering premium, culturally appropriate alternatives. Despite its innovative offerings, such as non-alcoholic tequila, Cocktail faces challenges in distinguishing itself within a competitive landscape while maintaining cultural relevance. The project leverages the Balanced Scorecard (BSC) and Ansoff Matrix frameworks to address key objectives, including enhancing social media engagement and online sales, reducing inventory costs, and expanding into new markets. Data from industry reports, interviews, and surveys reveal insights on improving social media authenticity, e-commerce user experience, and supplier relationships. Recommendations include structured social media strategies, optimized e-commerce platforms, and strategic market and product development, aligning with BSC and Ansoff Matrix strategies. This approach aims to position Cocktail as a leader in the non-alcoholic beverage sector and achieve sustainable growth.