All existing and potential customers who have an interest and ability in purchasing a business organization’s goods or services. For Myt PLC, this includes individuals and organizations purchasing non-alcoholic beverages or healthy snacks

Physical locations or points of sale where a business organization’s goods or services are offered to customers. In the case of Myt includes the retail locations where its drinks are sold as well as Lotssa Coffee’s 4,000 coffee shops

Online platforms where users can create, share, and engage with digital content. For Myt PLC, it plays a key role in its promotional strategy, allowing the company to reach and interact with a wide audience.

A series of interconnected business outlets, like Lotssa Coffee, that are owned or managed by the same company and operate under a common brand name. It is centrally managed, typically including a common marketing mix and corporate policies

Process of producing physical goods, typically using production methods such as batch or mass production (MyT: non- alcoholic drinks, including root beer, bottled water, and canned carbonated drinks)

Detailed documents outlining an organization’s goals and strategies. For Myt, it includes modernizing its factories, reducing caffeine and sugar levels, exploring healthy snacks market and improving CSR

Growth strategy whereby a company expands by acquiring or merging with businesses at different stages of the production process, but typically within the same industry.

Organized alliance that seeks to influence public (government) policy and/or business practices, often advocating for specific social, environmental, or political causes.

Process of a business organization, such as Myt PLC, increasing its scale of operations through various means, e.g., expanding production facilities, increasing production capacity, or expanding its product portfolio.

Central location of a multinational company where key management and administrative functions are coordinated, and strategic decisions are made for Myt PLC’s global operations.

The riskiest growth strategy, as it involves both product development and market development, requiring the business to venture into areas where it has little, if any, prior experience.

Crucial element of an organization’s promotional strategy within the marketing mix. It involves paid-for communication strategies designed to inform and persuade consumers about Myt PLC’s diverse range of beverage products.

It is a marketing plan of action to promote a business organization’s goods or services to increase brand awareness, brand recognition, and (ultimately) sales revenues.