...Strategic Plan STR581 March 23, 2013 TABLE OF CONTENTS EXECUTIVE SUMMARY …………pg. 3 COMPANY PROFILE……………………………………………………………….PG. 3 CORE VALUES pg. 4 INTERNAL AND EXTERNAL ANALYSIS………………………………..............PG. 4 SWOT ANALYSIS PG. 5 BEST VALUE DISCIPLINE……………………………………………………...…PG. 8 GRAND STRATEGY………………………………………………………………..PG. 8 RECOMMENDATION………………………………………………………………PG. 9 IMPLEMENTATION………………………………………………………………...PG. 10 OBJECTIVES………………………………………………………………………...PG. 10 FUNCTIONAL TACTICS…………………………………………………….……..PG. 10 ACTION ITEMS…………………………………...…………………………………PG. 11 MILES STONES AND DEADLINES……………………………………………….PG. 11 TASKS AND OWNERSHIP………………………………………………….……...PG. 12 KEY SUCCESS FACTORS……………………………………………………….…PG. 13 BUDGET AND FORECAST………………………………...…………………….…PG. 14 CONTINGENCY PLAN…………………………………………………………..…PG. 15 CONCLUSION.………..………………………………………………………….…PG. 16 REFERENCES.………………………………………………………………………PG. 17 Executive Summary Following this summary is the proposed strategic plan for Wawa as the organization expands to the Florida market. Wawa’s core values demonstrate the organization’s desire to please the customer, build lasting relationships, and providing quality service. Wawa designs the culture and environment of the stores to be a warm, friendly, and comfortable environment, enticing customers to return frequently. Leadership at Wawa strongly believe that once a customer enters a Wawa store, the employees, quality, and prices will entice him or her...
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...and hence breaking their marketing code in Africa. BBC had investigated and found BAT is trying to attract more young African buyers of its product by adjusting marketing strategy to meet young people's needs. They are actually promoting and selling cigarettes in form of “single sticks”, which is attractive to young people of poor African countries like Nigeria, Malawi and Mauritius, who cannot afford to buy a whole packet of cigarettes. Now, there is nothing wrong with marketing one's product to target an audience of possible consumers. However, in this case, BAT allegedly targeted African children as young as 11 by aggressively marketing single sticks' to them. The company also hosted events that targeted young people despite their publicly stated commitments. Now, we know that most ethical issues concerning business consumer relations refer to the ‘marketing mix’, ethical issues in product policy, marketing communications, pricing and marketing strategy. Ethical Issues in marketing management – Product Policy At the most basic level, manufacturers should exercise due care in establishing that all reasonable steps are taken to ensure that their products are free from defects and safe to use as well as effective and fit for the purpose. Cigarette may be effective as they claim it to be. It works as stress reliever and give one some attitude, the purpose may be fulfilled, but it is not a safe product in any measure. And though consumers’ right to a safe product is not an...
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...The Four Service Marketing Myths Remnants of a Goods-Based, Manufacturing Model Stephen L. Vargo University of Maryland Robert F. Lusch Texas Christian University Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has been broadening its perspective to include the exchange of more than manufactured goods. The subdiscipline of service marketing has emerged to address much of this broadened perspective, but it is built on the same goods and manufacturing-based model. The influence of this model is evident in the prototypical characteristics that have been identified as distinguishing services from goods—intangibility, inseparability, heterogeneity, and perishability. The authors argue that these characteristics (a) do not distinguish services from goods, (b) only have meaning from a manufacturing perspective, and (c) imply inappropriate normative strategies. They suggest that advances made by service scholars can provide a foundation for a more service-dominant view of all exchange from which more appropriate normative strategies can be developed for all of marketing. Keywords: service; goods; intangibility; inseparability; heterogeneity; perishability Early marketing thought was built on a foundation of goods marketing, essentially the distribution and monetized exchange of manufactured output. Since marketing grew out of economic science, with...
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...and hence breaking their marketing code in Africa. BBC had investigated and found BAT is trying to attract more young African buyers of its product by adjusting marketing strategy to meet young people's needs. They are actually promoting and selling cigarettes in form of “single sticks”, which is attractive to young people of poor African countries like Nigeria, Malawi and Mauritius, who cannot afford to buy a whole packet of cigarettes. Now, there is nothing wrong with marketing one's product to target an audience of possible consumers. However, in this case, BAT allegedly targeted African children as young as 11 by aggressively marketing single sticks' to them. The company also hosted events that targeted young people despite their publicly stated commitments. Now, we know that most ethical issues concerning business consumer relations refer to the ‘marketing mix’, ethical issues in product policy, marketing communications, pricing and marketing strategy. Ethical Issues in marketing management – Product Policy At the most basic level, manufacturers should exercise due care in establishing that all reasonable steps are taken to ensure that their products are free from defects and safe to use as well as effective and fit for the purpose. Cigarette may be effective as they claim it to be. It works as stress reliever and give one some attitude, the purpose may be fulfilled, but it is not a safe product in any measure. And though consumers’ right to a safe product is not...
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...organize our marketing teams around channels: digital, email, social media, mobile, retail and other areas. Each team is assigned a budget, and their success measured. In our effort to be organized and effective, we create teams that end up competing for business against each other, fighting over the same customers to show growth in their channel. And here’s the basic problem with the channel approach: Customers don’t organize around channels. Customers see products, brands and services holistically. They don’t care about our internal walls, legacy processes and poorly integrated technologies. Today’s customer journey weaves its way through myriad digital and offline touch points. Rather than forming these marketing silos, we need to break down the walls between them. By doing this, we can dramatically improve the customer experience, and provide a huge opportunity to drive additional revenue and improve customer loyalty. So, how do we start breaking down silos? Two important tools needed to make this change are Web Experience Management (WEM) and marketing automation. Marketing automation systems like Marketo, HubSpot and Eloqua play an important role in the buying process, helping marketers build a long-term relationship with a prospect throughout the customer lifecycle. There are three primary components to modern marketing automation systems: 1. A marketing database that stores all your marketing data, customer interactions, and behaviors. Most marketing automation...
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...Breaking Down the Chain: A Guide to the soft drink industry aCknowleDgments this report was developed to provide a detailed understanding of how the soft drink industry works, outlining the steps involved in producing, distributing, and marketing soft drinks and exploring how the industry has responded to recent efforts to impose taxes on sugar-sweetened beverages in particular. the report was prepared by sierra services, inc., in collaboration with the supply Chain Management Center (sCMC) at rutgers university – newark and new Brunswick. the authors wish to thank kristen Condrat for her outstanding support in all phases of preparing this report, including literature review and identifying source documents, writing, data analysis, editing, and final review. special thanks also goes to susanne Viscarra, who provided copyediting services. Christine fry, Carrie spector, kim Arroyo Williamson, and Ayela Mujeeb of ChangeLab solutions prepared the report for publication. ChangeLab solutions would like to thank roberta friedman of the yale rudd Center for food Policy and obesity for expert review. for questions or comments regarding this report, please contact the supervising professors: Jerome D. Williams, PhD Prudential Chair in Business and research director – the Center for urban entrepreneurship & economic development (Cueed), rutgers Business school – newark and new Brunswick, Management and Global Business department 1 Washington Park – room 1040 newark, nJ 07102 Phone: 973-353-3682...
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...brand awareness. (Adding vitality to ,2014) Wall’s has fabricated a brand name that implies quality ingredients, satisfaction and services. They make and offer their products as indicated by the geological setting, local preference and standard of living. They generally take after the client's need, and interest to make their products more compelling and dependable in the client's psyche. Wall’s include product includes Cornetto, Paddle Pop and Magnum and a price range from low to high take in the context of premium ice cream. (Adding vitality to ,2014) Wall’s is currently under maturity product life cycle. In order to stay as a strong competitor in the market, Wall’s continue to launch new products to compete with their competitors. Therefore Wall’s is consistently the star brand, conveying the picture of premium ice creams that have been secured over many years. With solid on-ground initiation and fruitful purchaser advancements the brand had two-fold digit development. This report will be touching on micro & macro analysis, marketing strategy as well as marketing mix. (Adding vitality to ,2014) 2.0 Internal Analysis: Customers & Competitors Wall’s spoil its clients as indicated by their needs. It can be seen from the numerous kinds of ice cream product offered, and wide price range ranging from high to low price....
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...Yesenia Becerra BUS620: Managerial Marketing Dr. Richard Leventhal 5/30/16 Amazon: The Three Elements Amazon has revolutionized the way the everyday consumer shops. Jeff Bezzos business strategy is by far one of the most innovative business strategies of our time. Amazon is an American electronic company based out of Seattle, Washington. Amazon’s first sale was made out of a garage in Seattle. Amazon originally started as an online bookstore but quickly diversified into different markets. On Amazon.com you can now purchase everything from Books, Videos, audiobooks, to jewelry electronics, software, furniture, and even groceries. It is currently the largest Internet retailer. Amazon has crossed international waters and provides its vast selection of products to United Kingdom and Ireland, France, Canada, Germany, Italy, Spain, Netherlands, Australia, Brazil, Japan, China, India and Mexico. Amazon is the United States biggest Retailer, surpassing Walmart! Most recently Amazon has expanded its business into three different markets: fulfillment centers, Amazon Prime, and Amazon Fresh. They currently have fulfilment centers strategically located throughout the United States that assist in keeping shipping cost minimal. Currently amazon has over eighty nine fulfillment centers located throughout the United States. In turn lowering shipping cost and making their products even more enticing to their customers...
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...Market Segmentation, and Product Positioning MKT 500 July 20, 2013 Dr. Shalonda Warren Sony is a leading international conglomerate publically traded company operating in electronics. Sony holds a high standard of quality and technology leadership in the market. Sony is a Japanese corporation headquartered in Tokyo, Japan, and is amongst the top five most successful and largest to date. In 1945 Masaru Ibuka and Akio Morita started Tokyo Engineering Telecommunications Corporation in a derelict bombed-out building. Sony was established with a capital of a few hundred yens. In 1958 Ibuka and Morita changed the name from Tokyo Engineering Telecommunications Corporation to Sony. The concept behind the name derived from the Latin word “sonus” which means sound and “sonic”; the other name was “sonny boy” which is a popular expression used to describe a young person with a free spirit. The new name Sony captured the mood of both Ibuka and Morita along with a group of young people with a strong passion and energy for unlimited creation and unlimited possibilities. In order for Sony to move further into their destination they needed a mission statement. The mission statement is the purpose of the organization / corporation. It started by cogently articulating the organizations sole purpose for existence. Realizing the power and concept of a strategic vision ad mission both Ibuka and Morita set their site on the future. The thing that separates Sony from the rest is a statement...
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...MARKETING IS ALL ABOUT UNDERSTANDING SOCIO CULTURAL FACTORS 05/12/2013 MARKETING IS ALL ABOUT UNDERSTANDING SOCIO CULTURAL FACTORS Compiled By- (17/2013) Arun Kumar (20/2013) Amandeep Singh Mehta (33/2013) Nishant Dahiya (36/2013) Manish Kumar Singh (41/2013) Priyanka Singh (52/2013) Ashim Gupta To Be Received By- Dr. Joyeeta Chatterjee ACKNOWLEDGEMENT We would like to thank Dr. Joyeeta Chatterjee for giving us the opportunity to study the importance of socio cultural factors in marketing. It gave us an insight how the different socio cultural factors affect the marketing strategies of different companies. We would also like to thank our class-mates whose valuable insight about socio cultural factors helped us to analyze and develop a broad perspective of how these factors affect the way companies market and sell their products. LETTER OF TRANSMITTAL December 05, 2013 To Dr. Joyeeta Chatterjee Associate Professor, Marketing Lal Bahadur Shastri Institute of Management Delhi From Group number-1 We, group number-1 are submitting a report “Marketing is all about understanding socio cultural factors”. We hereby declare that the work presented in this project report entitled “Marketing is all about understanding socio cultural factors” is original and correct to the best of our knowledge and has been carried out taking...
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...What is marketing? Page 3, 4……………….. Role & function of marketing Page 4, 5, 6, 7.………………….……….. Marketing mix Page 7, 8 ………………………. What are stakeholders? Page 8 …………………………………………….. Conclusion Page 9 ….……………………………………… Bibliography Do organisations need marketing? Executive Summary The following essay has been written to explain the importance of marketing and how it can affect the sales and revenue of a business. The essay will explain to the reader what is marketing and how it can both positively and negatively affect a business. It will explain the marketing mix as well as the 4P’s. Also written in the essay is the importance of stakeholders and how to communicate with them. Introduction The core objective of this assignment is to get a precise understanding of the importance of marketing and how marketing can influence companies to aim their products directly at their target market. As well as encourage customers into specifically purchasing their goods over the competitors. There are many different marketing methods and each method varies with customer demand. The main aim of a marketer is to use various marketing methods to identify and then market their product directly at the consumer. This will then enable them to gain maximum sales for the company, while ensuring that the products are sold at a price which the consumer can afford, as well as making sure products are produced to the highest standard of quality. What is marketing? Marketing is a...
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...services that make them unique from product. Briefly explain the implications of these characteristics in designing suitable Marketing Strategy for any two service offerings of your choice. Service has a number of unique characteristics that make them so different from products. Some of the most commonly accepted characteristic are: • Intangibility • Inseparability • Heterogeneity • Perishable • Ownership In tangibility When you buy a cake of soap, you can see , feel , touch ,smell and is to check its effectiveness in cleaning. But when you pay fees for a term in college, you are paying for the benefit of deriving knowledge and education which is delivered to you by teachers. In contrast to the soap where you can immediately check its benefits. Teaching is an intangible service. When you travel by aeroplane, the benefit, which you are deriving, is a service but it has some tangible aspects such as the particular plane in which you fly. In this case the service has both a tangible and intangible aspect as compared to teaching which has no tangible aspects at all. Figure 1 presents the tangible - intangible dominant aspect on a goods- service continuum. This continuum highlights the fact that most services are in reality a combination of product and service having both tangible and in tangible aspects. There are only a few truly pure tangible products or pure intangible services. "Breaking Free from Product Marketing" Journal of Marketing The distinguishing feature...
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...The new product that I will be writing about for the purpose of this paper is called Beautiful Hair it is an all-natural chemical free hair dye. Hair care is of extreme importance for women and is starting to become more common for men as well. The hair care industry is extremely competitive with some top competitors such as Clairol and L’Oreal. These are strong brands that are well known and trusted by competitors. When it comes to a product that has an effect on a person’s outward appearance such as hair dye consumers tend to stick with a well know brand and can have some difficulties switching to a new product. This is why having a rock sold marketing strategy is important but it is even more important to have a strong product that will stand out and sell its self with what is has to offer. Hair coloring can provide an instant change to a person’s appearance some we will love and some we will regret instantly and if using harmful chemical based hair dyes you don’t want to make that mistake. The Beautiful Hair product line is a long lasting henna based chemical free hair dye that will guarantee beautiful results. If the consumer decides a week later that they wanted to return to a previous color they could and without the harmful after affects and damaged hair from strong chemicals. The product will enable a consumer to dye their hair as often as they wanted and without the worry of damaging the hair. The all-natural organic products adhere to the hair without stripping the...
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...Product, Pricing, and Channels Paper Grading Guide Chastity McIntyre, Andrea McIntosh, Anthony Hauter, Cassandra Swaing, Collin Gardner UOP 6/9/2014 Dianne Iobst Today we will be discussing ways to market the “Gon Fishing” app that we created for Apple, Inc. We will cover what the app does, how much it will cost to start production, and ways to market and distribute the app. “Gon Fishing is in the start-up phase and we really want to get this product out to consumers so that they can enjoy a carefree fishing day. A detailed description of the features The “Gon’ Fishing App” has convenient and important features for the users who purchase it with their iPhones. Users can upload photos of fish and the app will scan the details in the photo to identify the fish breed. The app then displays background information on the fish, such as its average weight and length, and the region they typically live in. The “Gon’ Fishing App” also has a 1 gigabyte storage capacity if a fisherman chooses to keep a record of the fish he/she catches for the season. There is a detailed weather forecast feature that will send alerts to the fisherman of any severe storm warnings that threaten the local area. Fishermen will find the “Gon’ Fishing App” favorable because there is a feature that allows them to purchase their annual fishing license directly on the app. There are also significant components that local authorities will appreciate, such as the ability for app users to send information...
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...Marketing Plan: Phase II Dwayne Wilson Marketing 421 November 29, 2011 Terry Booker Let us begin by identifying the segmentation criteria, looking at how it will affect the target market. The segmentation criteria allows the company to determine which groups of customers which are best suited to serve, and which product and service offers will meet both the needs of its selected segments, and outperform the competition. Meanwhile, the company needs to create a customer database designed to include hiring a research or possibly a polling group to gather data. Collecting information enables a company to give the customers not only want the company wants but also what the customer wants. Target marketing will enable us as a company to focus on marketing dollars and brand messages on a specific market more likely to buy from us than other markets. This is a much more affordable, efficient, and effective way to reach potential clients and generate business. Knowing specific information about the target market will also enable us to meet their needs. Pertinent information such as Age, Location, Gender, Income level, Education level, Marital or family status, Occupation, or even ethnic background, need to be reviewed. ...
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