...Marketing Plan Prepared By: Table of Contents 1. Business Overview 1 2. Market Overview 1 2.1. Customer Information 2 2.2. Market Information 3 2.3. Industry Information 3 2.4. Product/Service Information 4 3. Objectives 4 4. Strategy 5 4.1. Product 5 4.2. Pricing 6 4.3. Distribution 7 4.4. Promotion 7 4.5. Operational Plan 9 4.6. Sales promotion 10 4.7. Advertising 10 4.8. Public relations 10 4.9. Direct Marketing 11 4.10. Online Marketing 11 5. Budgets 11 6. Action Plan 12 7. Supporting Documentation 13 1. Business Overview | | |What does your business do and how long has it been operating? What industry is it in? What sets your business above your | |competitors e.g. different location, cheaper price, better service? Give an outline of the products or services, who will buy | |them, where you feel the business will be in two to five years and how this will be achieved? | Judy and John Abbe have made the move from the city to the country and at age fifty have purchased in the small but picturesque seaside resort of Point Vale. Judy is an excellent gardener and the rose garden at the property will provide her many hours of enjoyment. John loves the outdoor life and is a great bush...
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...Marketing Plan Prepared By: Table of Contents 1. Business Overview 1 2. Market Overview 1 2.1. Customer Information 2 2.2. Market Information 3 2.3. Industry Information 3 2.4. Product/Service Information 4 3. Objectives 4 4. Strategy 5 4.1. Product 5 4.2. Pricing 6 4.3. Distribution 7 4.4. Promotion 7 4.5. Operational Plan 9 4.6. Sales promotion 10 4.7. Advertising 10 4.8. Public relations 10 4.9. Direct Marketing 11 4.10. Online Marketing 11 5. Budgets 11 6. Action Plan 12 7. Supporting Documentation 13 1. Business Overview | | |What does your business do and how long has it been operating? What industry is it in? What sets your business above your | |competitors e.g. different location, cheaper price, better service? Give an outline of the products or services, who will buy | |them, where you feel the business will be in two to five years and how this will be achieved? | Judy and John Abbe have made the move from the city to the country and at age fifty have purchased in the small but picturesque seaside resort of Point Vale. Judy is an excellent gardener and the rose garden at the property will provide her many hours of enjoyment. John loves the outdoor life and is a great bush...
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...talking with Les Finch, Maher thought. Here’s trouble. Of course, it didn’t necessarily mean any- thing, Maher told himself as he passed the of- fice, waving to Carter. Finch, a well-connected marketing consultant, had been the match- maker between Carter and Waterway Indus- tries to begin with. With the company in the fourth quarter of its best year ever, he certainly wouldn’t be encouraging her to leave. Would he? Maher got a cup of coffee in the company’s first floor kitchenette and deliberately took the long way back to his office, through the design room. As always, the atmosphere was upbeat, but these days he also thought he could detect a sense of purpose that had never before been a part of Waterway’s organization. Founded in 1963 in Lake Placid, New York, Waterway had started out as a small, high- quality canoe maker. Over the years, it had built a good reputation all through the North- east and had acquired a base of customers in the Pacific Northwest as well. By 1982, Water- way was comfortably ensconced in the canoe market nationwide, and it had maintained a steady growth right up until 1990. Then, at the insistence of a friend who was the head of a major dealer and expedition company, Maher had decided to venture into kayaks. His friend HBR’s cases, which are fictional, present common managerial dilemmas and offer...
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...Strategic Marketing Planning SOUTH WEST ARTS MARKETING APRIL 2002 STRATEGIC MARKETING PLANNING Introduction Strategic Marketing Planning is one of a series of publications produced by South West Arts Marketing for South West Arts and Bristol City Council. The guides are intended as an introduction to arts marketing and as a practical guide for artists and organisations working with very limited resources. Further information and advice on any of the topics covered in this guide or any other issue related to arts marketing, training, audience profiling, research or regional support networks are available from South West Arts Marketing on 0117-927 6936. South West Arts Marketing is an independent agency established to add value to arts marketing activity in the South West by providing strategic services and support to artists and arts organisations wishing to increase and broaden their arts audiences. For further information about the range of support and services available contact: South West Arts Marketing St Nicholas Church St Nicholas Street Bristol BS1 1UE Tel: Fax: e-mail: 0117-927 6936/41 0117-927 6936 info@swam.org.uk South West Arts Marketing is funded by South West Arts, Bristol City Council and Arts Council of England. STRATEGIC MARKETING PLANNING What is Marketing? To be successful, an organisation must constantly try to match its own capabilities to the needs of its customers both current and potential as well as all of its stakeholders. Over the years marketing...
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...implementing a strategic plan when it sponsored a local karate tournament for teenagers. ANS: F Such a short-range decision is typically a tactical plan or operating decision, not a strategic plan. PTS: 1 REF: 35 OBJ: 02-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 2. The marketing plan is a written document that acts as a guidebook of marketing activities for a marketing manager. ANS: T PTS: 1 REF: 36 OBJ: 02-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Marketing Plan 3. A firm's mission statement should answer the question, "What products do we produce best?" ANS: F Mission statements should not focus on specific product offerings but on the market or markets served. PTS: 1 REF: 37 OBJ: 02-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 4. A production costs analysis could be a part of a company’s SWOT analysis. ANS: T PTS: 1 REF: 38 OBJ: 02-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 5. Environmental scanning entails the collection and analysis of information about factors that may affect the organization as well as the identification of market opportunities and threats. ANS: T PTS: 1 REF: 39 OBJ: 02-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 6. To be useful, marketing objectives should meet four criteria: realistic, measurable, time-specific, and based on sales. ANS: F The four criteria for useful marketing objectives are: realistic...
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...Gillette Personal Care Division: Marketing Planning and Control A Case Study Introduction: Gillette was founded in 1901 by King C. Gillette. It was a leading International Manufacturer of consumer products ranging from Electric razor to ballpoint pens. Gillette has three divisions: 1. Safety Razors (Blades and Razors) 2. Paper mate Division (Writing Instruments) 3. Personal Care Division-PCD. (Hair Care , Skin care, Deodorants/ Anti-perspirants) The Brands of Gillette are divided into four rough categories: Build, Hold, Harvest and Withdraw. Mennen and P&G are the major competitors for Gillette. Right Guard pioneered in United States with a unit Market Share of 26% in 1967. But Because of fluorocarbons scare burst by mid 1982 its market share was dropped down to 8.5%.White rain was a shampoo that was introduced in low price category in 1952,but it was phased out in late 1970.PCD division of Gillette decided to roll out new version of shampoo and conditioners in May 1985 and as soon as it was launched it was a resounding success. Problem Statement: * Ineffectiveness of Gillette’s planning and control system * Revitalization of Right guard brand to increase its market share * Finding ways to build upon the success of white rain to increase market share Analysis: Gillette’s Marketing Planning and Control System Planning and control of system was too rigid and time...
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...Introduction The purpose of this essay is to analyse the macro environment of the new washing machine which is being developed for launch in 2008 by Smart Wash Company. An organization's marketing environment can be defined as: the actors and forces external to the marketing management function of the firm that impinge on the marketing management's ability to develop and maintain successful transactions with its customers (Kotler, 1997). Virtually all introductory textbooks in marketing reserve a section for an analysis of the macro environment (McCarthy, 1996). Thus, we aim to analyse the relevant macro environment for Smart Wash Company, so that we plan our marketing strategy and target the market in 2008. External environment The macro environment is generally categorized into demographic, political/legal, economic, cultural, technological and natural environments. The basic tenet is that what happens in the broader environment has significant implications for organizational functions (Mavondo, 1999). For example, McKee et al. (1989) found environmental turbulence to have a significant impact on marketing variables. The macro environment introduces a degree of homogeneity in a given industry through similarities in regulatory pressures, strategic alliances, human capital transfers, social and professional relationships and competency blueprints (Oliver, 1997). Environmental variation has been shown to impact on strategy (Hrebiniak & Joyce, 1985) and...
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...Unit 3 Individual Project: Marketing Opportunities Amanda Morris American Intercontinental University Lower Division Capstone BUSN 300 Professor Eric Freeman March 1, 2013 Abstract Addressing the possible financial advantages that could be implemented through marketing strategies made by the marketing manager, to improve the overall success of Chili’s, East Pasco family YMCA and service Corporation International. Reviewing whether the strategy would be a home run, a single or a low hanging fruit, the financial benefit and cost associated with each marketing strategy, the risk associated with each marketing strategy and the effect that the marketing strategy would have on public relations. Unit 3 Individual Project: Marketing Opportunities As a marketing manager it is important to be aware of marketing opportunities that will generate sales and increase revenue companies at hand. Pertaining to the three companies of choice Chili’s, East Pasco Family YMCA and Service Corporation International, modifications to the current marketing plans can be made to increase sales furthermore creating a positive impact on the public relations of the firm and generate financial improvements. Chili’s is a popular and successful restaurant; however, a few modifications to the company’s services would increase sales and promote business through new successful marketing strategies. The first marketing strategy that would be worthy of pursuing is to offer home delivery service...
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... | Contents 1. Introduction 2. Mission Statement 3. Marketing Audit 1. Macroenvironment 1. Politics 2. Economic 3. Ecological 4. Social 5. Technological 2. Microenvironment 1. Competition 2. Suppliers 3. Customers 4. SWOT Analysis 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats 5. Marketing Objectives 1. Strategic Thrusts 2. Strategic Objectives 6. Core Strategy 1. Target Marketing 1. Segmentation 2. Targeting 3. Positioning 2. Competitor Targets 3. Competitive Advantage 7. Marketing Mix Decisions 8. Organisation and Implementation 9. Control 10. References 11. Bibliography 12. Appendices 1. Introduction This report will provide you, as McDonalds, with a full marketing plan identifying the key issues. In this plan we will critically analyse each stage of the marketing planning process, and suggest possible strategy changes which you may wish to consider. We will set examples with theories throughout the plan and compare existing marketing decisions with our recommendations and the importance in building and maintaining your competitive advantage. 2. Mission...
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...Consumer traits and behavior Team A Psy/322 Consumer traits and behavior Several topics will be discussed throughout this presentation starting with psychological and social processes that may influence consumer behavior. It has been determined that the consumer play the role of demander and care receiver through good harmony with consumer behavior as the bases of emotion. The corporation plays the role of supplier and philanthropist, through effective corporate strategy and policies based on reason. Finally public policy plays the role of guider and regulator based on the law. The dynamic relationships among consumer behavior, corporate strategy, and public policy are explored here through feedback with a system perspective and dynamics of cause-effect. Corporate ethics fell into five stages, since the 1960's the social expectations of the public with regard to corporations has increased substantially. Carroll (1979) stated that corporate achievement is essential for revaluating a business and those certain social criteria are also important. Consumers want to know about a corporation. If consumers have a good impression of a corporation and they have access to positive information and understand what a firm thinks, says and tends to do in relation to others make it also likely to strengthen the perception of corporate social responsibility. Corporate profits are positively and directly affected by consumer purchase behaviors...
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...Company Case: Prius: Leading a Wave of Hybrids 1. What micro-environmental factors affected both the first generation and second generation models of Toyota Prius? How well has to Toyota dealt with these factors? In order for the reader to have an understanding of this question is important to begin by defining Micro-environment. This term is a factor of the Marketing Environment and it consists of the issues that, in one way or another, affect the company's ability to serve its clientele in a close and direct way. This includes factors such as customers, suppliers, competitors, shareholders, employees and media (among others). Having this in mind, it could be safe to state that the micro-environmental factors affecting the first and second generation of the Toyota Prius are the customers and the competitors. Consumers, getting affected by the gas prices, were looking for an answer to their prayers. Toyota gave them the answer, a vehicle that would allow people to save on gas as well as provide good and efficient service. Once the first generation Prius was released, although not too pretty or fancy, it served to its purposed and customers were buying it. The other factor, competitors, is pretty obvious. Everybody wants a piece of the pie. Auto makers such as Honda started developing and/or implementing the hybrid system on some of their vehicles. Toyota's answer was to keep developing what already has been a success, the Prius. A second generation was developed and...
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...CMO of a large company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership role within the firm with a number of required functions in order to accomplish the objectives related to marketing department that include: increase the level of sales, enhance the image of the brand, improve the understanding of the customers behavior. Key Functions 1. Analyze the key trends of the industry in which the company is operating in order to perfectly comprehend the behavior of the clients/customers as well as the future performance 2. Coordinate and deal with several areas included in the marketing department such as product development, sales management, corporate communication 3. Create strong relationship and interact with different areas of the company to ensure that the marketing strategic plan will be reached 4. Improve the customer retention Required skills 1. Experience with high tech marketing software 2. Persuasive and self-confident in order to maintain the loyalty of the existing clients/customers 3. Experience in leading teams with strict deadlines 4. Advanced graduate studies specialized in marketing 5. Results oriented and analytical skills 6. Flexible and be able to change the direction from creative to analytical tasks 7. Track record of implementing and growing new business CMO of a startup company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership...
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...Daisy’s Chocolate Fruit Basket Marketing Plan MARKETING 3000 Executive Summary Daisy’s Chocolate Fruit Baskets (DCFB) is a premier chocolate fruit basket manufacturer and retailer. DCFB is concentrating on making these one of a kind baskets out of a wide range of high quality organic fruits and chocolates. In addition to having several flagship baskets, DCFB will also offer the option of a custom basket, allowing the customer to choose the fruits and types of chocolates themselves. DCFB will be selling to individuals as well as companies, and independent vendors. Initially the bulk of DCFB’s business will be generated from individuals, but as time passes, a growing percentage of sales will come from other vendors and companies. While there are many different competitors in the market now, they are larger in size and much less flexible. DCFB will be able to meet customer demands through superior products, customer attention, as well as customer product offerings. DCFB will be raising awareness of their products through the use of a brochure and a Website. Once a customer is interested in placing an order, they can come by the office, call in the order, or order via our secure Website. In addition to the customer being able to pick up the basket from DCFB’S office, DCFB is able to ship via UPS. Once up and running with some momentum, DCFB will be producing profits at a high rate. It is projected that by September of next year, DCFB will be profitable...
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...Sample Business Plan This sample plan is a guide only. The statistical and financial information provided are assumptions for the case study and should not be used for an actual business plan. Intending or existing business people must undertake their own research and use reliable data to prepare their business plans. When setting up your business, be sure to find out which legislation, licences and codes of practise will affect your enterprise. Executive Summary Definition The Executive Summary is a basic overview of your business plan that outlines the business strategy and the major issues that could impact on your marketing plan. This synopsis is written last and used as a check-list for the main document. This can also include a mission statement. Case Example Canterbury Renovations will specialise in the renovation of domestic kitchens, bathrooms and laundries. The business is expected to expand in two or three years to include residential construction. The business emphasis will be the delivery of high quality products and services, the reinvestment of profits into business growth and the development of a strong business identity. As the proprietors, we have a combined building background with a flair for interior design. Our research found a number of suitable premises available, with one shop currently available for rent and outgoings of $14,000 per annum. The initial funding will be $85,000. This comprises of $40,000 provided by the proprietors and a $45...
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...Marketing Plan For Boka Night (1st season) 2012-13 Muhammad Abdullah-Al-Mamun BBA (Major in Marketing), 8th Batch, University of Rajshahi. MBA (Major in Marketing), 21st Batch, University of Dhaka. Executive summary: This marketing plan is designed for the weekend radio show ‘Boka Night’. Substantial opportunities exist to tap into the market of radio entertainment. The advantage of these opportunities will influence the behaviour of the target market in such a way that will unveil a new horizon of entertainment and will bring some positive change to our socio-economic life. The market profile is refined by mining data from several articles on internet and newspapers and also from listeners’ feedback channel (FM Radio fan page) to know the actual market situation, attitudes and behaviours towards the music and benefits delivered by them. The results were combined with demographic, geographic and psychographic information. But the major area that deserved highest concentration is demographic. This marketing plan has been strived for finding out the target market’s psychographic needs and trying to bridge them with the conceptual flavour offered by Boka Night. Title of the program: Grameenphone Boka Night Program synopsis: In accordance with the proposal, this will be a talk-show with sequential musical playback in which people with distinct run of society are going to have the floor to share their meanings...
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