...Marketing Plan Phase II MKT/421 November 25, 2013 Pareesa Naveed Marketing Plan Phase II Starbucks Corporation's new services recently announced to the public received a warm welcome. Catering and home delivery services selected by this organization in addition to services already provided by Starbucks to customers received nice reviews. Working on how best to get others in the community to begin using the services is part of phase two of this marketing plan. According to smallbusiness.chron by Fraser Sherman, Demand Media, “Market segmentation breaks customers down into categories based on income, age, race, lifestyles, location, and other factors to craft marketing strategies tailored to each segment.” There are different, sufficient techniques to run an operation smoothly. One key step is to understand the customer base. That is simply gathering the information on the consumers who may be in a particular area of where the business will be. The market is to target individuals who share special preferences through advertising and campaigning. The selected locations of Starbucks stores take careful consideration and planning also. The focus is primarily on selling delicious coffee and pastries while providing remarkable service. The corporation has to stay on top of their goals and constantly create new strategies aiming to fulfill the needs of each customer. It is very important to carry out each step of is process thoroughly because each plays a critical...
Words: 1840 - Pages: 8
...MARKETING PLAN for Capital Campaign 1 TABLE OF CONTENTS Summary……………………………………………………………………………………….3 SWOT analysis………………………………………………………………………….……3 Goal of the plan…………………………………………………………………………….4 Campaign Strategy………………………………………………………………………..4 Major Gifts & Nucleus Fund…………………………………………………………..6 Target audience(s)………………………………………………………………………..7 Campaign Leadership……………………………………………………………………7 Key messages……………………………………………………………………………….7 Specific actions…………………………………………………………………………….8 Appendix I Budgets Appendix II Timelines 2 Summary The Executive Director and the Board of Directors have decided to embark on a capital campaign to raise funds for a new state‐of‐the‐art facility that will house Pediatric, Behavioral Health, and Education quality services for children and families. The Campaign is more than just raising funds for a building. It is the vision of linking children and services at one location. The new building will allow the organization to expand the capacity of community based comprehensive service delivery. With the special lease option provided to us by the county we saw an incredible opportunity to enhance the lives of the underprivileged in our community by constructing a state‐of‐the‐art comprehensive facility that will house pediatrics, behavioral, & educational services at one location. The North West area of Miami‐Dade County is a multiracial, ethnically and linguistically diverse part of our community that includes significant numbers of low...
Words: 1664 - Pages: 7
...Thorr Motorcycles MKT/421 April 14, 2014 Using Perceptual Maps in Marketing: Thorr Motorcycles Thorr Motorcycles, Inc. has a current worth in excess of five billion dollars and is manufacturing over 200,000 units annually. Thorr represents 40% of the total market which makes this company a leading name within the industry. Thorr don’t only sell motorcycles but offers dealership training, dealer software support and mechanical training. For customers, Thorr offers motorcycle rentals and biker training. The projected image of CruiserThorr is of “masculinity, mobility, and freedom”. Currently Thorr is experiencing a decline in sales and wants to know the reason. Thorr can survey customers as to their needs and desires in a motorcycle and then change accordingly (University of Phoenix, 2014). Phase I: Where is the Thunder? The problem is decreasing sales. “The motorcycle industry is growing annually, but sales of Thorr Motorcycles' existing product, CruiserThorr are decreasing.” Thorr's target market is mature individuals, over 40 years of age. Younger persons are generally less likely to afford the “Cruiser Thorr". Thorr needs to redesign the marketing strategy to increase its sales and attract new customers (University of Phoenix, 2014). Market position of CruiserThorr will be determined by using a perceptual map. Positioning on the map will be based on four fundamental parameters that can be used to promote Thorr...
Words: 1471 - Pages: 6
...expect from Wal-Mart over the years” (Camerius& Hunger, p. 19-30, 2006). The company’s current strategic plan is tothrive in the followingareas: • Low costs, high customer service, and always low prices • Product mix • Logistics and supply-chain management • International markets • Domestic growth • Public relations I have developed multiple strategic alternativesfor the company. They are as follows: • Stability – Pause And Proceed: Pause physical growth then proceed with growth domestically and globally • Growth – Concentration: Concentrated Internet program to target domestic and foreign markets • Growth – Concentration: Horizontal Growth with International Entry for global geographical internal expansion The plan deployed must be consistent with the corporate strategy. Per Sam Walton (1918-1992), the company’s founder, “Our goal has always been in our business to be the very best and, along with that, we believe that in order to do that, you’ve got to make a good situation and put the interests of your associates first. If we really do that consistently, they in turn will cause…our business to be successful, which is what we’ve talked about and espoused and practiced” (Camerius& Hunger, p. 19-10, 2006). Table of Contents I. Current Situation 4 A. Current Performance 4 B. Strategic Posture 4 1. Mission 4 2. Objectives 4 3. Strategies 4 4. Policies 5 II. Strategic Managers 5 A. Board of Directors 5 B. Top Management 6 III. External Environment...
Words: 8588 - Pages: 35
...different from an ongoing task that doesn't have an end date. Projects often involve different parts of an organization. Constraints on project include cost, schedule, resources, and quality. There is a give and take between these items i.e. you can't have it all. Usually projects are divisible into stages or phases each with their own set of priorities and goals. A project is an important and carefully planned piece of work that is intended to build or produce something new, or to deal with a problem. The Project Management Institute, U.S.A. has a good definition for it. According to the Institute, a project is a one-shot, time-limited, goal-directed, major undertaking, requiring the commitment of varied skills and resources. It also describes a project as: a combination of human and non-human resources pooled together in a temporary organization to achieve a fixed set of objectives The aforementioned descriptions emphasize that a project does not mean a material body or form, rather it denotes an operation undertaken temporarily to achieve a goal-directed objective within a limited time. In contrast, the Oxford English Dictionary states that a project is "a plan, scheme or table of something; a tabulated statement; a design or pattern according to which something is made; something projected or proposed for execution; a proposal." It is, therefore correct to interpret conceptually that a project can also be a physical object, that is to say something projected...
Words: 1542 - Pages: 7
...Running head: USING PERCEPTUAL MAPS IN MARKETING Using Perceptual Maps in Marketing Simulation MKT/421 The Situation Producing more than 200,000 “plus” units per year, Thorr Motorcycles, is a billion dollar manufacturing company. Thorr also offers such services as dealer training, dealer software packages, motorcycle rentals, and rider training, just to name a few. The image that CruiserThorr symbolizes is one of “masculinity, mobility, and freedom”. To gain insight in this positioning and reason Thorr is experiencing a decline in sales, Thorr can use representation of the consumer’s view of the product. Increase sales/profits, Thorr will need to change the consumer view of his or her motorcycles. Phase I “The motorcycle industry is growing annually, but sales of Thorr Motorcycle’s existing product Cruiser Thorr have been decreasing. This decrease is because of the aging of target customers. In addition, the young generation of consumers with smaller incomes, is looking for a motorcycle that they can afford with their income. To reverse declining sales a new marketing plan is needed. Four fundamental parameters selected. First, Lifestyle Image, easily considered the most important role in the production of motorcycles, and is the best selection for the perceptual map. This is a very dominant attribute because the image will sway consumers into purchasing the product rather than the other functional attributes. Second, Quality engineering covers all...
Words: 1445 - Pages: 6
...Marketing Plan July 2, 2012 MKT 421 Ronald Bonlender Marketing Plan Apple Inc. became incorporated in 1977 and has since generated many innovations giving Apple Inc. a valuable reputation as well as immense revenue. Apple Inc. designs, manufactures and markets a variety of products sold nationwide through retail stores, online sites, and direct sale. Apple Inc. is recognized for product differentiation and will continue to do so with the introduction of Apple Inc.’s I-Magine (video game console). In creating a marketing plan, Apple Inc. intends to consider various factors, such as geographic availability, product mix, and transmission of product description. In addition, phase I of Apple Inc.’s marketing plan will consider an effective SWOT analysis to determine strengths, weaknesses, opportunities, and threats, or trends to creating this latest product. Furthermore, marketing research and analyzing consumer factors, such as demographics, psychographics, behaviors, and geographic considerations will ensure I-Magine’s success. The function in Phase I of Team B’s marketing plan is to consider industrial analysis in relation to competition and differentiation from other competitors in the video gaming industry. To pursue this strategy in Phase II, Team B undertook data-based synopsis from different online resources to gather information on the organizational strategy of Apple Inc. Findings from research information pertaining to the video game industry’s products and services...
Words: 7196 - Pages: 29
...Marketing Plan: Phase I and II Lahoma Bennett, Heather Glenn, Yesi Imperial, Antonette Maturino, Belinda Mccleskey, Daniel Speichinger, Janet Trentham University of Phoenix Marketing MKT/421 Dianna Iobst July 18, 2011 Marketing Plan: Phase I and II Intro An overview of the existing organization. 1. Opening * Organizational Overview 1o A description of the new product or service. * Name of organization * Mission statement - organization’s basic values and philosophy * Geographic location * Product mix * Single product * Product line(s) * New Product Description * Importance of Marketing for the Organization’s Success 2o An explanation of the importance of marketing to your selected organization’s success. * SWOTT Analysis 3o A SWOTT (Strengths, Weaknesses, Opportunities, Threats, and Trends) analysis on the new product or service. * Strengths (internal) * Weaknesses (internal) * Opportunities (external) * Threats (external) * Trends (external) * * Marketing Research of Target Market 4o Identify the segmentation criteria that will impact your target market selection. Identify your target market. * * Consumer analysis * Demographics * Psychographics * Behaviors (e.g. purchase behaviors) * Geographical considerations * Industrial analysis, if applicable * Competitor Analysis * Segmentation * Criteria * Target market(s) * Differentiation...
Words: 465 - Pages: 2
...as a marketing manager for a company that has been making a branded product X* for the past 10-20 years. The product has now reached its maturity and its sales have stabilized. The management is worried that the sales will soon start declining for this product. Before that happens, it wants to be prepared with its next plan of action. The management is thinking about either reviving the product or introducing a new one in the same line. The management has asked you for ideas and suggestions regarding the future of X. How will you go about doing that? Will you revive X? Will you innovate and introduce a new product in the same line? This is your chance to prove yourself at your first assignment in the company. Draw up a marketing plan for X. There are three phases in this project: l. Generate a Research Proposal ll. Collect and Analyze Data lll. Formulate a Marketing Plan and Present a Report Generate a Research Proposal Select any product, similar to X, which has been in the market for 10-20 years. It has been in the market for a long time now and is just beginning to face flagging demand. *About X: Look around you - there are a variety of branded products that have been around for a long time. You can probably see the same brand of television you used 10 years ago, or the same cake-mix brand you love. However, these products have probably changed since inception to adapt themselves to newer technology and to compete with younger brands. Phase II Collect...
Words: 1094 - Pages: 5
...Marketing Plan: Phase II MKT/421 September 12, 2011 Paressa Naveed Marketing Plan: Phase II The world of green technology and marketing strategic is the focus of Volkswagen Europe’s largest automaker. Team A will analyze the competitors and the cars they have in the current market. Volkswagen knows that success means finding new ways to meet customer needs. The aim will be to define target customers, define the needs of each diverse group and bring to their notice how the new green car will satisfy their basic needs. The organization must convince the customers that owning a VW will be more advantages than owning any other car from another manufacturer. Team A will provide the criteria used to bring the green car to the attention of the different target customers. The team will discuss the advantages of what the new innovation will do for the organization and the disadvantage of becoming the leader to be followed as others attempt to surpass them. Volkswagen is studying all hybrid cars so that the green car can surpass them and has noted that while Toyota is currently number one, the corners cut in manufacturing hurt the Japanese car manufacturing giant and those lessons have been noted. The manufacturer is aware of the need to be less dependent on oil as oil prices climb every day as well as the need to reduce carbon footprints and decrease its impact ozone layer. To meet those needs all Volkswagen production sites are certified according to the tougher European EMAS...
Words: 329 - Pages: 2
...into the US market. The key challenges that lie in front of James McDowell, VP Marketing at BMW (NA) to launch a Phase II program for BMW Z3 Roadster are: a. Design a marketing campaign to create a sustained product excitement, continuing what was generated from Z3 Phase I program, until product is available at dealer stores b. Attract consumers based only the demand that can be met with production c. Choosing between Non-Traditional and Traditional media 1. Was the Z3 Phase I launch successful? In order to understand whether Z3 Phase 1 launch was successful, we need to look at different pieces TG, Objective, Creative Strategy, tactics and end-result first and then combine them to view the holistic success. Target Group and its need: NA consumer who is Luxury/Performance driven, has lover of life mindset and propensity to seek unique expression of individuality. Further he/she is looking for ultimate driving machine that provides excitement similar to what can be derived from driving a motorbike. Includes everyone from aspirational GenX to nostalgic baby boomers. For this target group, the communication objective of the Z3 Phase 1 Launch were as follows: a. Get people talking and excited about BMW Z3 in the context of American culture b. Stimulate the dealer network c. Build an order bank to enable the Spartanburg plant to build specification according to customers Marketing Plan: The Z3 Phase 1 Launch Program used a 40:60 TM/NTM split and majorly revolved around using...
Words: 1397 - Pages: 6
...representation captures the aspects of process that are key to understanding its functioning and performance. Business process analysis: Examination of structure and performance of business process, assessment of impact of various parameters. 4 How to deal with resistance to change? 4.1 Communication i Stakeholders need to understand (What, why, how) ii Ongoing two-way communication 4.2 Involvement i Saving money not employ expert ii Ask employee (What do you think?) (appropriate moments) 4.3 Training i Hard skill + Soft skill 4.4 Reward i Extrinsic reward + Intrinsic reward 5 El Sawy’s Approach 5.1 Operationalize process performance target 5.2 Define process boundaries 5.3 Identify key process issues 5.4 Understanding best practices and define initial visions 5.5 Familiarize participants with BPR software 5.6 Outline data collection plan and collect baseline data 5.7 Plan for modeling phase i Continue data collection ii Model “ASIS” baseline process iii Analyze and diagnose “ASIS” process iv Design and model “TOBE” process v Analyze “TOBE” process alternatives vi Plan process integration phase i Examine alternative IT...
Words: 669 - Pages: 3
...Business Plan Interim report Business Case Auto Ancillary - Manufacturing & Selling Team : Section : B Course : Business Plan Program : e PGP3 Group Members : Anil Kumar. K. J. (ePGP-03-098). Ashwin Shankar (ePGP-03-107) Habeebu Rahman.T.S. (ePGP-03-118) Makesh.A. (ePGP-03-128) Platform Slide No:3 About the Industry The Indian auto component industry has been navigating through a period of rapid changes with great élan. Driven by global competition and the recent shift in focus of global automobile manufacturers, business rules are changing and liberalization has had sweeping ramifications for the industry. The global auto components industry is estimated at US$1.2 trillion. The Indian auto component sector has been growing at 20% per annum since 2000 and is projected to maintain the high-growth phase of 15-20% till 2015. Slide No:4 Product / Service In addition to meeting the transportation needs, the safety is also prime importance in the automotive. Analysis of the market indicated that there are very few players in the product category which is safety critical in nature. Hence it is decided to venture in to steering products, which is one of the safety critical part. The plan is to create the full infrastructure (such as building etc.) facilities, but create the capacity in phased manner, based on growth of the business volume. Slide No:5 The Market : The Indian auto component market...
Words: 660 - Pages: 3
...multinational companies? II. Main Multination companies in Sri Lanka III. What is meant by International Marketing? Chapter II ……………………………………………………………………………….. 6 I. Business environments faced by multinational companies. II. Planning process of the multinational companies. Chapter III ………………………………………………………………………………. 8 I. Uncontrollable variables faced by multinational companies in Sri Lanka and the strategies implemented to gain the market share. II. Concluding remarks References ……………………………………………………………………………….. 17 Abstract This research is to find out what are multinational companies and also the main multination companies which are operating in Sri Lanka. Further, the research analyzes the business environments, mainly the uncontrollable environments of foreign countries and the planning process of multinational companies. The main objective of this research is to analyze the factors which are affecting to market mix strategies of multinational companies operating in Sri Lanka. The research is mainly done from secondary data available in the internet and also from the paper articles. Research findings will gives an idea about what are multinational companies, methods they adopt to market their products in Sri Lanka and what the factors that affect to marketing mix strategies of multinational organizations in Sri Lanka. Introduction The multinational companies are engaged in international marketing. The first captor devotes to...
Words: 3262 - Pages: 14
...Green Banking activities in EXIM Bank Compiled by: Sheikh Moyeen Uddin Executive Vice President IRMAD-II, EXIM Bank, Head Office, Dhaka. What is Green Banking i.e Environmental Risk Management & its purpose? It’s a Banking for saving the environment from different hazards and pollution. A risk due to environmental impacts caused by environmental conditions generating an element of uncertainty or possibility of loss in the context of a financing transaction. Purpose The overall purpose of Environmental Risk Management is to understand and manage risk that arises from environmental concerns. This brings a focus on planning and implementing policies and procedures to mitigate environmental risks. The specific purposes are to: Ø Examine the environmental issues and concerns associated with potential business activities proposed for financing Ø Identify, evaluate and manage the environmental risk and the associated financial implications arising from these issues and concerns Ø Enhance the credit/investment risk appraisal process Approach The following approaches have been used to enhance environmental risk management: Ø Banks should be able to ascertain risks arising out of environmental issues Ø The practice should be directed towards addressing the focused environmental problem that is causing the risks. It should not be used as a tool to solve problems in general Ø The practice needs to be value adding to the customer and should not be policing in nature...
Words: 2260 - Pages: 10
