...The Marketing Challenge Keller Graduate School of Management Author Note This paper was prepared for MM522 Marketing Management, taught by Professor Cullifer Abstract As Vice President of Marketing for Graves Enterprises I need to review two written reports by my Marketing Directors. I have been tasked with the challenge of doubling sales within the consumer and commercial markets within the next year. I will accomplish this by reviewing each report and commenting on if the plan will achieve our goals in each respective market. The Marketing Challenge As Graves Vice President of Marketing I am very concerned with the Consumer Products Proposal. Joshua Edwards the Marketing Director of Consumer Products has suggested three ideas to reach the growth level that Graves is looking for. Two of the three ideas have fundamental errors in which leave too much uncertainty to move forward comfortably, the third has potential to help generate growth. The first idea presented is promoting the product as eco-friendly and increasing the price as a result. This idea goes directly against what the marketing research has found as a result of the conducted focus groups. The focus groups show that price was the number one ranked factor where eco-friendly characteristics were last. However...
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...MARKETING PLAN ASSIGNMENT MM522Marketing Management This marketing plan assignment gives you the opportunity to practice developing an integrated business and marketing strategy for a product or service of your choice. It also helps you to develop a strong business-oriented written proposal and communications expertise. As the course progresses, you will be developing each of the elements of this marketing plan. Good marketing plans come in many different formats. We have chosen this format to follow our course of study. An important element of this plan is practicing the use of applied business research tools to gather information about your proposed product or service, its industry, competitors and possible markets. At least part of your research should be conducted on-line for this project (e.g. Keller’s “Virtual Library”, the Internet at large, other proprietary on-line databases). You also have many other sources of potential information: • Internal, non-proprietary company information • Consider calling competitors for product and company information • Conduct telephone interviews of potential customers • Use empirical observation of prospective customers • Conduct customer surveys • Conduct a literature search at the library • Review periodicals for articles and advertisements The development of this Plan is an on-going and integral part of this course. At your option, you may submit one double-spaced section...
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...You Decide – Analyzing Buyer Behavior Keller Graduate School of Management – MM522 Prof. Yabs Sherra Jones September 15, 2009 Abstract This report is an analysis of consumer and business buying behavior, which is based on the research presented by my Marketing team at Graves Enterprises. The purpose of my analysis is to develop a marketing plan which will double the sales in the consumer and commercial markets within the next year. Consumer Products Proposal Upon reviewing the consumer products proposal presented by Joshua Edwards, I find that the proposal will work only if the product is affordable. The development of a new eco-friendly product line as well a private label line to be sold in retail stores like Wal-Mart, K-mart and Target is an excellent idea; however, pricing it at 1.5X the current product is not feasible. Being that personal factors happens to be one of the aspects that influences consumer’s buying behavior, we should be appealing to the consumer’s economic circumstances. Consumers want the best quality, but at an affordable price. There are different social classes to be taken in consideration. As Joshua pointed out, our current target market is homeowners, females, with a household income of $75-$150k. Appealing to female homeowners should remain a spectrum of our target market; per Kotler’s text a more direct influence on everyday buying behavior is the family of procreation (Kotler, 2009). The wives in these households act as the family’s...
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...Samuel Adams - Seasonal Beers Marketing Plan Outline Leesa Walker Marketing Management - MM522 DeVry University, Keller Graduate School of Management May 11, 2012 2.0 Situation Analysis Samuel Adams Boston Lager is an American Craft Brewer that has been operating since the mid-1980’s. Samuel Adams is brewed by The Boston Beer Company, Inc. The Samuel Adams products have been well received and marketing will be the key to the development of brand and product awareness as well as the growth of the customer base. Competition among American Craft Brewer’s is increasingly intense. Samuel Adams offers over twenty distinctive styles of beer. To gain the edge in this market, Samuel Adams must carefully target specific segments and plan for a next-generation product to keep brand momentum going. 2.1 Market Analysis Samuel Adams possesses good information about the market and knows a great deal about the common attributes of the most valuable customer. This information will be leveraged to better understand who is served, what their specific needs are, and how Samuel Adams can better communicate with them. 2.2 SWOT Analysis 2.2.1 Strengths Broad product line Customer loyalty Brand availability Bottle recycling efforts Stable business 2.2.2 Weaknesses Weak relative distribution channels Low industry market share Slow process improvements Low system capabilities Low productivity 2.2.3 Opportunities Light beer growth Increase consumption...
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...SCV Wellness Center 1 SVC Wellness Center Complete therapy for the body and mind. Marketing Plan for SCV Wellness Center Complete therapy for the body and mind. Anacleto Isaias Marketing Management – MM522 Keller Graduate School of Management of DeVry University- Sherman Oaks Campus SCV Wellness Center 2 1.0 Executive Summary …. 2.0 Situation Analysis SCV Wellness Center offers a place where people who are suffering from physical and mental trauma can go for complete therapy treatment. All too often when trauma accrues patients and doctors focus only on the external physical damage left from their experience but the emotional and mental damage can be just as severe. SCV Wellness Center provides complete therapy for both the physical and mental scars left from trauma. 2.1 Market Summary SCV Wellness Center provides complete trauma therapy for men and women in the Santa Clarita Valley area who suffer from trauma related posttraumatic stress disorder (PTSD). We will also treat patients who require physical or psychological therapy due to stress and or injury. 2.1.1 Market Demographics Our critical market segment will include veterans returning from war who are having difficulty adjusting to the physical and or psychological damage suffered during their tour of duty. ...
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...Running head: Magic Eye Marketing Plan Course Project: Magic Eye Marketing Plan Patrick D Wattles MM522 Marketing Management Course Project: Magic Eye Marketing Plan 2.0 Situational Analysis The Magic Eye represents a technology that is yet to exist in the construction optics industry. Camero has come to the realization that it’s military and law enforcement Through the Wall Radar Imaging (TWRI) optics can be applied to the construction industry. Camero likewise understands that the construction industry could help the organization to diversify its product offerings and increase revenue. SWOT Analysis 2.1 Strengths 2.1.1 Experience with military and law enforcement Through the Wall Radar Imaging (TWRI) optics. 2.1.2 Product uses parts within existing supply chain. 2.1.3 Strategic partnership with FLIR® (Forward Looking Infra-Red) to supply thermographic optics. 2.1.4 Technology does not currently exist within the construction optics industry. (New market segment) 2.2 Weaknesses 2.2.1 No market share in the construction optics industry. 2.2.2 Construction industry is a shrinking market. 2.2.3 Construction industry lack of familiarity TWRI technology 2.3 Opportunities Course Project: Magic Eye Marketing Plan 2.3.1 Increased sales to markets in Europe, India, and China. 2.3.2 Diversification of Camero® brand. 2.3.3 Continued development of Camero® product lines. 2.4 Threats 2.4.1 Competition in military and law enforcement TWRI technology...
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...MM522 – Marketing Management 06/17/2012 Week7 for IT Shared Services – Marketing Plan 1. Executive Summary 2 2. Situation Analysis 4 2.1 Market Summary 5 2.2 Strengths, Weaknesses, Opportunities and Threat Analysis 5 2.3 Competition 6 2.4 Service Offering 7 2.5 Keys to Success 8 2.6 Critical Issues 8 3. Marketing Strategy 8 3.1 Mission 8 3.2 Marketing Objectives 9 3.3 Financial Objectives 9 3.4 Target Markets 10 3.5 Positioning 11 3.6 Strategies 11 3.7 Marketing Mix 11 3.8 Marketing Research 12 4. Controls 13 4.1 Implementation 13 4.2 Marketing Organization 13 4.3 Contingency Planning 14 5. Conclusion 15 6. References 15 1. Executive Summary Shared service organizations have been an important strategy for process optimization and cost control in any fortune company. Specifically IT shared services offer unparallel benefits by combining the synergies of effective functional knowledge with exceptional technical disciplines. Various common services such as IT help desk, Quality assurance, application development and maintenance; change management can be combined and offered to various parts of the organization. In addition to cost reduction, several best practices can be established in terms of technology standards, process standards and resource utilization. Though the benefits are clear several companies face challenges in implementing a well functioning IT shared services organization. This marketing plan examines...
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...Marketing Plan: Chewdent Keller Graduate School of Management MM522: Marketing Management Session: March 2010 Situation Analysis In the United States, 59% of adolescents, ages 12 to 19, have had cavities or tooth decay. 92% of adults between 20 and 64 have had dental cavities or tooth decay. What if you could clean your teeth without brushing your teeth? Imagine the impact that this would have on oral health care. We would like to introduce Chewdent, the new way to clean your teeth. Chewdent is a revolutionary new product that is as effective at cleaning teeth as brushing. It has all the benefits of brushing your teeth, using mouthwash and chewing gum in one package, but is less time consuming and leaves no waste product behind to discard. Chewdent will have a consistency similar to taffy and will clean an individual’s teeth by clinging to and removing debris from the teeth as the person chews on the product, while simultaneously giving them fresh breath. It will be a little bit larger than the size of chewing gum. However, unlike chewing gum, Chewdent will dissolve in the person’s mouth. Chewdent will initially come in three flavors, peppermint, spearmint and fruit punch, as these are the most popular flavors of chewing gum. Sometimes people are just too tired to brush their teeth at night or in too much of a rush to get ready in the morning. Other times, people would like to clean their teeth after eating, but it is just not convenient. With Chewdent...
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...Marketing Plan: MHS 1 Medical Home Service Keller School Of Management –Online MM522 Ben Parker Instructor Rodney Cullifer January 2011 Final Draft Marketing Plan: MHS 2 Executive Summary My plan includes a service and not necessarily a new product. The service is a complete healthcare service that is mobile and is dedicated to the treatment of diabetes in central and southeastern Ohio. Some of the services are provided by other pharmaceutical companies and some of the service is provided by current healthcare providers, but this service is educationally based and provides care to all diabetic patients. All patients will be accepted by the Mobile Healthcare Service (MHS). Private insurances will be accepted, managed care, and cash payers. But they must be referred to MHS by their primary care doctor or by the specialist such as an endocrinologist. First, I need to discuss how the service is set up and what the team will look like. The team will consist of a Nurse Practitioner, Doctor, Certified Diabetes Educator/Dietician, and Medical Assistant. This team will not be sponsored or run by the pharmaceutical companies and it will not be run by government money or grants. This service will be considered as a third party company providing additional...
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...Integrated Marketing Plan Keller Graduate School of Management-Online MM522 Tarshica Lewis January 2011 Integrated Marketing Plan Table of Contents Executive Summary 3 Product Description/ Situation Analysis 5 Target Market 9 Competitors and Substitutes 10 Pricing 12 Channel of Distribution 15 Marketing Promotions/Communications 16 Advertising 17 Direct Marketing 18 Sales Promotions 19 Public Relations 20 Promotion Budget 20 References 21 Executive Summary An effective Integrated Marketing Communications Plan addresses problems marketing can solve and outlines objectives and strategies in order to implement tactics to accomplish the company’s goals. This IMC plan will focus on key issue for Whole Body N’ Mind. Some of the objectives that will be discussed are acquiring customers and increasing market share. Whole Body N’ Mind is a service that will be dedicated to providing individuals with a luxurious and inviting atmosphere to relax, treat and pamper the Mind, Body and Soul. Whole Body N’ Mind mission statement is: To provide high quality service and products at exceptional prices to Consumers who want to indulge in the finer things in life and, to provide un-paralleled service and support to ensure customer satisfaction. Whole Body N’ Mind will not only be a relaxation and wellness center, but also an educational force...
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...Introduction of McFlurry product to McDonald’s restaurants on a new market – Marketing Plan Keller Graduate School of Management – Online MM522 Mihnea Grecu Final Draft Executive Summary McDonald’s story started with the two brothers Mac and Dick McDonald in their restaurant located in San Bernardino, California. They were pioneering the idea that by limiting the menu items, lowering prices and introducing procedures for preparing the food, they would be able to serve more customer in a shorter period of time. The company as we know it today was founded by Ray Kroc. In 1954 Ray Kroc met the McDonald brothers and was impressed with their success in serving lots of customers in a short time and efficient manner. His conclusion was: “The customers need quality. This means a good service, but most important, fast. People look for an alternative to the traditional eating habits.” Negotiating a deal with the McDonald brothers Ray Kroc was able to open his first restaurant in Des Plaines, Illinois that allowed him to use their system and the name of the company. The core principles of McDonald’s philosophy that apply to each individual restaurant all over the world are: QSC&V (Quality, Service, Cleanliness and Value). In other words McDonald’s mission statement is: High quality products, served with a smile, in a clean environment at the lowest possible price. Advertising billboards were used as a first advertising tool for the company starting with 1959. ...
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...E-Leader Croatia 2011 Case Studies in Channels of Distribution Donald K. Hsu, PhD Associate Professor Division of Business Administration Dominican College Orangeburg, New York, USA Abstract Case studies were employed as research tools, for undergraduate and MBA students for 25+ years. The International Management course was taught in two classes at an undergraduate Business program. Channel of Distribution course was given at a MBA program. Real-world examples were utilized and applied in class whenever applicable. Students did final projects individually or in a team, by employing case studies via library and internet search. Class evaluations indicated that the case studies enhanced significantly their overall learning experience. Students rated the courses good to excellent. This paper gave the summary. Keyword: Case Studies, In-Class Team Assignment, Final Projects, International Management and Channels of Distribution Harvard University, Cranfield University (UK) and many other research institutions published case studies for 25 years. International Management and Channels Distribution were taught in an undergraduate business program and a MBA program respectively. Job market is very good. A quick search on Indeed (2011) yielded 5,850 jobs for international manager and 1,160 jobs for channels distribution. This search was done for Manhattan zip code 10001, and within a twenty-mile radius. In the down economy, managers and distributors are still...
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...Title: Second Draft for Marketing Plan Rodney Wilmore Keller Graduate School (Sherman Oaks) MM522 Instructor: Professor Phil Shaps November 14, 2011 Table of Contents 3.0 – Marketing strategy……………………….3 3.1 – Mission…………………………………...4 3.2 – Marketing Objectives ……………………5 3.3 – Financial objectives……………………..10 3.4 – Target markets………………………..…11 References….....................................................14 3.0 – Marketing Strategy The following section of the marketing plan is going to examine the major parts of the marketing objective. The mission will look at what the mission statement for EZ Duzz It LLC is. The mission statement is a clear description of what EZ Duzz It LLC represents and its purpose for existence. Our marketing strategy is based on becoming the resource of choice for people looking travel with their toddlers without the stress of extra luggage and kids running off. Our marketing strategy is based on superior performance in the following areas: * A practical product. * A quality product * Superior customer service. Our marketing strategy will create awareness, interest, and appeal from our target market for what EZ Duzz It LLC offers our customers. This section will look at the marketing objectives, financial objectives, and the target markets. The strategies that will be employed will be aimed at developing the need for this product by the target market. Initially, the price will be relatively low in order for there...
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...Mark D. Imhoff MM522 (Marketing Management) Marketing Plan Suspension Beds Sunday, September 18, 2011 ------------------------------------------------- Executive Summary Suspension beds is a revolutionary product of which is very attractive to expanding families, kids, students, and trend-setters. The product utilizes wasted overhead space in bedrooms for the purpose of freeing up the entire square footage of the room to use as one so desires. The product and company has little direct completion, the benefits are immeasurable and the growth potential for the company is enormous. The product leverages cost savings when it comes to customers needing more space, and conversational topics for those who have no space or financial restrictions, but are looking for that next leading-edge product. This marketing plan will discuss in more depth the products and services associated with Suspesion Beds which includes a detailed target market, competition and substitutes, pricing, channels of distribution, promotional strategies and a promotional budget followed by a wrap-up. ------------------------------------------------- Products & Services Suspension beds, just as the name implies, is a unique and revolutionary idea in the home furnishing market that maximizes space without the costs associated to adding a complete room. And, it has the distinction of giving kids something very different to the common everyday household. The gained space can easily be visualized...
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...Twheel Marketing Plan Juan Carlos Vargas March 30, 2011 Keller Graduate School of Management MM522 Marketing Management Zach Yabs 1.0 Executive Summary The Twheel is an innovation on the pneumatic tire that uses an internal structure of spokes instead of air pressure to hold a tire together. The Twheel will provide value to customers via increases in performance, safety, and durability, as well as decreasing maintenance times, and environmental and personal costs. There are issues to contend with such excessive vibration and safety concerns that must be corrected. The Twheel will be introduced to the U.S. market in a three phase roll-out. The Twheel will gain acceptance in the market through an initial deployment into auto-racing, which will showcase the effectiveness of technology to the masses. Coinciding with the auto-racing deployment will be heavy advertising and promotions budgets, as well as celebrity endorsements that will establish the brand image. The roll-out will then proceed to the luxury car segment at premium pricing, and then conclude with mass retailers and most car manufacturers at reduced prices. The time frame of the initial roll-out will be approximately 5 years. Future targets will include military, construction, and specialty personal transportation vehicles. 2.0 Situational Analysis 2.1 Market Summary The tire industry is well developed, yet the emerging Twheel will have its own industry...
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