...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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...1. (TCO B) Your company has developed a new educational electronic game. Your target market is 4-6 year old children. What research methods would you use to test this product concept? Choose at least three methods that you believe will provide valuable information, and describe your research strategy. (Points: 22) Our company has developed a new educational electronic game that is targeted to children age 4-6 years old. The following research methods will be used in order to test the product among the targeted consumer market. the company will use a combination of observational research, Internet surveys research and personal interviews. Observational research will be collected in order to see the human component this will show how children will be interacting with the product. The researcher will enter the situation and observe the behavior while recording the data. Several observers will work at the same time to establish inter-observer reliability this will reduce bias as to one point of view. By watching these physical inter-actions, the observer can better understand how the product will be perceived and how consumers will use it. This knowledge will lead designers to improve the product as well as answer a variety of research questions. Internet survey research will be gathered from the parents of children ages 4 to 6 years old, this data will reveal their preferences and beliefs and essentially how they feel about educational electronics games. The survey will...
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...Developing an Integrated Marketing Plan Consumer & Business MM522 You Decide –Week6 Prof. Hsu For Graves Enterprises, the most cost effective marketing communication campaign would be integrated, with both the consumer and the commercial business using the same advertising and media buying agencies. For an integrated marketing campaign to work, all communication tools used by Graves, must maximize the impact on consumers and other end users at a minimal cost. Using a single media campaign, usually doesn’t reach all the potential customers because it doesn’t sink in on the first attempt. Others may have it in their head for later review, but never get to it. So for most, the more the public is reminded, the better the chance they are at remembering the product or service. To get and keep their attention, Graves needs to deliver a strong message using multiple media services. Some of the steps Graves can utilize include cross-selling to existing customers, where they can encourage current customers to buy related products. Direct Sales, where clients are encouraged to buy now, rather than later. Branding the products, increasing the awareness of the products (new and current) the company sells in the market. And nurturing the existing customers, by communicating with customers and reinstating the value of the products provided. Graves Enterprises has proposed a variety of marketing techniques to increase profit. Some of the techniques, I support are advertising...
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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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...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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...HO Craftsman Rolling-stock Marketing Plan Keller Graduate School of Management – Online MM522 John Superb Student July 2011 Final Draft Executive Summary HO Craftsman Rolling stock is an Internet based company that will develop, manufacture, and distribute kits of model railroad rolling-stock whose prime component is scale wood. The company mission statement is: HO Craftsman Rolling-stock will supply top quality, wooden, craftsman level kits of HO scale rolling-stock that appeals to the existing model railroad craftsman, and which will be uniquely appealing to first time crafters. HO Craftsman Rolling-stock will offer unparalleled support to their customers and will improve and develop their offerings based primarily on customer input. These wooden kits will be considered craftsman level because of the tools, skill-set, and time involved. Significant effort will be expended to reduce the intimidation level of this kind of kit. This will be the only offering of its type, although kits like these were available until 10 years ago. It is believed that poor marketing was the primary reason for the disappearance of those kits. HO Craftsman Rolling-stock believes that leveraging the strength of the Internet, a well targeted advertising campaign, and development of comprehensive customer assistance will allow these types of kits to become popular again. There is considerable market inertia to be overcome. The...
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...Week 2 Checkpoint MM522 1. Question : (TCO A, B, C) Describe a value proposition and provide an example. How important is value to the consumer? Answer: (Chapter 1, p. 13) A value proposition is a set of benefits that companies offer to customers to satisfy their needs. An intangible value proposition can be made tangible by offering a combination of products, services, information, and purchasing experiences. 2. Question : (TCO A, B, C) How would you describe relationship marketing? Why are these relationships so important to successful marketing? Answer: (Chapter 1, pp. 20–22) Relationship marketing aims to build mutually satisfying long-term relationships with key constituents (consumers, employees, marketing partners, and members of the financial community) in order to earn and keep their business. It is important to recognize the need to create prosperity for all these constituents and balance the returns for all key stakeholders. 3. Question : (TCO A, B, C) What are the similarities and differences between holistic marketing and integrated marketing communications? Answer: (Chapter 1, pp. 19–22) Holistic marketing recognizes the breadth and interdependencies of marketing program design, development, and implementation – “everything matters” in marketing. Integrated marketing communications recognizes the added value of a comprehensive marketing plan. A marketers’ task is to create marketing activities and assemble fully integrated marketing programs...
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...Marketing Plan Convenience Store Marketing Plan FINAL Executive Summary Store Etc. has begun looking for new business ideas. A comprehensive marketing plan for this venture will be instrumental in developing visibility to ensure future profitability. Store Etc. is going in as a silent partner for Rush Convenience, it will be ran by Dan Gomein. Our goal is to return a profit of $50,000 in its first year. This venture is primarily designed to help us reduce our corporate taxes short term and to help us get into a different sales market long term. Our target population is 18-64 years old. Currently these individuals receive services from Fuel B’s located 15 miles away in Ellicott on Hwy 94. Our intent is to acquire 20% of their current patrons, and to get over 30% of new patrons from highway commuters. Over 500 people travel in front of this store daily. The store will be located 20 feet from the road front. Completion date from start is four months. It has been projected to take six months to stock and get all of the required licenses. By the eleventh month we will be starting our sales campaign along with the store’s grand opening. Our mission statement: Bring back family friendly service. We will not settle on mediocre service; excellence is only the option. We want the customer to have a family experience when coming in to our stores. We want everyone to feel welcome and at home. Situational Analysis & Strategy Stores Etc. is...
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...1. The marketing mix: what is it, what elements/tools are parts of this concept; examples of how used to support marketing planning. Philosophies toward the marketplace, as in Selling, Marketing, Product, Societal; differences among these approaches, how success is measured; examples. (TCO A) The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Marketing mix elements are the 4 P’s: price, place, product, and promotion (sometimes a 5th P: people). The 4 C’s: customer solution, customer cost, convenience, and communication. The offer you make to you customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price. Needs vs Demands. Product: refers to tangible, physical products as well as services. Product decisions inc’d: product variety, quality, design, features, brand name, packaging, sizes, services, warranties, and returns. Price decisions inc’d: pricing strategy, suggested retail price (list price), volume discounts and wholesale pricing, cash and early payment discounts, seasonal pricing, bundling, price flexibility, credited items. Place (distribution) decisions inc’d: distribution channels, marketing coverage (inclusive, exclusive, or selective), specific channel members, inventory management, warehousing, distribution centers, order processing, transportation, inventory, and locations. Promotion decisions...
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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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...Running head: Marketing Communication Plan Marketing Communication Plan DeVry University / Marketing management December 2010 Outline I. Introduction II. My Concerns and questions to Marketing Product of customer Products III. Support Proposal IV. Conclusion V. Reference Introduction As vice president of marketing, I know that Marketing Director of consumer product wants to increase in overall business profits across all consumer products. He gives several ideas are good such as development of advertisement, on-package instant coupon, using the on-pack, trial pack, and development of eco-friendly product. However, I connect with Marketing Director of commercial product. She gives me a respond that this is right investment, but she is concerned that reducing our promotional efforts in the commercial markets will deeply erode this value business. Furthermore, Financial analyst, she mentions that our fund can shows a breakeven at two years. She recommends that we require cooperating with agencies. My Concerns and questions to Marketing Product of customer Products 1. What kind of advertisement do you want to show up? 2. Does customer use an on-package coupon instantly? 3. Will the on-packs to every four bottles sale be good? 4. How do you aggress public relations campaign? 5. What kind of companies you want to cooperate with? ...
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...Domino’s Pizza 1 Running head: DOMINO’S PIZZA Domino’s Pizza Marketing Plan the Past Years Andrea R Watson DeVry University Keller Graduate School of Management Marketing Management 522, Section F Domino’s Pizza 2 DOMINO’S PIZZA MARKETING PLAN THE PAST YEARS Domino’s Pizza Marketing Plan the Past Years 1.0 Executive Summary Domino’s Pizza strong financial performance during 2005 has given the company a significant amount of flexibility and freedom given the increased revenues and earnings in defining its strategies for the future. For continued growth, however, Domino’s has to reduce customer churn, drive up same-store sales, continually reinforce and strengthen their brand, capitalize on socio-cultural shifts occurring in the United States and elsewhere, and finally continually redefine its in store dining strategies relative to the growing rise of online sales. Lesser competitors have higher in store and same store sales than Domino’s, and also have broader mix of lunch and dinner alternatives. In addition, according to Roper (2005) 58% of American households are willing to try a new dinner alternative relative to cooking or ordering out. Compounding this is the fact that 73% or 3 out of every four households by 4:30pm are clueless as to what will be served for dinner. These two insightful figures provide a glimpse into how volatile the quick service restaurants (QSR) marketplace is. Clearly the use of up sell, cross sell ad incentives to drive up...
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...Dent Free 1 “Let us be free of Dents,” Marketing Plan Keller Graduate School of Management-MM522 Sec N Online Stephanie Smith November Section 2011 Draft 1 Dent Free 2 Table of Contents 2.0 - Situation Analysis pages 3-4 2.1 - Market Summary pages 5-8 2.2 - SWOT Analysis pages 9-10 2.3 - Competition pages 11-15 2.4 - Product / Service Offering Pages 16-17 2.5 - Keys to success page 18 2.6 - Critical Issues page 18 References page 19 Dent free 3 2.0 - Situation Analysis For many years, many consumers have invested their hard earned money into purchasing affordable cars just as they have purchased their dream homes. The most recent decline in the economy has lead to some drastic changes in which the average consumers are not buying a new car as quickly as they have in the previous years. The car business itself has declined in the selling of new vehicles also because of the average consumer not wanting to create another household expense. Most consumers are trying to keep their current vehicles in good condition which means routine maintenance as well as keeping the body of their vehicles in good condition. Looking for ways to help the consumer investments become worth more once the economy makes a turn around. There is a need for adding some ways to prevent the investment of a car from loosing value because of damage to the overall body of the vehicle. The damage usually comes from others negligence and cause unforeseen dents that slowly...
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...Amber Rice Marketing Company (ARMC) Marketing Plan * Prepared By: Munaf Alethari Table of Contents 1.0 Executive Summary 2 2.0 Sitiuation Analisys 2 2.1. Market Summary 4 2.2. SWOT Analisys 6 2.3. Competition 7 2.4. Product Offering 8 2.5. Keys to Success 9 2.6. Critical Issues 10 3.0 Marketing Strategy 11 3.1. Mission 11 3.2. Marketing Objectives 12 3.3. Financial Objetives 13 3.4. Target Markets 14 3.5. Posioning 15 3.6. Strategies 17 3.7. Marketing Mix 18 3.8. Marketing Research 24 4.0 Controls 26 4.1. Implementation 28 4.2. Marketing Organization 28 4.3. Contingency Planning 29 5.0 Coclution 30 References 31 1.0 Executive Summary Amber Rice Marketing Company (ARMC) will add a rare and delicious type of rice to the U.S. markets, will offer the American people of this new type of rice so that they get its benefits and enjoy with its unique flavor. This marketing plan illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream. We are not just any rice marketer. Our unique focus of providing a distinct type of rice gives us an advantage over our competitors by giving customers a new outlet to enjoy of delicious taste . This increases our desire that the providing of Amber rice will not be limited to the markets of Kansas City but expands our reach to people in all U.S. markets. Our brand is our promise. It says consumers can count on us to provide consistently high-quality...
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...MM522 Marketing Plan Guide MM522 MARKETING PLAN GUIDE Objective This Marketing Plan assignment gives you the opportunity to practice develop an integrated business and marketing strategy for a product or service of your choice. This activity will make the course "come alive" through application of the principles from the textbook, course materials and threaded discussions. Assignments such as this also help you develop business-oriented communication skills. The development of this Marketing Plan is an integral part of the course, and will require several weeks of research, critical analysis, critical thinking, and writing. Students tell us the only way to do well on this project is to begin early and work on it consistently throughout the entire course. You have several options when choosing a product or service for your marketing plan. Consider choosing a new product for a new company (your own) or creating a new product for an existing company. Perhaps you would want to do a product extension of an existing product. You might consider a different approach to marketing an existing service. You can target consumers or businesses. You may choose a product or service offered by your employer or your own business, or one from another organization. Ultimately, to maximize your learning experience, choose a product or service in which you have an interest and about which you would like to see your product or service come to the marketplace. Make sure there is information...
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