Run Forest Marketing Plan
MKTG 2000, Julia Cooper
Gabby Angelico, Maggie McMahan, John Haselden, Jacob DeVore
16 October 2012

Executive Summary

Run Forest is an eco-friendly athletic footwear company that strives to be the first in quality innovations in sustainable athletic shoes. The company’s strategy focuses on total quality management through all aspects of production in order to create a successful brand image and word-of-mouth advertising campaign. In order to offer the product at a reasonable price, Run Forest will be effective in managing costs down and allocating resources efficiently and effectively.
Table of Contents

Situation Analysis………………………………………………………………………..3
Marketing Objectives and Goals…………………………………………………...3
Target Market……………………………………………………………………………..4
Marketing Strategy……………………………………………………………………...4
Marketing Tactics………………………………………………………………………..4
Organization Evaluation and Control……………………………………………5
Summary…………………………………………………………………………………….5
Appendices…………………………………………………………………………………6

Situation Analysis
Run Forest, an eco-friendly athletic shoe company, has brought in a new marketing team responsible for bringing the company back to profitability. The athletic shoe industry is booming, but Run Forest has not managed to remain competitive. As a group of young professionals, we will be able to keep up with changing trends and fads consistent of the dynamic athletic industry while also expertly managing finances. The target market for Run Forest consists of athletes and those interested in physical fitness. We believe there is an available sub-group of athletes looking for high quality at an attractive price. In order to satisfy the demands of the consumer, Run Forest will collaborate with both its suppliers and distributors to negotiate reasonable contracts. Our competitors are constantly innovating. We plan to pay attention to