Competency 318.1.5: Marketing Plans - The graduate can create a marketing plan.

Objectives:
318.1.5-06: Apply Porter’s Five Forces model to an analysis of the competitive environment for a given business situation.
318.1.5-07: Define the target market as part of a marketing plan for a given situation.
318.1.5-08: Classify a specified consumer product using the three-way consumer products classification system.
318.1.5-09: Develop an appropriate set of marketing objectives that support a given mission statement.
318.1.5-10: Develop a SWOT analysis for a given business situation.
318.1.5-11: Select an appropriate distribution channel for a given marketing situation.
318.1.5-12: Select an appropriate pricing strategy for a given marketing situation.
318.1.5-13: Select an appropriate promotion strategy for a given marketing situation.
318.1.5-14: Develop a tactical marketing plan that supports specified elements of a strategic marketing plan.
318.1.5-15: Identify monitoring and control activities appropriate for a specified tactical marketing plan.

Introduction:

Company G is a well-established firm that is highly regarded in the electronics market. Its mission statement is as follows:

“We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions.”

Company G’s engineers and designers have developed a line of small appliances that the company feels can be very successful in the small-appliance market. The company feels that the current marketing plan for its products does not put them in a position to reach the profit potential for the small appliances.

Success with the new line will depend upon an accurate assessment of the market and a well-crafted, effectively implemented marketing plan that will fit the current market.

As the marketing manager, you are charged with