Company Q

3-Year Marketing Plan

Table of Contents

Introduction 3
Mission Statement 3
The Product 3
Consumer Product Classification 4
Target Market 4
Competitive Situation Analysis 4
Analysis of Competition using Porter’s 5 Forces Model 4
SWOT Analysis 5
Strengths 6
Weaknesses 6
Opportunities 6
Threats 7
Market Objectives 8
Product Objective 8
Price Objective 8
Place Objective 8
Promotion Objective 8
Marketing Strategies 8
Product Strategies 9
Price Strategies 9
Place Strategies 9
Promotion Strategies 9
Tactics and Action Plan 10
Product Action Plan 10
Price Action Plan 10
Place Action Plan 11
Promotion Action Plan 11
Monitoring Procedures 11

Introduction

Company Q produces the GWell Air Purifier which effectively removes smoke in the air, dust particles, pollen, and other particulates that may cause allergic reactions to young children and sensitive adults.

Compay Q’s team of engineers and designers developed the GWell Air Purifier through concept and prototype testing. They found that the visual design and features of the appliance is very appealing to potential buyers. Extensive testing showed that this product is a very efficient product in purifying the air. In addition, the company’s production process is very efficient and results in a minimal amount of raw material waste. These factors and the small-front investment for the product will enable to company to offer the products at the lowest possible cost in relation to similar products in the market.

The debt-to-equity ratio of Company Q is very low while its credit rating is high. The relationship of the company with current suppliers is excellent, but raw materials are also sourced from other suppliers.

The credit terms offered by Company Q to intermediaries in their distribution channel are typical for the industry. According to marketing