RUNNING HEAD: THE SHOP THAT CARES

The Shop That Cares: A Marketing Plan for ATR Enterprises

Western Governor’s University

QRT: Task 1

October 31, 2012

I. Executive Summary 6 II. The Challenge 6 III. Situation Analysis 6 a. Company Analysis 6 b. Customer Analysis 7 c. Competitor Analysis 8 i. Competitor’s Chart App. A d. Collaborators 9 e. Climate 9 i. PEST Analysis App. B ii. SWOT Analysis App. C IV. Market Segmentation 9 a. Segment 1 9 b. Segment 2 9 c. Segment 3 10 d. Segment 4 10 V. Alternative Marketing Strategies 10 VI. Online Marketing Strategy 10 a. Search Engine Optimization 10 b. Web Analytics Plan 11 c. Social Media 11 d. Maintaining Online Customer Satisfaction 12 e. E-Commerce Solutions 13 f. Sitemap App. D g. Website Mock-ups App. E h. Web Development and Maintenance Budget 13 VII. International Consideration 15

VIII. Marketing Strategy 15 a. Product 15 b. Price 15 c. Place 16 d. Promotion 16 IX. Short and Long Term Projections 16 X. Conclusion 16

ABSTRACT This paper will outline the viability and marketing