...Opportunities………………………………………………………………... 6 3.1.4 Threats………………………………………………………………………. 6 3.2 Industry Analysis…………………………………………………………………….. 6 3.3 Competitor Analysis………………………………………………………………….. 6 3.4 Company Analysis……………………………………………………………………. 7 3.5 Customer Analysis……………………………………………………………………. 8 4.0 STRATEGIC FOCUS AND PLAN……………………………………………………………. 9 4.1 Mission……………………………………………………………………………….. 9 4.2 Goals………………………………………………………………………………….. 9 5.0 PRODUCT-MARKET FOCUS………………………………………………………………... 10 5.1 Marketing and Product Objectives……………………………………………………. 10 5.1.1 Target Market……………………………………………………………….. 10 5.1.2 Customer Value Propositions……………………………………………….. 10 5.1.3 Points of Difference…………………………………………………………. 11 6.0 Marketing Program……………………………………………………………………………… 12 6.1 Product Strategy………………………………………………………………………. 12 6.2 Price Strategy………………………………………………………………………….. 14 6.3 Promotion Strategy……………………………………………………………………. 14 6.4 Distribution Strategy………………………………………………………………….. 16 7.0 FINANCIAL DATA AND PROJECTION……………………………………………………… 18 7.1 Past Sales Revenue…………………………………………………………………….. 18 7.2 Five-years Sales Projection……………………………………………………………. 19 8.0 IMPLEMENTATION PLAN…………………………………………………………………… 21 9.0 EVALUATION AND CONTROL……………………………………………………………… 22 10.0 REFERENCES………………………………………………………………………………….. 23 LIST OF TABLES 1. Table 3.1: Price of competitor for dishwasher............................... 7 2. Table 7.1: Five-year financial forecast................
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...MNE3701 - ASSIGNMENT 2 UNIQUE NO: 873203 Jasmin David (Student No. 35536500) Question 1: 1.1 ) Selecting a good Business Location. There are 5 key factors in determining a good business location; Customer Accessibility is important in determining the location of the business. The business (retail outlet/service firms) needs to be situated where there is easy access. In companies where the cost of shipping or transporting of the finished good is high, consideration should be given to produce or manufacture goods closer to the consuming market due to the excessive transportation costs. Business Environmental conditions. There are several conditions to take into consideration, such as competition, crime, legal requirements, weather or climate which may create a need for other products or product testing conditions. Eg. Air conditioners, heated pools, specific security measures, etc. Resource Availability. For any operation to be efficient and sucessful there must be adequate resources available. Resources such as raw materials are not always available in all areas, therefore a business that deals with manufacturing these raw materials should be located close by. Also labour supply and availability and access to transport should be considered. Entrepreneur’s personal preferences. It is normally the entrepreneur’s personal preference and convenience that influences the decision making when locating a business. Entrepreneurs may choose a local site or location with which they are...
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...The marketing plan of Nokia Table of contents Executive summary…………………………………………………………………..2 Introduction……………………………………………………...…………………….2 The marketing objectives of Nokia……………………...........……………………3 The target market strategy of Nokia…………..........……..………..…………….3 The competitive strategy of Nokia………………………………………...........….5 The marketing mix of Nokia...………………………………………………...……..7 Conclusions…………………………………………………………………………..12 References……………………………………………………………………………13 Executive summary Mobile phone, which is defined as a high technology electronic product, is popular all over the world. China must be one of the biggest markets for those mobile phone manufacturers. As a leader in mobile telecommunications market, Nokia has its scientific business strategy that leads to success, and pays a great attention to the market of China. Based on the Chinese mobile phone market, this paper analyzes Nokia’s business strategy to show reason of Nokia’s success. The business strategy includes the strategic intent, the competitive strategy and marketing mix. The strategic concept of Nokia is to take the demand-side strategy. Nokia subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Nokia is to improve...
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...chapter 2 strategic planning In Contemporary Marketing Chapter Overview Today’s marketers face strategic questions every day. Planning strategy is a critical part of their jobs. The marketplace changes continually in response to changes in consumer tastes and expectations, technological developments, competitors’ actions, economic trends, and political and legal events, as well as product innovations and pressures from suppliers and distributors. Although the causes of these changes often lie outside a marketer’s control, effective planning can anticipate many of them. For example when the price of gas and jet fuel soared recently, travelers opted to stay close to home instead of enjoying vacations to exotic, faraway places. This represented an opportunity for places like Ocean City, Maryland, and Branson, Missouri. Any destinations that promoted itself to potential vacationers within a short drive could find itself adding up the profits. This chapter lays a foundation for analyzing all aspects of marketing by demonstrating the importance of gathering reliable information to create an effective plan. These activities provide a structure for a firm to use its unique strengths. Marketing planning identifies the markets a company can best serve as well as the most appropriate mix of approaches to satisfy the customers in those markets. While this chapter focuses on planning, in later chapters the task of marketing research and decision making will be explored. ...
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...Gillette Personal Care Division: Marketing Planning and Control A Case Study Introduction: Gillette was founded in 1901 by King C. Gillette. It was a leading International Manufacturer of consumer products ranging from Electric razor to ballpoint pens. Gillette has three divisions: 1. Safety Razors (Blades and Razors) 2. Paper mate Division (Writing Instruments) 3. Personal Care Division-PCD. (Hair Care , Skin care, Deodorants/ Anti-perspirants) The Brands of Gillette are divided into four rough categories: Build, Hold, Harvest and Withdraw. Mennen and P&G are the major competitors for Gillette. Right Guard pioneered in United States with a unit Market Share of 26% in 1967. But Because of fluorocarbons scare burst by mid 1982 its market share was dropped down to 8.5%.White rain was a shampoo that was introduced in low price category in 1952,but it was phased out in late 1970.PCD division of Gillette decided to roll out new version of shampoo and conditioners in May 1985 and as soon as it was launched it was a resounding success. Problem Statement: * Ineffectiveness of Gillette’s planning and control system * Revitalization of Right guard brand to increase its market share * Finding ways to build upon the success of white rain to increase market share Analysis: Gillette’s Marketing Planning and Control System Planning and control of system was too rigid and time...
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...Introduction The purpose of this essay is to analyse the macro environment of the new washing machine which is being developed for launch in 2008 by Smart Wash Company. An organization's marketing environment can be defined as: the actors and forces external to the marketing management function of the firm that impinge on the marketing management's ability to develop and maintain successful transactions with its customers (Kotler, 1997). Virtually all introductory textbooks in marketing reserve a section for an analysis of the macro environment (McCarthy, 1996). Thus, we aim to analyse the relevant macro environment for Smart Wash Company, so that we plan our marketing strategy and target the market in 2008. External environment The macro environment is generally categorized into demographic, political/legal, economic, cultural, technological and natural environments. The basic tenet is that what happens in the broader environment has significant implications for organizational functions (Mavondo, 1999). For example, McKee et al. (1989) found environmental turbulence to have a significant impact on marketing variables. The macro environment introduces a degree of homogeneity in a given industry through similarities in regulatory pressures, strategic alliances, human capital transfers, social and professional relationships and competency blueprints (Oliver, 1997). Environmental variation has been shown to impact on strategy (Hrebiniak & Joyce, 1985) and...
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...Unit 3 Individual Project: Marketing Opportunities Amanda Morris American Intercontinental University Lower Division Capstone BUSN 300 Professor Eric Freeman March 1, 2013 Abstract Addressing the possible financial advantages that could be implemented through marketing strategies made by the marketing manager, to improve the overall success of Chili’s, East Pasco family YMCA and service Corporation International. Reviewing whether the strategy would be a home run, a single or a low hanging fruit, the financial benefit and cost associated with each marketing strategy, the risk associated with each marketing strategy and the effect that the marketing strategy would have on public relations. Unit 3 Individual Project: Marketing Opportunities As a marketing manager it is important to be aware of marketing opportunities that will generate sales and increase revenue companies at hand. Pertaining to the three companies of choice Chili’s, East Pasco Family YMCA and Service Corporation International, modifications to the current marketing plans can be made to increase sales furthermore creating a positive impact on the public relations of the firm and generate financial improvements. Chili’s is a popular and successful restaurant; however, a few modifications to the company’s services would increase sales and promote business through new successful marketing strategies. The first marketing strategy that would be worthy of pursuing is to offer home delivery service...
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... | Contents 1. Introduction 2. Mission Statement 3. Marketing Audit 1. Macroenvironment 1. Politics 2. Economic 3. Ecological 4. Social 5. Technological 2. Microenvironment 1. Competition 2. Suppliers 3. Customers 4. SWOT Analysis 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats 5. Marketing Objectives 1. Strategic Thrusts 2. Strategic Objectives 6. Core Strategy 1. Target Marketing 1. Segmentation 2. Targeting 3. Positioning 2. Competitor Targets 3. Competitive Advantage 7. Marketing Mix Decisions 8. Organisation and Implementation 9. Control 10. References 11. Bibliography 12. Appendices 1. Introduction This report will provide you, as McDonalds, with a full marketing plan identifying the key issues. In this plan we will critically analyse each stage of the marketing planning process, and suggest possible strategy changes which you may wish to consider. We will set examples with theories throughout the plan and compare existing marketing decisions with our recommendations and the importance in building and maintaining your competitive advantage. 2. Mission...
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...Consumer traits and behavior Team A Psy/322 Consumer traits and behavior Several topics will be discussed throughout this presentation starting with psychological and social processes that may influence consumer behavior. It has been determined that the consumer play the role of demander and care receiver through good harmony with consumer behavior as the bases of emotion. The corporation plays the role of supplier and philanthropist, through effective corporate strategy and policies based on reason. Finally public policy plays the role of guider and regulator based on the law. The dynamic relationships among consumer behavior, corporate strategy, and public policy are explored here through feedback with a system perspective and dynamics of cause-effect. Corporate ethics fell into five stages, since the 1960's the social expectations of the public with regard to corporations has increased substantially. Carroll (1979) stated that corporate achievement is essential for revaluating a business and those certain social criteria are also important. Consumers want to know about a corporation. If consumers have a good impression of a corporation and they have access to positive information and understand what a firm thinks, says and tends to do in relation to others make it also likely to strengthen the perception of corporate social responsibility. Corporate profits are positively and directly affected by consumer purchase behaviors...
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...Company Case: Prius: Leading a Wave of Hybrids 1. What micro-environmental factors affected both the first generation and second generation models of Toyota Prius? How well has to Toyota dealt with these factors? In order for the reader to have an understanding of this question is important to begin by defining Micro-environment. This term is a factor of the Marketing Environment and it consists of the issues that, in one way or another, affect the company's ability to serve its clientele in a close and direct way. This includes factors such as customers, suppliers, competitors, shareholders, employees and media (among others). Having this in mind, it could be safe to state that the micro-environmental factors affecting the first and second generation of the Toyota Prius are the customers and the competitors. Consumers, getting affected by the gas prices, were looking for an answer to their prayers. Toyota gave them the answer, a vehicle that would allow people to save on gas as well as provide good and efficient service. Once the first generation Prius was released, although not too pretty or fancy, it served to its purposed and customers were buying it. The other factor, competitors, is pretty obvious. Everybody wants a piece of the pie. Auto makers such as Honda started developing and/or implementing the hybrid system on some of their vehicles. Toyota's answer was to keep developing what already has been a success, the Prius. A second generation was developed and...
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...CMO of a large company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership role within the firm with a number of required functions in order to accomplish the objectives related to marketing department that include: increase the level of sales, enhance the image of the brand, improve the understanding of the customers behavior. Key Functions 1. Analyze the key trends of the industry in which the company is operating in order to perfectly comprehend the behavior of the clients/customers as well as the future performance 2. Coordinate and deal with several areas included in the marketing department such as product development, sales management, corporate communication 3. Create strong relationship and interact with different areas of the company to ensure that the marketing strategic plan will be reached 4. Improve the customer retention Required skills 1. Experience with high tech marketing software 2. Persuasive and self-confident in order to maintain the loyalty of the existing clients/customers 3. Experience in leading teams with strict deadlines 4. Advanced graduate studies specialized in marketing 5. Results oriented and analytical skills 6. Flexible and be able to change the direction from creative to analytical tasks 7. Track record of implementing and growing new business CMO of a startup company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership...
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...Daisy’s Chocolate Fruit Basket Marketing Plan MARKETING 3000 Executive Summary Daisy’s Chocolate Fruit Baskets (DCFB) is a premier chocolate fruit basket manufacturer and retailer. DCFB is concentrating on making these one of a kind baskets out of a wide range of high quality organic fruits and chocolates. In addition to having several flagship baskets, DCFB will also offer the option of a custom basket, allowing the customer to choose the fruits and types of chocolates themselves. DCFB will be selling to individuals as well as companies, and independent vendors. Initially the bulk of DCFB’s business will be generated from individuals, but as time passes, a growing percentage of sales will come from other vendors and companies. While there are many different competitors in the market now, they are larger in size and much less flexible. DCFB will be able to meet customer demands through superior products, customer attention, as well as customer product offerings. DCFB will be raising awareness of their products through the use of a brochure and a Website. Once a customer is interested in placing an order, they can come by the office, call in the order, or order via our secure Website. In addition to the customer being able to pick up the basket from DCFB’S office, DCFB is able to ship via UPS. Once up and running with some momentum, DCFB will be producing profits at a high rate. It is projected that by September of next year, DCFB will be profitable...
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...Sample Business Plan This sample plan is a guide only. The statistical and financial information provided are assumptions for the case study and should not be used for an actual business plan. Intending or existing business people must undertake their own research and use reliable data to prepare their business plans. When setting up your business, be sure to find out which legislation, licences and codes of practise will affect your enterprise. Executive Summary Definition The Executive Summary is a basic overview of your business plan that outlines the business strategy and the major issues that could impact on your marketing plan. This synopsis is written last and used as a check-list for the main document. This can also include a mission statement. Case Example Canterbury Renovations will specialise in the renovation of domestic kitchens, bathrooms and laundries. The business is expected to expand in two or three years to include residential construction. The business emphasis will be the delivery of high quality products and services, the reinvestment of profits into business growth and the development of a strong business identity. As the proprietors, we have a combined building background with a flair for interior design. Our research found a number of suitable premises available, with one shop currently available for rent and outgoings of $14,000 per annum. The initial funding will be $85,000. This comprises of $40,000 provided by the proprietors and a $45...
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...Marketing Plan For Boka Night (1st season) 2012-13 Muhammad Abdullah-Al-Mamun BBA (Major in Marketing), 8th Batch, University of Rajshahi. MBA (Major in Marketing), 21st Batch, University of Dhaka. Executive summary: This marketing plan is designed for the weekend radio show ‘Boka Night’. Substantial opportunities exist to tap into the market of radio entertainment. The advantage of these opportunities will influence the behaviour of the target market in such a way that will unveil a new horizon of entertainment and will bring some positive change to our socio-economic life. The market profile is refined by mining data from several articles on internet and newspapers and also from listeners’ feedback channel (FM Radio fan page) to know the actual market situation, attitudes and behaviours towards the music and benefits delivered by them. The results were combined with demographic, geographic and psychographic information. But the major area that deserved highest concentration is demographic. This marketing plan has been strived for finding out the target market’s psychographic needs and trying to bridge them with the conceptual flavour offered by Boka Night. Title of the program: Grameenphone Boka Night Program synopsis: In accordance with the proposal, this will be a talk-show with sequential musical playback in which people with distinct run of society are going to have the floor to share their meanings...
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...Intercontinental University Good and Bad Marketing Plans MKTG305-1203A-01 Marketing Management June 8, 2012 Abstract This paper will provide the definition of a marketing plan, and discuss the difference between a strategic and tactical marketing plan. The temporary store will be discussed as a successful marketing plan, along with the failure in marketing of Burger King. The marketing plans will then be analyzed to show why one plan was a success while the other was a failure. The movie John Carter was also discussed as to why it was a flop at the box office. Good and Bad Marketing Plans Introduction The definition and types of marketing plans will be discussed in this paper. It will also provide an example of a successful marketing plan in the temporary store set-up and the failure of the Burger King marketing plan. We will then analyze the differences in these two plans and discuss why one was successful while the other plan was not. Finally we will explore the movie John Carter and talk about why the movie was not a box office hit. Marketing Plan A marketing plan is the efforts a company goes through in order to make a new product a success. There are two levels in a marketing plan, they are strategic and tactical (Kotler & Keller, 2012). The strategic marketing plan lays out the guidelines on the target customers based on the best market opportunities (Kotler & Keller, 2012). The tactical marketing plan includes the planning phase, promoting...
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