...What is a Marketing Plan? "The formal marketing plan is the symbol and essence of purposeful management," in the view of many marketing executives surveyed by The Conference Board. "Formulation of a written plan to guide the future operations of the marketing function, some marketers contend, links in a practical way the customer oriented marketing concept and the principle of management by objectives. What is more, in the words of one executive, such a plan puts an end 'to the intuitive approach to decision making and to informal planning to meet day-to-day challenges. "Those supporting use of a formal marketing plan applaud especially the discipline of spelling out future intentions in a written document. Several acknowledge that the element of ritual in preparing a written plan may, on occasion, degenerate into 'busy work' or 'gold-plating.' Yet they themselves do not see this as sufficient reason to settle for anything less formal. Unless all the key elements of a plan are written down, they say there will always be loopholes for ambiguity and misunderstanding. "The notion that formalized marketing planning can become something of a straitjacket, leaving too little flexibility for future marketing, action, is not borne out by the experience of most of the marketers reporting. Many emphasize that for them, formal planning is not mere adherence to standardized techniques sure to yield standardized plans. As they see it, marketing planning in each company is a search for...
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...Sample Marketing Plan This is a sample marketing plan for a small business, Canterbury Renovations. It’s a guide to how you can prepare a marketing plan for your business. Your plan may require more or less information than this sample marketing plan. As you work through the plan, conduct the appropriate research and planning for your business to ensure your plan results in effective marketing. 1.1 Mission Statement The core activity of Canterbury Renovations will be the renovation of kitchens, bathrooms and laundries. The business will provide a complete service, including free designs and quotes, supply and installation of equipment and fittings, all associated building services, after sales maintenance and a seven-year guarantee covering workmanship. 2.0 Current Market Position It’s important to understand the current position for your business before deciding on how to market it further. Marketing analysis and research (done in later sections of your plan) form the basis for identifying your current position. External and internal business factors need to be considered and planned for. Example Canterbury Renovations is a new business and has no existing clients, projects or history to account for. However, the proprietors are experienced in the industry and have the financial capacity to conduct business successfully. 2.1 Product Although it seems obvious, it’s important to identify your products and services...
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...Writing a great marketing plan doesn't have to be a headache. I recommend a simple plan, broken down into five sections, that's easy to write and follow. If you're creating your marketing plan for in-house use, you can bullet the sections and make the writing as brief as possible. Content matters most--not your writing style. Here's how to write a five-part plan that works as hard as you do: Section 1: Situation Analysis This introductory section contains an overview of your situation as it exists today and will provide a useful benchmark as you adapt and refine your plan in the coming months. Begin with a short description of your current product or service offering, the marketing advantages and challenges you face, and a look at the threats posed by your competitors. Describe any outside forces that will affect your business in the coming year--this can be anything from diminished traffic levels due to construction if you're a retailer or a change in law that could affect a new product introduction if you're an inventor, for example. Section 2: Target Audience All that's needed here is a simple, bulleted description of your target audiences. If you're marketing to consumers, write a target-audience profile based on demographics, including age, gender and any other important characteristics. B2B marketers should list your target audiences by category (such as lawyers, doctors, shopping malls) and include any qualifying criteria for each. Section 3: Goals In one page or...
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...build confidence in themselves and helps kids achieve their goals. OBJECTIVES 1. To create a camp that produces results 2. Establish relationships with schools and basketball coaches 3. Having players that graduated the camp and gets scholarship offers to play division 1 basketball 4. Keep kids off the street TARGET MARKET Generally players who want to get better and are serious. Boys and girls age 11 and up. 2.2 Target Market Segment Strategy Future Prospect Basketball Program will use traditional print advertisements and ads placed on search engines on the Internet.This is important as many people seeking local services, such as basketball camps, now the Internet to conduct their preliminary searches. Mr. Ebott will register with online portals so that potential customers can easily reach the business. The Company will also develop its own online website which will showcase the services offered by Future Prospect Basketball Program, its coaches, preliminary pricing information, and relevant contact information. The Company will maintain a sizable amount of print and traditional advertising methods within local markets to promote the services that the Company is selling. At FPBP our strategy focus on molding a player into the type of player that can be a force on the court. We strive to have them play smart...
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...Marketing Plan for Mini Miracles Principles of Marketing Final Project April 2014 Executive Summary Mini Miracles is a full-service 24-hr child care/development facility that cares for children from age three months to thirteen years. Mini Miracles will be concentrating on the upper end of the market, single professional parent to dual professional parent. These personally ambitious parents are typically eager in terms of their children's development and are willing to pay to have their children attend the best facilities. Through specialized training of the support staff and innovative learning systems, Mini Miracles is cutting edge in terms of child development. The curriculum, coupled with a custom designed facility and a low caregiver/child ratio ensures a top-shelf service for the children and the parents. Mini Miracles expects to become profitable by the end of the first year, and has projected $40,000 as the revenue for year three. The Challenge Mini Miracles is a 24-hr Child Care and Transportation Service is a full service Family child care facility that specializes in providing dependable 24-hr child Care 365 days a year. We have an infant/toddler program that transitions into our preschool program. Both programs are taught by a certified private preschool teacher. Our program is all inclusive so special needs children are welcome. We provide transportation to and from area schools for 6-12 year olds. We can pick up ...
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...quality in their category. Their specialty nature derives from a combination of some or all of the following qualities: uniqueness, exotic origin, particular processing design, limited supply, unusual application or extraordinary packaging or channel of distribution… the common denominator of which is their unusually high quality.. Small-scale specialty food processors face unique challenges and opportunities when marketing their products. If the venture is to be successful, the processor must decide what market the product will thrive in, what the competition is, and how to market the product given the processor’s available resources. A marketing plan facilitates business success by requiring the processor to address each of these marketing issues through marketing goals and strategies. The research necessary for marketing plan development also prevents entry into an unprofitable business venture. The Marketing Plan is an integral part of the Business Plan. Through the marketing plan, the food entrepreneur identifies marketing goals which will lead to success for the business. These goals should meet the following “SMART” criteria: • Specific – for...
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...NEW HAVEN FAMILY SERVICES, LLC MARKET RESEARCH PLAN MKT500: Assessment Strayer University Introduction New Haven Family Services mission is to improve the quality of life for families with children and/or adolescent youth who have been unable to adjust in their natural or foster homes and are at risk of being removed from their current placement. Our services will assist the entire family with services tailored to meet their specific needs. Our services are intended to meet the educational and social needs of the youth and the psychological needs of the entire family. This will be done by providing crisis intervention, parenting skills training, substance abuse services, mentoring, educational tutoring and intensive care coordination. Our main goal is to help these children and their families to live together in a productive, peaceful, healthy, stimulating and nurturing environment. Our long term vision is to expand our services or franchise our service model into the international markets of Canada and/or Bermuda. The international market of Canada was chosen because over the last 10 years it has been reported that there has been an increasing need to provide services to children. It has also been reported by the Human Resources Development Canada that there were over 36,000 children in the care of Canada in 1997.1 There is a great concern about the growing number of children that are being served through group care and the possible implication that there...
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...MILLIPLUS LIMITED MARKETING PLAN Milliplus limited is a company in Kenya, registered under the company’s act as per the new constitution. The company was started in 2010, is situated in the Kenya’s capital Nairobi and has 200 employees. The company mainly operates in Nairobi and its outskirts but has plans to open branches all over Kenya so as to serve the whole Kenyan market. Our mission statement is to return Kenya and also inspire moments of optimum and happiness among our customers. The company’s main products are non-alcoholic drinks. Non-alcoholic drinks include soft drinks and hot drinks. Soft drinks contain carbonated or non-carbonated water, sweetness and a flavor while hot drinks include coffee and tea. These are the main products that miliphus limited deals with. With the above products our target audience is the whole market. Non-alcoholic drinks have no regulations and hence the whole market from children, youth and adults are all allowed to use the non-alcoholic drinks. To meet our market niche the company does a lot of promotions activities in public, advertisements on the television and radios at all times because non-alcoholic drinks have no specific time to be advertised unlike the alcoholic drinks they must be advertised at specific times. SITUATION ANALYSIS. Situation analysis is the systematic collection and evaluation of past and present economic, political, social, and technological data aimed at identification of internal and external sources that...
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...P3 Planning for Market Research for Cadbury’s New Chocolate Bar. In business it is important for companies to conduct market research in order to find out more about their costumer and to make their strategic decision. For this ask I will be exploring some of the strategies in conducting market research and conducting my own market research for a chosen product. Stages in the Market research Process: This diagram shows the stages of conducting market research. When companies conduct market research a brief is set out to the market research team so that they know what they are doing .the brief tend to be set out in broad term and will consist of clear instruction and what they company want the market researcher to do for example, how many people are eating ice cream and what is their favourite flavours. It will provide details of the organisation, and the project required – for example, to find out how customers are likely to respond to a new type of promotional activity I have created a brief for Cadbury’s new chocolate bar aimed at children. See attached document After the market research team is given the brief, the team will then decide on what resources they will need to conduct the market research. This is important because of the extent of the required research project it is important to know what they are researching the resources they need, and how they are going to do it. It is also important to be clear about the target audience that the research is...
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...providing the very best, with a desire to embrace changing consumer needs and wants. In the last ten years, there has been a boom in the organic food segment with an explosion in sales. Germany stands prominently at the top of beverage and food market development as it works to embrace the international increased demand for healthier food. The demand exists in Europe and Germany is an established leader. Whole Foods Market has self-proclaimed themselves America’s healthiest grocery store. They attempt to find and provide customers the highest quality natural and organic foods by implementing a strict quality standards process. The very first Whole Foods Market originated in Austin, Texas in 1980 with the belief that the natural foods industry needed a supermarket foundation. Though it was a small location staffed by less than 20 people, the supermarket took off. Since then Whole Foods Market has become a leader retailer in natural and organic foods. It has hundreds of locations all over the world, with the majority in the United States. Its success has been depending on the multibillion dollar growing market for natural and organic foods that has rapidly grown since the company opened in 1980. The natural and organic foods market is incredibly attractive and is only continuously growing in attractiveness. There is no question that Germany has the society and culture to embrace this trend and continue Whole Food Market’s growth. 1.3 Germany: An Introduction While Germany...
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...COMMENTS “Willow Lodge”, 206 Wilson Street, Newtown NSW 2042 incorporates a number of features that buyers have found to be highly desirable. “Willow Lodge” is a unique inner city estate and it is undoubtedly one of the Inner West’s most sought after properties which is situated in a most convenient location. Comparable Sales In any market it is always difficult to price exactly what any property is worth. It is a fact that it is the buyers and the market who will value your property. At the end of the day it does not matter what the property has cost you, what value you think or even what value I think, but I would suggest that the property would sit in the vicinity of $2,200,000 - $2,500,000. A higher sale price may be achieved in the event of interest from one or more premium buyers. METHOD OF SALE Public Auction The auction method is recommended for properties: • Which are in a high demand market place like the Inner West. • Which are likely to encourage competitive bidding between multiple buyers. • Where it is preferable to let the market determine the price rather than predetermining it prior to sale. • Where creating deadlines for purchasers will limit procrastination. • Where an unconditional sale is desired. • Where keeping to a marketing budget is important. Private Treaty The private treaty method is recommended for properties: • Where the asking...
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...Market Plan [Name of Writer] [Name of Institution] Marketing Marketing is the process of planning and executing the conceptions, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. (AMA). Marketing is meeting needs profitably. Marketing Philosophy The Marketing Philosophy comprises of Production Concept, Product Concept, Selling Concept , Marketing Concept, Customer Concept and Societal Marketing Concept The Production Concept The production concept says that the Consumers will prefer products that are widely available and inexpensive. To focus on achieving high production efficiency, low costs, and mass distribution. It is useful when (1) the demand for a product exceeds the supply; (2) the product’s cost is too high. Its examples are: Standard Raw Materials and Components, CD, LCD. The Product Concept The product concept says that Consumers will favor those products that offer the most quality, performance, or innovative features. It focus in making superior products and improving them over time. it common examples are Digital Camera, CPU. The Selling Concept The selling concept says that Consumers and businesses, if left alone, will ordinarily not buy enough of organization’s products. It focus on undertaking an aggressive selling and promotion effort. Its...
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...ASSIGNMENT Marketing Plan Submitted by: Submitted to: Submitted on: Table of Contents EXECUTIVE SUMMARY Error! Bookmark not defined. 1. INTRODUCTION: 4 1.1 COMPANY PROFILE: 4 1.2 COMPANY MISSION: Error! Bookmark not defined. 1.3COMPANY / MARKETING OBJECTIVES: 4 2.situation analysis 5 2.1 market summary: 5 2.1.1 market demographics, needs, trends: 5 2.2 swot analysis: 5 2.3 competition: 6 2.4 macro environment: 7 2.Marketing strategy 8 3.1 market research: 9 3.2 target market and positioning: 9 3.3 marketing mix: 10 3.3.product: 10 3.3.price: 10 3.3.place: 11 3.3.promotion: 11 4. branding in itself Error! Bookmark not defined.2 5.implementation, evaluation and control 13 6.references 14 7.appendices 16 ------------------------------------------------- EXECTIVE SUMMARY ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Managing a successful business is not like a field of dreams; you may build it but it might not come true. Marketing is all about making your product known to consumers and persuading them to use. A well-organized market plan needs to be developed and unbeaten marketing strategy has to be followed to capture the hearts of millions. You have to repeatedly make people aware of your products and service to make it effective. L’Oreal being a brand in itself would be an added advantage...
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...Richard S. Baker Marketing Plan: iPad Ultimate MM522- Market Management Professor: George Coley August 22, 2011 1.0 Executive Summary Apple Inc. is preparing to launch the new version of the iPad Ultimate, has already produced over $50 billion of iPads’ market ($7.5M per year in the specific market segment of electronic devices). Apple Corporation can compete with all the other competitors in the market segment because the iPad Ultimate offers unique combination of features and functionality in tablet at a competitive value-added price. Apple is taking full advantage with the fact that the tablet market will increase by 100% over the next 10 years Apple is targeting the Generation Y/Millennium and Generation Z/Boomlets’ generation, because they spend about $5 billion a year on new electronic devices that will improve and help their consumer needs for the best product on the market. The tablet computer can be used for web browsing, reading and sending emails, viewing photos, watching videos, listening to music, playing games and reading eBooks. Apple’s primary marketing objective is to sell around a million iPad Ultimate in the first year and hopes that it will to continue to grow modestly by 15% a year over the next 5 years. The goal of Apple is to maintain the table at least 35% this year and attain a 15% growth in the next five years in the market segment of tablets. Apple’s primary financial objective is to reach over $10 million in gross sales revenue...
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...To be successful in the market expansion, it is important for us to put forward some promotion methods. There are 5 ways that we can use in promoting our products. Firstly, we will have a grand opening, which will last about a week. During the grand opening, we will provide specific free sample area for people, who are walking by, and at the same time, hand out some coupons to them, allowing them to buy the frozen yogurt at a discount during the following month. Secondly, we will hold some activities locally. For example, we may build some sub branches in the local shopping malls, which can bring us great opportunity to earn revenues because people tend to buy something to eat when they are doing shopping. Also, we may gain more profits by sponsoring some events for the local schools to let the students know more about us, because the teenagers belong to a significant customer segment. Thirdly, social media will also be used in our promotion. The technology develops really rapidly nowadays, so we can provide all kinds of information on Facebook and Twitter, build our own website, and can even develop our own apps for the smart phones. Fourthly, we will start a membership system. The customers who hold our membership cards can enjoy special offers during their birthday months, and can also enjoy the consuming bonus every time they spend money in our stores. This will be a good way for us to remain the customer loyalty. Lastly, we will cooperate with some restaurants...
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