Premium Essay

Mkt/421 – Marketing - Marketing Plan

In: Business and Management

Submitted By glasseater44
Words 6804
Pages 28
Marketing Plan
Erik Wohler, Adnan Otovic, and Joshua Adamson
MKT/421 – Marketing
March 28, 2013
R. Scott Bluemel

Marketing Plan: Phase I
Overview of the Organization
The entertainment industry is a vastly changing business, although the ideology has stayed the same throughout history. Since the earliest documented cases started appearing, stories and music were used to overcome and surpass dark times in cultures throughout the world. In more recent historical examples, during the great depression, the largest break through for the entertainment industry began to show by way of movies, musicals, radio and early television. Movies really began to dawn as a way to escape the realities of everyday life and live vicariously in a world of wonder and enchantment, or love and drama, for those who had more serious worries in the real world. With the progression of technology, movies have become a literal escape, with millions of followers across the globe.
The movie industry has made such dramatic leaps in technology that the demand for movies and theaters has grown largely over the past 20 years. At Regal Cinemas, being one of the largest franchises across the globe, business has been remarkable.
“Regal Entertainment Group (NYSE: RGC) operates the largest and most geographically diverse theatre circuit in the United States, consisting of 6,862 screens in 538 theatres in 38 states and the District of Columbia as of February 21, 2013, with over 211 million attendees for the fiscal year ended December 29, 2011 ("fiscal 2012")” ("Reg Movies", 2013). Our geographically diverse circuit includes theatres in 43 of the top 50 U.S. designated market areas. We operate multi-screen theatres and have an average of 12.6 screens per location, which is well above the North American motion picture exhibition industry average. We develop, acquire and operate multi-screen theatres

Similar Documents

Premium Essay

Mkt 421 Final Marketing Plan

...Final Marketing Plan MKT 421 Final Marketing Plan There are many factors to consider when a company creates and launches a new product. Not only must the product itself exude quality and greatness, but it must also be backed by an outstanding marketing plan as well. Obtaining an exceptional understanding of the ways to effectively strategize, price, distribute, and promote a new product is necessary for the success of the new item. By implementing all of these factors within a marketing plan, any company or business may strive to be boundlessly prosperous in its given field. Business Overview Louis Vuitton, the brand, and the person, share humble beginnings. At the tender age of sixteen, Louis Vuitton began working as an apprentice in Paris, France in 1837. In a period when transportation occurred primarily by trains, boats, and carriages, luggage underwent a significant amount of wear. It was important for individuals to protect their belongings while traveling great distances and throughout long journeys. It was during his apprenticeship that Vuitton began building customized boxes and trunks tailored to meet the needs of clients. Seventeen years later, Vuitton embarked on the beginning of his own business. In 1859, the Louis Vuitton workshop began with merely twenty total employees, expanding later to one hundred workers in 1900, and again in 1914 to include 225 persons (Louis Vuitton, 2015). During the early 20th century...

Words: 6736 - Pages: 27

Premium Essay

Mkt 421, Final Marketing Plan Paper

...Marketing Plan July 2, 2012 MKT 421 Ronald Bonlender Marketing Plan Apple Inc. became incorporated in 1977 and has since generated many innovations giving Apple Inc. a valuable reputation as well as immense revenue. Apple Inc. designs, manufactures and markets a variety of products sold nationwide through retail stores, online sites, and direct sale. Apple Inc. is recognized for product differentiation and will continue to do so with the introduction of Apple Inc.’s I-Magine (video game console). In creating a marketing plan, Apple Inc. intends to consider various factors, such as geographic availability, product mix, and transmission of product description. In addition, phase I of Apple Inc.’s marketing plan will consider an effective SWOT analysis to determine strengths, weaknesses, opportunities, and threats, or trends to creating this latest product. Furthermore, marketing research and analyzing consumer factors, such as demographics, psychographics, behaviors, and geographic considerations will ensure I-Magine’s success. The function in Phase I of Team B’s marketing plan is to consider industrial analysis in relation to competition and differentiation from other competitors in the video gaming industry. To pursue this strategy in Phase II, Team B undertook data-based synopsis from different online resources to gather information on the organizational strategy of Apple Inc. Findings from research information pertaining to the video game industry’s products and services...

Words: 7196 - Pages: 29

Premium Essay

Mkt 421 – Marketing Plan - Pepsi B Energy Marketing Plan: Phase One

...Marketing Plan STUDENTS MKT 421 University of Phoenix DATE Professor Pepsi B Energy Marketing Plan: Phase One Pepsi is performing a marketing control of their recent release of the Pepsi Diet Slim can, evaluating the successes and the failures of product. Based on the market successes of the Pepsi Diet Slim can, Pepsi is planning to develop a sugarcane-based Pepsi energy drink consisting of vitamin B12 and other B vitamins. This new product is packaged in a format similar to the Pepsi Diet Slim to offer a new look to Pepsi’s soda cans and to compete with the irregular shapes of existing energy drinks. Pepsi B Energy is to cater to customers who want to drink a healthier Pepsi. Pepsi B Energy’s Marketing Plan Phase One is designed to develop the basics of a marketing strategy for Pepsi B Energy. Pepsi B Energy’s Marketing Plan Phase One provides an overview of PepsiCo, a brief description of the product, the importance of marketing for PepsiCo, a SWOTT chart for Pepsi B Energy, and the preferred marketing research approach for Pepsi B Energy. PepsiCo Pepsi was founded in 1898 by a druggist from North Carolina named Caleb Bradham. Through a series of acquisitions and other business dealings, Pepsi became PepsiCo. PepsiCo currently produces a variety of beverages, many in partnership with other companies. PepsiCo sell soft drinks, juice drinks, sport drinks, bottled and enhanced waters. Recently...

Words: 7771 - Pages: 32

Premium Essay

In-N-Out Burger Final Marketing Plan Mkt 421

...Week Five: In-N-Out Burger Final Marketing Plan MKT/421 March 20, 2013 Professor Learning Team Final Marketing Plan: Paper Resources: Marketing Plan: Phase I Paper, Marketing Plan: Phase II, Paper, Marketing Plan: Phase III Paper Refer to the Marketing Plan Outline listed on the student website for a broad general outline of a Marketing Plan. However, you must use the specific marketing plan Pegasus template as provided by your instructor for the Final Marketing Plan Paper. [See Kotler 14th ed., Chapter 2, pages 60 – 64] Write a 6,300 to 7,000 word paper integrating your previous Learning Team assignments into a final Marketing Plan Paper using the Pegasus Template provided by your instructor. In addition to the Marketing Plan Phases I through III mentioned above, address and include the following information in your paper: For the bullet points below, each team member, as assigned by the team leader, should write specifically about your product or service with the final marketing plan in mind - approximately 250 to 350 words per bullet/team member to be embodied in the final marketing plan paper using the Pegasus template. The team leader has ultimate authority for managing this effort. • Identify the appropriate place and promotional strategy that should be used in developing the strategic marketing plan. • Develop an initial sales promotion schedule. • Create an advertising plan. • Identify public relations opportunities for the product...

Words: 4415 - Pages: 18

Premium Essay

Zsfhjmk

...PhoenixConnect Careers MKT/421 » Syllabus US/Arizona Time: Jul 29, 2014, 2:38 PM MKT/421 (BSDS1DBAM2) Class Home Week1 Week2 Week3 Week4 Week5 Full Syllabus Week2. Strategic Planning and Positioning. Jul 22 - Jul 28Week2 Strategic Planning and Positioning Jul 22 - Jul 28 / 13 points Tasks Complete the Learning Team Charter. Objectives/Competencies 2.1Identify the components of an effective marketing plan. 2.2Conduct a SWOT and competitive analysis. 2.3Apply the market research process in discovering and answering business questions. 2.4Apply a segmentation model to create a target market and develop a positioning statement. Learning Activities Required Reading Basic Marketing, Ch. 2 43 Reading Basic Marketing, Ch. 3 14 Reading Basic Marketing, Ch. 4 11 Reading Basic Marketing, Ch. 7 10 Reading Basic Marketing, Ch. 18 7 Discussion Favorite Brand Discussion 24 Discussion Product and Organization Selection and Approval 6 Discussion Research and Discussion 3 Video The Five Competitive Forces That Shape Strategy 1 Video Target: Inside the Bullseye 2 Video Positioning 11 Video Marketing Research and Segmentation 4 ERR Week 2 Electronic Reserve Readings Assignments ASSIGNMENT STATUS FRIENDLY NAME TITLE DUE DATE POINTS UNREAD COMMENTS Participation Week 2 Participation Due Jul 28, 11:59 PM /3 Presentation Marketing Mix Presentation Submitted /5 5 Paper Personal Branding Plan Paper Due Jul 28...

Words: 19836 - Pages: 80

Premium Essay

Thorr Simulation

...Using Perceptual Maps in Marketing MKT/421 May 9, 2012 University of Phoenix Thorr motorcycles are a 5.5 billion dollar company that produces more than 200,000 units annually. The Thorr Company licensed dealers to sell t-shirts, leather goods, and toys. The Thorr motorcycle company recently saw a decline in the Thorr cruiser that in the past has been the company’s top-selling cruiser. Sale declines are attributed to target age groups no longer taking interest in the lifestyle that the Thorr cruiser portrays and also a younger group of customers. There are main three objectives of this simulation that will be addressed. The first Task and objective was to identify the appropriate parameters and complete the perceptual map. The second task and objective was to create an effective marketing plan with an budget of $13 Million dollars and the decision whether to launch a new product or reposition the company altogether together. The final objective was to identify the parameter values that would take the company into the future. The first objective was determining the perceptual map parameters. The map will show a realistic visual of how consumers feel about the products and services being offered. There were four parameters chosen and the chosen parameters were lifestyle image, quality engineering, service offering, and price. The parameters chosen were chosen because they were the most important aspects of marketing located in the simulation. The lifestyle image...

Words: 1091 - Pages: 5

Premium Essay

Mkt Using Perceptual Maps

...Using Perceptual Maps in Marketing Simulation MKT/421 MKT/421 Using Perceptual Maps in Marketing Simulation Summary There was a situation that was being made clear in the following, the simulation explains the moribund sales of the Thorr Motorcycles’s creation, the CruiserThorr, had previous customers that are getting older and are no longer interested in what the merchandise represents. The other reason for the product decline consists of the younger customers out in the world seeking the motorcycle at a lesser cost; it is for the fact that they would not otherwise have high salaries as in the older age group. These young customers are not able to identify with the Lifestyle image of CruiserThorr for the reason of the bike and its features have matured a small amount according to the market standards. The sales down turn caused Thorr’s challengers to gain industry shares and a competitive market gain. The tasks used were to turn around sales rejections by generating a strategic marketing plan, producing a perceptual map, and assembling the choice of to upgrade the CruiserThorr or construct an upgraded side that fits in with recent more current trends in motorcycles. This plan should make certain Thorr’s place in the marketplace if the process is successful. In the beginning phase it is recognizing the parameters and how they could be necessary for the product and vital to the consumers. The Lifestyle image of the bike is important for the reason of the right of owning...

Words: 1318 - Pages: 6

Premium Essay

Marketing Research for Kudler Fine Foods

...Marketing Research for Kudler Fine Foods Joyce Liupaogo MKT/421 - Marketing April 9, 2012 Gregory Rankin Marketing Research for Kudler Fine Foods Marketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, or fine tune existing products and services. Businesses use market research to configure which parts of the population will purchase their products based on variables such as age, gender, location and income level. “Marketing research finds the characteristics of target markets and plays an important part in an organization’s strategy of expansion (Kotler & Keller, 2012).” Kudler Fine Foods is an upscale specialty food store. Its mission is to provide customers the finest in selected foodstuffs, wines, and related needs in an unparallel consumer environment. “Kudler Fine Foods has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers (Apollo Group Inc., 2011).” Marketing research is important to Kudler Fine Foods since they are expanding their services. Marketing research will help develop a plan for Kudler Fine Foods’ expansion and help them identify their strengths and weaknesses. In addition,...

Words: 1090 - Pages: 5

Premium Essay

Using Perceptual Maps in Marketing

...Using Perceptual Maps in Marketing Krissinda Richards MKT 421 December 21, 2011 Dr. Dyrren Davis Using Perceptual Maps in Marketing In the world’s market things are constantly changing. Products are introduced, have a growth period, then it starts to decline and eventually replaced with something new.The Thorr motorcycle simulation describes how the product life cycle of the Cruiser Thorr develops and then slowly declines as time and people change. In this situation, the CruiserThorr has had a lengthy product life cycle and the know the question is should the company think of new ways to reposition the Crusier Thorr in the market to appease the next generation or come up with a newer more fashionable model to replace it. Thorr Motorcycles must determine the motorcycles position in the market using a perceptual map. This map will chart the consumer’s views about the Cruiser Thorr and help the company make a final decision. Perceptual Map In the first step of using the perceptual map is selecting the parameters in which to reposition the cruiser in the market. The optimal parameters chosen are the lifestyle image, price, service offerings, and quality engineering. The Lifestyle image is the most powerful characteristic because it is design to persuade the customer buy into the image and not the functional attributes of the product. Quality engineering covers the product design, engine capacity and design, styling and the uniqueness of the product. These are important...

Words: 711 - Pages: 3

Premium Essay

Kudler Fine Foods

...Kudler Fine Foods By Desiray Kobel MKT 421 Marketing Kudler Fine Foods is a gourmet grocery store that was open to find the exotic ingredients for the fine dining in one place. Kudler has a bakery department, meat and seafood department, produce department, cheese and dairy department, and a vast wine selection. Kudler has been opened since 1998 and has three other locations with a possible fourth on the way. Kudler is a California based location in all three companies. Kudler is open on Monday- Saturday from 10am-6pm, and on Sunday from 11am-4pm. Kathy, the owner of Kudler thanks every customer for their patronage. Kudler is about to go on a marketing adventure to launch the possible fourth company opening. Kudler would like to expand the amount of customers that are currently shopping at the gourmet grocery store; to do this Kudler needs to do marketing research. In order for Kudler’s expansion proposition to take affect the appropriate marketing steps need to be executed. The importance of a well thought out marketing strategy is so when the new grocery store is opened the customers will want to shop there because of the marketing that has been set into place. The first step to be taken is a good marketing campaign that introduces the company to its new locations customers, let the new customers know the companies goals and the products that will be provided. The second step is to make sure that the company is still advertising the other locations so there...

Words: 1064 - Pages: 5

Premium Essay

Marketing Mix

...Marketing Mix Fontineese Green MKT/421 November 11, 2013 Jeff Lewis Marketing Mix Marketing mix is defined as a planned mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination is found that serves the needs of the products customers, while generating optimum income (Business Dictionary.com, 2013). When a company is marketing their products, it is useful to reduce all the variables in the marketing mix to four basic ones: * Product * Place * Promotion * Price In order to create the most effective marketing mix, the product has to have the right features. Keep in mind that Product is not limited to physical goods. For example, the Product of H & R Block is a completed tax form (University of Phoenix, 2011). Place is concerned with all the decisions involved in getting the “right” product to the target market’s Place. This happens through a channel of distribution. A channel of distribution is any series of firms (or individuals) that participate in the flow of products from producer to final user or consumer (University of Phoenix, 2011). Distribution decisions include market coverage, channel member selection, logistics, and levels of service (“Quickmba”, 1999-2010). Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product...

Words: 930 - Pages: 4

Premium Essay

Defining Marketing

...Defining Marketing Paper Toya Carter MKT/421 May 25, 2011 Susan Craver Abstract Marketing is a very important tool for a growing business. Marketing is a good investment for businesses. Marketing is an area that has been proven to pay for itself within any business. Marketing is often misunderstood, because of lack of research, time, resources, and the understanding of its potential. Marketing is effective for any business if it shows what task the business does well or how well the business produces products differently from competitors. In this paper the subject to discuss is the meaning of marketing and the importance of marketing in organizational success. Three Definitions of Marketing First Definition of Marketing My opinion of marketing is advertising a service or product to gain potential consumers who may want to purchase the service or product. In think advertising services or products to potential consumers is a great for any business to gain customers because if the consumer does not usually shop at the business in question the individual would not know what services or products the business is offering for sale. For example, AT&T Wireless sends advertisements in weekly newspapers in the Orlando area. This advertisement shows the newest products and phone service plans the business is offering. Also the advertisement shows how potential customers can have great phone service at a very low rate and obtain a new phone of their choice without charge...

Words: 903 - Pages: 4

Premium Essay

Domestic and Global Marketing

...Domestic and Global Marketing Marketing MKT/421 Assignment 5, Domestic and Global Marketing • The present assay will review the meaning of domestic and global marketing as interpreted by the current author from course reading and online research. The paper will open with a description of domestic and global marketing taken from sources he has pulled from the internet for comparison. The author will discuss how these two types of marketing can be put into practice by examining two separate organizations. The following exercise is facilitated to build on the author’s understanding of place and promotion within marketing, and how regional influence is involved. • Marketing Comparison: Domestic and Global An online dictionary and corporate encyclopedia describe marketing as a “business activity of presenting products or services in such a way as to make them desirable” (Microsoft Encarta, 2007). Marketing needs channels of distribution to sell and deliver products or services to buyers which may include distributors, retail markets, and wholesalers (Kotler, Keller, 2006, pp. 25-26). A marketer uses a service channel, which may include storage brokers, transportation facilities, warehouses, banks, and insurance agencies who work as a liaison for the marketer (Kotler, Keller, 2006, p. 26, 89). There are two branches to marketing that are impacted by regional influence: domestic marketing and global marketing. The current author found two definitions for a branch...

Words: 1907 - Pages: 8

Free Essay

Marketing Plan

...Marketing Plan Leslie Rocha, Jennifer Hoes, Felicia McEachin, Mary Graham, Kathleen Steffans, Nathan Meece MKT 421 March 25, 2013 Susan Tomaski Marketing Plan Introduction (leslie) Overview of organization (Kathleen) Service Description (Jennifer) Snap Fitness is a place for individuals to gain wellness through a wide variety of exercise equipment, personal trainers, and work-out routines that are accessible onsite and on their website. Snap Fitness recently has decided to provide a new service to their members. This service includes an add-on to their current gym which will have obstacle courses for members to use for cross training purposes. This new service will be accessible as the rest of the gym which is 24 hours a day, for members with their accessible key card. Promotions for this new service include a free month membership to current customers recruiting new members. Snap Fitness will also offer a free training session for any members wishing to take part in this new service in order for them to understand how these obstacles can increase their wellness and so individuals can use the equipment to its full potential. There will also be a training available onsite and online for members to understand gym safety so individuals will work out and use equipment safely. The training sessions will be available free of charge for the first six months upon the grand opening of this new addition. This service will be up and running within 30 days of the new...

Words: 286 - Pages: 2

Premium Essay

Strategy and Positioning Paper

...Sharitza Bailey Simia Sharp, Victoria Carthage MKT/421 March 7th, 2016 Professor Kenyetta Rivera SkypeSpecs SkySpecs is a rather new and up and coming company in the drone making industry. They started out as a group of engineers who has won multiple contests and have recently signed a contract with one of the largest companies in the wind energy business. Each aspect of marketing a product is important. Strategy and product positioning aids to make the product more profitable and assist with getting it to the correct markets. This is still a rather small company that is just being realized for its true potential. Next Energy recognized the unique opportunity that SkySpecs has and helped them form a partnership in the wind and utility industry. NextEnergy mentored SkySpecs, they helped them by finding them funding, they helped them make business decisions, helped them do research on the drone market, and most importantly helped them find the partnership they now share with UpWind Solutions. (Ellis, 2015) This strategic and positioning plan will discuss, how the marketing efforts and mix will change with each phase of the product life cycle. We will also describe, packaging that will be used and how packaging will add value to the product. Ending with developing a price strategy and what distribution channels will be used to sell the product and how each channel partner will add value. Marketing Efforts and Marketing Mix A product life cycle has stages just like a human...

Words: 1790 - Pages: 8