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Assignment-Marketing Plan

In: Business and Management

Submitted By Mayurimangalika
Words 3209
Pages 13
Table of Contents

1. Introduction 1
2. The Ten Step Strategic Marketing Process 2
3. The Strategic Marketing Plan 3 3.1. Scope 3 3.2. Space 4 3.3. Segmentation 5 3.4. Serve 10 3.5. Sense 12 3.6. SWOT 14 3.7. Select 16 3.8. Sizing 17 3.9. Stand 18 3.10. Seize 19
4. References 21

Introduction

In this assignment, as part of the curriculum in the MBA program, I analyze the marketing plan of an organization to illustrate the existence of the ten steps in marketing planning.

For this purpose I have selected the marketing plan prepared by Expeditors Lanka (Pvt) Ltd for launching of warehousing facility in Sri Lanka. The company is a fully owned subsidiary of Expeditors International of Washington Incorporation a publicly traded company in Washington Stock Exchange. Bothe these companies carrying on the business of global logistics solutions provider, helping their customers to improve their supply chain management.

The holding company was incorporated in 1979, with only 5 branches worldwide. After having operated for 28 years, today the company has become an industry legend, with 226-branch network, strategically placed at major points covering all five continents in the globe, and employing over 10,000 professionals. This has been the competitive advantage Expeditors enjoy over most of its competitors in the global market place. The local company was incorporated in 1996, as one of the branches in their global network, which too has a similar growth in the local logistics market.

The major services available to satisfy the logistics needs of customers include Air and Ocean imports and exports, Cargo Consolidation, Warehousing, Distribution and Customs Brokering. However, the logistics services such as Cargo Consolidation, Warehousing and Distribution are still not popular

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