You work for company specializing in household appliances. A new product is going to be lauched.. The Chief Marketing Officer requires you to draw up a Marketing Plan for the new product.
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EXECUTIVE SUMMARY
Brief summary of the main goals, main elements of the plan, and recommendations, helping top manager find the plan’s major points quickly
SITUATION ANALYSIS
Your situation analysis should comprise the following:
COMPANY ANALYSIS
Mission Statement
Marketing Objectives
ENVIRONMENTAL ANALYSIS
Describe the macro environmental trends that affect the market. Present the nature of the effect, and include only those forces that are relevant to the market.
SWOT ANALYSIS
With respect to the company chosen, identify: (a) Strengths (internal) (b) Weaknesses (internal) (c) Opportunities (external) (d) Threats (external)
When all four areas of the SWOT have been identified, there must be a decision about what each item means, and what actions are needed to enhance or deal with each item.
COMPETITOR ANALYSIS
Identify direct and indirect (substitute products) competitors for your selected company.
Select two direct competitors, and assess their strengths and weaknesses relative to your brand
MARKETING STRATEGIES
SEGMENT ATION, TARGETING, POSITIONING
Use of one or more of the following variables as segmentation criteria: Behaviour Psychographic Demographic
Geographic
Point out which targeting strategy to be employed: Differentiated Undifferentiated Concentrated
How are direct competitors positioned in the market relative to your brand? Define their positioning and plot a positioning map. Clarify which differentiation strategy applied: Product differentiation Service differentiation People differentiation Channel differentiation Image differentiation
MARKETING MIX
Analyze the integration of
