...TGI FRIDAYS MARKETING PLAN Marketing BUS319 DeVry University Online Table of Contents Page Executive Summary 3 * Company History 4 Strategic Focus and Plan……………………………………………………………………………………………………………………………4 Mission Statement 5 Goals 5 Competitive Advantage 5 Situation Analysis 6 SWOT Analysis 6 * Industry Analysis……………………………………………………………………………………………………………………6 Competitor Analysis 7 Company Analysis 7 Customer Analysis 8 Market-Product Focus 9 Marketing and Product Objectives 9 Market-Product Grid 9 Target Markets 10 Points of Difference & Positioning 10 Marketing Program 11 Product Strategy 11 Price Strategy 12 Promotion Strategy 12 Place Strategy 13 Financial Projections 14 Break-even Analysis 14 * Financial Projection 15 Organization 17 Implementation Plan 18 Evaluation and Control 19 Possible Deviations 19 Possible Solutions 19 Conclusion 20 References...................................................................................................................................................21 Executive Summary TGI Friday will strive to be the top casual dining food chain in the world. We aim to have our guest experience a great meal, in a fun lively atmosphere, at an affordable price. As times have changed TGI Fridays must change to accommodate there changing customers. Fridays will introduce an...
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...Reed Supermarkets Growth Action Plan Prepared By: Vishal This document explores the Industry of Supermarkets, Industry players and Competition and outlines the Growth Action Plan for 2011 to be driven by Meredith Collins, VP of Marketing, Reed. Reed Supermarkets Growth Action Plan 2011 Action Plan for Reed’s Growth 2011 Background: Meredith Collins, VP of Marketing, Reed, needs a plan for 2011 to execute to grow its current market share from 14% to 16%. Margins for error are negligible as competition has intensified in every segment and current economic conditions aren’t looking good. Recommendations for Growth: Stop the dollar special for each week: 1st step is to stop the dollar special promotion immediately. This is not consistent with the brand equity and positioning built over the years. It’s resulting in net operating loss of 76% on each discounted item and overall decreased the net operating profit for 2010 to 0.4% only (details in justification). Moreover, this promotional activity is polluting the message for regular consumers, considering that some of the dollar stores are located nearby. Increase Sales Target: To increase the current market share to 16%, sales target is set to 775Mn for 2011. It’s an increase of 95Mn. from 2010, on the assumption that total market size (4.74Bn) remains same. Focus and Maintain current Target Segment and Increase the Wallet Share: Continue focusing on the current target segment of affluent and older customers with smaller...
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...Location 4 4.0 KPS Project Scope Statement 4 5.0 KPS Project Plan 7 6.0 KPS Project Execution Plan 12 7.0 References 22 8.0 Appendix 23 9.0 Abbreviations 24 2 1.0 Introduction In recent years, an increasing number of Sudanese and expatriate families with young children have moved into Greater Khartoum joining an already established larger community of families. A number of schools have been established catering to the youngest generation, such as the Unity School, Khartoum Grammar School and recently Khartoum International Community School. Yet there has been a consistent flow of complaints against these establishments ranging from the ridiculously high fees of some to the low quality of overall education services. Therefore establishing a primary school is a major step forward for the Local Council in taking into account the needs of families with young children and would help stem the flow of these families with young children away from our community abroad. According to projected figures and the experience of other schools, a primary school could be operated profitably after the initial startup period. It would provide a local option for the early childhood education for Khartoum’s growing community of small children, and would be the only school which provides quality education at affordable fees. It would provide an option for Greater Khartoum families to give their children a vibrant learning experience and enhanced...
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...Purrfect Pets: Marketing Plan Rosalyn Ancrum Dr. Emily M. Crawford Marketing Management May 2, 2014 Purrfect Pets: Marketing Plan Executive Summary Purrfect Pets is a small independently owned company established in March, 2004. There are twenty five full time employees. The store sells distinctive pet supplies and unique apparel for pampered pets. The store brand ranks high in the southeastern region of the United States. Purrfect Pets plans to launch a new organic gourmet pet food. Four employees will be working on this marketing plan. During the economic recession pet parents reduced their personal discretionary spending before spending less on their pets. The emerging trends of pet parents has commanded high demand for premium pet food and services (Brennan, 2014). Purrect Pets is a leading specialty store that caters to the consumers who considers their pet to be a family member. The new pet food is made for the consumer who believes their family member deserves the best. The apparel and spa line is already well established. Purrfect Pets’ products are unique and high end. Catering mainly to dogs and cats; Purrfect Pets offers products such as designer day and party wear, jewelry and accessories, furniture, bowls, toys, and drinks. Prices range from nearly eighty dollars for plush dog beds in a range of colors and fabrics, to fifteen dollars for cat wipes. Popular products include sparkling mineral water bottled in handmade crystal containers and porcelain feeding...
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...This report will includes the aspects such as new product launch strategies, new collaborations which contributed to the creation of superior value and changes to the business model. It also provides the solutions for Lego’s continues competitive success and recommendations for the future based on what will sustain competitive advantage. Introduction: In 2003, the Lego group was about to bankrupt, as many of its innovative efforts like Clikits crafts sets which were introduced for girls, theme parks and Galidor, an action figure supported by the television show were all unprofitable and were failed outright. The Lego group had a loss of over 400 million dollars on its annual sales with just over 1 billion dollars. The Lego group was compelled to take a look at its every operations including overheads, costs, marketing, sales, margins and product offers. The company also sold off its non – performing assets like Legoland parks. Then, the company started to bring new business models and innovations with the new management, which leads the Lego...
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...Marketing Plan I MKT/421 May 5, 2014 Marketing Plan I McBride Financial Services is a mortgage company that offers low cost mortgage services. McBride Services is operating in five states, Idaho, Montana, Wyoming, North Dakota and South Dakota. As the world becomes technologically advanced McBride Financial Services is working hard to keep its competitive edge in the finance industry. Recently the company has decided to create an App for smart phones that will make applying for a loan easier and more convenient. The marketing research team, for the company is going to conduct the research needed to see if the need exists in the finance market. The research team will decide if creating the APP will benefit the company and be worth the financing that will be needed to get the return on investment. This APP will allow any customer interest in applying for a mortgage to enjoy a secure site from a mobile device. McBride Financial Services (MFS) goal is to be the preeminent provider of low cost mortgages using state of the art technology. Currently McBride’s Financial Services has an online mortgage application, and it is not complex. The turnaround time for an application is within one business day. MFS’s target markets are families, professionals, and retirees. Two of these potential customers has something in common, limited time. There is a skill to balancing the full schedule of a family, and finding the time for personal business as well as professional. Already...
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...McDonald’s Corporation Marketing Plan Susie Ransom MKT Abstract This paper discusses McDonalds Marketing Plan for the future. Below I will cover the goals and objectives of their current and future coals for the corporation. Topics that will be discussed include the Situation Analysis, customer environment, competition, economic growth and stability, political trends, technological advancements, sociocultural trends, marketing goals and objectives, marketing strategy, marketing implementation and finally the timeline in which it will take McDonalds to implement these goals. Executive Summary McDonalds is known as the world number one selling Fast Food Company. They serve their famous burgers and fries in over one hundred countries around the world. While the majority of their restaurants are stand alone, they also have many franchises that are owned by everyday people like me and you. Their franchises have been their ticket to success; they are the top in the fast food industry because they stay unified in quality and marketing aspects. No matter which type of restaurant, whether corporate or franchised owned. Although, McDonalds are number one in the industry, in order to stay in their position they need to increase sales through expanding into new markets. They have been successful in the past in China and other markets. One of their strengths lies in their versatility to adapt to the culture of foreign markets. By serving traditional cuisine along...
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...are now trying to find a way to enter into the retail branded dog food market in Boston with the help of Marketing Momentum Unlimited. Due to the high quality nature of their product, the market development strategy would introduce Show Circuit in frozen packaging. The fee for the modified 15-ounce plastic tub of frozen dog food in a case of 12 was priced at $7.87 per case. Marketing Momentum Unlimited showed their recommended plan to the executives, which left many during the presentation to ask “Will this program establish a foothold in the market for Show Circuit”? The cost of the plan will be some where around $500,000 to $700,000, not including slotting fees. Everyone recognizes that Show Circuit is among the highest of quality and costliest dog foods to prepare. The company plans to enter the market during a period where only half of the dogs in the U.S. are fed prepared dog food. Dog sales are expected to rise as people seek companionship, which means they will spend money on quality products. The market development strategy for distribution purposes focuses on supermarkets, which represent 36% of total dog food sales. The offering of the three major supermarket competitors focuses solely on dry, canned, and treats with all offered in one section. The difficulty for First in Show is the change in marketing plans that appeals to kennels to a marketing plan that is for consumers. Costs may need to be cut in order to appeal to the customer. First in Show does not...
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...Harris Teeter is Bi-Lo primary competitor. Harris Teeter grocery pickup service fee is $4.95 (Harris Teeter, 2012). Team C strategy is offering free pick-up and delivery for online shoppers. Team C plan is to deliver grocery free of cost within a five miles radius, and one a dollar per mile if delivery exceeds the five-mile. Pricing is an important component of marketing mix. Marketing strategy is formulated before a product or service is developed. The target market and product position is imperative for pricing strategy; price is an important variable in positioning. The demand curve for products or services forms a relationship between quantity demanded and price. Team C plan is to deliverer grocery within five miles radius that will be beneficial for Bi-Lo customer family, and senior citizens. Weekly promotions will continue such as price lock, save on gas, meal deals, four dollars generics medication, and buy one get one free (BOGO). Building relationships and customer loyalty will generates more business for the organization (Pricing Strategy, 2010). Bi-lo will continue to use economy pricing the cost of marketing and promotion a product are kept at a minimum cost. Marketing more store brands such as bread, meats, soup, and crackers keeping low overhead and lower prices enables consumers to shop more. Bi-Lo the demand for online grocery shopping, pickup, and delivery are growing. Delivery fee for online grocery is on the rise more than 50%, according to retail...
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...New Product Launch Marketing Plan, Part III MKT/571 New Product Launch Marketing Plan, Part III Introduction Disney’s Frozen products are in the final phase of being launched into theme parks including the upcoming Disneyland in China as well as on its retail industry. When launching a new product a number of factors must be taken into consideration, such as financial considerations, marketing communication, intended marketing objectives for Year 1, Year 2 and Year 3 as well as other factors. Disney’s Frozen products are being launched into a highly competitive industry, thus it is important to use proper marketing strategies to have a successful product launch. Executive Summary Disney will launch the Frozen product line in Shanghai, China and Orlando, Florida. Due to the success of the Disney animated movie, Frozen; children have demanded Frozen themed merchandise. The merchandise will include tee shirts, stuffed animals, costumes, dolls, and soundtracks. These items are popular with children and sell consistently. Disney stores have a difficult time keeping up with consumer’s demands. Consumers are waiting in long lines and willing to pay double the cost to purchase the Frozen merchandise. Mattel has sold more than $100 million worth of Frozen toys (Age, 2014). Situational Analysis In Florida, Disney’s competitors are Universal Studios, Sea World and Six Flags. These competitors provide some of the same services to consumers. However, only Disney has the Frozen...
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...Plan TAOF (Toys For Less) Marketing Plan ------------------------------------------------- Presented By: Group TAOF ( Md.Tariqul Islam, Ali Husnain Abbasi , Oluwapelumi Olajide, Farah Zaidi and Prabhavathi Batchalakuri) University: Devry University Keller Management School. TAOF (Toys For Less) Marketing Plan ------------------------------------------------- Presented By: Group TAOF ( Md.Tariqul Islam, Ali Husnain Abbasi , Oluwapelumi Olajide, Farah Zaidi and Prabhavathi Batchalakuri) University: Devry University Keller Management School. TABLE OF CONTENT 1.0 Executive Summary 3 2.0 Situation Analysis 4 2.1 Market Summary 5 2.2 SWOT Analysis 6 2.3 Competition 7 2.4 Product (Service) Offering 9 2.5 Keys to success 11 2.6 Critical Issue 12 3.0 Marketing Strategy 13 3.1 Mission Statement 15 3.2 Marketing Objectives 15 3.3 Financial Objectives 16 3.4 Target Markets 20 3.5 Positioning 22 3.6 Strategy 23 3.7 Marketing Mix 26 3.8 Marketing Research 27 4.0 Controls 28 4.1 Implementation 31 4.2 Marketing Organization 32 4.3 Contingency plans 33 5.0 Conclusion 34 References 34 1.0 Executive Summary In New York City, where 58% of the state’s low-income children reside, over half the children live in low-income families. Low-income parents struggle to make ends meet, thus it will be beneficial and also an investment for the parents to buy toys for their children...
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...Salvage Chic – Business Plan Module 10a – Learning Task 2 Justine Lalonde, Rose Fisher & Tram Phan Executive Summary Salvage Chic a unique jewelry business that was established by three International Food Business students at Nova Scotia Agricultural College (NSAC). Salvage Chic operates on a theory of up cycling. This means that materials used in the production of their products are secondhand or recycled item such as buttons are ribbons. Items that are more or less viewed as “junk” are given a new purpose as a piece of trendy jewelry. All owners will sell and produce Salvage Chic’s products and each owner is tasked with an additional responsibility (Justine: Logistics, Rose: Promotion & Tram: Finance). Salvage Chic will operate during late November in the Cox building on the NSAC Campus. Assuming that half of the student body enters this building during the day, the expected market size is 532 students. After analyzing the market, accompanying two target markets, complementing current trends in the jewelry sector are key factors that contribute to Salvage Chic’s anticipated success. Salvage Chic is unaware of any businesses that sell the same product as them and would be considered direct competition. However, there are plenty of jewelry store located in Truro; which is indirect competition for Salvage Chic. Promotional activities planned for marketing Salvage Chic’s products include using social media, word of mouth and posting flyers around NSAC and Truro...
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...WRITE A MARKETING PLAN How to Write a Marketing Plan What is a Marketing Plan A marketing plan provides direction for your marketing activities. Marketing plans need not be long or cost a lot to put together. Think of it as a road map, with detailed directions on how to get to your destination. Sure there may be a few bumps in the road, perhaps a diversion or two, but if the marketing plan is carefully researched, thoughtfully considered and evaluated, it will help the organization achieve its goals. The marketing plan details what you want to accomplish with your marketing strategy and helps you meet your objectives. The marketing plan: • Allows the organization to look internally in order to fully understand the impact and results of past marketing decisions. • Allows the organization to look externally in order to fully understand the market in which it chooses to compete. • Sets future goals and provides direction for future marketing efforts that everyone in the organization should understand and support. • Is a key component in obtaining funding to pursue new initiatives. A marketing plan includes these elements: • • • • • • Summary and Introduction Marketing Objectives Situation Analysis Target Markets Strategies Tracking and Evaluation 1 How do I begin? Where do I start? Summary and Introduction Your marketing plan should start with an executive summary. The summary gives a quick overview of the main points of the plan. It should...
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...Atos Strategic Marketing Plan Theo Gonzales Alicja Ignatowicz Yorkville University Marketing Strategy BUSI 2163 Paul Finlayson August 16, 2015 Table of Contents Company Background 4 Mission Statement 4 Products 4 Consumer Analysis 5 Competitive Analysis 6 Industry analysis 7 GTA – Home Market 7 Canada – Domestic Market 8 Foreign Market 9 Strategic Plan 10 Marketing Mix 12 Product 12 Price 12 Place 12 Promotion 13 Objectives and Goals 13 Short-term plan 13 Long-term marketing objectives 14 Market share and customers projections 14 Recommendations 16 References: 18 Appendix 1 20 Appendix II 21 Appendix III 22 Company Background Atos Shoes Inc. was founded in 2005, and the headquarters is located in Toronto Ontario with the primary manufacturing facility located in Kitchener-Cambridge Ontario area. Atos shoes offers a unique approach to athletic footwear, in its ability to offer customers different insole options to customize the fit to each individual. Atos is a new player in the running shoe market and is targeting not only the high performance runner, but also the recreational runner, especially trying to target active families. Atos shoes have seen a steady growth in the home and domestic market. The company is looking to enter the foreign market, while continuing to keep production in Canada, to maintain the level of quality and performance that...
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...marketers to study the behavior of shoppers by categorizing markets. It also provide marketers a better vision to satisfy the needs and wants of customers and to gain more of their business. In this paper, I plan to discuss the market segments and target market of the small box discount retailer Dollar General, a retailer of name brand and private label products. Company Background J.L Turner and Sons Wholesale opened up their first store in 1939. Located in Scottsville, Kentucky, J. L. Turner and his son Cal Turner Sr. invested $5,000 each to begin a new partnership in dry goods as wholesalers selling to retailers. In 1945, the partners used a taunting strategy to gain business of farmers that landed success in the retail business. The luring strategy he used offered farmers from the tobacco field a free left-hand glove when they cashed their check, and offered the other glove if the farmers came to their stores. This unique strategy attracts the business of the farmers for additional items needed directly on pay day. After much success, the Turners converted a department store to the first Dollar General in 1955 and all items priced at a dollar or less. Years later, Dollar General accounts for nearly 11,000 stores with the average items costing ten dollars or less. The retailer also expanded its product line in selling everyday needs, such as cleaning, health, beauty, food, baby needs, apparel, house hold,...
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