...Professional Diploma in Marketing Core Task (1) – Marketing Planning: Marketing Plan 2008 for: COMPANY IMAGE/LOGO REMOVED |Author: | | | | | |Student No: | | | | | |CIM No: | | | |3,270 | |Word Count | | |Excl. tables, | | |Appendices | | |Version: |1.0 | |Date: |December 2007 | TABLE OF CONTENTS Section 1 Executive Summary 3 2 Mission Statement & Corporate Objectives 4 2.1 Mission 4 2.2 Corporate Objectives through 2007-08 4 3 Situation Analysis 5 3.1 Marketing Audit 5 3.1.1 External Macro-environment 5 3.1.2 Market, Customer, Competitor 6 3.1.3 Five Forces 6 3.1.4 Internal Environmental Issues 6 3.2 Marketing Objectives 7 4...
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...Company G 1-Year Marketing Plan Student Name: xxxxxxxxxx Student ID: xxxxxxxxxxxxx Date: 20 Aug, 2015 Table of Contents Introduction 3 Product Description and Classification 3 Product Support of Mission Statement……………………………………………………………………………………………….….3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 4 Analysis of Competition using Porter’s Five Forces Model 4 SWOT Analysis 4 Strengths and Core Competencies 5 Weaknesses 5 Opportunities 5 Threats 6 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 6 Marketing Strategies and Implementation 7 Product Strategies 7 Price Strategies 7 Place Strategies 7 Promotion Strategies 7 Explanation of Strategies………………………..……………………………………………………………………………………………….7 Implementation Plan 8 Product Tactics 8 Price Tactics 8 Place Tactics 8 Promotion Tactics 8 Monitoring Procedures 9 Introduction Have you have ever been frustrated in the kitchen when you had plans for a fantastic meal, but the preparation took longer than expected, and the result was less than fantastic? You need the Dinner Cube. Product Description and Classification Product Description and Support of the Mission Company G Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronics solutions.” The Dinner Cube is a small appliance that transforms the dangerous and tedious task of...
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...Company G 1-Year Marketing Plan Student Name: Laura Bunch Student ID: 423467 Date: 1/20/2016 Student Mentor Name: Aleece Bell Table of Contents Introduction 3 Product Description and Classification 3 Product Support of Mission Statement……………………………………………………………………………………………….….3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 3 Analysis of Competition using Porter’s Five Forces Model 3 SWOT Analysis 4 Strengths and Core Competencies 5 Weaknesses 5 Opportunities 5 Threats 5 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 6 Marketing Strategies and Implementation 7 Product Strategies 7 Price Strategies 7 Place Strategies 7 Promotion Strategies 7 Explanation of Strategies………………………..……………………………………………………………………………………………….7 Implementation Plan 7 Product Tactics 8 Price Tactics 8 Place Tactics 8 Promotion Tactics 8 Monitoring Procedures 8 Introduction Company G is a well-established firm, we have engineered and designed a new line of top-quality small appliances. This is the one year marketing plan for the 4 in 1 coffee maker. Product Description and Classification Product Description and Support of the Mission Company G Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronics solutions.” The 4 in 1 coffee maker, is designed with 4 Drawers for brewing flexibility: Cup drawer...
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...Nike Marketing Plan; Phase I Eddie Chantaniyom, Lizbeth Geary, Chris Marlow, Dean Nicholson MKT/421 Marketing Stephen Oaks September 13, 2012 Nike Marketing Plan; Phase I Discussed in this reading will be the beginning phase of the marketing plan to customize and personalize Nike shoes. Discussed will be a summarization of the Nike Corporation along with a description of the new customization service being provided. In addition, this reading will also explain the overall importance of a proper marketing plan and provide critical data of a SWOT analysis to help determine product feasibility, marketing strategy, and tactics for the new service. Good intro. The largest market competitor in the world of sportswear for 2012 is Nike Inc. A company that opened the doors in 1962 by two individuals Bill Bowerman and Phillip Knight with a gentlemen handshake and became the supplier called Blue Ribbons Sports for Japanese shoe makers in Oregon later known as Nike Inc. They started selling supplies for Onitsuka Tiger, now known as ASICS, from Knight’s automobile making most of their sales at track meets. Bowerman handled the innovations for the company as Knight managed the business operations. Bowerman created the first shoe using his wife’s waffle iron, giving Nike the first ever waffle shoe. The waffle shoe helped the growth of the company position into the market, by starting their-own innovative brand of soccer shoes, called the Nike; that followed the first trademark...
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...BMA351 MARKETING MANAGEMENT STUDY GUIDE – WEEK 2 STRATEGIC MARKETING PLANNING INTRODUCTION This week you will be introduced to the concepts of strategic planning and the strategic planning process. Important in this discussion is an understanding of the hierarchies that exist within firms and within the planning process. Last week’s consideration of the differences between strategic and tactical is useful too. You will also be introduced to idea of marketing control, which is an important element you will need to address in Assessment Item 2 – Strategies & Implementation. Resources Lecture slides (download or view PowerPoint file) Recorded MyMedia lecture – Week 2 Prescribed text: Chapter 2 MyLO: Readings/Strategic marketing planning Acknowledgement: Sections adapted from Ferrell, OC & Hartline, MD 2010, Marketing strategy, 5th edn. Cengage Learning, Mason, OH. © 2010 Cengage 1 LECTURE OUTLINE Strategic Planning and the Strategic Planning Process The majority of organisations operate according to a formal plan. Formal planning can yield many benefits for all types of firms. It encourages senior management to think ahead systematically and refine its objectives and policies. Sound planning helps the company to anticipate and respond quickly to environmental changes, and prepare for sudden developments more effectively. Whether at the corporate, business unit, or functional level, the planning process begins with an indepth analysis of the organisation's...
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...Why Your Healthcare Practice Needs a Marketing Plan Evangeline E. Towry MHA626: Strategic Planning & Marketing in Health Care Dr. Monica Scales December 2, 2013 Why Your Healthcare Practice Needs a Marketing Plan Marketing is healthcare, like any business, is essential to the livelihood of the overall business. Healthcare marketing is all about building relationships within the community, building trust, displaying expertise and, eventually, gaining new patients. In healthcare marketing, you need to identify the needs of your patients as well as the needs of the surrounding community. This will allow you to formulate strategies to help your healthcare organization fulfill its vision and goals. Reasons for a Marketing Strategy The main focus of a marketing plan is for the overall success of your healthcare organization. “If you plan nothing, nothing will be accomplished” (kmccoypbo, 2009). Your marketing plan is a set of guidelines to help you achieve the organization’s vision and goals. According to Catalyst Marketers (2013), a Strategic Marketing Plan provides business owners with: 1. A map for achieving yearly goals. 2. The ability to track success through individual tactic performance measures – Performance measures should be setup for every Marketing Tactic. 3. An understanding of the time, and budget needed to execute on the Strategic Marketing Plan. Three Necessary Considerations The three necessary considerations to taken into...
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...CMO of a large company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership role within the firm with a number of required functions in order to accomplish the objectives related to marketing department that include: increase the level of sales, enhance the image of the brand, improve the understanding of the customers behavior. Key Functions 1. Analyze the key trends of the industry in which the company is operating in order to perfectly comprehend the behavior of the clients/customers as well as the future performance 2. Coordinate and deal with several areas included in the marketing department such as product development, sales management, corporate communication 3. Create strong relationship and interact with different areas of the company to ensure that the marketing strategic plan will be reached 4. Improve the customer retention Required skills 1. Experience with high tech marketing software 2. Persuasive and self-confident in order to maintain the loyalty of the existing clients/customers 3. Experience in leading teams with strict deadlines 4. Advanced graduate studies specialized in marketing 5. Results oriented and analytical skills 6. Flexible and be able to change the direction from creative to analytical tasks 7. Track record of implementing and growing new business CMO of a startup company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership...
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...simple email marketing. Get started today with Campaign Monitor for FREE! Yes please! <iframe src="//www.googletagmanager.com/ns.html?id=GTM-BLDN" height="0" width="0" style="display:none;visibility:hidden"></iframe> * * LivePlan * MPlans * BPlans * Palo Alto Software Home ------------------------------------------------- Top of Form Search Bottom of Form * Sample Marketing Plans * Marketing Software * Marketing Articles * Marketing Resources * Calculators * Marketing Plan Outline * Restaurant, Cafe and Bakery * Hospitality & Events * Retail & Online Stores * Additional Categories * Sales & Marketing Pro * Business Plan Software * How To Write A Marketing Plan * Product Marketing * Branding * Market Research * Public Relations * Lead Generation * Email Marketing * Marketing Strategy * Marketing eBooks * Marketing Blogs * Break Even Calculator * Cash Flow Calculator * Pay-Per-Click ROI Calculator * Starting Costs Calculator * Email ROI Calculator * Conversion Rate Calculator * Investment Offering Calculator * Discounted Cash Flow Getting ready to create a marketing plan? Start your marketing plan Related Marketing Plans * Organic Bakery Marketing Plan * Restaurant Marketing Plan * Catering Marketing Plan * Food Services Marketing Plan * Internet Coffee Shop Marketing Plan * Pasta...
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...India founded by former Amazon employees. India is only recently embracing internet retail shopping and Infibeam intends to increase market share and profitability by converting offline and current online shoppers to Infibeam users. Also, by expanding as first-mover in the western Indian state of Gujarat where Infibeam has just entered into an agreement with the government that will make it a first-mover there. Success is dependent on a marketing campaign that will meet all of these goals. Infibeam grew rapidly during its first three years in business, but it did so only by word-of-mouth advertising. Infibeam has never undertaken a marketing campaign of the magnitude needed to attain its current goals. Several models were used to analyze the environmental and competitive challenges facing Infibeam and multiple alternatives were identified. These alternatives vary in complexity and anticipated effectiveness. The recommendation that is most likely to allow Infibeam to meet all of its stated goals is a combination of fundraising, marketing and corporate restructuring. Implementation of the recommendations in this analysis will propel Infibeam into the top 5 e-retailers in India. Background Infibeam entered the online retail market in India during 2007 when 5 former Amazon employees joined together to create an Indian version of the giant retailer. It was initially conceived as an online marketplace for consumer goods which could be purchased and delivered within a...
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...MARKETING PLANNING – CHAPTER 2 Developing a marketing plan is a key responsibility. The marketing plan can be divided into two general parts: the situation analysis, which analyzes the background of the market for the product, and the objectives, strategy and programs based on the background analysis that direct the product manager’s actions. MARKETING PLAN A marketing plan is a written document containing the guidelines for the business center’s marketing programs and allocations over the planning period. Give life to a marketing plan = business plan (CEO) Marketing plan= Chief Marketing Officer. One-year time framework (mostly). Short states and implements. At the end, check and asses. Kotler (NOT MORE than 15 pages). Straight to the topic, NOT wide. What you need and how to get there. * Written document: not something stored in a product manager’s head. It provides a vehicle for communications between functional areas of the firm. It pinpoints responsibility for achieving results by a specified date. * Business center level: the precise level at which plans are written varies from organization to organization. For example, in a company using a band management organizational structure, a marketing plan is written for each brand that is a profit center. Alternatively, some companies write plans for groups of brands or products, particularly when fixed costs are difficult to allocate by individual product. While marketing planning is common, it occurs at different...
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...Abstract This paper aims to evaluate the marketing planning process for the case of Smirnoff Ice as a top selling Diageo’s brand at the Serbian marketplace. After a brief Company profile description and its business environment, the article proceeds to discuss and evaluate steps for a full analysis of the strategic marketing planning process assessing its importance with all related assumptions. Using the material collected after comprehensive research of the Smirnoff Ice market place and assessing the Smirnoff Ice Marketing Plan, the writer of this article tried to provide answers to the questions like: why is the marketing planning process an important tissue, who makes the strategic marketing decisions, what information are used in the strategic planning process, who sets objectives and marketing mix strategies etc. Finally, the paper offers the conclusions and recommendations by summarizing the article findings, highlighting most important topics discussed. Key words: marketing plan, marketing planning process, Smirnoff Ice, marketing mix : 1. Introduction Planning is an important process which exceeds its basic role as the tool for the business decision making. According to Drucker (1955), planning is concerned with development of strategies based on an organization’s assessment of the marketplace and perceptions of managerial expectations and organizational capability. Marketing planning is an essential management process as it affects every aspect of organizational...
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...Market Analysis & Insight Introduction Marketing is a very important part of any successful company. In order to have successful marketing one must create a marketing plan to help the marketing for the company. Definition of Marketing Plan A marketing plan is a written document that companies use to write all the individual details they will need in order to accomplish any and all goals that they have. (How to Create a Marketing Plan, 2012). Basically, a marketing plan will be a step by step guide for the company to reach its goals. Companies that are successful tend to start with a great marketing plan. Marketing plans can vary in all different sizes depending on how large or small the company is. When a company creates a marketing plan it is very important for them to get information from all departments of the company. Examples would include finance, manufacturing, supply and several more. When a company gets information from all departments it will allow your marketing plan to include all aspects of the company and not only a few (How to Create a Marketing Plan, 2012). Marketing Plans: an Example of Success In 2001 Golden Valley Fire Department had a hard time trying to get together five daytime firefighters to get to a scene after an emergency call. Today, because of the company’s marketing plan they are able to easily put together 15 firefighters within eight minutes of the emergency call. Golden Valley Fire Department would try and hire people through newspaper...
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...PART SIX Country Notebook THE COUNTRY NOTEBOOKA GUIDE FOR DEVELOPING A MARKETING PLAN TH E CO UN TRY N O TEB O O K O U T LI N E Cultural Analysis Economic Analysis Market Audit and Competitive Market Analysis Preliminary Marketing Plan cat2994X_cn_579-588.indd 579 8/3/10 2:44 PM CONFIRMING PAGES 580 Part 6 Supplementary Material The first stage in the planning process is a preliminary country analysis. The marketer needs basic information to evaluate a country market’s potential, identify problems that would eliminate a country from further consideration, identify aspects of the country’s environment that need further study, evaluate the components of the marketing mix for possible adaptation, and develop a strategic marketing plan. One further use of the information collected in the preliminary analysis is as a basis for a country notebook. Many companies, large and small, have a country notebook for each country in which they do business. The country notebook contains information a marketer should be aware of when making decisions involving a specific country market. As new information is collected, the country notebook is continually updated by the country or product manager. Whenever a marketing decision is made involving a country, the country notebook is the first database consulted. New-product introductions, changes in advertising programs, and other marketing program decisions begin with the country notebook. It also serves as a quick...
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...Market Assessment EXCEL Business Consulting 1 Market Plan Weakness One of the most critical flaws when you “know all about” your technology, is that often you over look what you don’t know about your business. Market plans based on assumptions and secondary research do not give you enough information about your customers Consumers perceptions may differ from the reality, and are as important to understand. ? 2 Determining Your Market? Your Business Plan should be based on market research to avoid pitfalls, including: Too small or to broad a target market Lack of real product/service advantage Not knowing which features / benefits drive consumption Bad timing Not knowing what the customer wants 3 The Marketing Planning Process Build the Foundation With a Market Assessment 4 Assessment of the Current Situation The entrepreneur must perform both: 1. Research and Analyze • Secondary 2. Understand markets and customers • Primary 5 What does research provide? Answers the question “who is your customer”. Determines best distribution channels to reach these customers Determines market positioning; uniqueness, pricing, competitive advantage, who cares and why. Enables you to complete the remaining steps of the market planning process with more accuracy 6 Understanding your customer External analysis involves – – – – – – – What are you really selling? savings, safety, new market access??? What are the regulations and legal barriers...
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...DEVELOPING OF MARKETING STRATEGIES AND PLANS C H A P T E R 2 ___________________________________________________________________________ INTRODUCTION How do companies compete in a global marketplace? One part of the answer is a commitment to creating and retaining satisfied customers. We can now add a second part: Successful companies know how to adapt to a continuously changing marketplace through strategic planning and careful management of the marketing process. In most large companies, corporate headquarters is responsible for designing a corporate strategic plan to guide the whole enterprise and deciding about resource allocations as well as starting and eliminating particular businesses. Guided by the corporate strategic plan, each division establishes a division plan for each business unit within the division; in turn, each business unit develops a business unit strategic plan. Finally, the managers of each product line and brand within a business unit develop a marketing plan for achieving their objectives. However, the development of a marketing plan is not the end of the marketing process. High-performance firms must hone their expertise in organizing, implementing, and controlling marketing activities as they follow marketing results closely, diagnose problems, and take corrective action when necessary. In today’s fast-paced business world, the ability to effectively manage the marketing process—beginning to end—has become an extremely...
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