Dorothy Lucas
Marketing Plan for S.T.E.P.S
Marketing Management
June 3, 2014

Table of Contents

1. Executive Summary --------------------------------------------------------- 3 2. Situation Analysis --------------------------------------------------------- 5 3.1 Market Summary ------------------------------------------------------- 5 3.2 SWOT Analysis ------------------------------------------------------- 7 3.3 Competition ------------------------------------------------------- 8 3.4 Product Offering ------------------------------------------------------- 8 3. Marketing Strategy ------------------------------------------------------- 9
3.1 Mission ------------------------------------------------------- 9
3.2 Marketing Objectives ------------------------------------------------- 9
3.3 Financial Objectives ------------------------------------------------ 9
3.4 Target Markets ------------------------------------------------ 10
3.5 Positioning ------------------------------------------------ 10
3.6 Strategies ----------------------------------------------- 10
3.7 Marketing Program ----------------------------------------------- 10 Pricing Distribution Advertising and Promotion Customer Service
3.8 Marketing Research --------------------------------------------------11 4. Financials --------------------------------------------------------------------11 4.1 Break-Even Analysis -----------------------------------------------------11 4.2 Sales Forecast -----------------------------------------------------------12 4.3 Expense Forecast -------------------------------------------------------12
5. Controls