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Marketing Plan Phase 1 and 11

In: Business and Management

Submitted By hlglenn
Words 465
Pages 2
Marketing Plan: Phase I and II
Lahoma Bennett, Heather Glenn, Yesi Imperial, Antonette Maturino, Belinda Mccleskey,
Daniel Speichinger, Janet Trentham
University of Phoenix
Marketing
MKT/421
Dianna Iobst
July 18, 2011

Marketing Plan: Phase I and II
Intro
An overview of the existing organization. 1. Opening * Organizational Overview
1o A description of the new product or service. * Name of organization * Mission statement - organization’s basic values and philosophy * Geographic location * Product mix * Single product * Product line(s) * New Product Description *
Importance of Marketing for the Organization’s Success
2o An explanation of the importance of marketing to your selected organization’s success.

* SWOTT Analysis
3o A SWOTT (Strengths, Weaknesses, Opportunities, Threats, and Trends) analysis on the new product or service. * Strengths (internal) * Weaknesses (internal) * Opportunities (external) * Threats (external) * Trends (external) * * Marketing Research of Target Market 4o Identify the segmentation criteria that will impact your target market selection. Identify your target market. * * Consumer analysis * Demographics * Psychographics * Behaviors (e.g. purchase behaviors) * Geographical considerations * Industrial analysis, if applicable * Competitor Analysis * Segmentation * Criteria * Target market(s) * Differentiation and positioning * Stage of the product life cycle * * Marketing Strategy 5o Describe the organizational buyers and consumers of your product or service and the factors that influence their purchasing decisions. Discuss how these factors will impact your marketing strategy. * Marketing mix * Product/service * Type - good, service, idea, etc. * Features -…...

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