Company G
3-Year Marketing Plan
Assessment Code: MKT1
Student Name:
Student ID:
Date: 03/05/2011
Mentor Name:

Table of Contents

Introduction 3
Mission Statement 3
Market Objectives 3
Target Market 3
Product Objective 3
Price Objective 3
Place Objective 4
Promotion Objective 4
Competitive Situation Analysis 4
Consumer Product Classification 4
Analysis of Competition using Porter’s 5 Forces Model 4
SWOT Analysis 5
Strengths 5
Weaknesses 6
Opportunities 6
Threats 6
Marketing Strategies 6
Product Strategies 7
Price Strategies 7
Place Strategies 7
Promotion Strategies 7
Tactics and Action Plan 7
Product Action Plan 7
Price Action Plan 8
Place Action Plan 8
Promotion Action Plan 8
Monitoring Procedures 8

Introduction
Companies G is wholesale appliance business focusing elite urban singles and couples; affluent retires in sunbelt cities; sophisticated townhouse couples; upscale urban singles and couples who are looking to upgrade their traditional top-end washer and dryer to the newer front-end washer and dryer appliances by Frigidaire.
Mission Statement
Company G will provide the highest quality Frigidaire brand products, superior customer service and cost-effective solutions to our customers, resulting in sales, profit and a mutually long-term relationship with our suppliers and customers.
Market Objectives
Target Market Our ideal customer are elite urban singles and couples, affluent retires in South and Southeast cities, sophisticated townhouse couples, upscale urban singles and couples with ten or more years in their current home looking to upgrade appliance. Their household incomes generally range between 45,000 to 100,000. Our consumers are price conscious and consistently seek value in their purchases. We would consider this group the young activity professional and established professional workers with