Marketing Plan for R&B Exotic Fruit and Salad Bar

Proposed by: Rhonda Fairley

Submitted to: Professor Elliot Masocha
Date: October 19, 2013

Table of Contents

Company Description--------------------------------------------------------------------------------------1
Strategic Focus and Plan-----------------------------------------------------------------------------------1 Mission/Vision Statements-----------------------------------------------------------------------1 Goals------------------------------------------------------------------------------------------------2 Core Competency and Sustainable Competitive Advantage--------------------------------2
Situation Analysis------------------------------------------------------------------------------------------3 SWOT analysis------------------------------------------------------------------------------------
Industry Analysis----------------------------------------------------------------------------------4 Competitor Analysis------------------------------------------------------------------------------4 Company Analysis--------------------------------------------------------------------------------5 Customer Analysis--------------------------------------------------------------------------------6
Market-Product Focus-------------------------------------------------------------------------------------6 Marketing and Product Objectives--------------------------------------------------------------6 Target Market--------------------------------------------------------------------------------------
Points of Difference-------------------------------------------------------------------------------7 Positioning-----------------------------------------------------------------------------------------8
Marketing