Marketing plan outline
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The marketing plan outline includes: 1) An executive summary and situation analysis including goals, strengths/weaknesses, customer/competitor analysis, and a SWOT analysis. 2) Market segmentation by customer types and how to reach each segment. 3) Consideration of alternative strategies before selecting a marketing mix strategy addressing the 4 P's of product, price, place, and promotion. 4) Short and long-term projections of revenues, expenses, and any actions needed to achieve strategic goals.
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Starbucks Marketing Project
Starbucks is a global coffee company founded in 1971 that has grown to over 16,000 locations in 50+ countries. It aims to be the premier purveyor of high-quality coffee while maintaining principles of respect, diversity, excellence and community. Starbucks has a variety of coffee, food and merchandise products sold through company-operated and licensed stores. It uses strategies like opening new stores, expanding into new retail channels, developing new products and concepts, and continuing international growth to remain profitable and successful.
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MARKETING MIX 4ps
The document discusses the marketing mix, which consists of the 4 P's - product, price, place, and promotion. It defines each P and provides examples. For product, it explains the product mix, product line, and product life cycle. It also covers branding, packaging, and the new product development process. For price, it discusses objectives and methods of pricing like cost-based, customer-oriented, and competition-oriented pricing. The marketing mix is the combination of marketing elements that a company uses to achieve its goals in the target market.
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Recommended
Starbucks Marketing Project
Starbucks is a global coffee company founded in 1971 that has grown to over 16,000 locations in 50+ countries. It aims to be the premier purveyor of high-quality coffee while maintaining principles of respect, diversity, excellence and community. Starbucks has a variety of coffee, food and merchandise products sold through company-operated and licensed stores. It uses strategies like opening new stores, expanding into new retail channels, developing new products and concepts, and continuing international growth to remain profitable and successful.
Marketing Research & Marketing Strategies of Starbucks
The slide is all about how Starbucks does marketing research and what are its marketing strategies to always sustain in the market.
Also how the giant coffee chain established itself in India as well.
Starbucks coffee
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intro
corp gov
org structure
vision
mission
obective
strategies
aida model
bcg
product market growth
plc
swoc
five forces
Starbucks in indian & chinese market
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MARKETING MIX 4ps
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4- Marketing Segmentation
5- Target Marketing Strategy
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2. Market segmentation involves dividing large, heterogeneous markets into smaller segments based on geographic, demographic, psychographic, and behavioral factors.
3. Targeting involves evaluating market segments and choosing specific segments to target based on size, attractiveness, and fit with company objectives.
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MARKETING PLANYour NameMarket Su.docx
MARKETING PLAN
Your Name
*
*
Market SummaryMarket: Past, present, and futureReview changes in market share, leadership, players, market shifts, costs, pricing, and competition
*
*
Product DefinitionDescribe the product or service being marketed
*
*
CompetitionThe competitive landscapeProvide an overview of product competitors, and their strengths and weaknessesPosition each competitor’s product against the new product
*
*
PositioningPositioning of product or serviceStatement that distinctly defines the product in its market and against its competition over time
Consumer promise
Statement summarizing the benefit of the product or service to the consumer
*
*
Communication StrategiesMessaging by audienceTarget consumer demographics
*
*
Packaging and FulfillmentProduct packagingDiscuss form factor, pricing, look, and strategyDiscuss fulfillment issues for items not shipped directly with the product
COGs
Summarize cost of goods and high-level bill of materials
*
*
Launch StrategiesLaunch planIf product is being announced
Promotion budget
Supply backup material with detailed budget information for review
*
*
Public RelationsStrategy and executionPR strategiesPR plan highlightsHave backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
*
*
AdvertisingStrategy and executionOverview of strategyOverview of media and timingOverview of ad spending
*
*
Other PromotionDirect marketingOverview of strategy, vehicles, and timingOverview of response targets, goals, and budget
Third-party marketing
Co-marketing arrangements with other companies
Marketing programs
Other promotional programs
*
*
PricingPricingSummarize specific pricing or pricing strategiesCompare to similar productsPoliciesSummarize policy relevant to understanding key pricing issues
*
*
DistributionDistribution strategyChannels of distributionSummarize channels of distributionDistribution by channelShow plan of what percent share of distribution will be contributed by each channel – a pie chart might be helpful
*
*
Vertical Markets/SegmentsVertical market opportunitiesDiscuss specific market segment opportunitiesAddress distribution strategies for those markets or segmentsAddress use of third-party partner role in distribution to vertical markets
*
*
InternationalInternational distributionAddress distribution strategiesDiscuss issues specific to international distributionInternational pricing strategyLocalization issuesHighlight requirements for local product variations
*
*
Success MetricsFirst year goalsAdditional year goalsMeasures of success/failureRequirements for success
*
*
Schedule18-month schedule highlightsTimingIsolate timing dependencies critical to success
*
*
Assignment 4: Your Marketing Plan
Need to submit full marketing plan from previous assignments 1,2,&3.
Use PowerPoint Presentation for your Week 10 Assig ...
Marketing plan outline
This marketing plan outline provides the essential sections for developing a new marketing strategy, including an executive summary, situation analysis of the company, customers, competitors and market, identification of market segments, consideration of alternative strategies, selection of an integrated marketing mix strategy covering product, price, place and promotion, short and long-term projections, and a conclusion summarizing the plan. The situation analysis examines strengths, weaknesses and opportunities to understand the business environment and inform the marketing strategy. The selected strategy will be implemented through the marketing mix and expected to meet goals in both the short and long term.
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Marketing planning at just us cafe
This document provides a marketing plan for Just Us Café, a Canadian café focused on fair trade and ethical sourcing. It conducts analyses of the company's customers, competitors, operating environment, and internal strengths and weaknesses. It finds key customer segments include universities and community members interested in organic and fair trade products. Major competitors include large chains like Starbucks but also small independent cafes. It examines political, economic, social, and other external factors influencing the company. Recommendations include improving the marketing strategy through social media, loyalty programs, and addressing outdated practices. The plan aims to help Just Us Café better understand its position and opportunities for growth.
Starbucks Strategy
The document summarizes Starbucks' global strategy in 2006, focusing on its rapid expansion, product lines, and coffee purchasing strategy. It analyzes the coffee industry and Starbucks' competitors. It concludes that Starbucks has focused on differentiation by serving niche buyers better than rivals through its unique capabilities and resources to serve customers. It recommends that Starbucks continues defending its position through superior ability to serve its target niche members.
It’s all about Starbucks
Starbucks is an American coffee company founded in 1971 in Seattle that operates over 23,000 locations worldwide. It offers coffee, tea, pastries and other beverages. Starbucks uses a premium pricing strategy to maintain its upscale image. Its marketing strategy focuses on creating a sense of community and prioritizing customer satisfaction. While it faces competition from other coffee chains like Dunkin' Donuts and McDonald's, Starbucks has established itself as a global leader in the coffee industry through innovative products and strategic expansion.
Starbucks
Starbucks is the largest international coffeehouse chain, operating over 16,000 stores globally. It offers coffee beverages, tea, food items, and coffee accessories. Starbucks' strengths include its leading position in specialty coffee, high-quality products and service, and strong brand recognition. However, it faces weaknesses such as high prices and a reliance on the US market. Opportunities for growth include expanding into new international markets. Threats include rising costs and increased competition from other coffee retailers. Starbucks pursues a strategy of providing consistently excellent customer experiences focused on coffee quality, atmosphere, and personalized service to build brand loyalty.
Market segmentation
The document provides an overview of market segmentation. It defines market segmentation as dividing a market into homogeneous groups based on characteristics like geography, demographics, psychographics, and behavior. The benefits of segmentation include better matching of customer needs, enhanced profits, growth opportunities, and retaining more customers through targeted marketing. Common bases for segmentation include geographical, demographic, psychographic, and behavioral factors. Demographic variables used in segmentation are often age, gender, occupation, and life cycle stage. Psychographic segmentation divides the market based on social class, lifestyle, and personality traits. Behavioral segmentation considers purchase occasions, benefits sought, brand loyalty, and other response factors.
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This PPT gives basic over view on sales and advertising.This will be used as notes for U.G & P.G arts and management students.
Advertising-Functions-Types-Advertising & Marketing mix-AIDA Model- Lavidge strainer model-Challenges, opportunities & Ethics in Advertising
Advertising Agency-Role and Functions-Type of Advertising agency-Agency Compensation-Client-Agency relationship
Creativity & Advertising-Appeals in advertising-Components of print ad-Layout stages-Layout types
Advertising Media planning—Media objectives-Media strategies-Media decision-TV-Radio-Web Advertising-Advertisement Regulation
Sales promotion-Features-Importance-Types-Tools & Techniques of promotion-Organising & Evaluation of sales promotion
Consumer promotion tools
This document defines sales promotion and consumer promotion tools. It discusses various types of consumer promotion tools including samples, coupons, cash refund offers, frequency programs, price packs, premiums, free trials, product warranties, tie-in promotions, patronage awards, point-of-purchase displays, cross-promotions, and prizes. Examples are provided for each type of consumer promotion tool. The document also discusses factors to consider when selecting consumer promotion tools such as market type, sales objectives, and competitive conditions.
ASSIGNMENT 1-STARBUCKS CASE STUDY
Starbucks is a global coffee company founded in 1971 in Seattle, Washington. It operates over 30,000 locations worldwide and has annual revenue of $19.16 billion. Starbucks sells coffee beverages, teas, snacks, and other food items. It began as a small coffee bean roaster and retailer, and has expanded globally to become one of the largest coffeehouse chains in the world through innovations to its menu and customer experience.
Holistic marketing concept on Unilever Bangladesh limited
Unilever Bangladesh uses holistic marketing which considers the business as a whole, its place in society and customers' lives. It has 4 elements: internal marketing, integrated marketing, socially responsible marketing, and relationship marketing. Unilever Bangladesh markets household, personal care, and food products. It uses various marketing channels and has established relationships with distributors, retailers, and consumers. Unilever contributes significantly to the Bangladeshi economy and society through employment, taxes, and affordable products.
Marketing - Product Life Cycle
The product life cycle model describes the stages a product goes through from development to decline or termination. The stages are research and development, introduction, growth, maturity, and decline. Each stage brings different implications for sales, profits, cash flow, and marketing strategy. While the model provides a framework for analyzing a product's evolution over time, criticisms note its limitations as strategic decisions and unpredictable changes can alter a product's cycle.
Schweppes 2
Schweppes introduced Raspberry Ginger Ale nationally in the US. It targeted all classes and ages of consumers. Its marketing mix included a $1 million advertising budget. Schweppes faced challenges with low brand awareness and needing to position the product as more than just a mixer. To improve its position, it could target being an universal energy drink with 0% sugar that appeals to all ages as both a mixer and standalone drink.
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Starbucks is an American global coffee company and coffeehouse chain based in Seattle. It has over 20,000 stores in 62 countries. Starbucks aims to provide high quality coffee and customer service. It places emphasis on ethical sourcing and diversity. Starbucks earns most of its revenue from coffee drinks, food items and other merchandise sold in its company-owned and licensed stores. It focuses on creating a welcoming third place for customers between home and work.
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The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Brand Promotion PPt.
Brand promotion refers to raising customer awareness of a product or brand to generate sales and create loyalty. It is one of the four elements of the marketing mix, along with price, place, and product. Toyota is given as an example of good brand promotion through launching the Lexus brand, popularizing luxury crossovers and hybrid vehicles. Brand promotion benefits businesses by helping them face competition and increase market share, and benefits consumers by providing product information to help them make choices while saving time and maintaining standards of living. It also benefits society by facilitating mass production and economies of scale.
Starbucks 09 final
This document contains 6 questions about Starbucks' growth strategies and positioning. It provides background on how Starbucks was initially positioned as a premium coffee brand targeting affluent customers. It discusses some of Starbucks' expansion initiatives that fueled growth but also diluted the brand over time by targeting new customer segments with different consumption patterns. The document evaluates whether foreign expansion and initiatives like $1 coffee were consistent with the brand or led to a "McDonaldization" of Starbucks. It also assesses actions taken by Howard Schultz to reinvigorate the brand by re-emphasizing the Starbucks experience and romance of coffee.
Intensive Growth strategies of Starbucks Coffee
Starbucks uses Ansoff's matrix to guide its intensive growth strategies of market penetration, product development, market development, and diversification. For market penetration, Starbucks focuses on increasing sales to existing customers and gaining new customers within current markets through promotional activities and expanding store outlets. For product development, Starbucks introduces new food and drink products to satisfy customer needs, such as teas, breakfast sandwiches, and soups. For market development, Starbucks expands into new geographic markets globally, especially in Asia and Africa. For diversification, Starbucks sells coffee brewing equipment as a new product for the new market of at-home coffee drinkers.
Module 4 identifying market segments and selecting targeting markets
1. The document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning.
2. Market segmentation involves dividing large, heterogeneous markets into smaller segments based on geographic, demographic, psychographic, and behavioral factors.
3. Targeting involves evaluating market segments and choosing specific segments to target based on size, attractiveness, and fit with company objectives.
4. Differentiation and positioning involve identifying competitive advantages to build a unique position for the product or service in customers' minds relative to competitors.
Nabisco Marketing Plans & Strategies(sample)
NABISCO is a Bangladeshi bread and bakery company that is seeking to re-establish its brand through effective marketing strategies. It currently has 900 workers and produces a variety of biscuits, breads, and snacks. Through market research, the company aims to develop new products and improve distribution to better meet customer demands across segments like children, urban housewives, and the rural middle class. The marketing plan involves strengthening the brand through increased promotions, capturing more market share, and regaining past success and customer satisfaction through quality products at reasonable prices.
Branding and Packaging Project Class 12 Marketing ( 783 )
Made according to CBSE guidelines . “Market survey of selected consumer products
on the basis of brand name and package.
Collection of data and preparing report on the
basis of popularity of different brands and
popularity and quality of packages of products,
and reasons there of.” . Includes questionnaire , pictures , summaries , conclusion .
Starbucks Business Strategy in India
Foudation of business strategy of starbucks is a word file which talks about how the starbucks positioned themselves and their strategies to fight against competitors.
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Holistic marketing concept on Unilever Bangladesh limited
Holistic marketing concept on Unilever Bangladesh limited
Module 4 identifying market segments and selecting targeting markets
Module 4 identifying market segments and selecting targeting markets
Branding and Packaging Project Class 12 Marketing ( 783 )
Branding and Packaging Project Class 12 Marketing ( 783 )
Similar to Marketing plan outline
MARKETING PLANYour NameMarket Su.docx
MARKETING PLAN
Your Name
*
*
Market SummaryMarket: Past, present, and futureReview changes in market share, leadership, players, market shifts, costs, pricing, and competition
*
*
Product DefinitionDescribe the product or service being marketed
*
*
CompetitionThe competitive landscapeProvide an overview of product competitors, and their strengths and weaknessesPosition each competitor’s product against the new product
*
*
PositioningPositioning of product or serviceStatement that distinctly defines the product in its market and against its competition over time
Consumer promise
Statement summarizing the benefit of the product or service to the consumer
*
*
Communication StrategiesMessaging by audienceTarget consumer demographics
*
*
Packaging and FulfillmentProduct packagingDiscuss form factor, pricing, look, and strategyDiscuss fulfillment issues for items not shipped directly with the product
COGs
Summarize cost of goods and high-level bill of materials
*
*
Launch StrategiesLaunch planIf product is being announced
Promotion budget
Supply backup material with detailed budget information for review
*
*
Public RelationsStrategy and executionPR strategiesPR plan highlightsHave backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
*
*
AdvertisingStrategy and executionOverview of strategyOverview of media and timingOverview of ad spending
*
*
Other PromotionDirect marketingOverview of strategy, vehicles, and timingOverview of response targets, goals, and budget
Third-party marketing
Co-marketing arrangements with other companies
Marketing programs
Other promotional programs
*
*
PricingPricingSummarize specific pricing or pricing strategiesCompare to similar productsPoliciesSummarize policy relevant to understanding key pricing issues
*
*
DistributionDistribution strategyChannels of distributionSummarize channels of distributionDistribution by channelShow plan of what percent share of distribution will be contributed by each channel – a pie chart might be helpful
*
*
Vertical Markets/SegmentsVertical market opportunitiesDiscuss specific market segment opportunitiesAddress distribution strategies for those markets or segmentsAddress use of third-party partner role in distribution to vertical markets
*
*
InternationalInternational distributionAddress distribution strategiesDiscuss issues specific to international distributionInternational pricing strategyLocalization issuesHighlight requirements for local product variations
*
*
Success MetricsFirst year goalsAdditional year goalsMeasures of success/failureRequirements for success
*
*
Schedule18-month schedule highlightsTimingIsolate timing dependencies critical to success
*
*
Assignment 4: Your Marketing Plan
Need to submit full marketing plan from previous assignments 1,2,&3.
Use PowerPoint Presentation for your Week 10 Assig ...
Marketing plan outline
This marketing plan outline provides the essential sections for developing a new marketing strategy, including an executive summary, situation analysis of the company, customers, competitors and market, identification of market segments, consideration of alternative strategies, selection of an integrated marketing mix strategy covering product, price, place and promotion, short and long-term projections, and a conclusion summarizing the plan. The situation analysis examines strengths, weaknesses and opportunities to understand the business environment and inform the marketing strategy. The selected strategy will be implemented through the marketing mix and expected to meet goals in both the short and long term.
Product My product is called Fresh-Fit It’s a materialtechnol.docx
Product
My product is called "Fresh-Fit" It’s a material/technology you place in your apparel to prevent you from sweating through them, preventing stains. It is a patch-like material with an outlined adhesive tape that sticks to the inside of your appeal. With optional sizes and colors. For example, it is place on the inside of your shirt on the armpit area. It will serve as an extra layer of protection, to prevent the discoloration cause from sweat and deodorant. It is washable as well. Send message if need more if have any questions/
Marketing Plan Outline
I. Executive Summary
A high-level summary of the marketing plan—what is your product and value to the marketplace.
II. The Challenge
Brief description of product to be marketed and associated goals, such as sales figures and strategic goals. Who is the primary target market?
III. Situation Analysis
Company Analysis
· Goals
· Focus
· Culture
· Strengths
· Weaknesses
· Market share
Customer Analysis
· Number
· Type
· Value drivers
· Decision process
· Concentration of customer base for particular products
Competitor Analysis
· Market position
· Strengths
· Weaknesses
· Market shares
Climate
Macro-environmental PEST analysis:
· Political and legal environment
· Economic environment
· Social and cultural environment
· Technological environment
SWOT Analysis
A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:
· The firm's internal attributes can be classed as strengths and weaknesses.
· The external environment presents opportunities and threats.
IV. Market Segmentation
Present a description of the market segmentation as follows:
Segment 1-Primary Target Market
· Description
· Percent of sales
· What they want
· How they use product
· Support requirements
· How to reach them
· Price sensitivity
Segment 2 –Secondary Target Market
...
V. Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.
VI. Selected Marketing Strategy
Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.
Product
The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include:
· Brand name
· Quality
· Scope of product line
· Warranty
· Packaging
Price
Discuss pricing strategy, expected volume, and decisions for the following pricing variables:
· List price
· Discounts
· Bundling
· etc
Distribution (Place)
Decision variables include:
· Distribution channels, such as direct, retail, distributors & intermediates
· Motivating the channel - for example, distributor margins
· Criteria for evaluating distributors
· Locations
· Logistics, including transportation, warehousing, and order fulfilment
· etc
Pro.
Marketing plan
The document outlines the key components and considerations for developing an effective marketing plan. It discusses conducting an industry and competitor analysis, defining marketing goals and objectives, and developing targeted strategies for the product, price, place, and promotion elements of the marketing mix. The plan should also include an analysis of strengths, weaknesses, opportunities, and threats, and define metrics to evaluate the performance and impact of the marketing strategies.
Chapter 2 strategic marketing
This document outlines the key components of corporate, business, and marketing strategy. It discusses corporate strategy including defining the scope and purpose of the business. It also discusses business and marketing strategy relationships. The marketing strategy process is outlined including situation analysis, market vision/structure analysis, segmenting markets, and continuous learning. The document provides an outline for a marketing plan including sections on strategic situation summary, market targets and objectives, positioning statements, market mix strategy, coordination with other business functions, sales forecasts and budgets, and contingency plans.
Mkt Plan
The document outlines the key components of an effective marketing plan, including:
1. Analyzing the current market situation and competitive landscape.
2. Setting objectives and strategies to target specific customer segments.
3. Developing tactics for the marketing mix of product, price, place, and promotion.
4. Creating financial forecasts and budgets to demonstrate how the plan will be profitable and sustainable.
5. Establishing controls to monitor performance and make adjustments if needed.
The planning process described provides a framework to develop a comprehensive marketing strategy tailored to the business and customer needs.
Test review 1@5 5-07 answers-for ed to use in class
The document discusses key concepts in marketing including definitions of marketing, relationship marketing, and the differences between strategic planning, functional planning, and operational planning. It also summarizes the marketing mix, segmentation, targeting, and positioning, quality management benchmarks, international market entry strategies, and characteristics of services.
Chapter 2
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It outlines the objectives of understanding the marketing process, the role of advertising and promotion, how different marketing mix elements influence strategy, and concepts like target marketing and market segmentation. The marketing process involves analyzing opportunities, competitors, identifying target markets through segmentation, selecting target segments, developing positioning strategy, and creating a marketing plan that includes decisions around product, price, distribution channels, and promotional strategy.
Assessment Resource SummaryUnit DetailsBSBMKG609 D.docx
Assessment Resource Summary
Unit Details
BSBMKG609 Develop a marketing plan
Assessment Type
This is a
summative assessment
, this assessment needs adequate practice prior to undertaking this assessment.
Assessment Methods
Project and PPT
Assessment 2
Task 2 – Project Work and Presentation
Submission Details
The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See instructions below for details.
Assessment description
This assessment his divided in four (4) sections. This assessment requires you to devise a marketing strategy, plan marketing tactics, prepare the marketing plan and present and adjust the marketing plan.
Procedure
Section 1:
Devise a marketing strategy
Write a report that outlines the marketing strategies required for a marketing plan. You may use the case study scenario in Annex VII to complete the tasks.
Also read:
Marketing Plan for SPAR
1. Evaluate the options for marketing opportunities.
a. Provide a summary of the organisation’s business structure and products/services it provides.
b. Address the organisational objectives.
c. Evaluate the risks and returns in the selection process.
2. Identify the organisation’s strengths and opportunities in line with its current capabilities and resources.
a. Complete a SWOT analysis.
b. Complete a gap analysis.
c. Identify at least two possible alliances, and weigh up the advantages and disadvantages.
3. Develop feasible marketing strategies for the product/service.
a. Identify the strategies for pricing, placement and promotional channels.
b. Describe a marketing mix, such as the people, processes and physical evidence.
c. Identify the target market segmentation.
d. Recommend marketing strategies and explain how they align with the organisation’s strategic direction.
4. Develop a marketing performance review strategy. The strategy must be able to:
a. Measure the organisation’s marketing performance using marketing metrics such as numbers of clicks, conversion rates and return on investment (ROI).
b. Review organisational performance, such as by using progress reports.
Section 2:
Plan marketing tactics
More to read:
PESTL Analysis Assessment Task
5. Write a report that details a tactical plan for implementing each of the marketing strategies you recommended.
a. Develop a coordination and monitoring mechanism for scheduled activities, such as a work schedule or project management application. This includes:
· Detailing a budget for implementing the marketing strategy
· Identifying the people responsible for tasks, including internal and external stakeholders such as suppliers and specialists.
b. Explain how the strategies are achievable in line with the organisation’s objectives, capabilities and budget.
c. Explain how the tactics meet legal and ethical requirements.
d. Identi.
Ent300 Module08
This document outlines the steps and components of preparing a marketing plan for a small business. The 9 steps are: 1) setting marketing objectives, 2) determining product/service, 3) identifying target market, 4) analyzing market trends and size, 5) assessing competition, 6) forecasting sales, 7) developing marketing strategy, 8) planning marketing personnel, and 9) preparing a marketing budget. Key marketing strategies include product, pricing, placement, and promotion strategies. The marketing plan helps entrepreneurs evaluate market acceptance, develop marketing strategies, and estimate required resources.
SM htmch08thirded.pdf
The document outlines 10 learning objectives for a chapter on marketing strategy, positioning, and objectives. It defines key terms like marketing strategy, positioning, target markets, and marketing mix. It also describes different marketing strategies such as segmented, undifferentiated, and strategies for different product lifecycle stages or industry positions. Finally, it discusses the importance of positioning and outlines the 5 steps and 6 approaches to effective positioning.
Market segmentation & positioning
Market segmentation involves dividing a market into subgroups with similar characteristics that influence demand. The objectives of market segmentation are to identify attractive marketing opportunities, select target markets, determine product mix, select channels, and develop effective marketing programs. The key steps in market segmentation are identifying segments, developing profiles, evaluating segments, selecting targets, and developing positioning and marketing plans. Target marketing focuses marketing efforts on specific segments likely to purchase products and services.
Market Segmentation Overview
Market segmentation involves grouping customers into segments based on similarities to better target them. It is the first of three key steps in developing a marketing strategy along with targeting and positioning. Effective segmentation criteria include segments being identifiable, accessible, sizable, profitable, with unique needs and durable over time. Segmentation allows companies to tailor products and marketing approaches to specific groups. Common bases for segmentation include geographic, demographic, psychographic and behavioral factors.
Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007
The document provides an overview of the key components of a business plan, including an executive summary, industry and company analysis, market research, economics of the business, marketing plan, management team, financial plan, and appendices. It emphasizes that the business plan should demonstrate an understanding of customers' needs and have integrated financial projections with clear assumptions linking different statements like the income statement, balance sheet, and cash flow statement.
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Ins & Outs of Developing a Marketing Plan | DCSBDC | Doing Business in DC
Ins & Outs of Developing a Marketing Plan | DCSBDC | Doing Business in DCWashington, DC Economic Partnership
Learn more at www.wdcep.com/business-in-dc/marketing-your-business/
Doing Business 2.0 is an education seminar that features content from the WDCEP's Doing Business in DC publication.Report on Strategic Marketing Chapter Review [Elegant (VI)]
The report is made on the chapter reviews from the strategic marketing book 9th Edition by David W. Cravens & Nigel F. Piercy. 12 chapters are taken for making reviews for the report.
It is prep[ared by Elegant (VI) group, Section: A, Marketing 14th batch, Faculty of Business Studies, University of Dhaka.
bmm
1. Product policy involves decisions about a company's product and service offerings and provides a framework for assessing global product opportunities. It helps satisfy customer needs and build competitive advantage through core competencies.
2. There are four main types of industrial product lines: proprietary/catalog products, custom-built products, custom-designed products, and industrial services.
3. Defining the relevant product market is important for sound product decisions. The product market establishes the arena in which a business competes and considers customer functions, technologies, customer segments, and value chains.
04 marketing segmentation,targeting and positioning
The document discusses market segmentation, targeting, and positioning (STP). It defines segmentation as classifying customers into groups, targeting as selecting segments to enter, and positioning as arranging a product to occupy a clear place in customers' minds relative to competitors. The key steps are: 1) identifying segmentation bases; 2) developing segment profiles and selection criteria; 3) choosing target segments; 4) developing a position for each; and 5) creating a marketing mix for each. Effective segmentation requires segments be measurable, accessible, substantial, and differentially responsive to marketing activities. The document also discusses evaluating and choosing target segments and strategies for coverage, as well as developing competitive advantages and supporting a positioning strategy with a unique marketing mix.
Chap002
The document outlines the marketing strategy process, including conducting a strategic situation analysis, defining market targets and objectives, developing positioning statements, and designing a market mix strategy for each target that addresses product, price, distribution, promotion, and coordination with other business functions. It also discusses preparing sales forecasts and budgets as part of the marketing plan, and developing contingency plans to modify the strategy if needed. The marketing strategy process is intended to help companies develop a vision for their target markets and create effective strategies aligned with customer needs.
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Marketing plan outline
- 1. Marketing Plan Outline I. Executive Summary A high-level summary of the marketing plan. II. The Challenge Brief description of product to be marketed and associated goals, such as sales figures and strategic goals. III. Situation Analysis Company Analysis Goals Focus Culture Strengths Weaknesses Market share Customer Analysis Number Type Value drivers Decision process Concentration of customer base for particular products Competitor Analysis Market position Strengths Weaknesses Market shares Collaborators Subsidiaries, joint ventures, and distributors, etc. Climate Macro-environmental PEST analysis :
- 2. Political and legal environment Economic environment Social and cultural environment Technological environment SWOT Analysis A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows: The firm's internal attributes can be classed as strengths and weaknesses. The external environment presents opportunities and threats. IV. Market Segmentation Present a description of the market segmentation as follows: Segment 1 Description Percent of sales What they want How they use product Support requirements How to reach them Price sensitivity Segment 2 . . . V. Alternative Marketing Strategies List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re- branding, positioning as a premium or value product, etc. VI. Selected Marketing Strategy Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion. Product
- 3. The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include: Brand name Quality Scope of product line Warranty Packaging Price Discuss pricing strategy, expected volume, and decisions for the following pricing variables: List price Discounts Bundling Payment terms and financing options Leasing options Distribution (Place) Decision variables include: Distribution channels, such as direct, retail, distributors & intermediates Motivating the channel - for example, distributor margins Criteria for evaluating distributors Locations Logistics, including transportation, warehousing, and order fulfilment Promotion Advertising, including how much and which media. Public relations Promotional programs Budget; determine break-even point for any additional spending Projected results of the promotional programs VII. Short & Long-Term Projections The selected strategy's immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis. VIII. Conclusion
- 4. Summarize all of the above. Appendix Exhibits Calculations of market size, commissions, profit margins, break-even analyses, etc.