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The document summarizes a new project proposal from Team Core C2 Research and Development to expand Total Sport Media Company into manufacturing basketball clothes. It outlines the team members and company contact information. It then analyzes the basketball market opportunity in Vietnam, noting high demand from many school basketball teams but low domestic supply. The proposal is to start a new company brand to penetrate the market and increase market share, competing against foreign brands already operating in Vietnam. It describes the market research, production, sales, and financial planning for the new project.
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![Team Core C2 Research and Development for the TSM’s expansion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Total Sport Media Company Contact us (Hanoi Office) Our office : 75 Tran Dai Nghia Str., Hanoi Website : www.sportmedia.com.vn Email: sportmedia.co@vnn.vn Telephone : 0437305030 Fax: 0437305030](https://image.slidesharecdn.com/presentation1-100708100809-phpapp01/85/Presentation1-1-320.jpg)
![Basketball market overview ,[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Marketing Plan[Product Name] Marketing Plan[Product Name]Market.docx
Marketing Plan
[Product Name] Marketing Plan[Product Name]Marketing Plan
BU 220: Principles of Marketing
Herzing University
Professor Name
Your Name
Date
Executive Summary
Provides an overview of the entire Marketing Plan
Part I: Situational Analysis
Internal Analysis
-Company History
-Market Data from your research about the company
· Other pertinent information
Market Description
-Competitor’s Analysis:
Provide an overview of product competitors such as-Competitor A
Competitors’ strengths
Competitors’ weaknesses’
Market Share
Current Marketing StrategyCompetitor B
Competitors’ strengths
Competitors’ weaknesses
Market Share
Current Marketing Strategy
Current Marketing Mix
-Description/Situation for the Existing Mix
-Review the current market mix, which can include:
Product- Describe the product or service being marketed.
Place (Distribution)
Pricing (Costs to the Company to Produce as well)
Promotions
The Organization’s SWOTT Analysis
Internal:
Strengths
Weaknesses
External:
Opportunities
Threats
Trends
Part II: Market Analysis
Objectives and Issues
Provide at least 2 objectives that are specific as well as measurable.
Marketing Strategy
Branding
Explain how the product will be branded, what branding strategy will be used?
Positioning
Distinctly define the product in its market and against its competition over time.
Position each competitor’s product against the new product.
Consumer Promise-Summarize the benefit of the product or service to the consumer.
Target Market ( Market Segmentation).Messaging by Audience-
List marketing messages for different audiences.Targeted Consumer Demographics-
List the demographics for the targeted consumer groups.
Part III: NEW Proposed Marketing Mix for your New Shoes Company
This should be based on the decisions that you have made throughout the New Shoes simulation. Provide a description and explain the situation based on the New Shoes simulation
Product
-Describe the product -Product Packaging
Discuss:
Form-factor, pricing, look, and strategy.
Fulfillment issues for items not shipped directly with the product.
Please explain what changes you would like to make to the current product and/or the product line. Will a new product be added? If not, will you change any features/benefits/packaging/labeling? What other changes will be made to differentiate from competitors?
Price
Please explain the NEW pricing strategy (if any) and justify why the pricing strategy changed. Be specific on what the new prices are going to be. Summarize specific pricing or pricing strategies, and compare to similar products. Summarize policies relevant to understanding key pricing issues.
Place
Please describe the new distribution strategy and explain the rationale. (ie- planning to sell online because you do not currently have online presence and the biggest competitor does, opening in more retail locations, etc.) You do not need to change the distribution strategy if it is currently working. D.
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