Module 2 Marketing Plan Template

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Embry-Riddle Aeronautical University *

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311

Subject

Marketing

Date

Feb 20, 2024

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docx

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6

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1 Marketing Plan: Rock n Roll Bar- Restaurant David Sanchez Embry-Riddle Aeronautical University MKTG 311: Marketing Professor LaTrice R. Small August 20th, 2023 Situation and Company Analysis
2 Economic Environment Discuss factors that affect your consumers’ purchasing power and spending patterns. What is the economic environment that you are operating in? Is it growth, recovery or recession? Will it be easy to find staff? What is the current interest rate i.e. is it increasing or decreasing? What is consumer confidence like? Technical Environment The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries could affect your business. New technologies create new markets and can influence your consumers and competitors. Industry Environment What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use? Competitive Environment How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one? What is your advantage over competitors? Is the market large enough to support you and competitors? Political Environment Consider the political environment for the areas that your business will trade and operate in. Is there a stable political system? Are there any licenses and regulations that you should be aware of? Do you need to win support to be able to operate? SWOT Analysis
3 HELPFUL Ideas HARMFUL Concerns Internal Strengths Does the organization have a strong brand presence? What resources are available for marketing activities? Does the company have unique products or services that satisfy the needs of its target market? What makes the company's products or services unique? What value is brought to customers? Weaknesses Does the organization have a weak brand presence? Are resources insufficient for marketing activities? Does the company lack distinctive products or services? Do current products or services fail to satisfy the needs of customers? Do current products or services fail to bring value to customers? External Opportunities What C-PESTs could the company try to take advantage? Does the target market have any unfulfilled needs that the company can satisfy? Are there emerging target markets with needs that the company can satisfy? Are there ways the company and its competitors can benefit from working together? Are there opportunities for collaborating with customers to build brand presence? Describe and analyze if market demand is increasing? Are there changes in the government regulations that will affect the company? Describe any emerging global issues that will affect the company? Threats What are the tactics that competitors use to pursue customers? What are the strengths of the company’s biggest and or emerging competitors? In what ways are the competitors’ products or services superior to the company’s offerings? How are competitors likely to respond to any changes in the way the company markets? Is the company behind in adopting new technologies for marketing? Describe any ways in which international competitors are taking away market share? What do customers dislike about the company? Describe and analyze if market demand is decreasing? Mission, Objectives & Goals
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