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Business For Lee Valley Marketing Plan

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Lee Valley Marketing Plan

Zara Bagramian
Rhonda Hung
Kunal Pande
Sarah Stamkos

Dec. 4, 2013
MKM 706

Table of Contents
Executive Summary 3
Company Background 3
Marketing Objective 3
Customer Analysis 3
Market Analysis 4
Competitive Analysis 5
Internal Environmental Analysis: 6
External Environmental Analysis 7
Marketing Strategy 7
Financial Analysis 9
Sources 11

Executive Summary

Business for Lee Valley’s gardening line has been stable for the past couple of years, especially in 2009 and 2010. The number of customers, average yearly order and the average order value has been the same for these two years. To meet our sales objective of increasing gross sales by 2.5%, we will be focusing our marketing efforts on a specific segment. This particular segment consists of individuals who are over the age of 45 with a passion for gardening.

People in this segment are likely to be retiring in the near future, which implies that they will have the income and leisure time to work on their gardening projects. By targeting this segment, we are attempting to increase their average yearly orders and average order value, which will eventually drive up sales. Since this group of individuals already possess a strong passion for gardening and are already Lee Valley’s best customers, we believe that the desire and need to purchase additional products will increase as this segment is retired, or will be retiring in due course.
Company Background

Lee Valley, based in Ottawa began

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