Company G 3 Year Marketing Plan

2663 Words Jan 15th, 2013 11 Pages
Table of Contents
Introduction 3
Mission Statement 3
The Product 3
Consumer Product Classification 3
Target Market 3
Competitive Situation Analysis 4
Analysis of Competition using Porter’s 5 Forces Model 4
SWOT Analysis 4
Strengths 5
Weaknesses 5
Opportunities 5
Threats 6
Market Objectives 6
Product Objective 6
Price Objective 6
Place Objective 6
Promotion Objective 7
Marketing Strategies 7
Product Strategies 7
Price Strategies 7
Place Strategies 7
Promotion Strategies 7
Tactics and Action Plan 8
Product Action Plan 8
Price Action Plan 8
Place Action Plan 8
Promotion Action Plan 8
Monitoring Procedures 9

Introduction Company G is well-respected for its quality, innovative products that improve consumer’s
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Additionally, this will allow the cook to use the CoolCooker to prepare a wider variety of recipes than the standard slow cooker. The ability to prep ingredients at 6:00 a.m. before leaving for work, knowing that they will be kept safely cool until it’s time for the cook cycle to start at 3:00 p.m will allow busy working families the pleasure of coming home to a healthy home cooked meal without worrying about any food safety concerns. As a bonus, the cooker can be used in cool mode only, for serving salads on a hot day, or keeping beverages cool during a party.
Consumer Product Classification The CoolCooker is classified as a shopping product. It is an infrequent purchase, and consumers will spend some time planning the purchase, doing research on quality, prices and features. Since it is an infrequent (perhaps one time only) purchase, comparison of price and quality is very important. The CoolCooker will be available at department stores, big box retailers, warehouse stores, and via the internet. The CoolCooker will be priced at $99.99; relatively high for a countertop appliance, but the added cooling features drive the higher cost. Because it is a unique upgrade to an existing, somewhat staid, appliance, the seller’s image is very important. The seller should be a known retailer with a reputation for quality and customer service in order to avoid the “As Seen On TV” flashy image sometimes associated with new appliances. This will limit the number of

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