Essay Marketing Plan

3500 Words Aug 26th, 2011 14 Pages
Company G
3-Year Marketing Plan
Assessment Code: MKT1
Student Name: Richard Shields
Student ID: 000092502
Date: 4/30/2009
Mentor Name: Rungrudee Suetorsak

Table of Contents

Introduction 3
Mission Statement 3
Market Objectives 3
Target Market 3
Product Objective 3
Price Objective 3
Place Objective 4
Promotion Objective 4
Competitive Situation Analysis 4
Consumer Product Classification 4
Analysis of Competition using Porter’s 5 Forces Model 4
SWOT Analysis 5
Strengths 5
Weaknesses 6
Opportunities 6
Threats 6
Marketing Strategies 6
Product Strategies 7
Price Strategies 7
Place Strategies 7
Promotion Strategies 8
Tactics and Action Plan 8
Product Action Plan 8
Price Action Plan 9
Place Action Plan 9
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Extensive testing has demonstrated that the new products may be the most reliable line of products in the small appliance industry. Additionally, the team has designed a production process that is very efficient in terms of labor and production time line and that will result in very little raw materials waste. The combination of these efficiencies and the relatively small front-end investment for this line will result in the company being able to produce each of the products in the line at a cost that should enable them to emerge as the lowest-cost producer in the small appliance industry. With this product, we have created a new department whose main purpose is to create our own verbal command software and microprocessor. This second and third stage of production would create and magnify future value and profit for the company.
Price Objective
Based on the 2005 Census of the Disabled in the United States, there is an estimated 21.2 million those that have disabilities.
First Year: Our objective is to aim at .06% (using the 2005 Census) of our target market. During this first stage, there will be a 15-day trial period if not satisfied a full refund upon the return of the item. There will be a lottery drawn to several school and institution. Company G will provide 100 devices to the selected party. A discount will be provide to that submit proof of disability documentation. In addition, there will be a payment

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