Marketing Planning Process

9555 Words Jan 19th, 2013 39 Pages
TABLE OF CONTENTS

Content Page

1. Executive Summary 4

2. Corporate Mission 5

3. Summary of audit findings 5
4. SWOT Analysis 6
5. Marketing objectives 6 - 7

6. Marketing Strategies 7 - 10
7. Marketing mix decisions 11 - 12

8. Budgets 12
9. Implementation 12

10. Evaluation and Control 13

APPENDICES

1. Appendix 1 : Organizational background
2. Appendix 2 : Audit Findings
3. Appendix 3 : Gabriel’s credibility Matrix
4. Appendix 4 : Implementation / Schedule of activities
5. Evaluation Report
6. References

1.0 EXECUTIVE SUMMARY Zimbabwe Newspapers
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Economic
• High unemployment rate
• Underperforming economy
• Less disposable income
• Lack of borrowing facilities
Social
• HIV/AIDS pandemic
• Growing use of internet
Technological
• Internet and satellite television
Environmental
• Government and pressure groups raise awareness of environmental preservation.
Legal
• Deregulation of newspaper industry

3.2 Competitive environment
Zimbabwe Newspapers main competitors are Alpha Media Holdings and Associated Newspapers of Zimbabwe.
1. Competitive intensity: Less competitive as there are few firms holding large market share.
2. Barriers of entry: High, requires specialized technology and high minimum efficient scale.
3. Bargaining power of suppliers: High, few suppliers of newsprint and ink in Southern Africa.
4. Bargaining powers of buyers: weak buyers are fragmented, no buyer has influence over price or product.
5. Threat of substitutes: High because of television news, radio news, mobile news and other online news.

4.0 SWOT Analysis for Zimbabwe Newspapers Strengths
• Strong brands
• Innovative company
• Favorable access to distribution networks
Weakness
• No customer
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