"Run Forest" Marketing Plan

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Run Forest Marketing Plan MKTG 2000, Julia Cooper Gabby Angelico, Maggie McMahan, John Haselden, Jacob DeVore 16 October 2012 Executive Summary Run Forest is an eco-friendly athletic footwear company that strives to be the first in quality innovations in sustainable athletic shoes. The company’s strategy focuses on total quality management through all aspects of production in order to create a successful brand image and word-of-mouth advertising campaign. In order to offer the product at a reasonable price, Run Forest will be effective in managing costs down and allocating resources efficiently and effectively. Table of Contents Situation Analysis………………………………………………………………………..3 Marketing Objectives and Goals…………………………………………………...3…show more content…
Run Forest has up to three markets that may be available as possible areas where we can sell our athletic shoes. The first market is the home region. We will focus our marketing on the basis that our shoe is of high quality for a low price, and that it is made of recycled material. The second market is the domestic region, where we will sell to a national market such, ideally the entire United States. The third market is the foreign region, which includes the entire international market, excluding the home and domestic regions. When we expand to the domestic market we plan to offer our product at a slightly higher price point than our home market to boost sales revenue. Finally, when we indulge in the foreign market we will position ourselves on the basis of offering a previously tested product at a lower price than in the home market. When looking at these three regions the home tends be a smaller percentage than the domestic, and the foreign tends to be the smallest of all three. We plan to attack the home market right out of the gate, and then as we become more stable we will focus our resources to the domestic and foreign markets. Marketing Strategy Run Forest will use its competitive advantage as a best-cost provider to capture the middle market range of athletes while focusing on providing the highest quality product. Our product is compatible with that of our competitors but offered at an attractive
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