- 04 Apr, 2021
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Marketing Plan
Develop a marketing plan for the select Product or Service Company of your choice. The detailed report format depicted below for your reference.
1. Executive Summary
2. Introduction
3. Company profile
a. Introduction / History, Organizational structure/ SBU’s, Mission & Vision, Goals & Objectives
4. Competitor profile
Identify: Competition-Direct/Indirect, Market Share Breakdown, Competitive Advantage, Industry Analysis,
Who/where are the competitors? What is your select product /service advantage? Perception of product by consumer
5. Consumer Profile
a. Market Segmentation, Consumer Demographics, Target Audiences, Product Positioning, Market Research.
How did they segment the market? Age, education, gender, income? Geographic / Psychographic / behavioural / Usage / etc. What is the target market? Product Positioning? What type of research they do? Etc.
6. Analysis & Recommendation
a. SWOT Analysis of the select product / service company
Macro & Micro Environment
b. Market Mix (4P’s & 4C’s) & Environmental Analysis
a. Product b. Place c. Price d. Promotion /
How does your product or service fit into the Market Mix? Explain each one in detail?
c. Marketing Strategy & Plan (Ansoff’s Matrix )
Which strategy will you use & why?
d. Recommendations/Conclusion