Marketing Plan

Topics: Marketing, Strategic management, Customer relationship management Pages: 43 (7658 words) Published: December 4, 2012
MBS507StrategicMarketingManagement

INTEGRATED MARKETING PLAN
FOR
WESTERN UNION'S B2B SOLUTIONS
IN
JORDAN
 
 
Ayushma Amatya  (31875988)
Hani Abdel‐Latif     (31720299)
Pati Aliyu Alex         (31933406)
Vikram Hensh         (32061726)

1

Integrated Marketing Plan for JORDAN

Contents
1. 

EXECUTIVE SUMMARY .................................................................................................. 4 

2. SITUATION ANALYSIS ......................................................................................................... 4  2.1. MARKET SUMMARY (The Market) ............................................................................. 4  2.1.1. Target Demographic ................................................................................................... 5  2.1.2. Geographics:................................................................................................................ 5  2.1.3. Market Psychographics .............................................................................................. 6  2.1.4. Market Needs: ............................................................................................................. 6  2.1.5. Market Trends: ........................................................................................................... 6  2.1.4. Market Growth ........................................................................................................... 7  2.2. MACRO ENVIRONMENT .............................................................................................. 7  2.3.1. Demographic and Social: ........................................................................................... 7  2.3.2. Political: ....................................................................................................................... 8  2.3.3. Economical: ................................................................................................................. 8  2.3.4. Technological: ............................................................................................................. 8  2.3.5. Legal:............................................................................................................................ 9  2.3.6. Environmental: ........................................................................................................... 9  2.4. MIRCRO ENVIRONMENT ............................................................................................. 9  2.4.1. Forces from Rivalry among the Competitors: LOW............................................... 9  2.4.2. Bargaining Power of Customers: LOW.................................................................... 9  2.4.3. Threat of New Entrants: HIGH............................................................................... 10  2.4.4. The Substitution: Threats of Substitute Products/Services- LOW ...................... 10  2.4.5. Threats from the Vendors: HIGH .......................................................................... 10  2.5. SWOT ANALYSIS ........................................................................................................... 11  2.6. PRODUCT OFFERING ................................................................................................. 12  2.7. KEYS TO SUCCESS: ...................................................................................................... 12 

 
 
2

Integrated Marketing Plan for JORDAN

2.8. CRITICAL ISSUES ......................................................................................................... 12  3. MARKETING STRATEGY: ................................................................................................. 13  3.1. MISSION........................................................................................................................... 13  3.2. MARKETING OBJECTIVES...
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