Marketing Plan
MBS507 Strategic Marketing Management
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:
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:
References: http://www.mop.gov.jo/pages.php?menu_id=113&local_type=1&local _id=555&local_details=1&local_details1= (accessed November 1, 2012). (accessed October 25, 2012). Jordan, 2011: 1-30. http://www.oxfordbusinessgroup.com/economic_updates/jordan-venturing-smes (accessed October 29, 2012). Prentice Hall, 2009. GREEN-TAS, 2006: 4-26. http://www.oxfordbusinessgroup.com/economic_updates/jordan-finding-financing-smes (accessed October 28, 2012). (accessed October 20, 2012). http://data.worldbank.org/indicator/SP.POP.GROW (accessed October 29, 2012). http://corporate.westernunion.com/index.html (accessed October 20, 2012). http://corporate.westernunion.com/Audio_Video.html (accessed November 02, 2012). 35