Marketing Plan

Only available on StudyMode
  • Download(s) : 66
  • Published : December 4, 2012
Open Document
Text Preview
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...
tracking img