Mkt1 Template

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Company G
3-Year Marketing Plan
Student Name: +
Student ID: +
Date: +
Mentor Name: +
Table of Contents

Introduction
Mission Statement
The Product
Consumer Product Classification
Target Market
Competitive Situation Analysis
Analysis of Competition using Porter’s 5 Forces Model
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Market Objectives
Product Objective
Price Objective
Place Objective
Promotion Objective
Marketing Strategies
Product Strategies
Price Strategies
Place Strategies
Promotion Strategies
Tactics and Action Plan
Product Action Plan
Price Action Plan
Place Action Plan
Promotion Action Plan
Monitoring Procedures

Introduction
While this section is not expressly requested in the task instructions, it is usually helpful to write a paragraph that introduces Company G and the product or product line that you are writing this marketing plan about. Mission Statement

“We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.” The Product
The task instruction is: Explain how the product you have selected supports Company G’s mission statement provided in the task introduction. This should be a 1-2 paragraph section that includes a detailed description of your product. Then discuss how the features of your product support the given mission statement, stated in the previous section. Consumer Product Classification

The task instruction is: Classify Company G’s products using the three-way consumer product classification system. Please refer to the recommended text for information on this. See index topic: “consumer products, classification of.” Please also check the learning community for a blog or discussion on this topic. Before completing this section, it is recommended that you complete the Marketing Plan Worksheet, which is linked to the course of study. Ask the course mentor for it if you do not already have it. Target Market

The task instruction is: Describe the target market for the company’s products. This would include demographic information, psychographic information and any other characteristics that help to describe the group. It needs to be a specific group of customers. Sometimes using stereotype images can help to describe a group, such as the “soccer mom.”

Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the course mentor in the learning community for this if you do not have it. Competitive Situation Analysis

Analysis of Competition using Porter’s 5 Forces Model
The task instruction is: Analyze Company G’s competitive environment utilizing Porter’s Five Forces Model of competitive forces. While headings below may provide some guidance for how to organize the paper, please refer to the recommended text (index topic: “Porter’s 5 forces model”), the learning community, and recommended web sites. As you will see from the reading, Porter’s 5-forces is a way to examine threats to a company’s success – which was competition imposes. Competitive Rivalry As you study the model, you will see that the rivalry is the component that all the competition and their threats centers around. Please describe this for Company G. Threat from New Entrants As you discover what this is, discuss the possible threat from new companies entering the market. Also consider how the Internet impacts this. Threat from Buyers As you discover what this is, discuss the possible threat from buyers, which may or may not be the same as consumers – depending on your distribution system. Is it possible for them to band together and demand volume discounts? Also consider how the Internet impacts this. Threat from Suppliers As you discover what this is, discuss the possible threat from suppliers to Company G. Are there few or many? How does that impact Company G’s ability to continue delivering product at a...
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