Enterprise Rent a Car Measuring Service Quality

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Marketing Plan Outline

I.   Executive Summary
A high-level summary of the marketing plan.

II.   The Challenge
Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.

III.   Situation Analysis
Under each heading are examples, not an exhaustive list. Use discretion in making your analysis.

A. 5 Cs Analysis:
Company Analysis
• Goals
• Focus
• Culture
• Strengths
• Weaknesses
• Market share

Customer Analysis
• Number
• Type
• Value drivers
• Decision process
• Concentration of customer base for particular products

Competitor Analysis
• Market position and market shares
• Positioning and basic strategies
• Strengths
• Weaknesses

• Suppliers, distributors, marketing partners, joint ventures, etc.

Macro-environmental PEST analysis:
• Political and legal environment
• Economic environment
• Social and cultural environment
• Technological environment

B. SWOT Analysis
A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows: • The firm's internal attributes can be classed as strengths and weaknesses. • The external environment presents opportunities and threats.

IV.   Market Segmentation
Describe the market segments using appropriate market segmentation approaches. Provide full descriptions of each segment and a rationale for choosing the segment(s) to be targeted.

V.   Marketing Strategies
First describe the “Top P” – the position selected for the product, service or firm. Discuss the overall strategy that was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.

Provide a positioning statement for your branded product, service or business.

The product decisions should consider the product's...
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