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Marketing plan – G7 instant coffee December 28, 2011

2012

Marketing Plan
RMIT VIETNAM UNIVERSITY Marketing Principle – MKTG1205 Lecturer: Caroline Nguyen Group 16

Nguyen Minh Anh – s3343869 Nguyen Hoang Mai – s3324360 Luu Vo Kim Vy – s3324388 Page 1

Nguyen Thai Bao – s3221678 Nguyen Nhat Minh – s3357619 Le Thi Hong Dao – s3312607

Marketing plan – G7 instant coffee December 28, 2011 Table of Contents EXECUTIVE SUMMARY ............................................................................................................ 4 CURRENT MARKETING SITTUATION .................................................................................... 5 INTRODUCTION ....................................................................................................................... 5 MICRO-ENVIRONMENT ......................................................................................................... 5 1. Marketing intermediaries ..................................................................................................... 5 2. Customers ............................................................................................................................ 5 3. Competitors ......................................................................................................................... 6 4. Publics ................................................................................................................................. 6 MACRO-ENVIRONMENT........................................................................................................ 7 1. Demographic forces ............................................................................................................. 7 3. Natural forces ...................................................................................................................... 8 4. Technological forces............................................................................................................ 8 5. Political forces ..................................................................................................................... 8 6. Cultural forces ..................................................................................................................... 8 SWOT ANALYSIS ........................................................................................................................ 9 1. Strengths .............................................................................................................................. 9 2. Weaknesses .......................................................................................................................... 9 3. Opportunities ....................................................................................................................... 9 4. Threat ................................................................................................................................. 10 SWOT MATRIX ....................................................................................................................... 11 OBJECTIVES ............................................................................................................................... 12 Corporation objectives .............................................................................................................. 12 Financial objectives ................................................................................................................... 12 Marketing objectives ................................................................................................................. 12 SEGMENTATION, TARGETING AND POSITIONING .......................................................... 13 1. SEGMENTATION................................................................................................................ 13 2.1 EVALUATING MARKET SEGMENTS...
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