Marketing Plan 2005
Table of Contents
Executive Summary Page 3
Situational Analysis Page 4
SWOT Analysis Page 4
Our Mission Page 4
Our Values Page 5
Our Vision Page 5
Our Goals Page 5
Our Target Market Page 5
Marketing Objectives Page 5
Marketing Strategies Page 6
Projected Expenditure on Marketing Page 6
Market Research Page 7
Marketing…How and Where? Page 7
Implementation, Monitoring and Controlling
Key indicators of effectiveness Page 8
Controls Page 8
Research Page 8
Financial Forecast Page 9
Earnings Summary Page 9
The following integrated marketing plan provides an outline for what is needed to pursue a successful expansion into the Asian beer market. To date, lack of marketing has been the catalyst for our poor returns in this region. To remedy this, we need to spend a good deal of money establishing ourselves as a serious brand in this region.
The Asian market is potentially the most lucrative of all markets where we operate, and to date, has been little more than a drain on our resources, offering little or no returns. Through an extensive marketing campaign, including sponsorship of popular events in Asia, such as Soccer championships, and an extensive TV advertising campaign, we can establish ourselves as the leading beverage choice throughout Asia, to add to the titles we already hold in Great Britain and Australia, to name but a few.
Our financial situation is clearly in a state where this form of expansion can be easily supported, given
• We have very healthy profit margin
• It is a very lucrative market
• We are a global company, and need to look globally in terms of distribution
We have a very broad target market with our wide range of beers, and this will assist in many areas, most notably with our marketing, as we are able to reach such a broad spectrum of people who make up our target market.
Our marketing campaign outlined in the following report is... [continues]
Cite This Essay
(2008, 05). Fosters Group Marketing Plan 2005. StudyMode.com. Retrieved 05, 2008, from http://www.studymode.com/essays/Fosters-Group-Marketing-Plan-2005-149111.html
"Fosters Group Marketing Plan 2005" StudyMode.com. 05 2008. 05 2008 <http://www.studymode.com/essays/Fosters-Group-Marketing-Plan-2005-149111.html>.
"Fosters Group Marketing Plan 2005." StudyMode.com. 05, 2008. Accessed 05, 2008. http://www.studymode.com/essays/Fosters-Group-Marketing-Plan-2005-149111.html.