Groupon Marketing

Only available on StudyMode
  • Download(s) : 536
  • Published : April 21, 2011
Open Document
Text Preview

Marketing Plan
Groupon Swipe Card

Table Of Contents
1.0 Executive Summary

2.0 Situational Analysis
a. Politics
b. Laws and Regulations
c. Media Environment
d. Social and Cultural Forces
2.1 Market summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product Offering
2.5 Keys to Success
2.6 Critical Issues
3.0 Market Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8Marketing Research

4.0 controls
4.1 Implementation
4.2 Marketing Organization
4.3 Contigency Planning

5.0 Conclusion

1.0 Executive Summary

Groupon is a deal-of-the-day website that is localized to major geographic markets worldwide. Launched in November 2008, the first market for Groupon was Chicago, followed soon thereafter by Boston, New York City, and Toronto. Groupon has over 50 million subscribers across 300 cities in more than 40 countries. The idea for Groupon was created by Andrew Mason who is currently the company’s CEO.

Groupon is the market leader on their industry. Some opportunities that they need to research is television advertisements. Groupon did the television ads in thepast and it resuled in negative response from the media. Many people called the ad insensitive to the people of Tibet and human rights issues. Groupon should continue to do television ads but they should hire a commercial creating company to create the commercial. This is to ensure that the public does not get offended. The Groupon swipe card will allow them to improve on the consumer retention and acquire more users. This will create a competitive advantage over the rest of the companies.

2.0 Situation Analysis
A. Politics
Politics do not affect Groupon.
B. Laws and Regulations
The alcoholic beverage laws are laws that Groupon needs to abide by. Also, Credit Card Accountability Responsibility and Disclosure Act which prohibits retailers from setting expiration dates less than 5 years after a card is purchased. The Massachusetts ABC board recently held that Groupon’s online coupon discounts for alcohol at bars and restaurants violates the state’s happy hour regulations. Specifically, the regulation prohibits the discounting of alcohol from the same price that would be charged during the same week, or selling discounted drinks to anyone at a price less than what would be charged to the general public. The Massachusetts ABC board has asked Groupon to hand over its information on the bars and restaurants that have participated in the program as well as the details of the discounts and the revenues generated. C. Media Environment

Groupon has been able to maintain a clean reputation within the media up until airing of a Groupon commercial during a super bowl commercial. After two years of being in business Groupon decided to air TV commercials. Groupon realized even though they are growing as a company and subscriptions are increasing there still are many people who don’t know about Groupon. Groupon has always depended on word of mouth advertising and online search advertising. One ad featured the country of Tibet and said the culture was in jeopardy, but then the ad turned into a fish curry restaurant deal being offered by Groupon. Many people called the ad insensitive to the people of Tibet and human rights issues.

The first half of the ad showed picturesque landscapes of Tibet while a voiceover by actor Timothy Hutton gravely announced, "The people of Tibet are in trouble. Their very culture is in jeopardy." The ad then cut to Hutton in a lively restaurant scene, announcing happily, "But they still whip up an AMAZING fish curry," and boasting of the 50% discount he got on the meal thanks to Groupon. D. Social and Cultural Forces

The social and cultural forces that Groupon experiences only going to favor Groupon rather than harm it. The social and culture forces that the...
tracking img