Hypothetical Marketing Plan

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Table of Contents
I. Executive Summary
II. Situational Analysis
i. Competitive Situation
ii. SWOT Analysis
iii. Product Life Cycle
III. Marketing Objectives
iv. Sales/Market Share
v. Profit
vi. Product range
vii. Geographic Representation
viii. Exporting
IV. Target Markets
ix. Marketing approach
x. Product differentiation
xi. Market segmentation
xii. Geographic
xiii. Demographic
xiv. Behavioural (product related)
xv. Psychographic
V. Marketing Strategies
xvi. Product
xvii. Price
xviii. Promotion
xix. Place
xx. E-Marketing
VI. Conclusion/Recommendations

I. Executive Summary
* This advice is a marketing plan for ABC Ltd which is planning to distribute its Citrus series of smart phones and regain its competitive advantage to increase its sales. * The Citrus handset is well known for its value and quality but it has fallen out of favour due to its inability to match competitors’ new chips and application software. * At its peak 4 years ago, ABC Ltd had 18% of smart phone market share in Australia. This has now fallen to 9% and the trend is negative. * ABC Ltd’s staff positions are under threat.

* Items which are incorporated into this plan include:
* A Situational Analysis which incorporates a SWOT analysis and the product’s life cycle * Marketing Objectives that ABC Ltd is planning to achieve * The Target Market that ABC Ltd is directing its marketing towards. * Marketing Strategies that will assist in regaining ABC Ltd’s competitive advantage and the development of new opportunities * A 3-key recommendations to ABC Ltd in conclusion

II. Situational Analysis
* Competitive Situation
* Presently there are many Smart Phone selling companies situated in Australia, ABC Ltd therefore won’t have any monopoly dominance of the market. * People who enquire about Citrus smart phones have the choice of also taking interest in leading brands such as Apple, Nokia, Motorola, HTC, Blackberry and Sony Ericsson. * The competitors of ABC Ltd are situated worldwide and mostly well-established with high reputation and can be brought in leading phone outlets in Australia nationwide.

* SWOT Analysis
Strengths * Large market * Established industry * Well Established Reputation * Known for its value and quality * Still has a considerable amount of market share (9%)| Weaknesses * Single product available to the market * Newly released product * Limitation of retail outlet: available only at Harvey Norman * Locked network only to Telstra * Inability to match competitors’ new technology * Product only sourced from Korea, no product changes can be made by ABC Ltd.| Opportunities * Source innovative Smart phones with new technology to Australia * Diversification * Expand its retail outlet and network carrier choices * E-marketing (ie. Alternate online payment methods)| Threats * The number and strength of competitors * Completely fall out of favour in rapid changing of technology * Economic issues (Exchange rates) * Government regulations and new laws (Import and export taxes)|

Stage of the Product Lifecycle| Description |
Establishment| * Low Sales * No Reputation * High Costs| Growth| * Customer loyalty * Increased brand awareness * Increased sales/profitability| Maturity| * Stable state of sales * Many competitors of Smart Phone industry * No profit increase * Customers want innovative products| Post-Maturity| * Fallings sales * Low Profits * Minimal customer interest * New strategies and marketing schemes|

III. Marketing Objectives
Sales/Market Share
* ABC Ltd will be aiming to recover from the negative trend of market share, and stabilize the positive t rend and regain its market share at its peak at 18% in 4 years...
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