Marketing Plan

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Marketing Plan
Period 3

By KORNVIKA KORVORAKUL, OLEKSANDRA SEITS, LARENCE BLACK, JIANI LIU

Contents
1. Executive Summary……………………..…………..…………….p2 2. Situation Analysis………………………..…………..…………….p3 3. SWOT Analysis…………………………………………………..……p5 4. Key Assumptions…………………………….………………………p6 5. Marketing Objectives & Strategy.…..………………………p6 6. Action Plans….………………………………………………..………p7 7. Budget………….………………………………………………..………p8 8. Controls…….….………………………………………………..………p9

EXECUTIVE SUMMARY
External analysis of Loonies marketing plan for period 1 revealed that during mentioned and further periods, the economic situation on the market is predicted to be stable with a low inflation rate (2-3%) which is expected not to cause any significant changes in company’s function. In general term, Loonies’ performance is very successful and the company is mostly favoured by Juliet market’s customers and investors. However, Sonite product market is highly competitive, where Loonies’ projects such as Loop (high-ended, Professionals and High Earners targeted product) and Lock (low-ended, Savers and partially Shoppers targeted model) take the 2nd and the 6th places respectively in terms of popularity and profitability. One more valid point analysed in current market situation is Loonies main competitors. Loop faces threats from ROCK and TONE, which have a similar set of features and functions but slightly more expensive then Loop. At the same time, Lock is under a pressure of SOFT and MOST products with significantly higher brand awareness and more superior features than Lock. All mentioned above characteristics are important for all segments of consumers. Thus, apart from affordable price, customers are interested in power, display, design of the product. Furthermore, shoppers will have a biggest average growth rate over the next 5 period and currently no product in the Sonite market has been able to satisfy shoppers with the ideal characteristics and suitable price. SWOT Matrix analysis indicates that by consolidating Loonies’ strength in the market, taking care of its financial, production and resource allocation issues and keeping an eye on major competitors’ movement, there is a potentially large spectrum of opportunities which can be achieved in short term and long term. Action plan is based on the assumptions that activities will be fully funded by authorized budget, need of LOOP and LOCK will continue to grow and the relatively little competition in the Vodite market. With the clear marketing objectives (Loonies to remain as market leaders in the Sonite, clear position of LOCK towards Savers segment, and the market leadership in Vodite, etc) and strategies (clear positioning of all products, efficient resources allocation, etc), Loonie plan to launch POLO (Sonite) and PEER (Vodite), increase production estimation, target LOCK to savers, and further cost cutting programme for Polar to be launched in Period 4 (Sonite). Finally, in order to make sure that all projects may be issued in planned time, Loonie requires a budget excluding production budget of $9,143,000, 3.7% less than the authorized budget in period 2. In addition, further deviation from the original plan objectives needs to be carefully examined and thus the plan needs to be re-evaluated.

SITUATION ANALYSIS
Environmental Analysis
Economic Analysis
In Markstrat, the economic variables are relatively stable with the current inflation rate of 2% and GNP growth rate of 3% in Period 1. These variables are expected to remain unchanged for the next period. It is unlikely that the inflation rate will reach much higher levels in the future; therefore, the effect on production, advertising, commercial and market research costs of the company should be reasonably small. Industry Analysis

| SPI| Rev:| NC:| Cum NC:|
L| 1,242| 58| 24| 39|
M| 1,203| 42| 20| 33|
R| 1,193|...
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