marketing plan
Marketing Plan Outline and Commentary
For Business Year 2014
Hybrid Brand Car
Plan Contents
Comments/Discussion
Table of Contents
List the sections and pages in a table of contents.
Executive Summary
1 Page
This is a summary of the key issues facing the business, the key objectives, and the important initiatives to achieve the objectives. This section is written after all the other sections of the plan are completed
Background, Situation, Analysis
Business Overview
2 Pages
Describe your company’s U.S. operation including the types of vehicles it sells, recent news reports about the company including its sales, and outlook.
Industry Information
2-3 Pages
This section provides detailed information on the U.S. Auto market. You will need to do research to find this information.
1. U.S. Vehicle sales for each of the last three years. If you can get sales by type—autos, SUV’s, Trucks, etc. including total vehicle sales that would be important.
2. Hybrid and Electric Vehicle sales for the last three years.
3. Calculate share of market for Hybrid and Electric Vehicles for the last three years
4. Within the Hybrid and Electric Vehicle segment, calculate market shares of the various brands for the last three years. If you should find a list will all the brands and shares, just list enough brands to make sure your brand is included.
Provide a written analysis of key findings and trends.
Industry Structure Assessment
2-3 Pages
Using Porter’s Five Forces, describe the forces influencing the industry in the United States and the implications for your marketing plan. See lecture notes and hand out.
Macro environment
2-3 Pages
Describe macroenvironmental issues including demographic, economic, socio-cultural, natural, technological, and political/legal as well as other external issues that affect the marketing of your car. Among the obvious external factor includes the price of oil, environmental issues, and mileage
For Business Year 2014
Hybrid Brand Car
Plan Contents
Comments/Discussion
Table of Contents
List the sections and pages in a table of contents.
Executive Summary
1 Page
This is a summary of the key issues facing the business, the key objectives, and the important initiatives to achieve the objectives. This section is written after all the other sections of the plan are completed
Background, Situation, Analysis
Business Overview
2 Pages
Describe your company’s U.S. operation including the types of vehicles it sells, recent news reports about the company including its sales, and outlook.
Industry Information
2-3 Pages
This section provides detailed information on the U.S. Auto market. You will need to do research to find this information.
1. U.S. Vehicle sales for each of the last three years. If you can get sales by type—autos, SUV’s, Trucks, etc. including total vehicle sales that would be important.
2. Hybrid and Electric Vehicle sales for the last three years.
3. Calculate share of market for Hybrid and Electric Vehicles for the last three years
4. Within the Hybrid and Electric Vehicle segment, calculate market shares of the various brands for the last three years. If you should find a list will all the brands and shares, just list enough brands to make sure your brand is included.
Provide a written analysis of key findings and trends.
Industry Structure Assessment
2-3 Pages
Using Porter’s Five Forces, describe the forces influencing the industry in the United States and the implications for your marketing plan. See lecture notes and hand out.
Macro environment
2-3 Pages
Describe macroenvironmental issues including demographic, economic, socio-cultural, natural, technological, and political/legal as well as other external issues that affect the marketing of your car. Among the obvious external factor includes the price of oil, environmental issues, and mileage