Marketing plan
Table of Contents
EXECUTIVE SUMMARY 3
CURRENT MARKET SITUATION 4
MARKET DESCRIPTION 4
PRODUCT REVIEW 4
COMPETITIVE REVIEW 4
CHANNEL LOGISTIC 4
SWOT ANALYSIS 5
OBJECTIVES AND ISSUES 6
SHORT-TERM OBJECTIVES 6
LONG-TERM OBJECTIVES 6
MARKETING STRATEGY 7
POSITIONING 7
PRODUCT STRATEGY 7
PRICE 7
DISTRIBUTION STRATEGY 7
MARKETING COMMUNICATION STRATEGY 8
MARKETING RESEARCH 11
MARKETING ORGANIZATION 11
ACTION, BUDGET AND CONTROLS 12
ACTION 12
BUDGET 12
CONTROL 12
APPENDIX 13
APA REFERENCES 14 Executive Summary
(whole story in 1 page, NOT Introduction)
Current Market Situation
Market Description
Growth and Size
Product Review
Main Features
Nocturnal it a bussing transportation service that will provide consumers, mainly students, with a safe guaranteed ride to the three main clubs in Lethbridge: Studio, Pulse and Boss Hogs. As well as return them to the University to provide the most convenience for our consumers. This service will be much more affordable and convenient than other current transportation services in the market, such as taxis and city bus transportation. This service fulfills the needs of its customers by providing safe guaranteed rides to and from the club at very reasonable rates and serving as the ultimate convenience.
Product Line
Nocturnal shuttle service will consist of one shuttle service in its first year of business. It will provide seating for up to fifty people and have an upgraded sound system to provide both a joyful and boisterous environment on the way to the destination and then a calming environment for the occupants on the return trip. It will also have an on-board security guard to maintain control and safety of all bus occupants.
Type of Consumer
The target consumers for this service are the students of the University of Lethbridge and young adults from the Westside. Nocturnal focuses mainly on University students who live in Residence between the ages of 18-26.
EXECUTIVE SUMMARY 3
CURRENT MARKET SITUATION 4
MARKET DESCRIPTION 4
PRODUCT REVIEW 4
COMPETITIVE REVIEW 4
CHANNEL LOGISTIC 4
SWOT ANALYSIS 5
OBJECTIVES AND ISSUES 6
SHORT-TERM OBJECTIVES 6
LONG-TERM OBJECTIVES 6
MARKETING STRATEGY 7
POSITIONING 7
PRODUCT STRATEGY 7
PRICE 7
DISTRIBUTION STRATEGY 7
MARKETING COMMUNICATION STRATEGY 8
MARKETING RESEARCH 11
MARKETING ORGANIZATION 11
ACTION, BUDGET AND CONTROLS 12
ACTION 12
BUDGET 12
CONTROL 12
APPENDIX 13
APA REFERENCES 14 Executive Summary
(whole story in 1 page, NOT Introduction)
Current Market Situation
Market Description
Growth and Size
Product Review
Main Features
Nocturnal it a bussing transportation service that will provide consumers, mainly students, with a safe guaranteed ride to the three main clubs in Lethbridge: Studio, Pulse and Boss Hogs. As well as return them to the University to provide the most convenience for our consumers. This service will be much more affordable and convenient than other current transportation services in the market, such as taxis and city bus transportation. This service fulfills the needs of its customers by providing safe guaranteed rides to and from the club at very reasonable rates and serving as the ultimate convenience.
Product Line
Nocturnal shuttle service will consist of one shuttle service in its first year of business. It will provide seating for up to fifty people and have an upgraded sound system to provide both a joyful and boisterous environment on the way to the destination and then a calming environment for the occupants on the return trip. It will also have an on-board security guard to maintain control and safety of all bus occupants.
Type of Consumer
The target consumers for this service are the students of the University of Lethbridge and young adults from the Westside. Nocturnal focuses mainly on University students who live in Residence between the ages of 18-26.
References: Picture of the bus: http://www.google.ca/imgres?start=94&client=firefox-a&rls=org.mozilla:de:official&biw=1333&bih=728&tbm=isch&tbnid=0zUyZFdZtQcCDM:&imgrefurl=http://oaklandnorth.net/2010/08/09/new-free-broadway-shuttle-cruises-downtown/&docid=0wA5qBWdEqvsnM&imgurl=http://oaklandnorth.net/wp-content/uploads/2010/08/B_Shuttle_bus_art.jpg&w=1436&h=510&ei=glCNUsyBPcH7igKp44GACg&zoom=1&ved=1t:3588,r:1,s:100,i:7&iact=rc&page=6&tbnh=124&tbnw=350&ndsp=20&tx=193&ty=37 Book http://www.livingin-canada.com/salaries-for-bus-drivers-subway-transit-operators-canada.html