Marketing Research

Topics: Marketing, Strategic management, Management Pages: 12 (3863 words) Published: February 2, 2013
Contents of the Marketing Plan:
* Cover Page
* Table of Contents
* Acknowledgement
* Company Title / Owner / type of Business
1.0 Company Description
* Organizational Structure/ Control
2.0 Strategic Focus and Plan
3.1 Company’s Mission Statement
3.2 The Company’s Goal/ Objectives
3.3 Core Competency and Sustainable Competitive Advantage 3.0 Situation Analysis
4.4 SWOT Analysis
4.5 Industry Analysis
4.6 Company Analysis
4.7 Customer Analysis
* Where do they Purchase?
* When do they Purchase?
* Why potential customers don’t purchase?
4.0 Product – Market Focus
5.8 Developing a strategic Focus
5.9 Marketing Goals and Objectives
5.10 Target Market
5.11 Company position in the market
5.0 Market Program
6.12 Product Strategy
6.13 Pricing Strategy
6.14 Location Strategy
6.15 Promotion Strategy
6.0 Marketing Implementation Analysis
7.0 Financial Data and projection

San Marcelino St. Malate, Manila


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Company Description
The National Panasonic Corporation is a leader in the appliance manufacture, assembly and distribution the world over. A very efficient management style that the company uses has been one of the reasons for the firm’s good performance. There are many other salient factors that have made the company achieve the niche of market leader. The market structure the company operates in can not be definitely stated. Some may consider it to be a monopoly. This is due to the fact that the company is a dominant market player in car exportation. In fact, its differentiation strategy has made it enjoy an almost monopolistic presence especially in the developing nations of the world. On the other hand, the market structure can be seen as an oligopoly. This is due to the fact that there are other key players like American Heritage and others who are peer competitors. National Panasonic Corporation is keen to see what these competitors are doing and make sure it reacts to their actions in a way that will guarantee its market leadership. Strategic Focus and Plan

There are three aspects of the existing corporate strategy that are developed in relation to their overall impacts caused to the marketing plan of National Panasonic Corporation. These are; Mission Statement of the Company

National Panasonic Corporation seeks to create a more prosperous society through appliance and computer manufacturing. Therefore, the Company is aimed at achieving a stable and long-term growth in future, and this is supposed to be in synchronization with a number of factors: the significant environment, global economy, local communities served, and the Internal Environment of stakeholders

The Company’s Goals
The company has committed itself to offering of hybrid alternatives for every model that is sold in the market. This is aimed at enabling the Company to make a total sale of 1 million hybrid appliances and computers within a year, and this goal has been set to have been achieved by the year 2012.

National Panasonic Corporation has improved its 2011 Environmental Action Plan and it is committed in six different key areas, which are: the Environmental Management; changes in Energy and Climate; the Quality of Air; concerned Substances; the aspects of Recycling and Improved Resource utilization; and Societal Cooperation. The Company is committed to reduce carbon dioxide emission and it is believed to take combined actions of ensuring that the environment is kept clean all the time by observing the stated fuel economy values. Core Competency and Sustainable...
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