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PBC Cole and Parker 2014 Final

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PBC Cole and Parker 2014 Final
2014

Marketing plan
Cole and Parker

Lecturer: Ms D. Tappi Student number
Chia Keanie 500695560
Martin Hammerseth 500691645
Mikkel Noordhuis 500582166
Krikor Tanielian 500682666
Saida Hugiale 500689841

2IBM7

Table of content
Executuve summary 2
Introduction 3
Problem statement, External analysis 4
Internal analysis 9
SWOT analysis 11
Segmentation. 14 Targeting…………………………………………………………………………………………………………………………………………..15
Positioning, Corporate strategy……………………………………………………………………………………………………………..16
Objectives……………………………………………………………………………………………………………………………………………..17
Marketing mix……………………………………………………………………………………………………………………………………….18
Budget and controls………………………………………………………………………………………………………………….25
Meetings: 26
Task allocation 26
Self reflection………………………………………………………………………………………………………………………………………..27
Source list……………………………………………………………………………………………………………………………………………..28
Appendices…………………………………………………………………………………………………………………………………………..29

Executive summary

After evaluating the company called ‘Cole and Parker’ the following facts have been concluded. The information below has lead to a marketing plan based on strengths, and weaknesses, in combination with the opportunities and threats of Cole and Parker.
Cole and Parker have a lot of obstacles to overcome to grow as an organization. Their main threat is that they are using a non-effective promotional tool, which has to be stronger in the future. Their product is ‘Bold designed socks’ and due to the competition it is hard for them to compete, and due to the public’s awareness of Cole and Parker it has made them even harder to compete in such an environment.
Cole and Parker’s new objective is to increase their revenue, by creating brand awareness, to the public. Their focus is mainly concentrated to capture more customers to their web shop. Cole and Parker’s plan is to make their product affordable in
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