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Chapter 13
Sample Marketing Plan
|Chapter Introduction |

• This chapter covers two versions of a sample marketing plan: o Report-based marketing plan format: Using the tried-and-true report-like structure, this version utilizes supporting text and figures to describe the plan in detail. o Ten slide marketing plan format: Using only ten presentation slides to cover the entire plan, this version is becoming the standard in many organizations.

|Lecture Outline |

Sample Marketing Plan: 2011 Ford Fiesta:
Report-Based Format
• Executive Summary:
o Ford has an opportunity to capture market share within the subcompact automotive market in the United States. Due to increasing fuel prices, the market for large vehicles such as sport utility vehicles (SUVs) is shrinking. Meanwhile, the market for subcompact cars, like the 2011 Ford Fiesta, is poised to grow.

• Objectives:
o Mission:
▪ The Ford mission, displayed on its website as the ONE Ford, encompasses three principles: One Team, One Plan, and One Goal. o Competitive advantage:
▪ Ford’s competitive advantages are its strong brand, its worldwide distribution channels, and its global manufacturing strategy. o To support Ford’s mission of profitable growth through new products and its competitive advantage of global manufacturing prowess, we declare the following objective: Increase market share of subcompact cars sold in the U.S. market to 10 percent by the end of 2012, leveraging global automotive assets.

• Market Overview:
o We start this portion of the plan with a summary of the small car market, summarized in Figure 13.2. o Market Description: We describe the market using the following data. ▪ Industry: Automobile manufacturing. The category is small (subcompact) cars. ▪ NAICS/ SIC Code: The NAICS code for automobile manufacturing is 336111. The SIC code is 3711. ▪ Customer Needs: Direct customer needs include basic transportation. Indirect customer needs include satisfying feelings of freedom, self-expression, and self-esteem. o Market Sizing: We size the market and its growth rate using the following data. ▪ Market Size: Figure 13.5 displays U.S. subcompact car sales for leading manufacturers, totaling 459,802 units sold in 2009, the latest available data. ▪ Market Growth Rate: Edmunds estimates that light vehicle sales, including subcompacts, will increase by about 11 percent in 2010. o Market Trends: We have identified the following trends in the market. ▪ Political Trends: The National High Traffic Safety Administration’s (NHTSA) Corporate Average Fuel Economy (CAFE) fleet-wide fuel economy standard will increase to 35.7 miles per gallon (MPG) by 2015, which will benefit the subcompact car category. ▪ Economic Trends: As gasoline prices increased, sales of fuel-hungry SUVs decreased by more than 25 percent, while sales of small cars increased. Because gasoline prices are unlikely to return to their historic lows, small car sales should continue to stay strong. ▪ Social Trends: Small cars suffered from a negative stigma in the United States in the past, with a prevailing notion that large, powerful cars symbolized success. But this perception is changing as society finds small cars more appealing. ▪ Technological Trends: Automotive safety technologies, such as antilock braking systems (ABS) and electronic stability control (ESC) systems, will improve safety in small cars. o Market Segments

▪ Segmentation: B2C: For the...
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