Canon Marketing Plan
Canon
MARKETING PLAN
April 15th 2012
Table of Contents
Statement of Confidentiality & Non-Disclosure 3
EXECUTIVE SUMMARY 4
1. SITUATION ANALYSIS 5 1.1 Industry Analysis 5 1.2 Sales Analysis 6 1.3 Competitive Analysis 8 1.4 Customer Analysis 11 1.5 SWOT Analysis 11
2. OBJECTIVES 12 2.1 Corporate Objectives 12 2.2 Marketing Objectives 12 3.1 Market Segmentation Strategy 13 3.2 Targeting Strategy 13 3.3 Product Life Cycle 14 3.4 Potential Strategies 14 3.5 Core Strategy 15
4. MARKETING PROGRAMS 17 4.1 Marketing Mix 17 4.2 Loyalty Programs 20 4.3 Customer Service & Support 20 4.4 Market Research 20 4.5 Trust and Credibility 20 4.6 Trade Promotions 20
5. IMPLEMENTATION PLAN 21 5.1 Product Design and Development 21 5.2 Marketing & Sales 22 5.3 Distributors 25 5.4 Resource Requirements 26 5.5 Scheduling 26
6. PERFORMANCE EVALUATION AND MONITORING 28 6.1 Monitoring Ad Campaigns 28 6.2 Sales Analysis 30 6.3 Profit and Loss Statements 31 6.4 Customer Profiling 31 6.5 Salesforce Evaluation 32
7. FINANCIAL INFORMATION 34 7.1 Financial Capsule 34 7.2 Financial Assumptions 34 7.3 Budget 34 7.4 Sales Projections (5 years) 36
8. CONTINGENCY PLANS 38 8.1 Symptoms of Failure 38
APPENDICES 39
Statement of Confidentiality & Non-Disclosure
This document contains proprietary and confidential information. All data submitted to the Board is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with Canon. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document's content of its confidential nature.
The recipient agrees to instruct each employee that they must not disclose any information concerning this
MARKETING PLAN
April 15th 2012
Table of Contents
Statement of Confidentiality & Non-Disclosure 3
EXECUTIVE SUMMARY 4
1. SITUATION ANALYSIS 5 1.1 Industry Analysis 5 1.2 Sales Analysis 6 1.3 Competitive Analysis 8 1.4 Customer Analysis 11 1.5 SWOT Analysis 11
2. OBJECTIVES 12 2.1 Corporate Objectives 12 2.2 Marketing Objectives 12 3.1 Market Segmentation Strategy 13 3.2 Targeting Strategy 13 3.3 Product Life Cycle 14 3.4 Potential Strategies 14 3.5 Core Strategy 15
4. MARKETING PROGRAMS 17 4.1 Marketing Mix 17 4.2 Loyalty Programs 20 4.3 Customer Service & Support 20 4.4 Market Research 20 4.5 Trust and Credibility 20 4.6 Trade Promotions 20
5. IMPLEMENTATION PLAN 21 5.1 Product Design and Development 21 5.2 Marketing & Sales 22 5.3 Distributors 25 5.4 Resource Requirements 26 5.5 Scheduling 26
6. PERFORMANCE EVALUATION AND MONITORING 28 6.1 Monitoring Ad Campaigns 28 6.2 Sales Analysis 30 6.3 Profit and Loss Statements 31 6.4 Customer Profiling 31 6.5 Salesforce Evaluation 32
7. FINANCIAL INFORMATION 34 7.1 Financial Capsule 34 7.2 Financial Assumptions 34 7.3 Budget 34 7.4 Sales Projections (5 years) 36
8. CONTINGENCY PLANS 38 8.1 Symptoms of Failure 38
APPENDICES 39
Statement of Confidentiality & Non-Disclosure
This document contains proprietary and confidential information. All data submitted to the Board is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with Canon. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document's content of its confidential nature.
The recipient agrees to instruct each employee that they must not disclose any information concerning this