Groupon Marketing Plan
Groupon Marketing Plan
Table of Contents
I. Executive Summary
II. Market Summary
III. SWOT Analysis
IV. Competition
V. Product (Service) Offering
VI. Keys to Success
VII. Critical issues
VIII. Mission
IX. Marketing Objectives
X. Financial Objectives
XI. Target markets
XII. Positioning
XIII. Strategies
XIV. Marketing Mix
XV. Marketing Research
XVI. Implementation
XVII. Marketing Organization
XVIII. Contingency Planning
XIX. Conclusion
Executive Summary
Groupon, Incorporated (Groupon) is a national e-commerce marketplace that connects local merchants to local consumers by offering goods and/or services at a discount. Each day Groupon e-mails its subscribers discounted offers for goods and services that are targeted by demographics and/or filtered by personal preference. National merchants also have used the company’s marketplace as an alternative to traditional marketing and brand advertising. Currently, Groupon does most of its marketing and advertising on the internet and on the following cellular phones: Android, Blackberry, and the iPhone. After conducting research, it appears Groupon has a niche market, which consists of individuals who have expensive phones and/or are computer savvy. Because a large amount of people use different coupons and may not be computer savvy, my team is putting together a marketing plan that will allow for Groupon to increase its marketability with an older generation and enhance the marketing plan they currently utilize to attract these customers.
Our marketing plan will consist of an executive summary, situation analysis, market summary, SWOT analysis, a review of Groupon’s competitors, products and services, keys to success, and critical issues. Additionally, our marketing plan will consist of Marketing Strategy: mission, marketing objectives, financial objective, target markets, positioning, strategies, market mix, and marketing research. The next portion of our marketing plan will be the controls:
Table of Contents
I. Executive Summary
II. Market Summary
III. SWOT Analysis
IV. Competition
V. Product (Service) Offering
VI. Keys to Success
VII. Critical issues
VIII. Mission
IX. Marketing Objectives
X. Financial Objectives
XI. Target markets
XII. Positioning
XIII. Strategies
XIV. Marketing Mix
XV. Marketing Research
XVI. Implementation
XVII. Marketing Organization
XVIII. Contingency Planning
XIX. Conclusion
Executive Summary
Groupon, Incorporated (Groupon) is a national e-commerce marketplace that connects local merchants to local consumers by offering goods and/or services at a discount. Each day Groupon e-mails its subscribers discounted offers for goods and services that are targeted by demographics and/or filtered by personal preference. National merchants also have used the company’s marketplace as an alternative to traditional marketing and brand advertising. Currently, Groupon does most of its marketing and advertising on the internet and on the following cellular phones: Android, Blackberry, and the iPhone. After conducting research, it appears Groupon has a niche market, which consists of individuals who have expensive phones and/or are computer savvy. Because a large amount of people use different coupons and may not be computer savvy, my team is putting together a marketing plan that will allow for Groupon to increase its marketability with an older generation and enhance the marketing plan they currently utilize to attract these customers.
Our marketing plan will consist of an executive summary, situation analysis, market summary, SWOT analysis, a review of Groupon’s competitors, products and services, keys to success, and critical issues. Additionally, our marketing plan will consist of Marketing Strategy: mission, marketing objectives, financial objective, target markets, positioning, strategies, market mix, and marketing research. The next portion of our marketing plan will be the controls: