Marketing Plan

Topics: Marketing, Sales, Scrapbooking Pages: 22 (5241 words) Published: March 16, 2006
Making Memories

Marketing Plan

Your Name

Table of Contents

1.0 Executive Summaryi

2.0 Situation Analysis1
2.1 Market Summary1
2.1.1 Market Demographics1
2.1.2 Market Needs4
2.1.3 Market Trends4
2.1.4 Market Growth5
2.2 SWOT Analysis7
2.2.1 Strengths7
2.2.2 Weaknesses7
2.2.3 Opportunities7
2.2.4 Threats7
2.3 Competitor Analysis7

3.0 Marketing Strategy9
3.1 Mission Statement9
3.2 Marketing Goals9
3.2.1 Product Objectives9
3.2.2 Place Objectives10
3.2.3 Price Objectives10
3.2.4 Promotion Objectives10 Personal Selling Objectives10 Mass Selling Objectives10 Sales Promotion Objectives11 3.3 Marketing Mix11
3.3.1 Product/Services Offered11
3.3.2 Price Strategy12
3.3.3 Promotion Strategy12
3.3.4 Distribution Strategy12

4.0 Financials14
4.1 Budget14
4.1.1 Operating Budget14
4.1.2 Marketing Budget15
4.2 Sales Forecast16
4.3 Budget Summary16

5.0 Controls17
5.1 Implementation17
5.2 Contingency Planning17

6.0 Summary18

1.0 Executive Summary

Making Memories is dedicated to helping people preserve their past through scrapbooking. We sell a wide variety of high quality scrapbooks and scrapbooking materials. In addition, we offer free classes every other Saturday to help our customers learn how to design their scrapbooks. Every employee will receive special training to assist customers in selecting the right materials for their scrapbooking needs. The owner is in charge of implementation of this marketing plan, but every employee must do their job to ensure the success of the store. Our marketing strategy will focus on maximizing customer service, sales, and awareness of our store to potential customers. We will begin operations January 1st. We expect to make a profit of $2,220 in our first month due to the growing market of scrapbooking and our dedication to customer satisfaction.

2.0 Situation Analysis

Making Memories is a new small business devoted to its customers. We provide the widest variety of scrapbooking supplies and a well-trained staff to assist customers in selecting the right supplies for their needs. In addition, to serve our customers better, we offer specialized classes designed to help customers learn and share new ideas to enhance their scrapbooks.

2.1 Market Summary

People of all ages and backgrounds enjoy scrapbooking. Making Memories will focus on selling to teenage girls and moms in area. Our customers want a wide variety of supplies to make their scrapbooks unique and to reflect their lives. They enjoy scrapbooking in their spare time. For our customers, scrapbooking is a way of preserving the past and documenting the milestones in life.

2.1.1 Market Demographics

Generic Market: Hobbies

Broad Product Market: Scrapbooking

Homogeneous Market Segments:

1) Artsy Teens: This segment consists of teenage girls who want to preserve their high school memories. These girls are sentimental and creative. They spend some of their free time documenting school functions, time with friends and other activities. They are mostly between the age of 14 and 18. Their family's social class is middle to upper class.

2) Sentimental Moms: This segment includes young married mothers who want to document their child's life. These mothers are active yet have some free time to sit down and create a scrapbook. They range from stay at home moms to moms who do not have demanding careers. They normally have one or two kids because...
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