Marketing Plan for Water Harvesting in Namibia

Marketing Plan
ProFunnel by ProAqua GmbH & Co. KG
Product Management – Prof. Dr. Claudia Hensel

Fachhochschule Mainz
University of Applied Sciences

Table of contents

I. Marketing Plan Summary (Executive Summary)……………….……………………… 3 II. Corporate Connection..……………………………………………………..……………………. 4 III. Environmental Analysis and Forecasting…………………..…………………………….. 5 1. Major environmental factors……………………………..……………………………… 5 a. Social / Ethical……………………..……………….……………………………… 5 b. Technological………………………………………………………………………. 5 c. Economical…………………………………………………………………………… 6 d. Environmental……………………………………………………………………… 7 e. Political / Legal…………………………………………………………………….. 7 2. Competitive Analysis – Porter’s 5 Forces……………………………………………. 8 f. Bargaining power of suppliers………………………………………………. 8 g. Threat of substitution…………………………………………………………… 8 h. Threat of new competition…………………………………………………… 9 i. Bargaining power of customers……………………………………………. 10 3. SWOT – Analysis………………………………………………………………………………… 11 IV. Segmenting – Targeting – Postitioning……………………………………………………… 12 V. SMART Analysis………………………………………………………………………………………… 13 VI. Product Specifications (4P’s).……………………………………………………………………. 15 4. Product………………………………………………………………………………………………. 15 5. Place…………………………………………………………………………………………………… 18 6. Price…………………………………………………………………………………………………… 19 7. Promotion………………………………………………………………………………………….. 24 VII. Resources needed to support strategies and meet objectives………………….. 25 VIII. Marketing control……………………………………………………………………………………... 26 IX. Conclusion…………………………………………………………………………………………………. 27

Addendum X. List of Sources……………………………………………………………………………………………. 28 XI. Calculation of cost (cost based)…………………………………………………………………. 29

I. Marketing Plan Summary (Executive Summary)

In the future, the world will