Marketing Plan 1. Executive Summary 2. Situational analysis ..., Study notes of Marketing

Download Marketing Plan 1. Executive Summary 2. Situational analysis ... and more Study notes Marketing in PDF only on Docsity! 1 Marketing Plan 1. Executive Summary 2. Situational analysis, Current Situation 2.1. Macro environment - economy - legal - government - technology - ecological - sociocultural - supply chain 2.2. Market Analysis - market definition - market size - market segmentation - industry structure and strategic groupings - Porter 5 forces analysis - competition and market share - competitors' strengths and weaknesses - market trends 2.3. Customer Analysis - nature of the buying decision - participants - demographics - psychographics - buyer motivation and expectations - loyalty segments 2.4. Internal Company resources - financial - people - time - skills 2 Objectives - mission statement and vision statement - corporate objectives - financial objective - marketing objectives - long term objectives - description of the basic business philosophy - corporate culture 3. Opportunities / Issue Analysis - SWOT Analysis 3.1. Marketing research information requirements research methodology research results 3.2. Summary of Situation Analysis - external threats - external opportunities - internal strengths - internal weaknesses - Critical success factors in the industry - our sustainable competitive advantage 4. Marketing Strategy 4.1. Segmented marketing actions and market share objectives by product, by customer segment, by geographical market, by distribution channel. 4.2. Marketing Strategy – Product product mix product strengths and weaknesses perceptual mapping product life cycle management and new product development Brand name, brand image, and brand equity the augmented product product portfolio analysis B.C.G. Analysis contribution margin analysis G.E. Multi Factoral analysis Quality Function Deployment