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[answered] Marketing Plan Outline I. Executive Summary A high-level su


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For this project, take a new product through the product development cycle and tie it to a marketing plan. My product is the Office Pro(this is a made up product that we are attempting to market). The Office Pro wearable technology would target consumers in an office setting. This product would give a reminder to office workers who are prone to sitting for a long period of time to get up and move, walk, etc. In addition, it would allow you to compete against your coworkers in teams or individually. Competitors would be Fitbit and other similar companies.?
Marketing Plan Outline

 

I. Executive Summary

 

A high-level summary of the marketing plan?what is your product and value to the marketplace. II. The Challenge

 

Brief description of product to be marketed and associated goals, such as sales figures and

 

strategic goals. Who is the primary target market? III. Situation Analysis

 

Company Analysis Goals Focus Culture Strengths Weaknesses Market share Customer Analysis Number Type Value drivers Decision process Concentration of customer base for particular products Competitor Analysis Market position Strengths Weaknesses Market shares Climate

 

Macro-environmental PEST analysis: Political and legal environment Economic environment Social and cultural environment Technological environment SWOT Analysis

 

A SWOT analysis of the business environment can be performed by organizing the

 

environmental factors as follows: The firm's internal attributes can be classed as strengths and weaknesses. The external environment presents opportunities and threats. IV. Market Segmentation

 

Present a description of the market segmentation as follows:

 

Segment 1-Primary Target Market Description Percent of sales What they want How they use product Support requirements How to reach them Price sensitivity Segment 2 ?Secondary Target Market

 

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. V. Alternative Marketing Strategies

 

List and discuss the alternatives that were considered before arriving at the recommended

 

strategy. Alternatives might include discontinuing a product, re-branding, positioning as a

 

premium or value product, etc. VI. Selected Marketing Strategy

 

Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product,

 

price, place (distribution), and promotion.

 

Product

 

The product decisions should consider the product's advantages and how they will be

 

leveraged. Product decisions should include: Brand name Quality Scope of product line Warranty Packaging Price

 

Discuss pricing strategy, expected volume, and decisions for the following pricing variables: List price Discounts Bundling etc Distribution (Place)

 

Decision variables include: Distribution channels, such as direct, retail, distributors & intermediates Motivating the channel - for example, distributor margins Criteria for evaluating distributors Locations Logistics, including transportation, warehousing, and order fulfilment etc Promotion Advertising, including how much and which media. Public relations Promotional programs Budget; determine break-even point for any additional spending Projected results of the promotional programs Integrated Marketing communications etc VII. Short & Long-Term Projections

 

The selected strategy's immediate effects, expected long-term results, and any special actions

 

required to achieve them. This section may include forecasts of revenues and expenses as well

 

as the results of a break-even analysis. VIII. Conclusion

 

Summarize all of the above.

 

Appendix Exhibits

 

Calculations of market size, commissions, profit margins, break-even analyses, promotional

 

calendar, etc. Adapted from Source: QuickMBA.com

 


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