Marketing Management project

I. Executive Summary

(introduction and main points)

A high-level summary of the marketing plan

II. Situation Analysis

(5Cs and 1S )

Industry Analysis (basic information including the main players’ missions, visions…and examples shown below)

· Goals

· Focus

· Culture

· Resources

Customer Analysis (customer perceived value, customer type, and customer relationship)

· Number

· Type

· Value drivers

· Decision process

· Concentration of customer base for particular products

Competitor Analysis (market entry, competition, leader and follower’s strategies)

· Market positioning

· PLC

· Substitution

· Market shares

Collaborators (outsourcing, alliance, partnerships, and networks)

· Subsidiaries,

· joint ventures

· distributors

Climate (external/environmental factor analysis)

Macro-environmental PEST analysis :

· Political and legal environment

· Economic environment

· Social and cultural environment

· Technological environment

SWOT Analysis (Strength, Weakness, Opportunity, and Threat of this industry)

A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:

· The industry's internal attributes can be classed as strengths and weaknesses.

· The external environment presents opportunities and threats.

III.  Market Segmentation

(process, targeting, and positioning)

Segmentation bases (Geographic, Demographic, Psychological, Behavioral)

Segment 1

· Description

· Percent of sales

· What they want

· How they use product

· Support requirements

· How to reach them

· Price sensitivity

Segment 2   .   .

Evaluation of segments (criteria including size, growth, profit, compatibility and accessibility)

Positioning (criteria including clarity, consistency, credibility, competitiveness)

Perceptual mapping (two independent factors to identify the current and new potential markets)

IV. Alternative Marketing Strategies

(discussion of 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.

V.  Selected Marketing Strategy

(explanation of selected strategies)

Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.

Products

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

Pricing

Discuss pricing strategy, expected volume, and decisions for the following pricing variables:

· List price

· Discounts

· Bundling

· Payment terms and financing options

· Leasing options

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 fulfillment

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

VI.  Short & Long-Term Projections

(schedule and timelines )

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.

VII.   Conclusion

(more discuss and implications )

Conclude and suggest for the company.

Appendix

(reference and citation )