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Running head: TONY LITTLE FOOTWEAR 1

TONY LITTLE FOOTWEAR 3

Tony Little Footwear- Marketing Action Programs

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Marketing Action Programs

Tony Little Footwear has a diverse and wide market comprised of differing consumer needs and wants. In order to apply marketing in a manner that aligns with consumer needs, it is important to segment the market because every segment has precise factors to consider. The four types of segments include; demographic, geographic, behavioral, and psychographic. In all the four segments, marketing mix can be applied in a manner that would help the business to achieve desirable marketing goals and objectives. The more reason is that market segmentation makes marketing precise and to effective to the targeted segment as compared to when marketing is generally done.

According to Kotler, (2005); there are specific things that should be done by the company under the identified segments to implement the marketing plan. These activities would go a long way in promoting and maintaining a successful marking plan implementation process. Some of these activities include;

· The company should start by creating achievable marketing goals, objectives, and realistic timeframes and expectations. It is the duty of the marketing manager and other executives to develop goals and objectives, set the specific individual to attain specific goals, and the right timeframe that the set goals must be attained.

· The team to implement the marketing plan to be selected and taken through intense training and development in order to acquire marketing plan implementation skills and abilities.

· The selected and training team members to first conduct research in order to understand the specific needs and factors comprising every segment (Viardot, 2004). The information is useful when it comes to introduce the marketing plan in a manner that aligns every segment as this would be critical in achieving marketing goals and objectives. During research, it is the duty of the team members to gather information using different methods and strategies about consumer needs and wants.

· The company should create a reliable budget that would see to it that the marketing plan shall be introduced and full implemented without hitches. Additionally, the finance team should make sure that the allocated budget is utilized on intended and right purposes (Viardot, 2004). It is also the task and responsibility of the marketing manager to make sure that resources are disbursed to the right users at the right time and in the right amounts. Moreover, the party receiving resources must account to the marketing manager for proper recording and final marketing plan report.

· Introduce the marketing plan and only make use of promotional tools and tactics that suits the segment. For instance, if a segment proves to have a high number of aged people, the company to avoid making use of technologically advanced strategies like social media and instead make use of other effective strategies like television adverts and bill boards (Viardot, 2004). This is to mean that the different marketing mixes should be applied in a manner that suits the characteristics and needs of every market segment.

· With the marketing plan implemented, the team should develop success track identifiers in order to help determine whether or not the initiative is headed towards the right direction or improvement is necessary.

· The team leader in the implementation process should also communicate clearly to all individuals involved any progress being made as well as necessary changes in order to maintain the team spirit and run coordinated activities.

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References

Top of Form

Kotler, P. (2005). Principles of marketing: European edition. Pearson Education.Bottom of Form

Viardot, E. (2004). Successful Marketing Strategy for High-tech Firms. Boston: Artech House.