MKTG 2005
Marketing Management
Marketing Plan
Joyful Market
Instructor: Dr. Candy Ho
Group 3
Law Chiu Yee, 13209434
Zhang Xiaoshuang, 12050822
Ou Yangqi, 15205053
Lam Yuk Ling,12207721
Wong Lok Man, 12013463
3rd December 2015
Content Page
Executive Summary --------------------------------------------------------------------------------- 2
Company Description ------------------------------------------------------------------------------ 3
Strategic Focus and Plan
Mission ------------------------------------------------------------------------------------------3
Goals
Nonfinancial goals -----------------------------------------------------------------3
Financial goals ----------------------------------------------------------------------3
Core Competency ---------------------------------------------------------------------------4
Sustainable Competitive Advantage ------------------------------------------------- 4
Situational analysis
SWOT ANALYSIS
Strengths ----------------------------------------------------------------------------- 4
Weaknesses ------------------------------------------------------------------------- 5
Opportunities ----------------------------------------------------------------------- 5
Threats -------------------------------------------------------------------------------- 5
Environmental scanning ----------------------------------------------------------------- 5
Competitor analysis ----------------------------------------------------------------------- 6
Customer Analysis ------------------------------------------------------------------------- 6
Market-Product Focus
Marketing and Product Objectives ---------------------------------------------------- 6
Target Markets ------------------------------------------------------------------------------- 7
Points of Difference ------------------------------------------------------------------------ 7...