Table of Contents
1 Executive Summary 4
2 Situation Analysis 5
2.1 Company Analysis 5
2.1.1 Company Objectives and Marketing Objectives – Screening Criteria for New Opportunities 6
2.1.2 Screening Criteria 7
2.1.3 Company Resources 7
2.2 Customer Analysis 8
Figure A 8
Figure B. 10
Figure C. 10
2.2.1 Product Market 11
2.2.2 Demographic Data on the Target Market 11
Figure D 12
2.2.3 Identification of Target Market(s) 13
2.3 Competitor Analysis 13
Figure E.1 13
Figure E.2 14
Figure F. 17
2.4 Analysis of the Market Context – External Market Environment 19
2.4.1 Economic Environment 19
2.4.2 Technological Environment 20
Figure G. 20
2.4.3 Political and Legal Environment 20
2.4.4 Cultural and Social Environment 21
2.5 SWOT Analysis 21
2.5.1 Strengths: 21
2.5.2 Weaknesses: 22
2.5.3 Opportunities: 22
2.5.4 Threats: 22
3 Marketing Plan Objectives 23
4 Marketing Strategy 24
4.1 Target Market 24
4.1.1 Product 24
4.1.2 Promotion – Logo and Slogan 25
4.1.3 Promotion – Participation in Community Events 25
4.1.4 Promotion – Commercial Advertising 26
4.1.5 Place – Long Term – New Facility 26
4.1.6 Price 26
5 Implementation and Control 26
5.1 Special Implementation Problems to Overcome 27
5.2 Control 27
5.3 Budget and Sales Forecasts and Estimates 28
5.3.1 Total Marketing Plan Related Budget 28
5.3.2 Marketing Plan Related Expenses by Month 28
5.3.3 Pro Forma Income Statement 29
5.4 Timing of Implementation Activities 30
5.5 Contingency Plans 32
References: 33
1 Executive Summary
Mission Statement
Better Solutions Inc. will be recognized as the most progressive organization in the automobile industry providing customers with eco-friendly automobile solutions. We will offer our customers competitively priced,...