Hypothetical Marketing Plan
Table of Contents I. Executive Summary II. Situational Analysis i. Competitive Situation ii. SWOT Analysis iii. Product Life Cycle III. Marketing Objectives iv. Sales/Market Share v. Profit vi. Product range vii. Geographic Representation viii. Exporting IV. Target Markets ix. Marketing approach x. Product differentiation xi. Market segmentation xii. Geographic xiii. Demographic xiv. Behavioural (product related) xv. Psychographic V. Marketing Strategies xvi. Product xvii. Price xviii. Promotion xix. Place xx. E-Marketing VI. Conclusion/Recommendations
I. Executive Summary * This advice is a marketing plan for ABC Ltd which is planning to distribute its Citrus series of smart phones and regain its competitive advantage to increase its sales. * The Citrus handset is well known for its value and quality but it has fallen out of favour due to its inability to match competitors’ new chips and application software. * At its peak 4 years ago, ABC Ltd had 18% of smart phone market share in Australia. This has now fallen to 9% and the trend is negative. * ABC Ltd’s staff positions are under threat. * Items which are incorporated into this plan include: * A Situational Analysis which incorporates a SWOT analysis and the product’s life cycle * Marketing Objectives that ABC Ltd is planning to achieve * The Target Market that ABC Ltd is directing its marketing towards. * Marketing Strategies that will assist in regaining ABC Ltd’s competitive advantage and the development of new opportunities * A 3-key recommendations to ABC Ltd in conclusion
II. Situational Analysis * Competitive Situation * Presently there are many Smart Phone selling companies situated in Australia, ABC Ltd therefore won’t have any monopoly dominance of the market. * People
I. Executive Summary * This advice is a marketing plan for ABC Ltd which is planning to distribute its Citrus series of smart phones and regain its competitive advantage to increase its sales. * The Citrus handset is well known for its value and quality but it has fallen out of favour due to its inability to match competitors’ new chips and application software. * At its peak 4 years ago, ABC Ltd had 18% of smart phone market share in Australia. This has now fallen to 9% and the trend is negative. * ABC Ltd’s staff positions are under threat. * Items which are incorporated into this plan include: * A Situational Analysis which incorporates a SWOT analysis and the product’s life cycle * Marketing Objectives that ABC Ltd is planning to achieve * The Target Market that ABC Ltd is directing its marketing towards. * Marketing Strategies that will assist in regaining ABC Ltd’s competitive advantage and the development of new opportunities * A 3-key recommendations to ABC Ltd in conclusion
II. Situational Analysis * Competitive Situation * Presently there are many Smart Phone selling companies situated in Australia, ABC Ltd therefore won’t have any monopoly dominance of the market. * People