Marketing Plan

Table of Contents
I. ASSUMPTIONS FOR THE PROFILE AND MARKETING PLAN 3
II. COMPANY PROFILE – KIRIAZI GROUP 3
1. HISTORY AND OVERVIEW 3
2. COMPANY FACILITIES AND PRODUCTS 3
3. CUSTOMERS 3
4. COMPETITORS 4
III. MARKETING PLAN - Campaign Title: “Quality.. A good reason to come back” 5
1. EXECUTIVE SUMMARY 5
2. SITUATION ANALYSIS AND MARKET SUMMARY 5
SITUATION 5
Company Analysis 5
Product Offering 5
Competitor Analysis 5
MARKET 6
Market Attractiveness (Local Competitors): 6
Business Strength (Local Competitors): 6
Market needs: 6
3. SWOT ANALYSIS 6
STRENGTHS 7
WEAKNESSES 7
OPPORTUNITIES 7
THREATS 7
4. CUSTOMER: SEGMENTATION, TARGETING AND POSITIONING 7
SEGMENTATION 7
TARGETING 8
POSITIONING 8
5. MARKETING STRATEGY 8
PRODUCT 8
PRICE 8
PLACE 8
PROMOTION AND ADVERTISING 9
6. INPUT OF OTHER DIVISIONS IN MONITORING THE MARKETING STRATEGY 9
7. SHORT TERM/LONG TERM IMACT 9
EXPENSES 9
MARKETING CAMPAIGN 9
TARGET CUSTOMERS 10
SALES 10
8. ALTERNATIVE MARKETING STRATEGY 10

I. -------------------------------------------------
ASSUMPTIONS FOR THE PROFILE AND MARKETING PLAN * The company profile briefly mentions customers and competitors but they are discussed in the plan * The company’s performance declined in the past 3 years only * The installed quality assurance system will improve the products’ reliability and customer service greatly * In competitors, we focus in this stage on local competitors only (i.e:Market share = 100% for local competitors)

II. -------------------------------------------------
COMPANY PROFILE – KIRIAZI GROUP

1. HISTORY AND OVERVIEW
KIRIAZI Group started its activity in 1985, established the by Mr. Kiriaco Kiriazi who established the first factory located in 10th of Ramadan city producing domestic Refrigerators. KIRIAZI to be one of the the most highlighted groups producing home appliances in Egypt. The Company operates with a total of 2000 employee and owns 4 plants. 2. COMPANY