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Marketing Plan

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Marketing Plan
Marketing Plan
April 24, 2006
Professor: John Daly

Bacardi & Co.

Rashin Mohebian
Dianna Valko

Table of Contents

Executive Summary…………………………………………………….......Page 3
Company Background………………………………………………………Page 4 1. company name 2. type of business 3. company location 4. company size 5. privately or publicly owned
Mission Statement…………………………………………………………..Page 5 1. opportunities or needs of the business 2. what the business is doing to satisfy the needs of the business 3. the values of the business
S.W.O.T Analysis…………………………………………………..………Page 5-7 1. strengths 2. weaknesses 3. opportunities 4. threats
Company Objectives…………………………………………………..……Page 7 1. what we want to accomplish
Target Segment Profile………………………………………………..……Page 7-12 1. Behavioural Needs 2. Geographic Needs 3. Demographics 4. Key Psychological Influences on Buying 5. Types of Buying Situations 6. Nature of Relationship with Customer
Marketing Strategies……………………………………………...………...Page 12-16 1. Product 2. Place 3. Price 4. Promotion
Competitor Analysis………………………………………………………..Page 17-18 1. Appleton Rum 2. Captain Morgan’s Rum 3. Positioning map
Action Plan…………………………………………………………..……...Page 19-23 1. Opportunity 2. Recommendation 3. Implementation
Control……………………………………………………...………………Page 24
Timing……………………………………………………………………....Page 24
Contingency Plan……………………………………………………...……Page 24-25
Executive Summary

Bacardi & Co. is a privately owned manufacturer of the world’s greatest rum since 1862. It was originally established in Cuba but has since moved its operations to 170 nations world wide with its head office in Bermuda. Bacardi offers over twenty varieties of their rum and rum products. And each of their bottles are stamped with their seal of approval which is backed


References: All the information from this marketing plan has been collected from 1) Bacardi & Co official website at www.bacardi.com 2) Marketing Plans website at www.mplans.com/ 3) Basic Marketing Text Book by Wong, Shapiro, Perreault, and McCarthy
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