Marketing Plan

Table of Contents | Page | | | Chapter One Introduction I. Cover page II. Table of contents III. Executive Summary | 1 | | | 1. Company’s Description | 1 | | | 2. Strategic Focus and Plan | 4 | | | 3. Situational Analysis | 5 | | | 4. Product-Market Focus | 5 | | | 5. Marketing Program 6. Financial Data and Projections 7. Implementation Plan 8. Evaluation and Control 9. Appendices | 6 | | | Chapter Two Environmental Analysis | 8 | | | 2.1 Industrial Analysis | 8 | | | 2.1.1 Construction Industry Analysis | 8 | | | 2.2 PESTEL Analysis | 9 | | | 2.3 SWOT Analysis | 12 | | | Chapter Three Market Research | 15 | | | 3.1 Need for the study | 15 | | | 3.2 Purpose of the study | 16 | | | 3.3 Problem Definition | 16 | | | 3.4 Information Needs and Research Questions | 17 | | | 3.5 Limitations of the Research Project | 18 | | | 3.6 Target Population, Sample Selection, and Data Collection | 19 | | | 3.7 Questionnaire Format | 20 | | | 3.8 Results and Findings | 24 | | | Chapter Four Segmentation, Targeting, and Positioning | 33 | | | 4.1 Bases of Segmentation | 33 | | | 4.1.1 Segmenting Consumers Market | 33 | | | 4.1.1.1 Geographic Segmentation | 33 | | | 4.1.1.2 Demographic Segmentation | 34 | | | 4.1.1.3 Psychographic Segmentation | 34 | | | 4.1.1.4 Behavioral Segmentation | 34 | | | 4.1.2 Segmenting Business Market | 35 | | | 4.1.3 Requirements for Effective and Efficient Segmentation | 35 | | | 4.2 Segment Characteristics and Profile | 35 | | | 4.3 Selecting the