Marketing Plan
Balingasea Boat Builders
Balingasea Boat Builders
2011
Ma. Sophia Estella C. Tajolosa
Balingasea Boat Builders
10/7/2011
2011
Ma. Sophia Estella C. Tajolosa
Balingasea Boat Builders
10/7/2011
Table of Contents I. Executive Summary 2 II. Situation Analysis 2 2.1 Market Summary 2 2.1.1 Market Demographics 2 2.1.2Market Needs 3 2.1.3 Market Trends 3 2.1.4 Market Growth 4 III. SWOT Analysis 4 3.1.1 Strengths 4 3.1.2 Weaknesses 4 3.1.3 Opportunities 4 3.1.4 Threats 4 3.2 Competition 5 3.3 Product Offering 5 3.4 Keys to Success 5 3.5 Critical Issues 5 IV. Marketing Strategy 6 4.1 Mission 6 4.2 Marketing Objectives 6 4.3 Financial Objectives 6 4.4 Target Markets 6 4.5 Positioning 7 4.6 Strategies 7 4.7 Marketing Mix 7 V. Budget 8 VI. Controls 8 6.1 Implementation 8 6.2 Marketing Organization 8 6.3 Contingency Planning 9 VII. Marketing Cause 9
MARKETING PLAN OF BALINGASEA BOAT BUILDERS (BBB)
I. Executive Summary
BBB build catamarans of Wharram design supposedly for its own use only but its 30-footer and 38-footer was eventually sold. Since it received positive feedbacks, it triggered BBB to be open to the idea that they can also build boats for those people who love to sail. BBB believes that to sail around the big seas with your own boat is the best freedom you can have. It is being one with nature. Many are dreaming to do this but do not have enough funds of buying boats. Balingasea Boat Builders would like to help these dreamers reach their dreams and also provide work for the people in the rather depressed area of Guimaras where the facility is localized. The main point of BBB is to offer customer participation, as helper, during the construction of his boat. Thus, offering complete insight in crucial quality matters and also reducing the cost for
Balingasea Boat Builders
2011
Ma. Sophia Estella C. Tajolosa
Balingasea Boat Builders
10/7/2011
2011
Ma. Sophia Estella C. Tajolosa
Balingasea Boat Builders
10/7/2011
Table of Contents I. Executive Summary 2 II. Situation Analysis 2 2.1 Market Summary 2 2.1.1 Market Demographics 2 2.1.2Market Needs 3 2.1.3 Market Trends 3 2.1.4 Market Growth 4 III. SWOT Analysis 4 3.1.1 Strengths 4 3.1.2 Weaknesses 4 3.1.3 Opportunities 4 3.1.4 Threats 4 3.2 Competition 5 3.3 Product Offering 5 3.4 Keys to Success 5 3.5 Critical Issues 5 IV. Marketing Strategy 6 4.1 Mission 6 4.2 Marketing Objectives 6 4.3 Financial Objectives 6 4.4 Target Markets 6 4.5 Positioning 7 4.6 Strategies 7 4.7 Marketing Mix 7 V. Budget 8 VI. Controls 8 6.1 Implementation 8 6.2 Marketing Organization 8 6.3 Contingency Planning 9 VII. Marketing Cause 9
MARKETING PLAN OF BALINGASEA BOAT BUILDERS (BBB)
I. Executive Summary
BBB build catamarans of Wharram design supposedly for its own use only but its 30-footer and 38-footer was eventually sold. Since it received positive feedbacks, it triggered BBB to be open to the idea that they can also build boats for those people who love to sail. BBB believes that to sail around the big seas with your own boat is the best freedom you can have. It is being one with nature. Many are dreaming to do this but do not have enough funds of buying boats. Balingasea Boat Builders would like to help these dreamers reach their dreams and also provide work for the people in the rather depressed area of Guimaras where the facility is localized. The main point of BBB is to offer customer participation, as helper, during the construction of his boat. Thus, offering complete insight in crucial quality matters and also reducing the cost for