Marketing Strategy: Jet-Puffed Marshmallows

Marketing Plan

Table of Contents

I. Executive Summary ______3
II. Company Background________________________________________________________5
III. Kraft Vision Statement______________________________________________________ 6
IV. Corporate Responsibilities ___________ _______________________________________ 6
V. SWOT Analysis__________ ____________ _____ 7 - Figure 1_______________________________________ _______________ _____ 7
- Strengths ______7
- Weaknesses _____ 7
- Opportunities ______8
- Threats _______________________________________________________________9
VI. Environmental Scan ______________________________________ 9 -Competitive ___________________________________________________________ 9 -Regulatory ____________________________________________________________ 9 -Social ________________________________________________________________10
VII. Market Situation _________________________________________________________ 11 - Figure 2____________________________________ _________________________11
- Figure 3 ___________________________________________________ __________12
VIII. Target Market___________________________________________________________ 12
IX. Identification of Competition________________________________________________ 14 -Figure 4_______________________________________________________ ____ 14 -Figure 5 _______________________________________________________ _ ____ 15
X. Market Strategy____________________________________________________________16
XI. Product __________________________________________________________________17 -Packaging____________________________________________________________ 17 - Figure 6_____________________________________________________________ 18 -Product Strategy_________________________________________________ ____ 18 -Figure 7_________________________________________ ____________________ 19
XII.

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