Self-Cleaning Grill Executive Summary

Marketing Plan for the Monogram Self-Cleaning Grill by General Electric Company
CMP Final Draft
BUSI 330 B02 Marketing
Liberty University
July 5, 2013
Respectfully submitted to: Professor Ron Kennedy

Marketing Plan for the Self-Cleaning Monogram® Grill
General Electric Company ®
Table of Contents
1. Executive Summary …………………………………………………………………………………………..4
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2. Company Description ………………………………………………………………………………………..5
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Strategic Focus and Plan ……………………………………………………………………………………6
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Goals ………………………………………………………………………………………………………………….7
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Core Competency and Sustainable Competitive Advantage…………………………….8
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Situational Analysis……………………………………………………………………………………………9
These objectives are listed below:
Current Markets: The current market for outdoor cooking equipment is growing as over 14 million grills are reported to have been sold shipped in the United States this year. GE© will take advantage of the growing outdoor appliance market to introduce the Monogram © self-cleaning grills. Locations that have extended summers and warmer seasons would be ideal as customers are able to enjoy a longer period of product usability throughout the year. Also, geographical locations that are of a higher pace where customers will appreciate the self-cleaning feature of the grill. New Markets: Our goal is to make our product available to multiple markets within the U.S. by the end of the first year either through retail or online sales. Once established in the United States, the intent is to move the Monogram © self-cleaning grills into the international market. GE© plans to take advantage of domestic success and GE’s© global recognition to make this product available globally within the first 3 years with full integration complete at the end of the first five