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Strategic Marketing Midterm (Anas)

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Strategic Marketing Midterm (Anas)
“DUREXOTIC”
STRATEGIC MARKETING

A PROJECT BY: ANAS HAMSHARI
LECTURER: CLIVE WOOLLARD
DATE: 02/28/2013

TABLE OF CONTENTS

TOPIC PAGE #
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EXECUTIVE SUMMARY 3
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ABOUT THE COMPANY 4
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STRATEGIC FOCUS & PLAN
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MISSION 5
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GOALS 6
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CORE COMPETENCIES 6
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SITUATION ANALYSIS 7
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SWOT ANALYSIS 8-9
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INDUSTRY & COMPETITIVE ANALYSIS 9
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CUSTOMER ANALYSIS 10
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CUSTOMER CHARACTERISTICS 10
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PRODUCT MARKET FOCUS 11
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POINTS OF DIFFERENCE 12
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MARKETING PROGRAM 13-14
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FINANCIAL DATA & PROJECTIONS 15
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PESTEL ANALYSIS 16
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IMPLEMENTATION PLAN 17
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EVALUATION & CONCLUSION 18-19
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BIBLIOGRAPHY 20
EXECUTIVE SUMMARY
Safety is a need that all humans seek whether or not they have it. When it comes to the world of sex we can see that in this modern age most sex partners are practicing the use of safe sex. This project will aim to launch a new brand of condoms on the market, based on the company of Durex, the


Bibliography: GENERAL IDEA: Durex create new blood-flow boosting condom that gives men a welcome lift | Mail Online. 2013. Durex create new blood-flow boosting condom that gives men a welcome lift | Mail Online. [ONLINE] Available at:http://www.dailymail.co.uk/health/article-2071644/Durex-create-new-blood-flow-boosting-condom-gives-men-welcome-lift.html. [Accessed 23 February 2013]. (1) Durex - Wikipedia, the free encyclopedia. 2013. Durex - Wikipedia, the free encyclopedia. [ONLINE] Available at: http://en.wikipedia.org/wiki/Durex. [Accessed 23 February 2013]. (2) Top Secret: Durex 's Olympic Condoms - Businessweek. 2013. Top Secret: Durex 's Olympic Condoms - Businessweek. [ONLINE] Available at:http://www.businessweek.com/articles/2012-03-01/top-secret-durexs-olympic-condoms. [Accessed 23 February 2013]. (3) Ex-Porn Star Tells the Truth About the Porn Industry. 2013. Ex-Porn Star Tells the Truth About the Porn Industry. [ONLINE] Available at:http://www.covenanteyes.com/2008/10/28/ex-porn-star-tells-the-truth-about-the-porn-industry/. [Accessed 23 February 2013]. (4) LA Porn Stars Have More STDs Than Nevada Prostitutes, Study Says (VIDEO). 2013. LA Porn Stars Have More STDs Than Nevada Prostitutes, Study Says (VIDEO). [ONLINE] Available at:http://www.huffingtonpost.com/2012/11/01/la-porn-stars-stds-nevada-prostitutes-study-video_n_2058406.html. [Accessed 23 February 2013]. (5) History of condoms - Wikipedia, the free encyclopedia. 2013. History of condoms - Wikipedia, the free encyclopedia. [ONLINE] Available at:http://en.wikipedia.org/wiki/History_of_condoms. [Accessed 24 February 2013]. (6) Most Embarrassing Products: Trojan Condoms | Business News | Minyanville 's Wall Street. 2013. Most Embarrassing Products: Trojan Condoms | Business News | Minyanville 's Wall Street. [ONLINE] Available at:http://www.minyanville.com/special-features/articles/condoms-Trojan-Trojan-condoms-most-embarrassing/11/10/2010/id/30516. [Accessed 24 February 2013]. (7) http://www.welovemercuri.com/images/CSD500.jpg (8) http://www.healthytimesblog.com/wp-content/uploads/2011/05/Durex-CSD500-Viagra-Condoms.jpg
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