BUSN319_Marketing_Plan_Outline Week 4 Assignment 4

Marketing Plan for Ifys Country Home Essentials Proposed by...

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Marketing Plan for: Ify’s Country Home Essentials Proposed by: Ifeakam Ogwu Submitted to: Professor Heather Teague Date: January 30, 2016
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1. Executive Summary ..................................................................................................... 1.0 2. Company Description ................................................................................................... 4.0 3. Strategic Focus and Plan ............................................................................................. 5.0 a. Mission/Vision Statements b. Goals c. Core Competency and Sustainable Competitive Advantage 4. Situation Analysis ......................................................................................................... 6.0 a. SWOT analysis Internal S trengths and W eaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D) External O pportunities and T hreats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory b. Industry Analysis c. Competitor Analysis d. Customer Analysis 5. Market-Product Focus .................................................................................................. 8.0 a. Marketing and Product Objectives b. Target Markets c. Points of Difference d. Positioning 6. Marketing Program ...................................................................................................... 9.0 a. Product Strategy
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b. Price Strategy (i) Breakeven Analysis c. Promotion Strategy d. Place (Distribution) Strategy 7. Financial Data and Projections .................................................................................. 11.0 a. Past Sales Revenues b. Five-Year Projections 8. Organizational Structure ............................................................................................ 11.0 9. Implementation .......................................................................................................... 12.0 10. Evaluation and Control ............................................................................................... 13.0 C. References
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Company Description Ify’s Country Home Essentials (ICHE) which was formed in 2015 in Atlanta, Georgia is owned and operated by Ifeakam Ogwu. This business was created because she (Ifeakam Ogwu) realized that there was a market need for middle and low income earners who needs home care products for everyday use. ICHE is a country themed home store that encompasses everything about living life in a homemade way. Our products made from original formulas and handiwork includes skincare and haircare products. The skincare and hair care in stock currently are bar soap, shower gel, bath sponge, lotions, cream, bath salts, body scrub, lip balms, perfumes, shampoo, conditioner, hair spray, hair gel and cream. The company has also developed homemade household products like potpourri, original candles and natural cleaning supplies. And finally, ICHE market do-it-yourself (DIY) country home items. Items that were made from reclaimed metals and woods. While primarily operating the online store ify’scountryhomeessentials.com, she also opened a store in Atlanta Georgia. ICHE have been vendors at home exhibitions, consumer gift shows, summer festivals and fall fairs around the state. All of these events has greatly helped promote both the online store as well as the local store. By the end of the second season, the number of visitors and purchases has significantly increased because ICHE offers the advantages of providing home goods specifically intended for consumers who appreciates homemade goods and local re-made products. Ify’s Country Home Essentials strongly believe that continued development of the business can be achieved only by: 1. Sponsoring high profile community events and fund raisers for local organizations like St. Vincent the Poor, Beckon of Hope (is for pregnant teens) and Hosea Feed the Hungry.
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