HLT Marketing Plan (A4) 2.docx - [HLT INC Marketing...

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[HLT, I NC .] Marketing Plan [Second Draft] Mengyuan Tian, Xiaoyu Hong, Zengkai Lyu [10/29/2017]
Marketing Plan [Second Draft] Mengyuan Tian, Xiaoyu Hong, Zengkai Lyu EXECUTIVE SUMMARY HLT Inc. is a small corporation specializing in high-technology products. Its current expertise is producing a new type of voice recognition device (VRD) that has advanced capabilities for controlling computer applications based on “natural language” spoken commands. HLT’s sales and market share are facing challenges due to the inappropriate marketing mix before. Therefore, the priority for HLT now is to identify how to increase sales and profits during the following periods. An evaluation of the current marketing environment and marketing strategies served as the foundation for this strategic analysis and marketing plan. The plan focuses on the company’s growth strategy, suggesting ways in which it can build quality relationships with existing customers. Our company mainly sell two kinds of products (VRD & DVC) in two target markets. Both these two goods are high-tech products, and we focus on target market 1 which is composed of assistants, creators, and managers who are very concerned about the products' features but not the price. Thus, compared with accelerating inventory turnover with small profits from each product, we prefer to improve products’ features to satisfy most customers, and finally, earn large sales and profits at the same time. However, the current marketing environment is not good for us. Our market share is in a backward condition, and the competition in target market 1 is so intense that we can only carefully find out the way forward. Fortunately, our adjustment for the last period is effective. Although we encountered a serious decline in sale late period because of the market shrink, we have got more experience to make more appropriate adjustments, which will be shown in the following. TABLE OF CONTENTS Page 2
Marketing Plan [Second Draft] Mengyuan Tian, Xiaoyu Hong, Zengkai Lyu 1. CURRENT MARKETING ENVIRONMENT………………………………………………………………………….…… 1.1 MARKET SEGMENTS…………………………………………………………………………………………….. 1.2 PRODUCT ENVIRONMENT……………………………………………………………………………………. 1.3 COMPETITIVE ENVIRONMENT……………………………………………………………………………… 1.4 DISTRIBUTION ENVIRONMENT……………………………………………………………………………. 1.5 MACRO ECONOMIC ENVIRONMENT……………………………………………………………………. 2. MARKETING OBJECTIVES…………………………………………………………………………………………………… 3. MARKETING STRATEGIES…………………………………………………………………………………………………….

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