Marketing.docx - Marketing successful marketing experience...

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Marketing successful marketing experience can be a ticket to the top. Marketing plan is to communicate to everyone in the organization who has what marketing-related responsibilities and how they should execute those responsibilities. The Market The market section of the plan should describe your customers and competitors, any other organizations with which you will collaborate, and the state of the market. We suggest that you always start the section by describing the customers who will purchase the offering. Why? Because customers are central to all marketing plans. After that, discuss your competitors, the climate, and your company in the order you believe readers will find most persuasive. In other words, discuss the factor you believe is most convincing first, followed by the second-most convincing factor, and so on. Customers Who does your market consist of? What makes these people decide to buy the products they do, and how do they fulfill their personal value equations? What is their buying process like? Which of their needs does your offering meet? Break the market into customer segments and describe each segment completely, answering those questions for each segment. When you write your plan, begin with the most important segment first and work your way to the least important segment. Include in your discussion the market share and sales goals for each segment. For example, Progresso Soups’ primary market segments might include the following: Families in colder regions People who need a good lunch but have to eat at their desks Busy young singles
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Older, perhaps retired, empty-nesters These segments would be based on research that Progresso has completed showing that these are the groups that eat the most soup. Your discussion of each segment should also include how to reach the customers within it, what they expect or need in terms of support (both presales and postsales support), and other information that helps readers understand how each segment is different from the others. After reading the section, a person should have a good grasp of how the segments differ yet understand how the needs of each are satisfied by the total offering. Audio Clip Katie Scallan-Sarantakes A marketing plan has to account for many factors: customers, competitors, and more. Listen as Katie Scallan-Sarantakes describes how she had to consider these factors when creating marketing plans for Toyota. Company Analysis Include the results of your analysis of your company’s strengths and weaknesses in this section. How is the company perceived by the customers you described earlier? Why is the company uniquely capable of capitalizing on the opportunity outlined in the plan? How sustainable is the competitive advantage you are seeking to achieve?
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  • Fall '13
  • Daniel Napper
  • Marketing, The Market

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