Brown_Dominic_Project3.docx - AUGUST 2018 MARKETING PLAN...

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UNIVERSITY MARYLAND UNIVERSITY COLLEGE Dominic Brown MBA 640: Innovation through Marketing and Technology Professor Gyongyi Konyu-Fogel AUGUST 2018 MARKETING PLAN
Table of Contents Executive Summary ..................................................................................................................................... 3 Situation Analysis ........................................................................................................................................ 4 Mission .................................................................................................................................................... 4 Product or Service Description ................................................................................................................ 4 Value Proposition ..................................................................................................................................... 5 Internal Environment Scan (SWOT analysis) ............................................................................................ 6 Critical Issues ........................................................................................................................................... 8 Market Analysis & Research .................................................................................................................... 9 External Environment Scan .......................................................................................................................... 9 Pestel Analysis ......................................................................................................................................... 9 Porter's Five Forces Analyses ................................................................................................................. 12 Market Size and Growth ............................................................................................................................ 15 Market Trends ........................................................................................................................................ 16 Target Market ........................................................................................................................................ 17 Market Segments ................................................................................................................................... 18 Customer Analysis ................................................................................................................................. 20 Strategy ..................................................................................................................................................... 22 Marketing objectives ............................................................................................................................. 22 Positioning Strategy ............................................................................................................................... 22 Product and branding strategy .............................................................................................................. 23 Distribution and Supply Chain Strategy ................................................................................................. 24 Integrated Marketing Communications Strategy ................................................................................... 25 Financial Projections .................................................................................................................................. 29 Break-Even Analysis ............................................................................................................................... 29 Sales Forecast ........................................................................................................................................ 29 Expense Forecast ................................................................................................................................... 30 Implementation ..................................................................................................................................... 30 Controls ................................................................................................................................................. 32 Contingency Plans .................................................................................................................................. 33 Dyson Marketing Plan | 8/19/2018 2
Conclusion ................................................................................................................................................. 35 References ................................................................................................................................................. 37 Figure 1: SWOT ANALYSIS ............................................................................................................................ 7 Figure 2: PESTEL ANALYSIS ......................................................................................................................... 10 Figure 3: Porter's Five Forces Analyses ...................................................................................................... 14 Figure 4: Global Household Vacuum Cleaners Market Size and Forecast 2011-2018 (USD billion) ............ 16 Figure 5: Percentage of Carpet, Wooden, and Other Floor Covering Owners ............................................ 18 Figure 6: Number of U.K. Households and Household Size (2003-2013) ................................................... 19 Figure 7: Integrated Marketing Communications Elements ....................................................................... 26 Figure 8: Break-even and Forecast Analysis ............................................................................................... 30 Figure 9: Forecast of Battery-powered Vacuum Sales ................................................................................ 31 Figure 10: Risk Impact and Probability Chart ............................................................................................. 34 Dyson Marketing Plan | 8/19/2018 3
Executive Summary This marketing report provides an analysis and evaluation of the current and prospective, goals, objectives, and mission and vision statements of Dyson Ltd. This research and market analysis utilizes current industry trends, internal and external environmental scans, and customer analysis. Other research includes marketing, positioning, pricing, distribution and communications strategies in conjunction with financial plans and implementation. The findings are focus areas for Dyson to concentrate their marketing on in order to deploy their new product into the marketplace. Reviewing past performance and practices have found that the brand name is strong through business consistency, premium pricing, and educational marketing campaigns. Results of data analyzed find pinpointed areas of business to successfully launch Dyson’s new cordless vacuum including attractive markets, integrated marketing communications, and product strategy. Recommendations discussed include: Improving global supply and manufacturing Innovation of new product lines Developing markets The limitations of this Marketing Plan include the unavailability of concrete sales, profits, revenue streams, and concrete financial information. Dyson is a privately held company, and forecasting numbers and current conditions are not provided through public sources.

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