MarketingPlan - Marketing Plan Vitality 1. Executive...

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Marketing Plan Vitality 1. Executive Summary
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This Marketing Plan for Vitality bakery products is divided into 9 parts. For better understanding and clarity of the plan point 1 , the executive summary , explains the reader briefly every part of the plan. 2. Company Description: This part gives information about the owners of the company and their background, as well as the year they started their business. It explains what the company does, where it generally operates, and why it has been successful. After that the reason for this marketing plan, the company’s new goals for the future, is stated and a time frame for its execution is given. 3. Strategic Plan/ Focus: The company’s mission is explained. Four nonfinancial and two financial goals are introduced. Furthermore the company describes why it has an essential advantage over its competitors. After that it explains how the company implements these advantages in their business. 4. Situation Analysis: This part consists of five different analyses: - The SWOT Analysis , which emphasizes the company’s past successes and relates to its internal and external strengths, but also its internal and external weaknesses. - The Industry Analysis reports about past and recent trends of the company’s target market. - The Competitor Analysis refers to the company’s direct and indirect competitors and explains why they might be dangerous for the company’s success. - The Company Analysis summarizes once more how the company is working and refers to its strengths. - The Customer Analysis describes the characteristics the company’s customers have and roughly segments the market. 2
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5. Market-Product Focus: This section describes the company’s marketing and product goals, its target markets, its points of difference, and the positioning. The market goals are analyzed for current markets, new markets, and new products. 6. Marketing Program: This point details the four marketing mix elements of the program: - The product strategy explains the product line, and then refers to the product quality before it explains the importance of the product name. - The price strategy explains the reasons for the pricing and actual prices. - The promotion strategy details current promotion programs, like sponsoring or sales promotion. - The place strategy focuses mainly on the distribution of the products. 7. Organization: This section explains how the business is organized and who is in charge of what. It mentions the number of employees and how every single business unit works. 8. Implementation Plan: This part details the company’s implementation plan and how the company is going to proceed in achieving its goals. The plan focuses on two different target markets. 9. Evaluation and Control
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MarketingPlan - Marketing Plan Vitality 1. Executive...

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