sample marketing plan - January 2003 This sample marketing...

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January 2003 This sample marketing plan has been made available to users of Marketing Plan Pro™ , marketing planning software published by Palo Alto Software. Names, locations and numbers may have been changed, and substantial portions of text may have been omitted from the original plan to preserve confidentiality and proprietary information. You are welcome to use this plan as a starting point to create your own, but you do not have permission to reproduce, publish, distribute or even copy this plan as it exists here. Requests for reprints, academic use, and other dissemination of this sample plan should be emailed to the marketing department of Palo Alto Software at [email protected] For product information visit our Website: www.paloalto.com or call: 1-800-229-7526. Copyright Palo Alto Software, Inc., 1998-2002
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Confidentiality Agreement The undersigned reader acknowledges that the information provided by _________________________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _________________________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to ________________________. Upon request, this document is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities.
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Table Of Contents 1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . 2 2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . 2 2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . 3 2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . 3 2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . 4 2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . 4 2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.3 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.4 Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.7 Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.5 Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.6 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.7 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.0 Financials, Budgets, and Forecasts . . . . . . . . . . . . . . . . . . . . . . 11 4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 11 4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.0 Controls 14 5.1 Implementation Milestones . . . . . . . . . . . . . . . . . . . . . . 14 5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . 15 5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 15
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1.0 Executive Summary Kiln Creek Bowling Corporation (Kiln Creek Bowling Center) was formed in January 2003 in Yorktown, Virginia, as a corporation under the Laws of the Commonwealth of Virginia. The dynamic management team members responsible for the design, building, development of company policy, and hands-on-management of the daily operations are Charles H. Collins Jr., Jane W. Collins, and Charles "Chip" Collins III. In addition, a team-oriented and customer-focused staff of 50 will support the management team. Kiln Creek Bowling Corporation will retain the services of a CPA firm to perform professional company audits, prepare taxes and payroll, and serve as a business consultant to assist in setting achievable long-range strategic goals.
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