ADMS 2200 Marketing Plan-Complete

ADMS 2200 Marketing Plan-Complete - Table of content I...

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1 Table of content: I. Executive Summary 3 II. Situation Analysis 4 A. Demand 4 1. Customer Profile 4 2. Market Size 5 B. Competition 7 1.Product 7 a. Generic Market 7 b. Product Market 8 2. Price 11 3. Distribution 11 a. Channel Type 11 b. Logistics 11 4. Promotion 12 a. Advertising 12 b. Sales Promotion 14 5. Market Share 15 6. Product Differentiation 19 C. Environmental Climate 21 1. Political/Legal 22 2. Economic 23 3. Social/Cultural 24 4. Technological 25 III. Recommendation 26 A. Mission Statement 26 B. Marketing Research 26 C. Product 28 1. Product Strategy: Core, Actual, Augmented Product 28 2. Target Market 30 3. Targeting Strategy 31 4. Product Positioning 31 5. Product Differentiation 32 D. Price Issue: 33 1. Pricing Strategy 33 2. Actual Price 35 E. Distribution 36 1. Distribution Strategy 36 2. Channel Type 37 3. Service Level 37 G. Promotion 38 1. Advertising - Objectives and Strategies 38
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2 2. Sales Promotion - Objectives and Strategies 39 H. Budget 40 1. Financial Statements 40 2. Break-even Calculations 42 IV. Appendices 43
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3 I. Executive Summary The Kindle was created by Amazon, the largest book seller on the internet. This is a first for Amazon, creating a thin and light electronic reading device. Amazon is the largest retailer of online books and is entering a new market with the Kindle. The Kindle allows you to download your favourite books, newspapers, and magazines all within 60 seconds through 3G or Wi-Fi connections to the Internet. Amazon offers over 300,000 books available for download. As the electronic reader and tablet market rapidly increases in Canada and the world, the competition gets a lot more intense. Hence the marketing plan created by my marketing group will assist in staying competitive, generating sales and creating brand awareness all while keeping a good relationship with the customer by meeting all their needs. Although Amazon has been selling books online for 16 years, this is the first electronic reading device produced by Amazon. The Kindle is undergoing the growth stage of the product cycle. As the Kindle continues to be successful, research has proven that the target markets (consisting from teenagers to adults) still love to read. Book sales have been relatively consistent in the past decade even with the rise of the Internet. The Kindle makes the use of paper unnecessary, providing an environmentally friendly way to store and read all your books. And with the majority of people trying to be more planet friendly than in the past, the Kindle provides an excellent way to still enjoy books and newspapers without all the paper. What makes the Kindle unique is that it is able to be read regardless of the lighting. It can be used in the dark or even with the sun shining right down on the screen. The kindle also has the option to have the Kindle read the book to you as it has a “Read to me” feature that works once head phones are plugged in. The kindle meets all the demands of anyone who enjoys reading as it is small, easy to use and stylish.
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ADMS 2200 Marketing Plan-Complete - Table of content I...

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