Marketing Plan Project (MKTG 475)

Marketing Plan Project (MKTG 475) - Firm A Marketing Plan...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
Firm A Marketing Plan 10.31.11 Page | 1
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Table of Contents Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Diagnoses: Performance Review of the Firm & External Market Factors . . . . . . . . . . . . . . . . . . . 2 - 7 Consolidated Income Statement . . . . . . . . . . . . . . . . . . . 2 Firm Performance Review . . . . . . . . . . . . . . . . . . . . . 3 - 4 Channel Review . . . . . . . . . . . . . . . . . . . . . . . . . 4 - 6 Competitive Review . . . . . . . . . . . . . . . . . . . . . . . . 6 – 8 Consumer Review . . . . . . . . . . . . . . . . . . . . . . . . . 8 - 9 SWOT Matrix . . . . . . . . . . . . . . . . . . . . . . . . . . 9 - 11 Customer Portfolio Map . . . . . . . . . . . . . . . . . . . . . . 12 Strategic Implications . . . . . . . . . . . . . . . . . . . . . . . 12 - 13 Prescription Part I: Key Market Initiatives - Strategic Business Goals and A Tactical Action Plan . . . . . . . . . . . . . . . . . . . . . . . . 13-15 Prescription Part II: Marketing Action Plans for P5 – P8 for the Sonite Market . . . . . . . . . . . . . . . . . . . 16 - 18 Prescription Part II: Marketing Action Plans for P5 – P8 for the Vodite Market . . . . . . . . . . . . . . . . . . . 19 - 20 Prognosis: Statement of Firm Marketing Performance Outcomes Expected . . . . . . . . . . . . . . . . . 20 - 23 Financial Objectives and Marketing Objectives . . . . . . . . . . . . . 20 - 21 Projected Pro – Forma Income Statement . . . . . . . . . . . . . . . 22 Summary of Net Return on Investment . . . . . . . . . . . . . . . . 22 Evaluation Plan . . . . . . . . . . . . . . . . . . . . . . . . . 23 Page | 2
Background image of page 2
Executive Summary Firm A has a total of four brands, three in the Sonite market and one in the Vodite market. The three Sonite brands are: SABY, SAFE, and SAKE and the one Vodite brand is VAAV. The Sonite brand SABY is our brand targeting the Others market segment. For this brand our marketing initiatives are: increasing the advertising, increasing the sales force, and increasing the production of the SABY brand. Our SAFE brand is our brand that targets the Buffs market segment. For this brand our marketing initiatives are to improve the brand to reach it’s maximum potential and to maintain their market position. SAKE is the third Sonite brand of Firm A. This brand targets the Hi-Earners market segment, but the Professionals market segment prefers to purchase this Sonite brand as well; therefore, increasing our market share within the Professionals market segment even though we’re not specifically targeting them. Our marketing initiatives for the SAKE brand are to increase purchase intentions in order to increase our sales volume. Finally, we have our Vodite brand, VAAV. This brand targets the Followers market segment in the Vodite market. Our marketing initiatives for VAAV are to continue to grow the brand to reach its maximum potential through research and development. If our marketing objectives roll out as planned our performance outcomes for Firm A’s four brands will hopefully be an increase in purchase intentions, and increase in total units sold, and an increase in the market share within each specific targeted market segment. If the plan works accordingly Firm A should see an increase in sales volume, which will then increase our net profits and market shares. These strategic objectives will be implemented financially from the performance of the previous periods’ net profits. Page | 3
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Diagnoses: Performance Review of the Firm & External Factors Consolidated Income Statement for P0 – P4 Sonite & Vodite Market Company Performance P0 P1 P2 P3 P4 Summary for Sonites Summary for Vodites Sales Units Sold U 217,452 249,715 212,832 268,375 441,804 322,038 119,766 Average Retail Price $ 471 471 468 414 386 393 367 Average Selling Price $ 305 307 304 271 251 256 238 Revenues K$ 66,267 76,650 64,806 72,662 111,025 82,559 28,466 Production Units Produced U 237,000 230,200 234,400 268,000 460,900 300,900 160,000
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/29/2012 for the course MKTG 475 taught by Professor Russmerz during the Fall '11 term at Eastern Michigan University.

Page1 / 25

Marketing Plan Project (MKTG 475) - Firm A Marketing Plan...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online