marketing_plan_example.pdf - MBUS 601 MARKETING TACO BELL...

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MBUS 601 MARKETING TACO BELL, NEW ZEALAND MARKETING PLAN 19 June, 2017
Contents Executive Summary ....................................................................................................................................... 1 Part A: Strategic Planning ........................................................................................................................... 1 1. The Brand ................................................................................................................................................ 1 2. The Product ............................................................................................................................................. 2 3. The Company and Proposed Business Mission ........................................................................ 2 Part B: Analysis and Proposition ............................................................................................................. 2 4. Environmental Analysis Micro Environment ......................................................................... 2 4.1 Company/Franchise: ................................................................................................................... 2 4.2 Consumer Analysis: ...................................................................................................................... 3 4.3 Competition and Public: ............................................................................................................. 3 4.4 Relationship With Suppliers: .................................................................................................... 4 5. Environmental Analysis Macro Environment ........................................................................ 4 5.1 Culture and Demographic: ......................................................................................................... 4 5.2 Political and Economic: ............................................................................................................... 5 5.3 Technological: ................................................................................................................................. 5 6. SWOT Analysis ....................................................................................................................................... 5 7. Core Strategy .......................................................................................................................................... 6 7.1 Segmentation .................................................................................................................................. 6 7.2 Target Market: ................................................................................................................................ 6 7.3 Positioning in the Market: .......................................................................................................... 7 7.4 Value Proposition and Proposed Competitive Advantage: ........................................... 7 Part C: Marketing Mix ................................................................................................................................... 8 8. Product ..................................................................................................................................................... 8 9. Place ........................................................................................................................................................... 9 10. Price ...................................................................................................................................................... 10 10.1 Product pricing .......................................................................................................................... 10 10.2 Budget ........................................................................................................................................... 11 10.3 Projected sales and breakeven point ................................................................................ 11 11. Promotion ........................................................................................................................................... 12 11.1 Social Media ................................................................................................................................ 12 11.2 Traditional media ..................................................................................................................... 13 11.3 Advertising Content ................................................................................................................. 13 11.4 People ............................................................................................................................................ 13 11.5 Process .......................................................................................................................................... 14 11.6 Physical Evidence ..................................................................................................................... 14
Part D: Management and Control .......................................................................................................... 14 Conclusion ....................................................................................................................................................... 15 References: ..................................................................................................................................................... 16 Appendix A: Fully Summarised SWOT Analysis .......................................................................... 19 Appendix B: Market Positioning Map .............................................................................................. 21 Appendix C: Average Price Comparison ......................................................................................... 22 Appendix D: Promotional Plan ........................................................................................................... 23 Appendix E: 2018 Timeline ................................................................................................................. 27