The marketing plan that follows for Paradise Kitchens, Inc. is based on an actual plan developed by the company. To protect proprietary information about the company, a number of details and certain data have been altered, but the basic logic of the plan has been preserved. Various appendices are omitted due to space limitations. Notes in the margins next to the Paradise Kitchens, Inc. marketing plan fall into two categories: 1. Substantive notes elaborate on the rationale or significance of an element in the marketing plan 2. Writing style, format, and layout notes explain the editorial or visual ration ale for the element. As you read the marketing plan, you might consider adding your own notes in the margins related to the discussion in the text. For example, you may wish to compare the application of SWOT analysis and reference to "points of difference in the Paradise KitchensInc. marketing plan with the discussion in Chapter 1. As you read additional chapters in the text, you may return to the marketing plan and insert additional notes pertaining to terminology used and techniques employed.
A SAMPLE MARKETING PLAN The Table of Contents provides quick access to the topics in the plan, usually organized by section and subsection headings FIVE-YEAR MARKETING PLAN Paradise Kitchens, Inc. Table of Contents 1. Executive Summary 2. Company Description Seen by many experts as the single most important element in the plan, the Executive Summary, with a maximum of two pages, "sells the document to readers through its clarity and brevity: Paradise Kitchens, Inc. was started by cofounders Randall F Peters and Leah E. Peters to develop and market Howlin' Coyote Chili, a unique line of single serve and microwavable Southwestern/ Mexican style frozen chili products. The Howlin' Coyote line of chili was first introduced into the Minneapolis-St. Paul market and expanded to Denver two years later and Phoenix two years after that. To the Company's knowledge, Howlin' Coyote is the only premium quality, authentic Southwestern/Mexican-style, frozen chili sold in U.S. grocery stores. Its high quality has gained fast, widespread acceptance in these markets. In fact, same-store sales doubled in the last year for which data are available. The Company believes the Howlin' Coyote brand can be extended to other categories of Southwestern/Mexican food products such as tacos, enchiladas, and burritos. The Company Description highlights the recent history and recent successes of the organization Paradise Kitchens believes its high-quality, high-price strategy has proven successful. This marketing plan outlines how the Company will extend its geographic coverage from 3 markets to 20 markets by the year 2010. - 3. Strategic Focus and Plan The Strategic Focus and Plan sets the strategic direction for the entire organization, a direction with which proposed actions of the marketing plan must be consistent. This section is not included in all marketing plans.
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- Spring '12
- Marketing, Chili, Paradise Kitchens, Howlin