Marketing Plan
Overall Purpose of a Marketing Plan
In the study of marketing management, the marketing plan is the most effective tool in which businesses can improve and further their profitability. Ultimately, the marketing plan links companies and organizations to the consumers. It is through the marketing plan that the customer is best mirrored: it reflects people's beliefs, perception, knowledge, and attitude concerning a particular product or service. The overall purpose of a marketing plan is best and concisely explicated by Cheverton (2004), wherein he stated (45):
The marketing plan turns strategy into tactics, bridging the gap between ambitions and actions, and ensuring that the business prospers. Both sides are important to that prosperity. A business that has good direction based on sound thinking (strategy) will survive even though its application in practice (tactics) is poor ... Businesses die when direction is poor and application is poor ... But the businesses that die the fastest are those with poor direction but enthusiastically applied tactics.
From the passage, Cheverton laid bare the most essential and overall purpose of a marketing plan. In it, he emphasized that a marketing plan serves as companies' and organizations' guideline in conducting their businesses, targeting a specific market in the population. It has direction because within it, the objectives, target market, strategies, and implementation steps are contained, giving businesses specific information to increase their product's or service's reach and frequency to the consumers or target market. The success of the market plan -- that is, if the objectives are achieved and strategies executed efficiently -- will, in turn, induce profitability. The marketing plan, in effect, is the company's/organization's outline of steps towards achieving profitability, the mark of success of a business.
More specifically, marketing plans function for businesses in one or more of these purposes: (1) implement timelines and decide what audiences you want to reach; (2) craft messages that target the intended audience; and (3) choose which promotional marketing tools to use to reach the audiences (Weimann, 2003:10). Given these range of purposes of marketing plans, it goes without saying that marketing plans, if carefully analyzed and created, provide a wide range of information and business data that will enable companies and organizations to not only generate profit,...
There is also the potential to expand the product line beyond the initial Tablet PC to support more advanced and customized configurations through the build-to-order strategy. There is also a very significant upside potential with accessories as well, which could become very high margin in the future. Finally there are significant threats from Apple and others who also are seeking to create a dominant market position for themselves in
In order to be known into the market place and as a new entrant, the company will provide its target market with an affordable cost while providing them a high quality products and services. The company will be given the customer and client a price that is lesser than its competitors so that the consumer will be enhanced to buy and patronize the Global Smart Card. Each card is
Marketing Plan for Glisten & Shine Glisten & Shine is jewelry and accessories-based company and shall be providing a variety of jewelry items such as necklaces, earrings, rings made from special customized gems, and later on would be diversifying its product line into bracelets, cufflinks, tie-pins, jewelry hair-pins and hair accessories, belts etc. G&S's jewelry will be special as the customer will be able to re-use it over and over again and
Marketing Plan Introduction of the Business In 1995, Mr. David Walsh acquired the Moorilla Estate in Hobart. By 2005, the business had incorporated iconic brands such as "The Source Restaurant" and "Moo Brew" as part the suite of offerings. By 2012, the range of product offerings will have expanded further to include the exclusive "Pavilion Apartments," greater wine making capacity, the avant-garde MONA FOMA festival, and the flagship MONA private art museum. As
Marketing strategy Overall Marketing Strategy The group's marketing strategy is focused on raising awareness on social issues concerning today's society and taking a stance of the real world, rather than encourage costumers to buy its products. Competition Considering the large product diversification characterizing Benetton's portfolio, it is very difficult to define the manufacturer's main competitors, as it's difficult to define it's industry. Thus, according to Hoovers.com (Accessed January 2009), the company's top 3 competitors
Figure 6 resoundingly illustrates how critical reassurance of cleanliness and quality are to anyone who purchases toothpaste. Integrated Marketing Communications Objectives First, to conclusively align the snore reduction aspects of the tooth paste with accentuated health through immunity from bacteria and a feeling of cleanliness from using the toothpaste periodically. Second, to define a unique and defensible marketing position for the snore reduction tooth paste including a unique value proposition that will
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