Marketing Case

In: Business and Management

Submitted By ispit
Words 9781
Pages 40


Table of Contents
1.0 Executive Summary 1
2.0 Situation Analysis 2
2.1 Key political, legal, economic, cultural, social, technological factors affecting product/service 2
2.1.1 Political 2
The business is not affected by any political parties at the moment and business is quite comfortable in current political policies. 2
2.1.2 Legal 2
The legal issues associated with this industry are noise pollutions, childcare and general private small business legal issues. 2
2.1.3 Economic 4
2.1.4 Technological 5
2.1.5 Social and Cultural 6
2.3 Market segment structure/analysis: 7
2.3.1 Size 10
2.3.2 Buyer Criteria 11
2.3.3 Trends / Forecasts 12
2.3.4 Key competitor assessment 13
2.4 Assessment of firm’s experience/ expertise 14
3.0 SWOT Analysis 15
3.1 Strengths / Weaknesses / Opportunities / Threats 15
3.1.1 Strength 16
3.1.2 Weaknesses 19
3.1.3 Opportunities 21
3.1.4 Threats 24
3.2 Implications of SWOT 25
3.2.1 Strengths + Opportunities 25
3.2.2 Weaknesses + Threats 26
4.0 Strategy Evaluation 27
4.1 What is basis of how the firm will compete? 27
4.2 How can this offer be built, delivered, managed? 27
4.3 Positioning issues / options 29
5.0 Distribution Channels: 31
5.1 Existing channels are used by firm 31
5.2 New options for channels of distribution 31
5.3 Recommended Overall Mix 32
6.0 Business Objectives 33
6.1 Financial Objectives 33
6.2 Marketing Objectives 34
6.3 Operational Objectives 34
6.4 Human Resources Objectives 35
6.5 Other Objectives 35
7.0 Marketing Plan 36
7.1 Detail Target Market Segments 36
7.2 Positioning 37
7.3.1 Product / Service Specification 38
7.3.2 Pricing Strategy 40
7.3.3 Distribution Model 41
7.3.4 Promotion plans 42
8.0 Economic Evaluation 44
8.1 Three year Profit and Loss Statement 44
8.2 Planning Assumptions – High Side Evaluation 46…...

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