sample-marketing-plan - marketing hub

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1、MarketingPlan:SharkShieldDanielBradyLaurenArmesNeelamSharmaGabrielleMcKaySeachangeTechnology9/28/2007MarketingPlan:SharkShieldPage24ExecutiveSummarySeachangeTechnologyplantoreleaseaneco-friendlysharkrepellentdevicewhichwillbeknownastheScubaSharkShield,apromotionalimagecanbes

2、eenonthereporttitlepage.Ourgoalistoachieve100%customersatisfactionsoourfocuswillbeonproductquality;theSharkShieldwillneverfail(excludingbatterylife).Wewillbethefirstcompanytoenterthisspecificindustrysototakeadvantageofourfirstmoveradvantagewewilldosubstantialpromotiontogainm

3、aximummarketsharebeforeanycompetitorsarise.Ourdemographicismainlymiddle-agedwithaboveaverageincomeandtheyspendonaverage$1300peryearinscubadivingandtheypreferqualityovervalue.Afterconductingasurveyitwasfoundthat50%ofscubadiverswouldeitherdefinitelybuyorpossiblybuytheSharkShie

4、ld.Wewillbeadvertisingthequalityofourproductandourtargetmarketshareis30%ofscubadiversafter5years.ThesalepriceoftheSharkShieldis$750including$600inexpensesanda$150(25%)markup.Underwatercamera,underwaterpropulsiondevicesandsomedrysuitscost$2000+andhavingthetargetaudienceprefer

5、qualityovervalueweexpecttheaudiencewon’tperceivethepriceastoohigh.Thecapitalwerequiretostarttheprojectis$840,000whichcoversallinitialdevelopmentexpenses,ongoingexpenseswillbecoveredbysales.Theloanwillbepaidoffovera5yearperiod.Ourexpectedmarketsharewillgrowmostrapidlyinthefir

6、st5yearsthenstabilizeafter8to10years.Ourpromotionstrategyincludes:directmail,magazineadvertisements,websiteadvertisements,sponsorshipandaffiliation.Qualityisourprimaryconcernsowewillbeimplementingqualitycontrolsystemsincluding:audits,documentationandmeetingAustralianregulato

7、rystandards.MarketingPlan:SharkShieldPage24TableofContents1.Introduction11.1.Organizationandproduct11.2.History12.StrategicPlanandFocus12.1.MissionStatement22.2.GoalsandObjectives22.3.CoreCompetencies/CompetitiveAdvantage33.SituationalAnalysis43.1.SWOTAnalysis43.2.IndustryAn

8、alysis43.3.CompetitorAnalysis43.4.Companybrief53.5.Customeranalysis53.6.Env