Marketing Plan

목차

Internal Environment
A. Review of marketing goals and objectives
B. Review of current marketing strategy and performance
C. Review of current and anticipated organizational resources

Customer Environment
A. Who are the firm's current and potential customers?
B. What do customers do with the firm's products?
C. Where do customers purchase the firm's products?
D. When do customers purchase the firm's products?
E. Why (and how) do customers select the firm's product?
F. Why do potential customers not purchase the firm's products?

External Environment
A. Competition
B. Economic Growth and Stability
C. Political Trend
D. Legal and Regulatory Issues
E. Technological Advancements
F. Sociocultural Trends

SWOT (Strength, Weakness, Opportunity, Threat)
A. Developing Competitive Advantages
B. Developing a Strategic Focus

Marketing Strategy
A. Primary Target Market
B. Identifying Characteristics
C. Basic Needs and Requirements
D. Purchasing/Shopping Habits and Preferences
E. Pricing strategy
F. Distribution Strategy
G. IMC Strategy

Marketing Implementation
A. Structural Issues

Evaluation and control
A. Output controls
B. Marketing Audits

본문내용

Internal Environment
A. Review of marketing goals and objectives
The goal of Prospecs, while launching in US, is to expand the brand Image and entrance to the evoked set of Americans in 2 years. In order to accomplish our goal, we set up three objectives. First, we will establish the distribution channels in United States. In US shoes industry, it is quite different structure comparing to one in Korea. Usually, all kinds of shoes are sold in category-focused retailers (category killers) like Footlocker or Athlete foot. We are going to enter the walking or casual shoes industry by placing our product on shelves in those kinds of retailers. Second, we will work on promotions or campaigns that introduce the effects of walking exercise in major cities like Los Angeles, Chicago and New York. We will build up the W-shaped roads in each city which are perfectly adequate for walking exercise. In these roads, we will be equipped with some banner which informs benefits of our products as ‘walking shoes’. The last objective is 20 percentages increase of sales volume in walking shoes industry in 2 years. It sounds little difficult to achieve, however we are convinced that it is feasible for us. Because we think that walking shoes market is not established big enough in US market, therefore we can lead this industry by initiating marketing strategy aggressively.
When taking into consideration about changes of customer environment and external environment, Prospecs marketing goals and objectives are very positive. In these days people want to exercise while spending a little amount of money because of economic recession. In addition, they usually do exercise in order to lose weight. In this situation, walking can be reasonable and

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