Marketing plan

Part 1 The World of Marketing
ORIENTATION
What best describes your firm’s orientation?


Production Sales Market Societal

List ways your firm follows the marketing concept:
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Our firm’s primary goal for business is:

MISSION
Write your business mission:

OBJECTIVES
List objectives of your business marketing plan:

Objective Personresponsible Completion date
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List keys to success:
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Describe competitive advantage of business offering:

ETHICS
Will you integrate social responsibility into marketing plan? Yes No
Rationale:

Describe any ethical problems your firm faces:

EXTERNAL ENVIRONMENT
Demographic:

Ethnic:

Economic:

Legislative:Social trends:

Political:

List emerging technologies affecting your business offering:
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List laws regulating your business offering:
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Identify key competitors in your industry:
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Identify companies working on the same market as yours:
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Identify ways tohandle global marketing for your offering:
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MARKETS
List consumer markets:

Consumer Market Internet capabilities of market
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List business markets:

Business Market Internet capabilities of market
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Identify most important market to your business:

Rationale for choosing this market:

TARGETMARKET SEGMENT
Describe target market (circle all that apply):

Gender Family Life-Cycle Age Class Ethnicity

Male Married Seniors Capitalist White
Female Single Baby Boomer Upper Middle African American
Divorced Generation X Middle Asian American
Widowed Generation Y Working Hispanic American
Parent Children Working Poor Native American
No children Underclass Other

Size ofmarket
Growth rate of market
Spending power of market
Geographics:

Psychographics:

POSITIONING GRID
Is technology the most important factor to your firm? Yes No
If not, what is?
Identify 2 differential advantages you must command in order to succeed:

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2.

Plot positioning grid for these 2 factors




Is your offering tooclose to a competitor? Yes No
Strategy for putting distance between you:

Are there places on grid where consumer wants and needs unsatisfied?
Yes No
Rationale:

MARKETING RESEARCH

Who will conduct MR? Independent firm In-house MR
What kind of research will you do? (circle all that apply)

Quantitative Qualitative Primary Secondary



List critical questions to whichyou need answers:
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Will you use the Internet as MR tool? Yes No
Information gathering techniques to be used (circle all that apply):

Survey Observation Experimentation
In-home interviews Mystery Shopper Describe experiment:
Mall-intercept interviews One-way mirror
Telephone interviews Traffic counting
Executive interviews Other
Focus groupsScanner-Based
On-line focus groups Market basket data
Mail surveys Info-Scan
On-line surveys Behavior Scan
Other Other

COMPETITIVE INTELLIGENCE
List companies are associated with this product group:
1. El buen cafecin
2. Angels cafe
3. Coffee station
4. Coffee shop

How many companies are in the same industry as you?
List major magazines and other publications in thisindustry:
1. El buen cafecin
2. Angels cafe
3. Coffee station
4. Coffee shop

Who are the reporters studying this industry?
• Gobierno del estado de mexico
• Consultoria interna
• www.centraldemarketing.com
• www.estudiogeneraldeinternet.com
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Summary of articles written recently on this industry or product group:
estado-de-mexico.infored.com.mx/rubro0_cafeteria.htm...