Overview
In this unit, you will be completing the first two sections of a Strategic Marketing Plan. This plan is to be based on your New Shoes Simulation company.
Marketing Plan Section I: Situation Analysis (Internal and Environmental Analysis)
The internal analysis (company history)
Market Description (competitor's analysis)
- Current Marketing Mix Description/Situation ( Existing Product, Price, Distribution, Promotion)
- The environmental analysis (SWOT- Strengths, Weaknesses, Opportunities, Threats)
- Marketing Plan Section II
- Objectives and issues: at least 2 objectives (specific and measurable)
Marketing Strategy:
Branding
- Positioning
- Target Market (Market Segmentation)