Marketing Plan: Amazon Kindle E-Reader
• Competitive review
• Competitive analysis
• Market share
• Competitive positions and roles
• Strategic sweet spot
• Positioning
• Distribution review
o Current supply chain members and roles
o Value-delivery network analysis
o Current type of distribution strategy
B. Strengths, Weaknesses, Opportunities, and Threats Analysis (SWOT)
• Microenvironments
• Macroenvironments
Marketing strategy, budgets, and controls
C. Objectives and Issues
1. Statement of marketing objective(s) (for first year only)
2. Issues that may hinder marketing objectives
D. Marketing Strategy Recommendations
1. Positioning strategy
2. Product/Branding strategy
3. Pricing strategy
4. Distribution strategy
5. Marketing Communications objectives
6. Marketing Research
E. Action Programs
1. IMC
2. Message design, content, and structure
3. Media choices
4. Promotion mix tools
F. Budgets
1. Objective/task method
G. Controls
1. Metrics needed to monitor marketing plan progress