Assignment:
Marketing Plan: Company Overview and Market Research
1 Overview of Company
2 Market Research Strategies
3 Analyzing Macro-environment-PEST Analysis
In this section of the Marketing Plan, you will introduce the fictional company you have selected/created, allowing the reader to understand the company, product/service, and any other pertinent details. Marketing plans are compiled by companies that have incorporated a solid marketing research strategy in order to better understand the industry, competition, and customer. Explain the research strategies that will be used by your company. Finally, analyze the macro environment using a PEST analysis. This will lead to a better understanding of how changes in the political/legal, economic, socio-cultural, and technological environment will affect your company.
Your APA formatted assignment should be a minimum of three (3) pages in length (not including the title and references pages). Be sure to use the subheadings as given above. Because this assignment is a comprehensive plan, additional research and support should be included. You are required to use a minimum of three peer-reviewed, academic sources that are no more than five years old.
Scenarios to select from (remember that you will select one and use it for all four submissions):
1. Caninantics is a start-up company that has created a new dog food dispensing product that will open canned dog food, dump the food into the dog bowl, and dispense the can. The company wants to start marketing this product and subsequently branch into other canine accessories by the end of this year.
2. Twilight, a start-up company, has contemplated an opportunity with the Baby Boomer generation entering the retirement stage of their lives. As this generation has paved the way for many new businesses over the years, Twilight believes there is yet another opportunity to serve this generation. The service would be a consulting service providing information for active seniors, 55-plus, partial assistance, and full care. This service would involve not only housing but also a host of information related to enjoying this period of their lives. Twilight would like to build a profitable business model that is able to serve these customers.
3. IT Today is a start-up company that is interested in providing technological assistance to the average consumer that is interested in all the newest technological gadgets (smartphone, tablet, laptops, printers) but does not necessarily have the time or background to maintain their operation. IT Today would like to provide 24/7 technological assistance as well as assistance in networking. The company goal is to put together this business with the end result of a profitable business model.
4. Athletics Supreme is a company that has been in business about 10 years selling a variety of athletic equipment. They have observed the growing interest in sportswear and would like to expand their product offering to include a line of sportswear and possibly other related lines. Their goal is to provide their customers with "one-stop" shopping opportunities, maintain their brand identity, and still maintain a profit.
5. Arimount is a well-known beauty and grooming company that has been in the industry for about 20 years. They would like to launch a new deodorant product. The company's development and research department has created a new chemical that will allow deodorants to work for up to five days-even after showering. The company is interested in increasing their overall market share with the introduction of this innovative product.
6. Travel Today, a well-known travel agency that has been serving customers for 25 years, has experienced a slow- down of business over the last five years. They are of the belief that the internet has enabled customers to plan and book their own vacations. Their business development department has begun researching possible alternative new product/service offerings with the idea of re-capturing some of their lost customers.