You have been asked to write the marketing plan of the transportation company you have juststarted working for. Outline a basic marketing plan for your boss to give him/her an idea of thedirection you want to take the company.
Include theseelements of the marketing plan:
a) Business mission statement
b) Marketing objectives (at least 2)
c) Marketing strategy (see examples below)
Target Market Strategy
Marketing Mix
Product, Promotion, Place (Distribution), Price
If you were to select low-income workers without personal transportation your marketingstrategy statement might look like this:
Target Market: Low-income workers without personal transportation
Product: Bus or light rail service
Price: Inexpensive or free
Place: Inner city
Promotion: Billboards
How do the marketing mix elements change when the target market is:
Corporate international business travelers, or
Companies with urgent documents or perishable materials to get to customers?