Problem:
You are the Head of Commercial Aviation at Z-Wing, the world's largest Commercial and military manufacturer. Janssen is Z-Wing's closest comeptitor and has recently captured 47% of the market. The Chairman Aaron Weiss has given one objective--"Come up with a marketing plan to help Z-Wing stay ahead of Janssen and maintain Z-Wing's position as world leader. The aviation industry is growing at 5% a year so innovation will be key to maintaining Z-Wing's leading edge.
Z-Wing Marketing Plan:
You are the Head of Commercial Aviation at Z-Wing, the world's largest commercial and military manufacturer. Janssen is Z-Wing's closest competitor and has recently captured 47% of the market. The Chairman Aaron Weiss has given one objective - "Come up with a marketing plan to help Z-Wing stay ahead of Janssen and maintain Z-Wing's position as world leader. The aviation industry is growing at 5% a year so innovation will be key to maintaining Z-Wing's leading edge.
The marketing plan should be 2500 - 3000 words and include the following information:
1. Executive Summary
2. Situation Analysis
a. Market Summary
b. SWOT Analysis
c. Competition
d. Product Offering
e. Keyes to Success
f. Critical Issues
g. Historical Results
h. Macroenvironment
3. Marketing Strategy
a. Mission
b. Marketing Objectives
c. Financial Objectives
d. Target Markets
e. Positioning
f. Strategies
g. Marketing Mix (Four P's)
h. Marketing Research
4. Financials
a. Break-even Analysis
b. Sales Forecast
5. Controls
a. Implementation
b. Contingency Planning