Marketing Paper

Marketing Plan Outline

I. Abstract

* The teams idea of how the marketing objectives discussed and the strategy should be implemented to further enhance the market share of AT&T

II. Introduction

* The purpose of this paper is to:

* Analyze the marketing environment of AT& T

* Analyze the strengths and weaknesses of the company

* Outline the current marketing strategies of the company

* Summarize ways in which AT&T can retain customers

* Describe ways in which AT&T may hold a competitive advantage

III. Overview of the Company

* Mission of AT&T

* Vision of AT&T

* Background of AT&T

* Fact Sheet of How AT&T was established

* Current innovations and means for improvement

* Industry status

IV. Marketing Environment

* Discussion regarding the company’s target market

* How does the company fit in the chain of basic markets?

* What are the target market boundaries?

* Who is the competition?

* What are their products/services?

* What level of sales growth is anticipated over the next three years?

* Can the marketing plan deliver the production levels necessary to support this growth?

* What are the company's long range plans?

V. Customer Analysis

* How do the products and services of the company compare to that of their competitors?

* With regard to quality, price, packaging and variety what is the appealing factor for attracting new customers and retaining current customers?

* What does the public normally demand from a company like AT&T?

* Does AT&T meet these demands?

* Does the packaging (sales aids/point of purchase displays) emphasize the qualities of the product/service that is needed by the customer?

VI. SWOT Analysis

The SWOT analysis will identify the following factors of AT&T

* What are AT&T’s internal attributes broken down specifically...