Marketing Final Plan

Table of Contents

Introduction 3

Description of Idea 4

Store Layout 4

Vision 5

Mission 5

Organizational Planning 5

Industry Overview 5

Growth Forecast 6

Competition 6

Pricing Strategy 7

Promotional Strategy 7

Environmental Forces 8

Competition 8

Social/Demographics 9

Economy 9

Technology 10

Legal/Regulatory 10

Proposed Marketing Mix 11

Pricing Strategy 11

Customer Service 12

Employee Scheduling 15

Integrated Marketing Communication 15

Viability of the Idea to the Market 18

Target Markets 18

University of Denver Students 18

Metro Renters 18

Value 22

Viability of Idea to the Organization 22

SWOT 22

Strengths 22

Weaknesses. 23

Opportunities 23

Threats 24

Goals 24

Demand Analysis 25

Start Up Costs and Break Even Analysis 26

Conclusion 27

Appendix A: Secondary Sources 28

Appendix B: Layout 31

Appendix C: Direct Competition 32

Appendix D: Indirect Competition 33

Appendix E: Positioning Maps 34

Appendix F: Price List of Products 35

Appendix G: Survey Analysis and Raw Data 36

Surveys 48

Appendix H: Employee Schedule 49

Appendix I: Logo 50

Appendix J: Flyer 51

Appendix K: Posters 52

Appendix L: Yellow Page Ad 56

Appendix M: Punch Card 57

Appendix N: Coupon 58

Appendix O: Price List of Advertising 59

Appendix P: Demand Analysis 60

Appendix Q: Start Up Costs 62

Appendix R: Break Even 63

Break Even Calculations 63

Break Even Chart 64

Fixed Costs 65

Variable Costs 66

Appendix S: Income Statement 67

Introduction

Ice cream is a one of America’s favorite deserts, and for decades it has been the center of many fond memories. Children learn to love ice cream at a young age and the desire for ice cream stays with them even as adults. Of course, it is also the experiences that accompany ice cream that leaves a lasting impression on people. It is these memories that have prompted extensive...