Marketing and Organizational Plan (Entrepreneurialship)

Assignment Number 3:

Marketing and Organizational Plan

S.F. Reyes.

Strayer University

Dr. Eliopoulos: Business 521, Fall 2011

Table of Contents

1. EXECUTIVE SUMMARY…………………………………………………………… 3

2. MARKETING RESEARCH……………………… ………………………………... 4

3. TARGET MARKET………………………………..……………………………...... 5

4. MARKETING MIX………………………………………………………………… 7

5. LEGAL STRUCTURE OF THE ORGANIZATION……………………………….. 9

6. ORGANIZATION STRUCTURE………………...……………………………….... 10

Executive Summary

The present paper describes three key elements for the success implementation of Fruitello Store. The first key element is the development of a marketing plan. For doing so, first it describes how the marketing research is going to be conducted in order to obtain enough and accurately information that helps to understand the market, industry, competitors and consumers of this new venture. Then, it described the target market of the company and discusses the factors that were taking into account to choose such target. Finally, it develops a marketing mix for Fruitello store, in which explain the strategies that are going to be used for the product, price, place, and promotion. The second and third key elements for the success implementation of Fruitello store are the legal for of the organization and the organizational structure. The last part of this paper offer the rational to choose a limited liability company (LCC) as legal form of ownership and a flat organizational structure.

1. Discuss the marketing research process for the product/service of the new venture.

Since Fruitello Store would have its headquarters in the Washington D.C. metro area, the marketing research will be conducted based on this geographic area. The objectives to meet trough the marketing research are the followings: 1. Identify the demographic size of the target market. 2. Determine where potential customers would prefer to purchase the product, 3. Establish the...