Submitted by: Submitted by mattkun12
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Category: Business and Industry
Date Submitted: 07/09/2012 06:07 AM
MARKETING PLAN
OF
“CHURROS CITY”
A Thesis Paper Presented to the faculty of
Business Administration Program
In Partial fulfilment of the requirement for the
Degree of Bachelor in Business Administration
Major in Marketing Management
1st semester 2010-2011
TABLE OF CONTENTS
Title Page
Acknowledgement
Table of Contents
MARKETING PLAN
Page no.
I. Executive Summary 5
II. Company Background 9
A. Vision and Mission 11
B. Organizational structure 12
C. Nature of the product 13
1. Product Description 13
2. Product’s Brand Name 13
3. Existing and Proposed Logo 14
4. Price of the Products 15
5. Product positioning Statement 18
6. Target Market 18
7. Distribution Network 19
III. Marketing Environment
D. Environmental Scanning
8. Economic 20
9. Technological 21
10. Politico - Legal 23
11. Socio - Cultural 26
12. Demographic 27
E. Industry Analysis
13. Threats of New Entrants 28
14. Rivalry among Existing Firms 28
15. Bargaining Power of Buyers 29
16. Bargaining Power of Supplier 29\
17. Threats of Substitute Products 29
F. Competitive Analysis
18. Industry Participants 30
19. Strategic Comparative Analysis 31
a. Market Share 35
IV. SWOT Analysis 36
V. Marketing Objectives 41
VI. Marketing Strategies 42
VII. Marketing Program 44
VIII. Activity Gantt Chart 51
IX. Marketing Budget 52
X. Projection 54
XI. Recommendation 55
XII. Bibliography 56
XIII....