Final Marketing Plan

CONTENTS

Page

EXECUTIVE SUMMARY 4

1 COMPAMY OVERVIEW 5

1.1 Start-up Summary 5

2 STRATIGIC FOCUS AND PLAN 6

2.1 Mission/Vision 6

2.2 Goals 6

3 SITUATION ANALYSIS 7

3.1 Strengths 7

3.2 Weaknesses 7

3.3 Opportunities 7

3.4 Threats 7

4 INDUSTRY ANALYSIS 7

4.1 Industry Segment Strategy 8

4.2 Industry Trends 8

5 COMPETITOR ANALYSIS 8

6 MARKETING PROGRAM 9

6.1 Pricing Strategy 9

6.2 Promotion Strategy 10

6.2.1 Sales Literature 10

6.3 Place (Distribution Strategy) 11

7 FINANCIAL PROJECTION 11

7.1 Projected Sales 11

7.2 Projected Gross Profit 12

8 ORGANIZATIONAL CHART 13

9 IMPLEMENTATION PLAN 14

10 EVALUATION AND CONTROL 14

APPENDIX A – Start-Up Cost 15

APPENDIX B – Projected Sales: Two Years 2009 – 2010 17

APPENDIX C – Projected Gross Profit: Two Years 2009 - 2010 18

APPENDIX D – Organizational Chart 19

REFERENCES 20

EXECUTIVE SUMMARY

Cerruto Connection is a newly established company within the Benefits Administration Industry. Cerruto Connection will provide benefits administration for small to mid-size companies. This report gives an overview about Cerruto Connection including; strategic focus, situation analysis, industry analysis, competitor analysis, customer analysis, marketing program, financial data, organizational chart, implementation plan, and evaluation and control.

1 Company Overview

Cerruto Connection was established on January 1, 2009. Cerruto Connection is a privately owned Limited Liability Company in Edgewood, Maryland. Co-owners are Connie and George...