Marketing

Contents

1. Executive Summary

2. Introduction

3. Vision and Mission Statement

4. PESTEL Analysis

5. Market Analysis

6. Competitor Analysis

7. SWOT Analysis

8. Marketing Objectives

9. Segmentation

10. Targeting and Positioning

11. Product

12. Price

13. Promotion

14. Place

15. Implementation and Control

16. Contingency Plan

17. Conclusion

1. Executive Summary

The product we aim to develop is a MP3 player with functions different to any other currently on the market in the UK. As we are already an established company our reputation should influence sales of our product. We aim to target athletes and adrenaline junkies as after conducting research into the market we discovered that this market segment was not currently targeted which therefore gave us an opportunity to penetrate the market and gain market share in the earlier stages.

2. Introduction

We are developing a new product and a marketing plan in the intention of penetrating and grasping market share of UK MP3 players. We are already a well-established electronics company with experience and a promising reputation providing high quality goods.

We believe the product we intend to launch will be original, different to anything else currently available, and will help us gain market share. However before we create the product it is important to analyse the external environment which will highlight opportunities and threats we may face. We will do this by conducting a SWOT and PESTEL analysis. We will also need to create a marketing strategy and plan which will enable us to gain a sense of direction.

3. Mission and Vision Statement

The way we see our brand and the future that is to come is that we envisage a world where the products we manufacture and the technologies we innovate, combines the music and extreme sports factor in a powerful way. Below we have listed our actual mission and vision statements.

3.1 Mission Statement

“To...