Netflorist

10/7/2010

|

| Marketing Plan for Netflorist |

Contents

Executive Summary 3

Current Marketing Situation 3

Market Description 4

Product Review 4

Competitive Review 5

Distribution Review 5

SWOT analysis 5

Strengths 5

Weaknesses 6

Opportunities 6

Threats 7

Objectives and Issues 7

Marketing Strategy 8

Positioning 8

Product Strategy 8

Pricing Strategy 8

Distribution Strategy 8

Marketing Communication strategy 8

Marketing research 9

Marketing organisation 9

Budgets 10

Controls 10

References 10

Executive Summary

Netflorist – an online flower and a gift shop, is the largest one in the country at this point in time. The company is still able to maintain a competitive advantage by providing high quality services with the main focus on custom satisfaction; regardless of the fact that the number of competitors in the industry is rising every day, as the number of internet users increases. In this fast-paced competitive environment, it is difficult to remain a leader in any industry, therefore in order to stay on top Netflorist need to keep on innovating new ways to deliver best services and products to the customers. The company needs to consider another possibility of developing new markets offshore. Netflorist’s primary marketing objective is to build on the brand equity as well as the customer equity. Netflorist’s primary financial objectives are to increase the sales and ensure company’s growth rate remains high.

Current Marketing Situation

The retail industry is changing very rapidly, having some challenges that arise along the way. Today’s fast-paced society and faster-paced technological changes result in customers being more demanding and impatient. Customers want convenience as well new, different and customized goods at good prices.

Netflorist was founded in 1999 by Ryan Bacher. At that time online retailing in South Africa was not very well developed and there was only one company with a direct...