Clinique Marketing Plan (1)

CLINIQUE DU PLATEAU

MARKETING PLAN

Prepared for Asst. Prof. Dr. Ebru Güneren

Prepared by Jeannine Flore SIGNING M. 20111956 Cyprus International University

May 2012

Table of contents

1. Executive Summary ………………………………………………………………….3 2. Company description…………………………………………………………………..3 3. Strategic Focus and Plan………………………………………………………….…....4

a. Mission ………………………………………………………………………...4 b. Goals……………..…………………………………………………….…….…4 c. Core Competency and Sustainable Competitive Advantage…………………....4

4. Situation Analysis……………………………………………………………………...4

a. SWOT Analysis………………………………………………………………..5 Strengths…………………………………………………………....5 Weaknesses………………………………………………………….5 Opportunities………………………………………………………..5 Threats…………………………………………………………........5 b. Market Summary…………………………………………………………..…..6 Market Needs……………………………………………………..…7 Market Trends…………………………………………………….…7 Market Growth……………………………………………………...8 c. Competition………………………………………………………..…..............8

5. Product-Market Focus………………………………………………………….............8

a. b. c. d.

Marketing objectives……………………………………….…………....……….8 Target Markets………….……………………………………….…….…............8 Service Offering……………………….………………………………..…..........9 Positioning……………………………………………………………...............10

6. Marketing program…………………………………………………………...............10 a. Marketing Mix………………………………………………………..…….....10 b. Marketing Research…………………………………………………………...10 7. Financial Data and Projections……………………………………………………….11 a. Break-even Analysis………………………………………………………….11 b. Sales Forecast…………………………………………………………...........12 c. Expense Forecast…………………………………………………………......13 8. Controls ……………………................................................................................13

a. Implementation Plan…………………….....................................................14 b. Contingency Planning…………………….................................................15

CLINIQUE DU PLATEAU Marketing Plan

2

1. Executive Summary

CLINIQUE DU PLATEAU is...