Marketing Plan Markstrat

Marketing: Concepts and Decision Making

Strategic Marketing Plan

Bertola Deborah Grégoire Nicolas Libioul Marie-Hélène Pirotte Sébastien Soppo Nfon Priso Sara

I.

1. External Analysis 1.1 Sonite Market

External & Internal Analysis

The "Sonite" market is an existing market for several years and who has grown steadily since its introduction. This is a market that is now well established and will continue to grow during the next five years (table 1, see appendix). As we can see from the chart, we find that the size of the market in number of units will increase until the period 8 to reach a number of 2,539,000. However, it is interesting to note that market growth will decrease more and more. We can certainly explain this decrease with the fact that the product is in a mature phase.

The "Sonite" market is passed through the launch phase during which he experienced low growth. Then, in a period of rapid growth with a important penetration of the product and a strong increase in profits. We have now reached a period of maturity characterized by a reduction of sales growth. Earnings reaches its maximum and started to decline due to marketing expenses incurred to support the product against the competition. Market potential  Sales: Maximum Unit Cost: Low Benefits: High Customer: Majority

In this market, the level of competition is quite high with a total of 6 active competitor companies in this market represented by a dozen different "Sonite" products trying to satisfy different customer needs. The marketing competition is very intense with a total spend on advertising during period 2 estimated at $ 28,400,400 according to our market research: Competitive Intelligence. Business expenses are also high with an estimated value of $ 8.7 million. All these data tells us that the market is in intense competition and can constitute barriers to entry for companies wishing to enter the market. There is also economy of scale with the production and the brand...