Mkt 571 Week 2 Team Assignment Marketing Plan Phase I

MKT 571 WEEK 2 TEAM ASSIGNMENT MARKETING PLAN PHASE I

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MKT 571 Week 2 Team Assignment Marketing Plan Phase I,

MKT 571 Week 2 NEW PRODUCT LAUNCH MARKETING PLAN Part 1

New Product Launch Marketing Plan, Part 1

Introduction

Businesses fulfill a need; two main components of a successful business deal with location and differentiation. Location is important for the overall operations and niche of the business; product differentiation guarantees prolonged growth through an active marketing strategy. All marketing strategies follow three main parts: pre-launch, launch, and post-launch.

The pre-launch phase, also called the planning phase. It seeks to identify the product and the company’s position, and then build awareness through segmentation and target goals. Part one involves a lot of research in situation analysis, goal setting, and creating a marketing program. Part two deals with marketing implementation to gain brand personality. Finally, Part three reviews the results and focus on growth analysis. Each phase has sets of criteria or questions that must be considered or answered; each equally vital to the success of the product or service offered by the company. Part one of this marketing plan will detail the pre-launch phase for ZENN Motor Company and the company’s introduction for Fuel Cell Vehicles (FCV).

Background

ZENN (Zero Emission No Noise) Motor Company Inc. is a small business in Toronto, Canada. Ian Clifford, founder, first incorporated the enterprise as Feel Good Cars, Inc. in late 2000, but later renamed it to ZENN in 2007. The original vision still prevailed to provide energy storage solutions and related technologies to the automatics industry. The company developed a low-speed vehicle (LSV), which sold in the United States and Quebec; however...