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Category: Business and Industry
Date Submitted: 08/03/2016 07:03 AM
Hefty Retainer Bag
& Hefty BBQ Trash Bag
Product Line Expansion
This is a notional product for academic purposes only.
Introduction to Marketing: 500 – Summer I
University of Tampa, Sykes School of Business – Dr. Gupta
Nik Mezias, Nick Overby, John Woosley
Table of Contents
Section 1: Profile of the Market…………………………………………………………………………….3
Product Category…………………………………………………………………………………………..3
Product Description………………………………………………………………………………………..3
Current Targeted Customer Segments…………………………………………………………………….3
Competitors……………………………………………………………………………………………......3
Section 2: Situational Analysis………………………………………………………………..……………4
Strengths………………………………………………………………………………………………......4
Weaknesses…………………………………………………………………...…………………………...4
Opportunities……………………………………………………………...……………………………….4
Threats………………………………………………………………...…………………………………...4
Section 3: Marketing Strategies and Objectives……………………..……………………………………..5
Target Market Strategy………………………………………..…………………………………………..5
Marketing Objectives……………………………………..……………………………………………….5
Size, Growth, Rate and Profit Potential…………………..……………………………………………….5
Specific Needs/Wants of the Target Market………………..……………………………………………..6
Positioning………………………………………………………………………………………………....6
Four P’s (Marketing Mix)………………………………………………………………………………....6
Appendix
A: Assumptions………………………………………………………………………………………..…..8
B: SWOT Analysis………………………………………………………………………………………...9
C: Cost/Benefit Analysis…………………………………………………………………………………10
D: Hillsborough County Population Distribution Chart…………………………………………...…….10
E: Smartphone Application Consumption Chart………………………………………………………...11
F: Mobile Content Usage………………………………………………………………………………...11
References…………………………………………………………………………………………………12
SECTION I: PROFILE OF THE MARKET
Product Category
There are two primary competitors in the disposable housewares and accessories industry within the consumer products sector. Hefty, an ALCOA...