Submitted by: Submitted by cbarthsnwbrd84
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Pages: 23
Category: Business and Industry
Date Submitted: 10/24/2012 04:24 PM
STUDENT MARKETING PLAN FOR
“CALIFORNIA ROLL-THRU”
Table of Contents
Page
1.0 Executive Summary………………………………………………………………………….1
2.0 Strategic Focus and Plan…………………………………………………………………….6
• Mission Statement………………………………………………………………………...6
• Goals………………………………………………………………………………………6
• Competitive Advantage…………………………………………………………………...7
3. Situational Analysis………………………………………………………………………….7
• Market Summary …………………………………………………………………………8
• Market Demographics……………………………………………………………………..8
• SWOT Analysis…………………………………………………………………………...9
• Industry Analysis………………………………………………………………………...10
• Competitor Analysis……………………………………………………………………..11
• Company Analysis……………………………………………………………………….12
• Customer Analysis……………………………………………………………………….13
4. Market-Product Focus……………………………………………………………………..13
• Marketing Objective……………………………………………………………………..14
• Marketing Strategies……………………………………………………………………..14
• Market-Product Grid……………………………………………………………………..15
• Target Market…………………………………………………………………………….16
• Points of Difference…………………………………………………………………...…17
• Positioning……………………………………………………………………………….17
5. Marketing Program………………………………………………………………………...19
• Product Strategy………………………………………………………………………….19
• Price Strategy…………………………………………………………………………….20
• Price Constraints…………………………………………………………………………21
• Break-Even Analysis…………………………………………………………………….22
• Final Pricing……………………………………………………………………………..23
• Promotion Strategy……………………………………………………………………...23
• Place Strategy……………………………………………………………………………24
6. Organizational Structure…………………………………………………………………..24
7. Implementation Plan……………………………………………………………………….25
8. Evaluation and Control……………………………………………………………………26
• Goals……………………………………………………………………………………..27
• Strategies………………………………………………………………………………....27
• Milestones………………………………………………………………………………..27
•...