Marketing Study of Paul

2012

Paul has decided to target China

Marketing project

Ardebili Sonia

Benouaret Celia

Ferradou Thibaut

Zihan Liang

Out line

I. Executive Summary 3

II. Company, Brand, or Product Analysis 3

III. Environmental Analysis 3

A. The Marketing Environment 3

1. Competitive Forces 3

2. Economic Forces 4

3. Political Forces 7

4. Legal and Regulatory Forces 7

5. Technological Forces 7

6. Socio-cultural Forces 8

7. Other Forces 10

B. Current Market(s) Served 10

C. Current Overall Marketing Objectives and Performance 11

IV. SWOT Analysis 11

A. Strengths 11

B. Weaknesses 11

C. Opportunities 11

D. Threats 11

E. Matching Strengths to Opportunities & Converting Weaknesses and Threats 12

V. Marketing Objectives 12

VI. Target Market, Strategy, and Tactics 12

A. Target Market 1 [Name of group] 13

B. Target Market 2, etc. 13

VII. Marketing Communications Mix 13

A. Broadcast Media 13

B. Interactive Media 13

C. Print Media 13

D. Sales and Promotion 13

E. Etc., as necessary 13

I. Executive Summary

Overview: One of the most frequently read components of a marketing communications

plan, the executive summary is a synopsis of the overall plan and should be written at the

completion of all other plan elements. Although it does not provide detailed information,

it presents an overview of the plan so that readers can identify key issues pertaining to

their roles in the planning and implementation process. This section should not be

overloaded with facts and data, but should be sufficiently inclusive to allow senior

executives or clients to get a strong sense of what is to follow in the details.

II. Company, Brand, or Product Analysis

Overview: Describe the company (i.e., firm), brand, or product and what it represents.

Describe the strategic task at hand. Choose company, brand, or product-level analyses.

• What advantages does it have over the competition (e.g.,...