The format of marketing plan for final exam

1
The format of marketing plan for final exam

• Situation Analysis SWOT analysis, Market
  description, company/product review, competition,
  distribution.
• Objective to reach some level of profit, sales,
  consumer awareness.
• Segmentation, targeting, positioning, strategies
  and tactics how to segment the potential market,
  what is the target segment(s).

2
Forever Flashlight

• Light
• Never needs batteries or bulbs
• Use Faraday principle to generate and store
  enough energy to operate the flashlight for up to
  10 minutes
• The energy is generated by shaking the flashlight
  vigorously for 15-30 seconds
• The super bright blue LED almost never needs
  replacing
• Costs 21 to produce a piece.

3
Situational Analysis

• SWOT
• Strength convenient (doesnt need battery and
  light bulb), small, light of weight and easy to
  carry
• Weakness last for only ten minutes, then you
  need to shake it again, relatively high initial
  cost
• Opportunity Increasing number of people who like
  outdoor activities environmental-friendly (no
  cells and thus no potential pollution)
• Threat the price of rechargeable alkaline
  battery is decreasing over time

4
Objective and Segmentation

• Objective to increase profit or market share by
  X
• Segmentation, targeting, positioning
• Segments (1) people who like camping, hiking,
  etc. (2) homeowners (who need flashlight in their
  basement, garage, etc.)
• Should list all reasonable segments

5
4Ps

• Product light weight, small, sturdy, waterproof,
  etc. These attributes will ensure the product
  will be durable, consistent with the forever
  idea.
• Promotion outdoor activities are seasonal and so
  promotion should be seasonal as well. Advertise
  in TV and magazines that target outdoor lovers
  sponsor relevant outdoor activities.
• Price 200 higher than the regular flashlight.
  Since the product is durable and doesnt need any
  batteries, it should justify a premium.
• Place Sports chain retail store, Canadian Tire
  and Wal-mart (both have a sport section).

6
Tips

• Your answers (SWOT analysis and 4Ps) should be
  specific to the product.
• Your strategies should avoid being too vague or
  general.
• Be sure to include rationale for your decisions!