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Marketing Plan Summary

I. Executive Summary

II. Situational Analysis
a. Industry Analysis
i. Competitors
ii. Market demographics
iii. Consumer base
iv. Financials
b. Strengths
i. Strategic alliances
ii. Strong financials
iii. Blue chip clientele
c. Weaknesses
i. Dependence on BloomNet
ii. Decline in Average Order Value
iii. Low employee efficiency

III. Challenges / Opportunities
a. Economic
i. Increased disposable income
ii. Increased employment
iii. Increased GDP
iv. Increased fuel prices
b. Political / Legal
i. Internet retail regulation
ii. The middle east wars
Social / Cultural
iii. Growing Internet sales
iv. Seasonality
c. Competitive / Technological
i. Leverage recent acquisitions
ii. Execution of diversification and differentiation
iii. Highly competitive market
iv. Low barriers to entry


IV. Marketing Goals / Objectives
a. Mission: Our mission is to help our customers express themselves and connect with the important people in their lives.
b. Sales and market share forecasts
c. Goals
i. Leadership in the consumer floral category
ii. Growing position in the Gourmet Food and Gift Basket business
iii. Change 1-8-00Flowers.com brand recognition (add 1-800-Baskets.com)Executive summary (cont.))

V. Marketing Strategies
a. Product
i. Diverse product mix
ii. Highly recognizable brand names (subsidiaries and partners)
b. Place / Distribution
i. Multi-channel customer access (“Call, click or come in”)
ii. BloomNet distribution channels
c. Pricing
i. Floral pricing strategy
ii. Value added differentiation
iii. Premium brand name product mix
d. Promotion
i....