Marketing Plan

4118 WordsFeb 7, 201217 Pages
Final Marketing Plan Shrija Shrestha shrijashrestha@gmail.com Keller Graduate School of Management In partial fulfillment of the requirement of MM522 Marketing Management Mary DuBoise August 19, 2011 Table of Contents 1.0 Executive Summary…………………………………………………………………………3 2.0 Situation Analysis…………………………………………………………………………...4 2.1 Market Summary………………………………………………………………………..4 2.2 SWOT Analysis…………………………………………………………………………5 2.3 Competition…………………………………………………………………………….6 2.4 Product Offering………………………………………………………………………..7 2.5 Keys to Success………………………………………………………………………....8 2.6 Critical Issues…………………………………………………………………………...8 3.0 Marketing Strategy………………………………………………………………………….8 3.1 Mission…………………………………………………………………………………..10 3.2 Marketing Objectives……………………………………………………………………10 3.3 Financial Objectives……………………………………………………………………..10 3.4 Target Markets…………………………………………………………………………..11 3.5 Positioning……………………………………………………………………………….11 3.6 Strategies………………………………………………………………………………...12 3.7 Marketing Mix…………………………………………………………………………...13 3.8 Marketing Research……………………………………………………………………...14 4.0 Controls………………………………………………………………………………………14 4.1 Implementation…………………………………………………………………………..14 4.2 Marketing Organization………………………………………………………………….15 4.3 Contingency Planning……………………………………………………………………16 5.0 Conclusion…………………………………………………………………………………...16 Final Marketing Plan 1.0 Executive Summary Aircast Company is one of the major cryotherapy products manufacturers. This marketing plan is developed to promote the use of one of its product i.e. “Aircast Knee Cryo/Cuff Wrap SC”. Though this product has been in market since the 90s, it has not yet come to the notice of the needy population [which includes people who had knee surgeries, acute or chronic painful

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