Marketing Plan - Burton Re-Positioning

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Marketing Plan Burton Ski & Snowboard Table of Contents Introduction 2 Executive Summary 2 Company Description 3 Strategic Focus and Plan 4 Burton Mission Statement: 4 Burton Company Goals 4 Sustainable Competitive Advantage: 4 Situation Analysis 5 Strengths 5 Weaknesses 6 Opportunities 6 Threats 7 Marketing Strategy 8 Target Markets 8 Geography 8 Demographics 9 Psychographics 9 Repositioning Strategy 10 Product Strategy 10 Place Strategy 11 Promotion Strategy 12 Price Strategy 14 Implementation Plan 15 Stage One – Promoting and Introducing 16 Stage Two – Begin Selling Skis at Select Locations 16 Stage 3 – Distribute Skis to all of Canada 16 Stage 4 – Evaluate Sales and Plan for 2010 17 Stage 5 – Reduce Prices to Make Room for New Products 17 Conclusion 17 Appendices 19 Bibliography 22 Introduction We are a strong team of marketers working for Burton Snowboards. As Burton continues to grow, changes need to be made to the company. It has been decided that Burton needs to be repositioned in 2011. We have developed a marketing plan to allow Burton to enter new markets and accelerate the accomplishments of a successful company even further. Executive Summary For over thirty years, Burton Snowboards has been the market leader in the snowboard industry. We are known for producing only the highest quality snowboards and equipment. Our great attention to detail and excellence in manufacturing has set us apart from our competitors. We have decided that it is time for our company to expand our horizons and enter new markets. For this reason, we are introducing a brand new line of ski and ski equipment to the Canadian market for the year 2011. In keeping with our image of quality, our skis will be among the best available to consumers. Our strong brand recognition and reputation for quality will

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