Marketing Planning on Forward Communication, Inc. Essay

7509 Words31 Pages
Table of Contents 1. Executive Summary 3 2. Situation Analysis 4 2.1. Market Needs 4 2.2. The Market 5 2.2.1. Market Demographics 5 2.2.2. Market Trends 6 2.2.3. Market Growth 7 2.2.4. Macroenvironment 8 2.3. The Company 9 2.3.1. Mission 9 2.3.2. Service Offering 10 2.3.3. Positioning 11 2.3.4. SWOT Summary 11 2.4. Competition 15 2.4.1. Direct Competition 15 2.4.2. Indirect Competition 15 3. Marketing Strategy 16 3.1. Value Proposition 16 3.2. Critical Issues 16 3.3. Financial Objectives 17 3.4. Marketing Objectives 17 3.5. Target Market Strategy 18 3.6. Messaging 19 3.6.1. Branding 19 4. Marketing Mix 20 4.1. Product Marketing 20 4.2. Pricing 20 4.3. Promotion 21 4.3.1. Advertising 22 4.3.2. Public Relations 23 4.3.3. Direct Marketing 23 4.4. Web Plan 24 4.4.1. Website Goals 24 4.4.2. Website Marketing Strategy 24 4.5. Service 25 5. Financials Budget 25 6. Action Plan 26 7. Conclusion and Recommendation 29 7.1. Conclusion 29 7.2. Recommendation 30 7.2.1. CRM Plans 30 8. Marketing Organization 30 Bibliography iii Appendices iv 1. Executive Summary Forward Communication, Inc is a marketing communication company specializing in marketing of workshop programs in Jakarta market. It provides the community with a complete mobile technology workshop. We offer participants from student, young executives to business people positive learning and experiences along with the opportunity to create life-long memories through mobile technology workshop. Forward Communication, Inc will continues to be the provider of the experiences, and seeks to make this experience affordable and available for all interested participants. This is done through a series of successful marketing activities and sponsorship, and a solid financial approach to managing these resources. We targeted to serve more than 2000 participants in workshop

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