Assignment: Marketing Plan
Apply the marketing plan to our product.
Product: Amaz-in
Who we are
We are an online e-commerce company specializing in selling almost everything you will need in your daily life. The difference is, you would not need to break the bank for it. We think we are more "amaz-in" than our peers at Amazon since we intend to involve with our clients at a more personal level so as to provide a better end-to-end experience at a lower cost.
How we do it
Our inventory consists of millions of products ranging from electronics, apparels, pet supplies to bikes. However, we do it a bit differently with respect to our peers such as Amazon or Alibaba. We cater to the needs of the customer by differentiating our choices and methods in the following ways:
· In-house logistics( Ex Shipping and delivering): We do not believe much in the "middleware", hence we have our own logistics operation who deal with everything from packaging, shipping and refunds. By reducing our reliance on other companies to deliver our products, we are able to substantially reduce our product costs and also remove the uncontrollable factors in our business, therefore giving us total control over our supply chain process. Our in-house delivery tracking systems are state-of-the-art, and we have a higher on-time delivery success rate than any of our competitors. Customers do not need to deal with other companies to track the product or contact them in case of missed deliveries, but rather use our website and Android/Apple apps to always be updated.
· Cash-on-delivery(Ex: flexible payment options like flipkaart): We are the only e-commerce company in the US who provide cash on delivery services. We understand that customers sometimes need to see a product in-person in order to ensure that they made the right choice, hence we offer this service on numerous products. We feel customers should be able to trust us completely in order to do business, and therefore we took the first step in this relationship by providing this service.
· Community engagement (ex: Reaching out to all types of customers): Communities foster healthy relationships within the society, and we try to do our bit by engaging with different communities.
Marketing Plan Outline: PLANNING THE DEVELOPMENT OF A MARKETING PLAN
TABLE OF CONTENTS
Executive Summary (overview of entire plan, including a description of the product or service, the differential advantage, the required invest¬ment, and anticipated sales and profits).
I. Introduction
What is the product or service? Describe it in detail and explain how it fits into the market.
Situational Analysis
A. The Situational Environs
1. Demand and demand trends. (What is the forecast demand for the product: Is it growing or declining? Who is the decision maker? The purchase agent? How, when, where, what, and why do they buy?)
2. Social and cultural factors.
3. Demographics.
4. Economic and business conditions for this product at this time and in the geographical area selected.
5. State of technology for this class of product. Is it high-tech state-of-the-art? Are newer products succeeding older ones frequently (short life cycle)? In short, how is technology affecting this product or service?
6. Politics. Are politics (current or otherwise) in any way affecting the situation for marketing this product?
7. Laws and regulations. (What laws or regulations are applicable here?)
B. The Neutral Environs
1. Financial environment. (How does the availability or unavailability of funds affect the situation?)
2. Government environment. (Is current legislative action in state, federal, or local government likely to affect marketing of this product or service?)
3. Media environment. (What's happening in the media? Does current publicity favor this project?)
4. Special interest environment. (Aside from direct competitors, are any influential groups likely to affect your plans?)
C. The Competitor Environs
1. Describe your main competitors, their products, plans, experience, know-how, financial, human, and capital resources, suppliers, and strategy. Do they enjoy favor with their customers? If so, why? What marketing channels do the competitors use? What are their strengths and weaknesses?
D. The Company Environs
1. Describe your products, experience, know-how, financial, human, and capital resources, and suppliers. Do you enjoy the favor of your customers? If so, why? What are your strengths and weaknesses?
III. The Target Market
Describe your target market segment in detail by using demographics, psychographics, geography, lifestyle, or whatever segmentation is appropriate. Why is this your target market? How large is it?
IV. Problems and Opportunities
State or restate each opportunity and indicate why it is, in fact, an opportunity.
State or restate every problem. Indicate what you intend to do about each of them. Clearly state the competitive differential advantage.
V. Marketing Objectives and Goals
State precisely the marketing objectives and goals in terms of sales volume, market share, return on investment, or other objectives or goals for your marketing plan and the time needed to achieve each of them.
VI. Marketing Strategy
Consider alternatives for the overall strategy; for example, for new market penetration a marketer can enter first, early, or late, penetrate vertically or horizontally, and exploit different niche strategies.
If the marketing strategy is at the grand strategy or strategic marketing management level, a market attractiveness/business capability matrix and product life cycle analysis should also be constructed.
VII. Marketing Tactics*
State how you will implement the marketing strategy(s) chosen in terms of the product, price, promotion, distribution, and other tactical or environmental variables.
VIII. Implementation and Control
Calculate the breakeven point and make a breakeven chart for your project. Compute sales projections and cash flows on a monthly basis for a three-year period. Determine start-up costs and a monthly budget, along with the required tasks.
IX. Summary
Summarize advantages, costs, and profits and restate the differential advantage that your plan offers over the competition and why the plan will succeed.
X. Appendices Include all supporting information that you consider relevant.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Reference:
Andrews, T. A. (2013). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, Ninth Edition . Mason: South-Western.
Cohen, W. A. (2006). The Marketing Plan. Danvers, MA, USA: John Wiley & Sons.
Council, F. B. (2019, March 26). Six Community Engagement Strategies To Help Companies Give Back And Gain Business. Retrieved from Forbes.