Marketing Plan for Z-Wing:
You are the Head of Commercial Aviation at Z-Wing, the world's largest commercial and military manufacturer. Janssen is Z-Wing's closest competitor and has recently captured 47% of the market. The Chairman Aaron Weiss has given one objective - "Come up with a marketing plan to help Z-Wing stay ahead of Janssen and maintain Z-Wing's position as world leader. The aviation industry is growing at 5% a year so innovation will be key to maintaining Z-Wing's leading edge.
The marketing plan should include the following information:
1. Executive Summary
2. Situation Analysis
o Market Summary
o SWOT Analysis
o Competition
o Product Offering
o Keyes to Success
o Critical Issues
o Historical Results
o Macroenvironment
3. Marketing Strategy
o Mission
o Marketing Objectives
o Financial Objectives
o Target Markets
o Positioning
o Strategies
o Marketing Mix (Four P's)
o Marketing Research
4. Financials
o Break-even Analysis
o Sales Forecast
5. Controls
o Implementation
o Contingency Planning