MARKETING ANALYSIS PLAN

Caroline Westhall-MillerIPT Marketing Manager Colorado Technical University OnlineInstructor John CoteMKT305-0803A-07 : Marketing and the Virtual MarketplaceJuly 23, 2008

IPT BUSINESS SOLUTIONS

IPT VISION STATEMENT

DELIVERING A GOURMET

EXPERIENCE TO TABLES AROUND

THE WORLD

STRATEGIC PLANNING

MARKETING PLANNING

IMPLEMENT MARKETING PLAN

CONTROL MARKETING PLAN

GOALS AND OBJECTIVES

Reaching Metro Increase Corporate Accounts Use Multiple Points of

Contact

PRESENT SITUATIONON THE UP-SIDE

Strong Local Recognition

Unique Patented Process For Special Coatings

New Customers Calling

New Business To Business Interest

ON THE DOWN-SIDE

Two Employees Went To The Competition Had To Turn Business Away

WHAT WE NEED TO DO

Customer Needs Marketplace

Trends What To Do Next Identify Action

Items

Targets Segmenting Positioning Differentiation

TARGETS

Undifferentiated Differentiated Concentrated Micro

SPECIFY A TARGET

MARKET AND A RELATED

MARKETING MIX

SEGMENTS

Consumer Business-to-Business International

KNOW HOW TO IDENTIFY

POSITIONING

Who Are We? Where Did We Come From? What Do We Do? What Are We Doing Here? Where Do We Fit In The World?

What is our marketing environment? What is our competitive advantage?

DIFFERENTIATING

Creativity Integrity Quality Ethics Trends

IS THE WAY THAT YOU MAKE OUR PRODUCT MORE DESIRABLE THAN ALL THE OTHERS LIKE IT

WHAT ARE THE OPTIONS?

EXPAND EXISTING AND USE NEW VENUES

TV

Internet

Home Shopping

SOURCES Perrault, Jr, W. D., Cannon, J. P., &

McCarthy, E. J. (2008). Marketing Strategy Planning., Focusing Marketing Strategy With Segmentation and Positioning., Final Consumers and Their Buying Behavior., Elements of Product Planning for Goods and Services., Advertising and Sales Promotion.(pp. 33, 50-52, 60-63, 116-119, 121, 130-136, 209, 384-386). In Essentials of Marketing A Marketing Strategy and Planning Approach (11th ed.). New York: McGraw-Hill Irwin.

SOURCES Constandse, R. (2008). Writing a Compelling

Vision Statement. Retrieved July 26, 2008, from http://www.timethoughts.com/goalsetting/vision-statements.htm

Searls, D. (1997, October 10). THE NEW CHARACTER OF POSITIONING WHERE YOU COME FROM MATTERS MORE THAN WHERE YOU'RE GOING. Retrieved July 26, 2008, from http://www.searls.com/pos.html#come