Project Composition

Chapter 13

Sample Promoting Plan

|Chapter Introduction

• This section covers two versions of any sample marketing plan: u Report-based advertising plan structure: Using the tried-and-true report-like composition, this edition utilizes helping text and figures to describe the plan in more detail. o Five slide marketing plan structure: Using only 10 presentation slideshow to cover the whole plan, this kind of version is starting to become the standard in many organizations.

|Lecture Outline

Sample Marketing Plan: 2011 Ford Fiesta:

Report-Based Format

• Executive Brief summary:

um Ford has a opportunity to record market share in the subcompact automotive market in the United States. Due to raising fuel prices, the market for large automobiles such as sport utility vehicles (SUVs) is shrinking. In the meantime, the market to get subcompact autos, like the 2011 Ford Fiesta, is usually poised to grow.

• Objectives:

o Mission:

▪ The Ford mission, viewed on their website since the ONE Honda, encompasses 3 principles: One Team, A single Plan, and One Aim. o Competitive advantage:

▪ Ford's competitive advantages are its strong manufacturer, its around the world distribution channels, and its global manufacturing technique. o To compliment Ford's objective of profitable growth through new products as well as its competitive good thing about global developing prowess, we declare this objective: Boost market share of subcompact autos sold in the U. H. market to 10 percent right at the end of 2012, leveraging global automotive possessions.

• Market Overview:

o We start this portion of the master plan with a brief summary of the small car industry, summarized in Figure 13. 2 . to Market Information: We illustrate the market using the following info. ▪ Sector: Automobile developing. The category is definitely small (subcompact) cars. ▪ NAICS/ SEMBLABLE Code: The NAICS code for automobile manufacturing is definitely 336111. The SIC code is 3711. ▪ Buyer Needs: Immediate customer requires include simple transportation. Indirect customer needs include gratifying feelings of freedom, self-expression, and self-esteem. o Industry Sizing: We all size the marketplace and its expansion rate making use of the following info. ▪ Market Size: Number 13. five displays U. S. subcompact car sales for leading manufacturers, totaling 459, 802 units sold in 2009, the most up-to-date available info. ▪ Market Growth Rate: Edmunds estimations that mild vehicle product sales, including subcompacts, will increase can be 11 percent in 2010. o Market Styles: We have determined the following trends in the market. ▪ Political Tendencies: The Countrywide High Targeted traffic Safety Administration's (NHTSA) Corporate Average Gas efficiency (CAFE) fleet-wide fuel economy common will increase to 35. six miles per gallon (MPG) by 2015, which will advantage the subcompact car category. ▪ Financial Trends: While gasoline rates increased, sales of fuel-hungry SUVs reduced by more than 25 percent, whilst sales of small vehicles increased. Because gasoline prices are improbable to return to all their historic lows, small car sales should continue to stay strong. ▪ Social Styles: Small vehicles suffered from a bad stigma in the United States in the past, having a prevailing notion that significant, powerful automobiles symbolized achievement. But this kind of perception can be changing because society finds small cars more appealing. ▪ Technological Tendencies: Automotive basic safety technologies, such as antilock stopping systems (ABS) and electric stability control (ESC) devices, will improve protection in small cars. u Market Sectors

▪ Segmentation: B2C: For the...

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