VZT 1-Year Marketing Plan. Essay. Company G.

VZT 1-Year Marketing Plan. Essay. Company G. Table of Contents Introduction................................................................................................................................................. 3 Product Description and Classification........................................................................................................3 Company G Mission Statement...................................................................................................................3 Support of Missions Statement................................................................................................................4 Consumer Product Classification..............................................................................................................4 Target Market..............................................................................................................................................4 Competitive Situation Analysis....................................................................................................................5 Analysis of Competition using Porter’s Five Forces Model.......................................................................5 SWOT Analysis.............................................................................................................................................6 Strengths................................................................................................................................................. 6 Weaknesses............................................................................................................................................. 6 Opportunities........................................................................................................................................... 7 Threats..................................................................................................................................................... 7 Marketing Objectives...................................................................................................................................7 Product Objective....................................................................................................................................7 Price Objective.........................................................................................................................................7 Place Objective........................................................................................................................................7 Promotion Objective................................................................................................................................7 Marketing Strategies and Implementation..................................................................................................8 Product Strategies...................................................................................................................................8 Price Strategies........................................................................................................................................8 Place Strategies.......................................................................................................................................8 Promotion Strategies...............................................................................................................................8 Marketing Implementation..........................................................................................................................9 Product Action Plan.................................................................................................................................9 Price Action Plan......................................................................................................................................9 Place Action Plan...................................................................................................................................10 Promotion Action Plan...........................................................................................................................10 2 Monitoring Procedures..............................................................................................................................10 Introduction Company G, a well-established firm in the electronics market and provider of quality small-appliances, is proud to present their next game changing product, the ultimate in cooler mobility, the “Tanker-ator 5000”. Product Description and Classification The Tanker-ator 5000® is a fun and sturdy ice chest that can be driven over sandy or rugged terrain. Driven remotely via an app on the user’s smart phone, the Tanker-ator allows the user to calmly stroll across the beach, without the hassle of dragging a heavy cooler with them. Built sturdy to withstand the elements, theTanker-ator’s “Dual Motor Drive” DMD Technology® transports your frosty beverages and tasty treats up to 5 miles on a single charge. The powerful motors combined with rugged tank treads easily transport a full cooler, plus an additional 100 lbs. of gear strapped to the top. The dual wall construction and ThermoTech Insulation® ensures your beverage bounty will be frosty cold when arriving at the party, and for many more hours. ThermoTech Insulation contains no CFCs, HFCs, and HCFCs to help protect your food and the environment. The Tanker-ator 5000 is the fun, travel cooler for beach parties, camping, tailgating, backyard BBQs, and more. Make the party even more portable with the Tanker-ator 5000. Company G Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronics solutions.” Support of Missions Statement 3 Reports by the U.S. Forest Service state roughly 50% of the American population participates in outdoor activities such as visiting beaches, camping, and fishing. In the same study the U.S. Government estimates Americans spent 11.16 billion days participating in outdoor activity (Cordell, 2010). Water weighs 2 lbs. per quart. Coolers range in size from 20 to 150 qts, equating to 40 to 300 lbs. of food and beverage. While coolers are sometimes used at home, most of the time they are utilized away from the home, and many times in environments not conducive to standard transportation. While some manufacturers have added wheels to portable coolers, they still do not simplify the movement across rugged or sandy terrain. Use of tank treads allows the cooler to glide over the rugged and sandy terrain. The addition of electric motors, and Bluetooth technology allow the cooler to be driven remotely via an app on the user’s smartphone. The Tanker-ator improves the quality and convenience of people’s lives by removing the need to carry heavy coolers long distances when participating in outdoor activities. High quality components and sturdy construction allows the user to strap additional items to the top of Tanker-ator such as lawn chairs, umbrellas, tackle boxes, etc., further negating the need for users to carry heavy items long distances. Innovative and easy to use electronics allow the consumer to blissfully drive their cooler from their vehicle to their recreation destination.