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Marketing Plan Essay

1827 words - 8 pages

Peacock Enterprise
Marketing Plan

Date prepared: April 6, 2014
Prepared by: Muhammad Akid Bin Ahmad
Manager
Peacock Enterprise
SEGi University, Kota Damansara
Table of Contents

Content | Page |
Executive Summary | 3 |
Objectives | 4 |
...view middle of the document...

3. ENVIRONMENTAL SCANNING
4.1 Market analysis

4.2 SWOT Analysis

Weaknesses
Limited Time Frame
Weaknesses
Limited Time Frame
Strengths
Good Teamwork
Strengths
Good Teamwork

Threats
Intense Competition Among Competitors
Threats
Intense Competition Among Competitors
Opportunities
Booth Sales
Opportunities
Booth Sales

(i) Strength
* I believe that our strong teamwork was the internal strength we had. We did not just divide the work, but we stand together as a team to promote our products to the customers, we worked together to earned the profit. We plan the strategies and carried out the task efficiently and hence the result was effective.
(ii) Weakness
* Time was the only constraint we had; because some of us are working and due to that we were not able do sales daily.
* We manage to overcome this issue by fixing one specific day where all of us have time to meet up and that’s how the booth sales were carried out.
(iii) Opportunity
* Opening a booth to sell the products we had was the main external factor for our success. By doing so, we were able to reach the desired sales amount by short period of time.
* It creates a chance for us to convince the customer of worthiness of buying our products.
(iv) Threats
* We would consider SEGi Merchandise and 3M store as our closest competitor because they are selling the same type of products that we have.
* However the color and the symbol of our product differ and our price are much cheaper than theirs.
* Even though both of the shops are our threats, we manage to overcome but approaching the customers directly.

4.3 Competitive Analysis

COMPETITORS | SIZE OF THE BUSINESS | VALUE TO CUSTOMERS | STRENGTHS | WEAKNESSES |
Book Shop | Small Business | * Not convenient * Good service quality | * They sell UIU customized merchandise * Attracts ADP/UIU students | * Non-ADP/UIU students are usually not interested in their products. * They have very small range of products. |
SEGi Merchandise | Small Business | * Not convenient * Average service quality | * Sell customized products with SEGi logo * Attracts SEGi students and they sometimes impose the products on students going on excursion | * Limited buyers which are mainly SEGi students. * They have a very small range of products which gives customers little choices |
3M Shop | Small Business | * Convenient * Low service quality | * They have a wide variety of products. * Their products are basically for everyone because there are no customized logo | * No customized logo * Unattractive to customers who wants products with customized logo. * Poor service quality |

4. MARKETING PLAN
4.1 Targeting Market

Customers: SEGi students, ADP/UIU students, SEGi/UIU lecturers, friends and family members and colleagues.
* We target customers of close age range (17-40).
* We target...

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