Marketing Plan for Montague Corporation

This marketing plan outlines the strategies and tactics for Montague Corporation, a manufacturer of folding bicycles and cycling accessories. It covers segmentation, targeting, positioning, marketing mix, SWOT analysis, and PESTLE analysis.

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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing Strategy......................................................................................................................3
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plan is defined as blueprint or comprehensive document which outlines
marketing as well as advertising efforts for further time period (Abercrombie, Sawatzki and
Lotenberg, 2012). This describes activities and operations of enterprise which involves
accomplishment of particular marketing objectives within given time period in an effective and
efficient manner. It contain elements such as business marketing, advertising goals, current
position, performance indicators, targeted markets. This involves list of actions, plans and
policies which are required for making business successful and grow at marketplace in an
effectual manner. The given organisation for report is Montague Corporation which is
manufacturing of folding bicycles and cycling accessories. The founder of organisation is David
Montague which is American company that manufactures, sell design folding bicycle. This
report has covered marketing strategy plan which includes STP, marketing mix, SWOT analysis,
PESTLE analysis, Ansoff Model and so on.
MAIN BODY
Marketing Strategy
It is defined as long term and forward looking approach of planning with the goal of
achievement of competitive advantage at marketplace (Dominici and Palumbo, 2013). This is
also referred as business overall plan in order to reach consumers and turn them to potential
buyer for purchasing of goods and services. Marketing strategy contain value of company and
their proposition, brand message, target consumers, demographics and so on. This is very
important for organisation to make proper strategy in order to achieve goal and objectives in an
effective and efficient manner. Montague Corporation is planning to develop market as existing
place that is US market so they need to make marketing strategy for positive outcomes. They are
described below:
Objectives
 To implement different promotional techniques within 1 year in order to enhance
awareness of organisation's existing products and services that assist in increasing
business share by 30% more.
Mission

The mission statement of Montague Corporation is to produce and deliver bicycles which
are available for wide consumers benefiting surrounding and environment communities.
Vision
The vision statement of Montague Corporation is to make market foldable in bicycle and
protect environment and improve customer well being.
STP (Segmentation, Targeting and Positioning)
This is defined as framework which summarised and simplifies procedure of market
segmentation (Fredericks, Duong and Lamaj, 2018). Segmentation, Targeting and Positioning
(STP) of Montague Corporation are given below:
Segmentation- It is defined as identifying various groups of customers in an effective
manner (The STP Model of Marketing Segmentation, Targeting, and Positioning, 2019).
Montague Corporation is dealing in unfolding bicycle for their consumers so they have
segmented different category of consumers which is given below: Demographic- Under this category, consumers are categorise on basis of age, marital
status, education, occupation, gender and so on. It is very important to do proper market
segmentation and accordingly manufacture products and provide services. In this, it has
done market segmentation on basis of demographic factors. Geographic- Under this, market is segmented on basis of geographic factors such as
country, country, region and city. If geographic is known in proper manner then market
can be segmented accordingly. Psycho-graphic- This is the factors where consumers are segmented on basis of their
level of personality, lifestyle, opinions, interests, values, attitudes. It also includes factors
such as region, society, schooling and families.
 Behavioural- It is the behavioural of individual regarding their loyalty towards brand. In
this segmentation, people look benefit from products in appropriate manner.
Targeting- It is defined as selecting those segmentation which needs to be served. All the
market segmentation are targeted and accordingly products are served to them. As per given case
study, Montague Corporation has targeted three types of consumers to provide unfolding bicycle
to them in appropriate manner. First is recreational users who take bicycles for travelling purpose
with them. It includes private pilots, recreation vehicle, boaters, owner, hunters and so on. For
reaching such consumers, respective organisation is doing advertising in publication, specialised

events. Other consumer is commuters who need bicycle for their way to work. They can store
bicycle at their workplace in effective manner. Last customer is riders who is living in
apartments having limited storage space. As bicycle of respective company are easy to take into
building as they are foldable and can be kept anywhere. It has targeted both male and female
segment to buy bicycle and in their domestic market of US. The price of bicycle are premium as
they are providing many additional features in it so it has targeted middle and high class people.
Positioning- This is the last step of STP marketing process where image is created
regarding product and service in mind of consumers in an effective and efficient manner (Gibbs
and Knapp, 2012). It is possible through Unique Selling Proposition as Montague Corporation is
the very old company which deals in manufacturing unfolding bicycle at marketplace for their
consumer for their convenient.
Marketing Mix
It is defined as collection of actions, tactics which are used by company in order to
promote product or brand at marketplace. There are 7P's of marketing mix such as product, price,
place, promotion, process, physical evidence and people. The marketing mix of Montague
Corporation are as follows:
Product- It is the product which are served by organisation are explained here. Montague
Corporation is highly reputed organisation which mainly deals in manufacturing of bicycles for
their consumers. It is making unfolding bicycle and their accessories which can be taken any
place by users. This is very important to manufacture highly class product by analysing need and
demand of their consumers. Nowadays, consumers are more focused towards new and innovative
products as respective organisation focus on innovation in their existing goods to meet
requirements of users. It is American organisation which is developing their business at same
market.
Price- There are different kinds of pricing strategy such as premium, competitive,
consumer based, affordable and so on (Goodband, 2012). In context of Montague Corporation, it
is following premium pricing strategy as it focus on new and innovative products for their
consumers. It is old organisation which has used concept of unfolding bicycle for their users in
order to meet their need and demand in an effective and efficient manner.
Place- Montague Corporation is currently operating their business in American market as
it is US based company that design, sell, manufactures full size folding bicycles. It has not

expanded their business in other country though it has partnership with DARPA, Paratrooper,
BMW and so on. It is selling bikes in Europe, Japan, Canada, Great Britain through joint
marketing with Raleigh Bicycle Company.
Promotion- This marketing mix plays an effective role in creating awareness among
consumers for buying of products and services in an effective manner (Holliman and Rowley,
2014). Montague Corporation is using various channels of promotion such as newspaper, media,
internet and other so that consumers are aware about upcoming products and services of
business. In current scenario, it is very much important for business to use good promotional
strategy to promote products.
Process- Montague Corporation has manufacturing process where it manufacture folding
bicycle for their users. In this, firstly they gather all components which are required to make
bicycle and assemble or joint them to form complete cycle and sell it at marketplace. Each and
every steps are followed in sequence so that positive outcomes can be achieved and attained.
With proper process of manufacturing, defect can be reduced and complete result is achieved.
Physical Evidence- The physical evidence of Montague Corporation bicycle are brand,
their logo, sphere parts, patent rights, consumers and so on. With physical evidence, product is
known to market and buy those goods.
People- The people of Montague Corporation are employees, employers, government,
recreational users, commuters, customer and partnerships (Hyder, 2016). Here, employee get
direction from manager and manufacture bicycle under the following of government rules and
regulation for manufacturing process in proper manner. For selling product in other country,
partnership is formed. Finally, users or consumers are real person who buy or use products and
avail services in an appropriate manner.
SWOT Analysis
It is defined as strategic planning techniques which is used by organisation or person for
identifying their strengths, weaknesses, opportunities and threats that is related to planning of
project or business competition. The SWOT analysis of Montague Corporation are described
below:
Strengths Weaknesses
Government Support- In order to do
innovation and expand business, government
Low Brand Awareness- The main weakness
of Montague Corporation is that it has low

has provided full support to Montague
Corporation so that they can earn high profit
margin at marketplace. It is very important for
business to get support from government so
that they don't have to face any issues or
problem in market to accomplish their set
objectives (Warner and et. al., 2016).
First Folding Bicycle- Montague Corporation
is regarded as first company which
manufacture full folding full sized bicycle for
their consumers. It is the strength for
respective organisation to earn high profit
margins and gain competitive advantages.
brand awareness. There are very less
consumers who are aware about such concept
of folding bicycle at marketplace which leads
to low earning of profits.
Low Online Presence- Montague Corporation
is not using online presence which is weakness
for it. In current scenario, large number of
people are connected to online platforms such
as Facebook, Instagram, YouTube and so on.
Low Marketing Investments- As Montague
Corporation has low online presence due to
which it has low marketing investments. There
are very few investors who are investing in
such organisation as they are unaware of it.
Opportunities Threats
International Expansion- Montague
Corporation has an opportunity to expand their
business at international market (Montague
Corporation, 2019). It is renowned
organisation which has opportunity to expand
business in any place. Currently it is selling
products in different countries with help of
partnership.
Building Brand Awareness- In order to
expand business, it is important to build
awareness among consumers so that they are
aware about product and brand. It is an
opportunity for Montague Corporation to build
brand awareness at marketplace to create
position in mind of consumers in an effective
Competitors- Montague Corporation has to
face threats in terms of competitors which
includes Cookin With Meiko, Gift Magi,
Pelion Surgical, Gemini Bakery Equipment,
Imaforni, Penni Wisner, Yda Consulting and
others. It is very important to understand
strategy of competitors in proper manner so
that they can survive at marketplace.
Substitutes- The other threat of Montague
Corporation is substitute product of bicycle
such as normal cycle, Barclays bike and so on.
In this case, innovative products should be
manufactured by respective organisation with
multiple use so that people does not go for
substitute (Westwood, 2013).

and efficient manner.
Line Extension- It is also an opportunity for
Montague Corporation to do line extension
where they can introduce new products in same
category for their users. Currently, it is
manufacturing folding bicycle so it can
manufacture normal and aged based cycle for
all category of people.
PESTLE Analysis
It is defined as framework in order to analyse key factors of environment which influence
organisation from external sources (Isetts and et. al., 2012). In order to sustain and expand
business at existing or new place, it is very important to analyse PESTLE so that decisions can
be made accordingly in appropriate manner. The PESTLE analysis of Montague Corporation are
described below:
Political Factors- USA is known as second largest democracy in world. It has political
environment, high technology and advanced infrastructure. Montague Corporation is running
their business in US domestic market so it has high opportunity to expand business in other
countries too as respective place is high in advanced technology and infrastructure. Due to
political stability, it does not have to face any problems at market. The negative impact of
political factors is that in terms of bicycle business, it is changing rules and regulations.
Economic Factors- It is another elements of PESTLE analysis which indicate economic
condition of country. This includes interest rate, GDP, income level and so on. U.S is regarded as
largest economy in world in terms of GDP. In 2009, many countries were affected due to
recession in terms of profit declination (PESTEL analysis of the USA, 2017). Montague
Corporation has an opportunity to expand their business at marketplace. The people of US uses
more bicycle for making their environment to be polluted free for positive outcomes. It is very
difficult for other countries to compete with US and their products and services. The negative
impact of economic factor is that landscape is changing rapidly which is challenge for USA. It is
estimated that in 2050, it will be ranked 3rd in gross domestic product through purchasing power
parity.

Social Factors- US is highly diverse country which has high number of population that
leads them to have various need and demand (Laird-Magee, 2013). All category of people
survive in respective place. Montague Corporation is organisation which deals in manufacturing
of folding bicycle for their people. The people of US are health conscious so they prefer more
bicycle for their daily or personal use. This factors include demographic, age group, income
level. As economic condition of respective place is high so consumers can easily accept high
prices bicycle for their own use and remain healthy and free from diseases.
Technological Factors- This factors include research and development, innovation, rise
in technology and so on. US is global leader in terms of technological advancement so it can do
innovation in their existing product. Montague Corporation is manufacturing folding cycle for
their consumers so it use more innovative techniques and technology to compete with their
competitors. This enhance profits for business and enhance their place at global level. It is
innovative organisation though it is facing issue of brand awareness as many consumers are
unaware about it and partnership companies does not focus on introducing organisation to
consumer at market. The other negative aspect to Montague Corporation is that rate of
technological innovations and changes are high in US. If consumer requirements are not fulfilled
then they does not purchase products.
Environmental Factors- This factor includes weather, climate and so on. Due to good
environmental factors, large number of tourists visit US. Montague Corporation has an
opportunity to expand their business in other parts of US for their consumers and tourist. As
there is large number of tourist footfall in US, so respective organisation can sell folding bicycle
to them to gain better experience as it can be carried out in any place by folding it. The weather
of US is sustained and people can easily plan to visit it which leads organisation to earn high
profit margins.
Legal Factors- This factors include legal laws such as health and safety, equality law,
discrimination law and so on (Morgan, Katsikeas and Vorhies, 2012). Montague Corporation has
to follow all legal laws while manufacturing bicycle at marketplace. The respective organisation
has to use patent, logo and intellectual property for their products and services in an effective and
efficient manner. It is very important to apply legal components while manufacturing products.
US is highly restricted in terms of following legal laws and those who deny to follow have to pay

penalty for it to government. The employees working in US company are safe and secure as they
are provided with all benefits which is actually required to them in proper manner.
Ansoff Matrix
This framework is used by business in order to plan and analyse strategies for growth
(Morrison, 2013). There are four types of strategies which can be adopted by respective
organisation. They are as follows:
Market Penetration- It is the strategy in which existing product is sold in same market
(What is the Ansoff Matrix, 2019). The respective organisation has to use promotional tools to
provide same product in existing market for their consumer.
Product Development- This is the strategy in which new product is developed in
existing market. Montague Corporation can develop new product apart from bicycle in same
market for consumers. They can manufacture cars and their accessories in US market.
Market Development- In this strategy, business enter into new market using existing
products. In this strategy, respective organisation can enter into new market such as Tajikistan
with their same products for their target consumers.
Diversification- It is the strategy in which business enter into new market with new
products. The respective organisation can enter into Tajikistan market with new product that is
car and their accessories for diversifying their business.
After analysis, it has concluded that Montague Corporation has less brand awareness so it
has to adopt market penetration strategy by using various promotional tools to create awareness
at US market with same folding bicycle products.
Budget
Sales budget for six months
Particulars January February March April May June
Revenues
Sales units 50 45 24 65 14 27
Sales revenues @
10 each (A)
500 450 240 650 140 270
Expenses
Cost of sales (B) 100 250 200 100 120 150

Net receipts (A-B) 400 200 40 550 20 120
Monitoring and Control
This is the last stage of marketing strategy in which made plan are monitored and
controlled in appropriate manner (Pozzar and et. al., 2014). It is very important stage to do
proper monitoring and controlling of each and every activities. The analysis of marketing mix,
segmentation, targeting, positioning, SWOT analysis has to be done by organisation and their
monitoring and controlling should be made. In this stage, if monitoring is done in positive
manner then outcome will be effective. If any error is found then they have to control it so that
negative impact will be reduced.
Recommendation
It is recommended to respective organisation to use various strategy in order to survive
and sustain at marketplace. Montague Corporation is expanding business in domestic place of
US so it can use market penetration strategy in order to expand their market and product by using
different promotional tools such as social media, internet, website. As many consumers are not
aware about folding bicycle so proper tools should be used.
Action Plan
It is defined as document that figure out which stages should be taken for achievement of
specified goal and objectives (Roetzer, 2014). The main purpose of action plan is clarifying what
resources are needed in order to reach goal, formulating timeline for particular goal need to be
required and determined resources. The one year action plan of Montague Corporation are as
follows:
Action Plan
Department: Marketing Manager
Goal: To innovate folding bicycle for their consumers.
Objectives: To support innovative idea for folding bicycles
Activities to be Achieved Target Dates
1. Identifying social media 1st January, 2019- 31st March, 2019

2. Creating awareness through help of social media 1st April, 2019- 30th June, 2019
3. Taking help of celebrity to create position in
mind of consumers
1st July, 2019- 31st August, 2019
4. Meeting with set objectives 1st September, 2019- 31st October, 2019
5. Finally launching product at marketplace for
their consumers in an effective and efficient
manner.
1st November, 2019- 31st December, 2019
CONCLUSION
From the above report, it has summarised that marketing strategy is defined as forward
looking and long term approach in order to achieve competitive advantage. It is very important to
make marketing plan in order to achieve goal and objectives of business in an effective and
efficient manner. The organisation prepare marketing strategy for their new business or operating
activities and operating at existing market. For that, smart objectives has to be done first and
accordingly segmentation, targeting and positioning is made. The plan is prepared for marketing
mix and SWOT analysis to identify strong and weak points. In order to know about existing
country condition, PESTLE analysis has done to experience political, social, economic and other
components. The budget has to be prepared in terms of number of used cycle, profits and others.
With analysis of Ansoff matrix, organisation can chose suitable strategy for their market and
product. Therefore, after preparation of above plan, it has to be monitored and controlled
whether it is going as per set goal and objectives and in case of any error or problem, it should be
corrected.

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Online
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<https://www.slideshare.net/elizabethparsina/montague-corporation>.
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