Marketing Plan for Montague Corporation

Build a Marketing Plan

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