Marketing and Sales Management

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Marketing and sales management 2
Executive summary
The study begins with an introduction on the topic which is marketing planning and gives a
concise definition. This is followed by a brief profile of the company discussed in the study. This
is then followed by a literature review which discusses the situational analysis, SWOT analysis,
marketing mix and the implementation plan. After that, there is a conclusion which highlights the
major talking points and finally is the list of references from where the information was sourced
from.

Marketing and sales management 3
Contents
Contents...........................................................................................................................................3
Introduction......................................................................................................................................5
Company profile..........................................................................................................................5
Vision/mission statement.............................................................................................................5
Literature review..............................................................................................................................6
Situational analysis......................................................................................................................6
External analysis..........................................................................................................................6
a) Political issues...................................................................................................................6
b) Environmental analysis.....................................................................................................7
c) Socio-cultural analysis......................................................................................................7
d) Technological analysis......................................................................................................8
Internal analysis...........................................................................................................................8
a) Employee issues................................................................................................................8
b) Customer issues.................................................................................................................9
c) Competitor issues..............................................................................................................9
d) Supplier issues.................................................................................................................10
SWOT analysis..........................................................................................................................10
Internal analysis.........................................................................................................................10
External analysis........................................................................................................................10
Segmentation, targeting and positioning analysis......................................................................11
1) Geographic segmentation................................................................................................11
2) Demographic segmentation.............................................................................................11
3) Behavioral segmentation.................................................................................................11
4) Psychographics segmentation.........................................................................................12
Marketing objective...................................................................................................................12
Description of new product........................................................................................................12
Marketing mix strategy..............................................................................................................12
a) Product............................................................................................................................12
b) Price................................................................................................................................13

Marketing and sales management 4
c) Place................................................................................................................................13
d) Promotion........................................................................................................................13
Implementation plan..................................................................................................................14
Time flame.............................................................................................................................14
Budget....................................................................................................................................14
Conclusion.....................................................................................................................................15
Referencing....................................................................................................................................16