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Marketing Strategy and DIGITAL COMMUNICATION TABLE OF CONTENTS INTRODUCTION

   

Added on  2020-03-28

10 Pages2694 Words310 Views
MARKETINGMANAGEMENT ANDDIGITAL COMMUNICATION

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Steps in writing a marketing plan....................................................................................................1Present marketing situation..........................................................................................................1Market description.......................................................................................................................1Benefit and product features........................................................................................................2Product review.............................................................................................................................2SWOT AND COMPETITOR ANALYSIS.....................................................................................3Competitors..................................................................................................................................3SWOT analysis............................................................................................................................3Mission............................................................................................................................................4marketing and financial objective....................................................................................................4Marketing mix strategy....................................................................................................................4Action program................................................................................................................................5Implementation and control of marketing plan...............................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7

INTRODUCTIONMarketing plan plays the most important role in every organization, and it is associatedwith the long-term performance of a business in the market. In the modern era, with rising levelof competition in the market it has become difficult for companies to survive in the market anddue to this reason every business is indulged into the practice of developing marketing plan asper their actual need. The plan allows organizations to attract large number of customers wherethe real goals of the enterprise can be accomplished easily in every possible manner. Further, atthe time of developing marketing plan internal and external environment of the business isanalyzed so as to know the range of factors that can influence business performance. The present study is based on the company named TAG Heuer that design, manufacture,and markets watch and other fashion accessories[ CITATION TAG17 \l 1033 ]. The smart watchrange of the company has been selected in the present report for preparation of marketing plan.The report covers various tasks that involve SWOT and competitor analysis, development ofmarketing plan, etc. STEPS IN WRITING A MARKETING PLANPresent marketing situationTAG Heuer began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer inSwitzerland that is indulged into the practice of designing and manufacturing different type offashion accessories, watches and another form of electronic devices[ CITATION Wat17 \l1033 ]. The company is one of the leading luxury watch brands that is indulged in the practice ofinnovation with the deep connection with automobile racing, sports timing and the recentdevelopment taking place in the chronograph range of the company. Further, the innovativetourbillion watch range of the business is priced under $20,000 and is quite popular in the entiremarket. In short, the watch range of the enterprise is worldwide famous where luxury classpeople prefer to purchase on the continuous basis. The key competitors of the Tag Heuer luxurywatches are omega, Longines, and Cartier that are also indulged in the practice of offering luxurywatches. Market description The market where Tag Heuer operates takes into consideration the consumers that preferto buy luxury products such as branded watches. Generally, people who belong to the luxuryclass are the real target market of the company, and in turn, different types of products are1

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