Marketing Plan 2 Assignment
Added on 2020-05-16
19 Pages3995 Words63 Views
Running head: MARKETING PLANMarketing PlanName of the studentName of the universityAuthor note
1MARKETING PLANExecutive SummaryThis report has discussed the marketing promotion plan for a home delivery service at a localtown. The report is based on marketing theories and digital communication concepts forincrease the chances of sustainability for a hypothetical organization. “Drag & Drop” is thehypothetical organization taken for the project. It has been concluded from the report that Drag& Drop is a promising organization capable of expanding their business. However, the newproposition developed by the organization may not work so they will have to develop back upstrategies. Moreover, as the organization is relatively new, they definitely need a backup plan incase of failure. Therefore, use of technology and digital marketing should provide them withbetter market penetration and operational efficiency. This had enabled them to position theirbrand in effective way and improve the awareness about their brand to the consumers. Theconclusion drawn from the report is that digital communication and adding value to theorganization is essential for gaining competitive advantage and marinating long-termsustainability.
2MARKETING PLANTable of ContentsIntroduction......................................................................................................................................3Background......................................................................................................................................3Current marketing Strategy..........................................................................................................4Research Method.............................................................................................................................5Current value analysis......................................................................................................................7Porter’s value chain analysis.......................................................................................................8Competitor analysis...................................................................................................................12Customer perceived value..........................................................................................................16Promotional Mix............................................................................................................................16Financials...................................................................................................................................18Conclusion.....................................................................................................................................19References......................................................................................................................................20
3MARKETING PLANIntroduction This report will discuss the marketing promotion plan for a home delivery service at alocal town. The report is based on marketing theories and digital communication concepts forincrease the chances of sustainability for a hypothetical organization. “Drag & Drop” is thehypothetical organization taken for the project. The report will describe the background of theorganization, which includes vision and mission. It will also consist of situational analysis, whichcomprises of macro environment analysis, competitor analysis, microenvironment analysis andinternal analysis of the organization. The report will develop the marketing strategy for theorganization that will include concepts such as segmentation, targeting, positioning, BCG matrixand marketing mix. The report will conclude by providing the marketing budget of theorganization including generation of forecasted sales figures for the organization.Background Drag & Drop is an organization, which can be considered as a part of supply chainmanagement, and they act as intermediaries between suppliers and consumers. The organizationuses simple steps to provide fast service to their consumers. The organization receives orders fordelivery of products, prints the orders, picks, and packs and ships the products for delivery. Theyare an integral part of logistic for large-scale companies and work in layers between theconsumer and the seller. Moreover, the organization deliver’s goods locally to the consumers andhave tied up with few large-scale organizations.Mission Statement
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