Marketing Management and Sales 4055YPCBM

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YPC INTERNATIONAL COLLEGEBA (hons) Business ManagementCoursework Individual Report – Marketing Plan for NebiaMarketing Management and Sales4055YPCBMMiss GanBBM2092F3LJMU ID:937330
Table of Content1. Executive summary............................................................................................................Page 32. Situation analysis2.1. Market summary..............................................................................................................Page 42.2. Macro environment analysis............................................................................................Page 52.3. Microenvironment analysis..............................................................................................Page 62.4. SWOT analysis.................................................................................................................Page 73. Marketing strategy3.1. Objectives.........................................................................................................................Page 83.2. Segmentation, targeting, positioning.............................................................................Page 113.3. Strategies........................................................................................................................Page 143.4. Marketing mix(es)..........................................................................................................Page 164. Implementation/Action programs.................................................................................... Page 185. Financials5.1. Projected P&L...............................................................................................................Page 195.2. Break even analysis........................................................................................................Page 196. Controls............................................................................................................................Page 20References............................................................................................................................Page 21Appendices
1.Executive SummaryThe brand-new shower head company Nebia, with its highly ghostly technology,provides a new experience of luxurious and comfortable showering moments, creatingeternal showering moments in our daily lives. The new fully automatic shower head isvery simple and does not require any help from a plumber or two people to install it onthe wall. Therefore, this can make consumers' skin feel adequately hydrated, consumeless water, and save electricity bills throughout the year. Among the prototypes of showerheads, the best shower heads currently launched in the world are already known to manyconsumers. Even on Kickstarter, due to the current lack of stakeholders, many peoplepromise to sell them all over the world. In this report, the analysis of Nebia’s internal andexternal factors has been properly analyzed, and its strategy for a better future is beingwritten. They got a proper introduction to the realization of this great technology, andshowed that their finances will flow throughout the company and be better analyzed.2.Situation Analysis2.1Market SummaryFor a brand new company called Nebia, Nebia shower head is indeed a very water-savingnew project in the world. It really focuses on a perfect competition composed ofunlimited buyers and sellers. This is because, in our daily life, water consumption is veryhigh, and they tend to reduce water consumption by introducing brand new water usageexperience for buyers and sellers. The project can target countries that are really short ofwater or countries that really want to save water but can still enjoy the shower.
2.2Macro environmentPEST AnalysisPolitical Factors - The United Kingdom operates under the influence of a parliamentarysystem. For those operating in the British economy, it has many opportunities. This willaffect Nebia in a positive or negative way. The positive influence is a positivegovernment, and it is politically stable, so Nebia has the advantage of upcoming events inthe future. The negative effect is that there is some hidden corruption in the market.According to Brexit, it is uncertain whether to stay in the EU.This makes planning aheadtricky. Because it is also the most important factor. So far, there seems to be no progress.Economic Factors - Compared with other countries, the British economy is more stablethan other countries. Due to its high GDP and diversified economy, Nebia has theadvantage of high turnover. The positive impact is the increase in free market economy,diversified economy and foreign direct investment. But due to the outbreak of theCOVID-19 pandemic, by 2020: the GDP in the first quarter will fall by 2.2%, and theGDP in the second quarter will fall by 20.4%. At this stage, it is difficult to distinguishthe temporary loss of output caused by the restrictions of the coronavirus from the long-term behavioral changes that may affect Nebia in the next few years.Social Factors - There is no doubt that the various societies in the UK have people ofdifferent ancestry. They have very strict social standards, which can provide a betterenvironment for the country. Positive impact: free public services provided by thegovernment, such as national health services. The high standard of living leads toexcessive spending, so people buy more shower products. It is very important to fullyunderstand the social factors in these markets. The main problem is social culture. Whenbuyers regard Nebia as a fashion icon, Nebia has to work hard to keep its productsupdated.Technological Factors - It is very important to upgrade the technology of Nebia. Itrequires innovative products and professional staff to design them effectively. Thepositive effect is that after the use of shower products increases, it can provide customerswith high-quality products and internal competition. Compared with the United States,the speed of technological development in the United Kingdom is slower. Besides, thereis no doubt that in recent years, global Internet connections have been growing. Thisprovides a larger market for Nebia to use internet to establish connections withcustomers.
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