Marketing Plan Report for New Product Launch - Semester 1, 2018-19

This report presents a strategic marketing plan for a new product, specifically footwear. The report begins with an introduction to contemporary marketing principles, emphasizing customer orientation. It then delves into Porter's Five Forces model, analyzing supplier power, the threat of substitutes, and buyer power. The marketing mix is examined, detailing product development, promotional strategies using social media, distribution strategies, and pricing. The report concludes with a summary that highlights the use of SWOT analysis and Porter's Five Forces for product development and market entry. References using the Harvard style are included, providing a solid foundation for the report's analysis and recommendations.

Contemporary
Marketing Principles

Table of content
• Introduction
• Porter's five force model
• Marketing mix
• Conclusion
• References

Introduction
 Contemporary marketing are concept that stress value of customer orientation versus
traditional market position.
 The present study will cover Porter's five force model and marketing mix.

Porter's five force Model
• Power of Suppliers: It includes uniqueness of products and services, costs of
switching from one suppliers to another one.
• Threats of Substitute: There are many substitute in market that decrease profits and
sales. So that there is high risk of company.
• Power of Buyers: Company effects buying behaviour of customers, trends and
culture of people.

Marketing Mix
 Products: Development of new product(footwear)
in the market place.
 Promotion: By using social media, developing new
product(Footwear) in market place.
 Place: Through adopting distribution strategies,
introducing new product (footwear) in market
place.
 Price: Developing new product on affordable
pricing.

Conclusion
• Firm has utilized SWOT analysis to identify weakness and threats of business.
• They also applies Porter's five force model for develop new products in market.

References
Bennett, G.W. and et.al., 2016. Using research and education to implement practical
bed bug control programs in multifamily housing. Pest management science. 72(1).
pp.8-14.
Child, J., 2015. Organization: contemporary principles and practice. John Wiley &
Sons.
Clarke, A. E., Friese, C. and Washburn, R., 2016. Situational analysis in practice:
Mapping research with grounded theory. Routledge.
Cui, A. S. and Wu, F., 2016. Utilizing customer knowledge in innovation: antecedents
and impact of customer involvement on new product performance. Journal of the
academy of marketing science. 44(4). pp.516-538.

Thank you