BUS 306 – FUNDAMENTALS OF MARKETING Professor Carol Davis MARKETING PLAN Antoine Couturier, Dillon Foster, Danny Girard, Janice San Nicolas, Alex Tone Table of Contents Executive Summary Situation Analysis Market Summary Geographics Demographics Behavior Factors/Psycographics Market Needs Market Trends Market Growth p.5 p.7 p.7 p.8 p.9 p.10 p.11 p.14 p.14
SWOT Analysis Strenghts Weaknesses Opportunities Threats Competition Product Offering Keys to Success Critical Issues Marketing Strategy Mission Marketing Objectives Financial Objectives Target Market Positioning Strategies Marketing Mix Pricing Distribution Marketing Communication Marketing Research Sales Forecast Expense Forecast Controls Implementation p.15 p.15 p.16 p.17 p.17 p.18 p.19 p.20 p.22 p.23 p.23 p.23 p.24 p.27 p.27 p.27 p.28 p.28 p.29 p.29 p.29 p.30 p.30 p.31 p.31
Marketing Organization Contigency Planning References p.32 p.33 p. 34 List of Tables and Figures Figure 1: Consumer Levels of Mishandling Phones Figure 2: Case Characteristics when Purchasing Figure 3: Brand recognition Figure 4: Purchase Locations Figure 5: Break Even Analysis Table 1: SWOT Analysis Summary Table Table 2: Cost Breakdown Table 3: Costing Analysis Table 4: Contribution Margin p.12 p.13 p.17 p.21 p.26 p.18 p.24 p.25 p.25
Our key competitors in the phone case market consist of: Otterbox, Trident, Targus, and Ballistic. The current market leader of the cell phone case market however is Otterbox. The one main advantage over our competitors is that we, as a corporation, will not be using the same materials as the other phone cases manufacturers and will have a larger consumer appeal. By using a second mover advantage we can observe what has made Otterbox successful and make such improvements on the sleekness and appeal of the product yet keeping the durability of the product vital. We will price our product a little higher than our competitors’ price to prove the value-added of our phone case and we will use the same distribution channels to compete on the same field which efficiency has been proven by the success of Otterbox’s phone cases. Product Offering Our product differentiates from the rest of the selected market because the current product from our competitors design and construction consists of a two piece phone case construction. The major difference with our cell phone case will be the use of a two piece structure made of aluminum and rubber. By using an aluminum internal shell and a higher grade rubber outer shell than our competitors we can mold together a case that is durable yet visually appealing which is the key demand from consumers, instead of the bulky hard plastic internal frame with a cheap feeling rubber outer shell that our competitors’ products have. Our product instead will consist of a thinner aluminum inside shell with a higher grade rubber outside shell to insure protections yet give the phone a slimmer and sleeker design. Our company is using a similar ideology to Apple when it comes to our product because our goal will be to have a consumer hold of our phone cases next to the traditional Otterbox case a consumer will notice immediate quality differences just with the simply look and texture upgrades yet still competing within the same market segment. Also similar to our competitors our consumers will have access to a warranty that will include a 1-year coverage for the case itself. We as a corporation will not be liable for the phones within the case. For example, if the phone case is to bend or break, simply send it in and we will replace it. However, if the phone within the case is damaged, we will not be liable. Furthermore, the product is self-installed by the user since they will be putting the phone case onto their own phone. Our product will also come with a product guide/manual that will demonstrate how to put