Marketing Plan for Kilwin’s Lake Geneva

1. Historical Background

   1. Company Description – what does it do, describe products/services, where is it located, what industry does it compete in?

2. Sales and Profit Trend – last 3 years by year (*estimates based on industry     information are allowed – please foot note that it is an estimate)

   3. Macro Environment Analysis (SPENT) – this section analyzes the external     factors and trends affecting your company’s industry now and into the future, and       it requires research and data support! Describe at least 5-6 factors for EACH of        the 5 SPENT Environmental Elements described in Chapter 3 of your Padgett          textbook: Socio-Cultural, Political/Legal/Regulatory, Economic, Natural             Environment, and Technological.

Your Library Research Appointment will help you with this section! You should   use credible, external sources of research data and facts to support your points, such as CLC’s IBIS World Elite database, US Census data, and industry           organization web sites. Your librarian will be a big help in writing a great SPENT        Analysis!

1. Customer/Target Market Analysis

   Who are your customers, and what market segments does your company serve? You should identify both a primary and secondary target market. Create Demographic, Geographic, Psychographic, and Behavioral profiles for each target market. Use market segmentation data like demographics, geographics, psychographics, situational, usage and benefits sought. What is your estimated market share within your industry?

   C. Competitive Analysis

   1. Primary Competition – describe the top two main competitors of your company, giving their specific strengths and weaknesses (at least 4 of each).

2. Secondary Competition – describe your secondary competition – companies that offer a substitute or alternative way for your customer to satisfy a need – and         assess their strengths and weaknesses (at least 4 of each).
3. SWOT Analysis

   What are your company’s strengths, weaknesses, opportunities and threats? Describe at least 6 items under each category of a SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats). Use the info in Chapter 2 of your Padgett textbook for ideas. Be sure that each weakness is turned into a corresponding opportunity.

4. MARKETING OBJECTIVES
   
   A. Customer Objective

   Define your company’s Unique Selling Proposition. What do you do better than your competition? What is your promise to your customers, and why should they choose you over your competitors?

5. Sales Objective

   What are the company’s sales goals for the next year? The next 5 years? What level of sales can the company achieve as a result of the marketing strategies and activities recommended in this plan? Give sales objectives as a %, i.e., 5% or 10% increase.

   C. Profit Objective

   Does your company expect to increase profits, decrease profits, or stay about the same based on the recommendations in this plan? Will profits increase at about the same rate as sales, or will they increase/decrease based on changes in marketing initiatives and other expenses?

   III. MARKETING STRATEGY
   
   A. Product Strategy
   1. What new products will your firm develop and/or launch in order to achieve your marketing objectives? Describe in detail.
   2. What will you do with existing products – change them, keep them the same or            delete them from the product line?
   3. Will you change your packaging?
   4. What are the long-term (5 year) opportunities for new product development?

6. Pricing Strategy

   1. Define the company’s overall pricing strategy – premium, moderate, or economy?
   2. Describe the pricing strategy for new products and give specific price ranges.  3. What price changes will happen (up or down) in response to any            environmental factors identified in Section 1?

   C. Distribution (Place) Strategy

   1. How does your firm currently distribute its products? Brick & mortar, online?     Do you sell directly to customers or utilize marketing intermediaries (i.e., retailers)?
   2. Should the overall strategy change in any way (hours, locations, delivery,         drive-thru, online)?
   3. What is the recommended Distribution Strategy for any new products?
   
   D. Promotional Strategy

   1. What types and levels of traditional promotion strategies (advertising, personal            selling, and sales promotion) should you do in order to meet your sales       objectives? Should these increase, decrease or stay the same as they are     currently doing? Be specific and detailed. You should have at least 6-8 well-           developed promotions with the target market, message, media, and timing             identified. Refer to Chapter 11 in your Padgett textbook for ideas.

   E. Participation Strategy

   1. How will you create a brand connection and develop a relationship with your   customers? How will you create a brand community using digital media, such as        web sites, search engines, social media (Instagram, Twitter, FB, YouTube),           mobile, viral, podcasting, etc.? Refer to Chapter 12 in your Padgett textbook for    ideas.

   IV. References

Must include multiple, credible sources. Your text book and Wikipedia are NOT valid sources. Include all interviews, site visits, online sources, databases, company and competitive web sites, articles and books. Use MLA format but no in-text citation is required.