Bus 500 Marketing

In: Business and Management

Submitted By scarich
Words 1736
Pages 7
Strayer University – MBA Program - Marketing 500 | | | | | 10/22/2011 |

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Introduction: This paper will introduce the company; describe its focus and purpose and illustrate the countries the company will target for market expansion. This paper will describe the methods of market entry by describing the five components of the marketing plan, the framework on which effective marketing decisions can be based upon. This paper will concentrate on the first of the five components. Components | Description | Topics | 1 | Market Segmentation and Product Positioning | | | Market Segment | | | Target Market | | | SWOT | | | Market Position | 2 | Market Strategy for Products | | | | Product Offering | | | Product Branding | | | Depth and Breadth of the Product Line | | | Marketing Plan fits within Organization | 3 | Pricing Strategy and Channel Distribution | | | Pricing Strategy | | | Pricing Tactics | | | Legal & Ethical Issues to Pricing Tactics | | | Market Distribution Channel | | | Distribution Strategy | 4 | Integrated Marketing Communication & Customer Satisfaction Strategy | | | Advertising Strategy | | | Effectiveness of Advertising | | | Promotional Strategy | | | Measurements | | | Gaps in Customer Expectations | 5 | Enhancing the Marketing Plan | | | | Competitors Strengths and Weaknesses | | | Closest Competitor | | | Leader Within the Industry | | | Trends and Macro-Environment Issues | | | Plan to Capitalize on Trends |

The Company and Current Situation Coffee Time is owned by the Richardson/Scarnecchia family since early 1995. Coffee Time is operated by the President and CEO, Diana Richardson. The family resides for the past 15 years in Redmond, Washington. Redmond is located 15 miles east of Seattle and covers…...

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