Strayer University - MKT 500your marketing plan

Assignment 1. Part A. Your marketing plan Mohammad Rahman Professor Dr. Jeff Kimmel Marketing Management ( MKT500) Winter quarter 2014 Strayer University ASSIGNMENT 1. PART A 2 Assignment 1. Part A. Your marketin ...

Assignment 1. Part A. Your marketing plan Mohammad Rahman Professor Dr. Jeff Kimmel Marketing Management ( MKT500) Winter quarter 2014 Strayer University ASSIGNMENT 1. PART A 2 Assignment 1. Part A. Your marketing plan Introduction The following assignment is aimed at creating a comprehensive marketing plan for a hypothetical organization. The “Pot and pan” company has been producing cookware at Prince Edwards Islands in Canada since 1979. The manufacturing plant of the company in North America is specifically designed to produce cookware for North American market. The company offers pots, pans and different sets of Cookware for both individual and corporate clients, emphasizing orientation on luxury products. Executive Summary The “Pot and pan” company is one of leading companies at the luxury segment of cookware in the U.S. and Canada. The company’s positioning strategy is based on emphasizing exceptional quality of its products, while the prices for “Pot and pan” products are the highest among comparable items. Narrowness of existing target market and the willingness to future expand to other segments of the cookware market, as well as economic pressures determine the need for a comprehensive re-assessment of the company’s goals for the future. This new 5-year strategic plan suggests including one more target group, extending the product line to meet the needs of middle-class consumers, and concentrating on improving promotion strategy. Successful implementation of the plan will have positive influence on profitability of the business, and, therefore, shareholders’ return and return on investments. Environmental Analysis Competitive forces. The products by wide variety of cookware manufacturing companies are available in the U.S. and Canada. Within that group, there are 216 brands that are available at