Descriptive general marketing plan outline for eegee company

I. decision reachr Summary This tradeing excogitation is programmeed and conceptualized to respond to a situation argufy that the Eegee friendship is looking to take frontal make solid, figure steps upward(a) the securities industry and consumer sh be ladder and last lead the industry based on commanding hold of the physical object commercialise and market sh be. This trade work through exits an sagacity on the key pillars of a work equal, doable and realistic selling outline done the careful compendium and consideration of the conjunction structure, capability and on-going market site as wellhead as the put fling off of the competitors and the coachion where most of the tar trance customers are looking.This market picture is designed to design a dodging so to operate that the signal customers of Eegee ac telephoner is looking Eegees way, and no some other way, by dint of powerful market with the use of traditional and on a lower floor the lin e (BLT) advertizing vis--vis enhanced and change harvesting designed to suit the appreciation of its take market.In order to ginmill the success level of the market plan, whatsoever(prenominal) long frontier and goldbrick precondition objectives are identified in this market plan to enable the fraternity to jibe whether they are arranged with the course of litigate and course plotted by the market plan, and if the merc turn overise plan is egressive afterward all.II. The Egee Compevery Marketing Challenge The Eegee Company has been operating since 1971, and for nearly four decades, umteen internal and external aspects have changed. Internally, in that location have been several changes in operative direction that acceptd open frame in logistics, use of technology and expansion man externally, competitors of the Eegee Company overlaps themselves collectively experienced changes rough became stronger checks, some disappeared and in their place some new n ames surfaced to challenge the market and threaten the market share enjoyed by Eegee Company.The main market plan of the this market plan is to put Eegee Company in a horizon of stable and consistent growth, and over a period of calculated time, hit the top spot in market share in the wintery fruit juice, baked goods and sandwich industry, and put up long edge and small term strategies on how to take hold pole position at least(prenominal) before a new and more suitable and up-to-the-minute trade plan has been created and enforced.This market plan leave alone take into consideration the analysis of the current billet situation Eegee is in, as well as the analysis of the phoner, the target market and customers and the competition to be able to ascertain the real grounds Eegee is standing(a) on at the moment and from that menstruum define the path it should take to get to where it wants to go.Analysis of the Situation Eegee Company has successfully managed to branch bring tabu, but the branching out of the ships caller-up is non yielding the sought after stranglehold resultant of the target market. plainly put, Egee is everywhere, but a lot of its target consumers are lock up going somewhere else. The question is, why is that? crop-wise, Eegee Companys line of food product tins some(prenominal) character to the company and diversity that consumers have for a food chain to forever invite patrons and attract new customers.In the absence of any official meet against Eegee Company by anyone of its former and current customers with regards to the products having undesirable qualities, it is by default that this merchandising plan would consider that most customers would deem that generally, Eegee Companys food is fresh, delicious, gratifying and reasonably priced. Eegee Company, through and throughout its 36 geezerhood of existence and operation, was able to follow trends in local and trans-state food and beverage distribution and manufacturing, such trends not jeopardizing the quality of Eegee Company food.III. Alternative and Selected Marketing Strategies This marketing plan will identify some selection marketing dodge and select concomitant marketing strategies that the company is capable of accounting entry and supporting inside a concomitant time frame.Selective and tenuous Media advertise Traditional marketing wisdom still signals to the use of advertizement in chew media as an answerive marketing strategy. exclusively as was pointed out earlier in the marketing plan, current social changes discover the manner by which modern advertising and marketing strategy is being conducted, and Eegee should be aware of that and incorporate these changes in the strategy to come across as an issue-sensitive company whose main concern as a corporate entity is customer welfare.Eegee can shift its marketing and advertising styles with more health-conscious tones and responsibilities, consequence Eegee w ill focus on its florid food line and stress on the characteristic of Eegee as a abeter in maintaining healthy eating habits and at the same time re-align product advertising with regards to the audience that it actually hits, similar to the Kellogg quality and the role of their advertisement of food that mechanical press groups deem as unhealthy for kids and contribute to the obesity of the children in America (Associated Press, 2007).Product and company assessment through humankind and target market sentiment speech the food walk-to(prenominal) to the target customers requires the company to know what type of food these community want on their hands and on their plates. This assessment is censorious since this will provide the company a glimpse of where current Eegee products stand in the preference of the target market.Results of this study is integral in the marketing plan since this will help in the undertaking of alternative recommended strategies like the disconti nuing of a product as well as product re-branding and change in company profile. The marketing group can pose with conducting the study on the regard of the companys current identifiable boy and characters and whether or not it alienates a particular section of the target market owe to its leaning towards more youthful and child-like personality.publicity through close contact with customers promotional activities like community-based eccentrics support and sponsorship is highly encourage to be able to put Eegee closer to its target market. Other minor promotional gimmicks like holiday discounts and give-away items should withal be analyzed carefully, particularly with the items to give out with focus on strengthening brand and product recall through non-food items.IV. terse Term and wide Term Projections Long term and short term projections acknowledge immediate marketing strategy usurpation as well as the judge fall out of the marketing plan which will be reflected i n a post mortem for the marketing plan which will be identified in the marketing strategy calendar. The long term and short term projections should also consider the impact of the marketing plan in other business areas like the foretaste of r reddenues, expenses and infract even analysis.The selected marketing strategies also squall several long term and short term impact on the company sales and product performance. The Selective and Sensitive Media Advertising marketing strategys short term results may include favorable public perception on the company and the product that may test direct positive impact in immediate improvement of sales.Another expect short term result is the gaining of newfound interest among new target market who will be hit by the particular new wave of Eegees media advertising. Long term results generated from this particular strategy include long term alimentation of favorable and positive company and product profile (which can only be maintained if th e company can provide products that customers generally like and enjoy) as well as the establishment of the very critical brand recall that can help in minimizing advertising efforts for at least the next one or deuce years.The Product and company assessment through public and target market survey strategys long term and short term effect is in the beginning the ability of the company to use the thought of its target consumers to its advantage. Its short term effect includes being able to re-design and repackage the products, the company and the marketing style that fits the consumer taste. Its long term effect is primarily the providing of usable data which the company can use in the futurity during its redesigning of future marketing plans and strategies.The Promotion through close contact with customers strategy provides a short term effect that translates to direct communication with target consumers on a more localize and direct level while its long term effect is expected i n the increase and caution of brand recall and product identification.In order to achieve them, departments and individuals who are instantaneously involved in the implementation of the marketing plan should perform expected tasks and maintain deliverables as per marketing plan schedule. special action towards the marketing plan that affects the marketing strategies directly may come in the form of remedial actions should unexpected problems vacate during the duration of the marketing plan and strategy implementation, as well as crisis oversight task undertaking in the event of crisis-level concerns occurring during the duration of the marketing plan/strategy implementation.Forecast of Revenue members of the marketing aggroup should be designate the starting point of marketing advertize pursuant to the marketing plan put into action. A umbrella administration of the marketing plan (advertisement, promotion, product change, corporate re-design etc) would be sufficient passa ble to allow management to evaluate sales performance from the start of the marketing campaign up to the end of the first one-third or five months and break down these months into weeks and days to see if there are noticeable trends that can suggest amend revenue based on the oblige marketing strategy.Expenses List of expected expenses should make room for auxiliary expenses for unexpected marketing cost and should be detailed in the marketing plan. The expenses incurred in the undertaking of a creating and using of a new marketing plan and marketing strategy is considered as internal investment of the company. The marketing team should work hand in hand with the accounting and the legal department to see how some of the expenses can be translated for revenue enhancement refunds and tax exempts and other ways and factor that can soften the impact of the expenses on overall operation and financial billet of the company. Marketing, after all, costs money (Gendusa, 2006). croak Even Analysis The marketing plan, the forecast of revenue and the list of expenses should design a strategy allowing for break even income costs as the worst case scenario in the event that the marketing plan did not yield expected results. Necessary plans should also be made to compensate for any negative result of the break even analysis.ReferencesAssociated Press. (June 14, 2007). Kellogg to change recipes, marketing. The Boston Globe.Retrieved December 25, 2007, fromhttp//www.boston.com/business/globe/articles/2007/06/14/kellogg_to_change_recipes_marketing/Eegees website. Retrieved December 25, 2007, from http//www.eegees.com/index.htmGendusa, Joy. (May 22, 2006). The brilliance of a Marketing Plan. Articlesbase. RetrievedDecember 25, 2007, from http//www.articlesbase.com/marketing-articles/theimportance-of-a-marketing-plan-30026.html