Essays Case
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Overview
Congratulations! You and your fellow marketing managers have been so successful at AllStar that you have all decided to cash in your stock options and sail down that golden road to retirement in the tropical climate of Aruba. But before you go, you must present to the Board of Directors and the new marketing management team that will be replacing you. Therefore, you must develop a Marketing Plan that will highlight your experiences as marketing managers for AllStar and provide sufficient direction for the new marketing team. You have been given the outline below to shape your presentation:
Mission Statement
Though we will not cover the creation of a mission statement, it is important to decide on one for the creation of your Marketing Plan. A mission statement should be brief (a few sentences) and broadly cover what business you are in and why. For instance AT&T is not only in the long distance business, but also the communications business. Mention stakeholders such as customers, stockholders, employees, etc.
Marketing Objectives
In this section, you must create marketing objectives for the new marketing team that will replace you. This portion of the final paper is forward looking. That means the objectives concern future actions and results. The time horizon for these objectives should be between 4 to 8 years after you retire. For ex: In the 16th year, brand awareness of Allright should increase from 48.1 % to 70 %. This statement indicates that after your 10th decision Allright had a brand awareness of 48.1 % and in 6th year of the new managements tenure, the brand awareness of Allright should be 70 %. A few important guidelines concerning marketing objectives:
Objectives should be specific and clear.
You must communicate specifically what the goal is (dont just say increase sales) and during what time period to achieve those goals.
Goals must be obtainable.
For instance:
“Increase brand awareness” is NOT an acceptable objective.
“Increase brand awareness for Alright from 60% to 80% within 2 years” is acceptable.
List your objectives in bullet form. You should have 5 – 10 objectives.
SWOT Analysis/Target Market
Your SWOT analysis will consist of listing your Strengths, Weaknesses, Opportunities, and Threats. You MUST keep in mind that your Strengths and Weaknesses concern your company INTERNALLY. Your Opportunities and Threats are EXTERNAL concerns. External concerns include the economy, political/legal issues, technology, competitors, consumers, etc. List these concepts via bullets under each heading (Strengths, Weaknesses, Opportunities