Descriptive general marketing plan outline for eegee company

I. Executive Summary This merchandise contrive is designed and conceptualized to respond to a item challenge that the Eegee play a dour is looking to take head-on wangle solid, calculated steps upward the market place and consumer sh argon ladder and in conclusion lead the industry based on commanding hold of the scrape market and market share. This merchandise plan provides an insight on the discover pillars of a workable, achievable and rea angle of dipic merchandise dodging through the studious analysis and consideration of the go with structure, capability and modern market attitude as well as the position of the competitors and the direction where most of the pose customers are looking.This merchandise plan is designed to design a scheme so to ensure that the shoot for customers of Eegee Company is looking Eegees way, and no other way, through effective market with the use of traditional and on a lower floor the line (BLT) advertisement vis--vis enhanced and improved product designed to causa the taste of its crisscross market.In order to measure the success train of the trade plan, several long shape and suddenly term objectives are identified in this selling plan to enable the union to bring out whether they are consistent with the course of action and course p megabucksted by the market plan, and if the marketing plan is effective after all.II. The Egee Company selling Challenge The Eegee Company has been operating since 1971, and for nearly four decades, many natural and external aspects have changed. Internally, there have been several changes in functional direction that included shift in logistics, use of technology and intricacy while externally, competitors of the Eegee Company products themselves collectively experienced changes some became stronger blades, some disappeared and in their place some revolutionary names surfaced to challenge the market and imperil the market share enjoyed by Eegee Company.The main marketing plan of the this marketing plan is to put Eegee Company in a position of changeless and consistent growth, and over a period of calculated time, hit the elapse spot in market share in the frozen takings juice, baked goods and sandwich industry, and provide long term and short term strategies on how to maintain pole position at least originally a new and more suitable and up-to-date marketing plan has been created and enforced.This market plan will take into consideration the analysis of the on-going commercial enterprise situation Eegee is in, as well as the analysis of the familiarity, the target market and customers and the competition to be able to ascertain the real reason Eegee is standing on at the moment and from that point define the passageway it should take to get to where it wants to go.Analysis of the Situation Eegee Company has successfully managed to offshoot out, but the branching out of the company is not yielding the craved stranglehold ef fect of the target market. Simply put, Egee is everywhere, but a lot of its target consumers are still going somewhere else. The question is, wherefore is that? Product-wise, Eegee Companys line of food product provides both fiber to the company and diversity that consumers require for a food chain to unceasingly invite patrons and attract new customers.In the absence of any melodic lineal action 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 marketing plan would consider that most customers would agree that generally, Eegee Companys food is fresh, delicious, satisfying and reasonably priced. Eegee Company, throughout its 36 eld of existence and operation, was able to follow trends in local and trans-state food and potable distribution and manufacturing, such trends not jeopardizing the quality of Eegee Company food.III. Alternative and Selected merchandise Strategies This marketing plan will identify some alternative marketing schema and select particular marketing strategies that the company is capable of launching and supporting inside a particular time frame.Selective and culture medium Media Advertising Traditional marketing wisdom still points to the use of advertising in mass media as an effective marketing strategy. But as was pointed out earlier in the marketing plan, current social changes need the manner by which modern advertising and marketing strategy is world conducted, and Eegee should be aware of that and in integrated these changes in the strategy to come crosswise as an issue-sensitive company whose main concern as a corporate entity is customer welfare.Eegee fag end shift its marketing and advertising styles with more health-conscious tones and responsibilities, substance Eegee will focus on its salubrious food line and render on the characteristic of Eegee as a partner in maintaining healthy eating habits and at the same time re-align product advertising with regards to the interview that it actually hits, similar to the Kellogg case and the role of their advertisement of food that cart groups deem as unhealthy for kids and contributing to the obesity of the children in the States (Associated Press, 2007).Product and company assessment through public and target market survey bringing the food closer to the target customers requires the company to make do what type of food these people want on their hands and on their plates. This assessment is critical since this will provide the company a coup doeil of where current Eegee products stand in the preference of the target market.Results of this study is inbuilt in the marketing plan since this will facilitate in the chore of alternative recommended strategies like the discontinuing of a product as well as product re-branding and change in company profile. The marketing team can begin with conducting the study on the impact of the companys current identifiable logos and characters and whether or not it alienates a particular arm of the target market owing to its leaning towards more youthful and child-like personality. procession through close contact with customers Promotional activities like community-based events support and sponsorship is extremely encouraged to be able to put Eegee closer to its target market. otherwise minor promotional gimmicks like holiday discounts and give-away items should to a fault be canvass carefully, particularly with the items to give out with focus on strengthening brand and product recall through non-food items.IV. Short marches and Long Term Projections Long term and short term projections include immediate marketing strategy impact as well as the judge give-up the ghost out of the marketing plan which will be reflected in 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 c onsider the impact of the marketing plan in other business areas like the forecast of revenues, expenses and break even analysis.The selected marketing strategies also see 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 booming public perception on the company and the product that may fork out direct positive impact in immediate improvement of sales. other expected 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 maintenance of favorable and positive company and product profile (which can only be maintained if the 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 a dvertising efforts for at least the next one or two years.The Product and company assessment through public and target market survey strategys long term and short term effect is primarily the ability of the company to use the vox populi 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 useful data which the company can use in the early 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 in the increase and maintenance of brand recall and product identification.In order to achieve them, departments and individuals who are direct involved in the implementatio n 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 arise during the duration of the marketing plan and strategy implementation, as well as crisis management task undertaking in the event of crisis-level concerns occurring during the duration of the marketing plan/strategy implementation.Forecast of levy revenue members of the marketing team should be designate the touch offing point of marketing campaign pursuant to the marketing plan put into action. A all-embracing administration of the marketing plan (advertisement, promotion, product change, corporate re-design etc) would be fitted enough to allow management to evaluate sales performance from the start of the marketing campaign up to the end of the first three or five months and break down these months into w eeks and days to see if there are noticeable trends that can suggest improving revenue based on the imposed marketing strategy.Expenses List of expected expenses should make room for attachment expenses for unexpected marketing costs 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 legitimate department to see how some of the expenses can be translated for tax refunds and tax exempts and other ways and means that can soften the impact of the expenses on overall operation and financial status of the company. Marketing, after all, costs cash (Gendusa, 2006).Break 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 oppose for any negative result of the break even analysis.ReferencesAssociated Press. (June 14, 2007). Kellogg to change recipes, marketing. The capital of Massachusetts 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 Importance of a Marketing Plan. Articlesbase. RetrievedDecember 25, 2007, from http//www.articlesbase.com/marketing-articles/theimportance-of-a-marketing-plan-30026.html