Marketing Plan Project Outline

DESCRIPTIVE GENERAL MARKETING PLAN OUTLINE FOR EEGEE COMPANY

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I . Executive Summary - This marketing plan is designed and conceptualized to respond to a particular challenge that the Eegee Company is looking to take head-on : make solid , calculated steps upward the market and consumer share ladder and eventually lead the industry based on commanding hold of the target market and market share . This marketing plan provides an insight on the key pillars of a workable achievable and realistic marketing strategy through the careful analysis and consideration

of the company structure , capability and current market position as well as the position of the competitors and the direction where most of the target customers are looking

This marketing plan is designed to design a strategy so to ensure that the target customers of Eegee Company is looking Eegee 's way , and no other way , through effective marketing with the use of traditional and below the line (BLT ) advertising vis-a-vis enhanced and improved product designed to suit the taste of its target market

In to measure the success level of the marketing plan , several long term and short term objectives are identified in this marketing plan to enable the company to see whether they are consistent with the course of action and course plotted by the marketing plan , and if the marketing plan is effective after all

II . The Egee Company Marketing Challenge - The Eegee Company has been operating since 1971 , and for nearly four decades , many internal and external aspects have changed . Internally , there have been several changes in operational direction that included shift in logistics , use of technology and expansion while externally , competitors of the Eegee Company products themselves collectively experienced changes some became stronger brands , some disappeared and in their place some new names surfaced to challenge the market and threaten 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 stable and consistent growth , and over a period of calculated time , hit the top spot in market share in the frozen fruit juice , baked goods and sandwich industry , and provide long term and short term strategies on how to maintain pole position at least before 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 current business situation Eegee is in , as well as the analysis of the company , the target market and customers and the competition to be able to ascertain the real grounds Eegee is standing on at the moment and from that point 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 out , but the branching out of the company is not yielding the desired stranglehold effect of the target market . Simply put , Egee is everywhere , but a lot of its target consumers are still going somewhere...