Marketing Plan: Shark

Shield

Daniel Brady
Neelam Sharma

Lauren Armes
Gabrielle

McKay
Seachange Technology
9/28/2007

Executive Summary
A one page summary of the entire report. Make sure to include any conclusions that
you make.

Marketing Plan: Shark Shield

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TABLE OF CONTENTS
INTRODUCTION................................................................................................................1
Organization and product......................................................................................1
History...................................................................................................................1
STRATEGIC PLAN AND FOCUS...........................................................................................1
Mission Statement.................................................................................................1
Goals and Objectives.............................................................................................1
Core Competencies / Competitive Advantage........................................................1
SITUATIONAL ANALYSIS...................................................................................................2
SWOT Analysis ......................................................................................................2
Industry Analysis...................................................................................................2
Competitor Analysis..............................................................................................2
Company brief.......................................................................................................2
Customer analysis..................................................................................................2
Environment analysis ...........................................................................................2
MARKET-PRODUCT FOCUS................................................................................................3
Marketing and product objectives.........................................................................3
Target Market........................................................................................................3
Points of Difference...............................................................................................3
Positioning.............................................................................................................3
MARKETING PROGRAM STRATEGY AND TACTICS.................................................................4
Product Line...........................................................................................................4
Packaging..............................................................................................................4
Promotion..............................................................................................................4
Place......................................................................................................................4
Pricing....................................................................................................................4
FINANCIAL DATA AND PROJECTIONS..................................................................................5
Expense Distribution..............................................................................................5
Operating Expenses...............................................................................................5
Gross Profit per Unit Sold.....................................................................................5
Expected Market Share..........................................................................................5
Expected Net Revenue............................................................................................5
IMPLEMENTATION PLAN...................................................................................................6
Gantt chart.............................................................................................................6
Promotion Schedule...............................................................................................6
EVALUATION AND CONTROL.............................................................................................7
Quality Control......................................................................................................7
Risk Analysis..........................................................................................................7
Evaluation Analysis ..............................................................................................7

Marketing Plan: Shark Shield

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Introduction
Organization and product
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History
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Strategic Plan and Focus

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Mission Statement
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Goals and Objectives

Non- Financial
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Financial
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Core Competencies / Competitive Advantage

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Marketing Plan: Shark Shield

Page 1

Situational Analysis
SWOT Analysis
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Industry Analysis
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Competitor Analysis
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Company brief
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Customer analysis
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Environment analysis
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Marketing Plan: Shark Shield

Page 2

Market-product Focus
Marketing and product objectives
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Target Market
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Points of Difference
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Positioning
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Marketing Plan: Shark Shield

Page 3

Marketing Program Strategy and Tactics

Product Line
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Packaging
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Promotion
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Place
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Pricing
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Marketing Plan: Shark Shield

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Financial Data and Projections

Expense Distribution
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Operating Expenses
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Gross Profit per Unit Sold

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Expected Market Share

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Expected Net Revenue

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Marketing Plan: Shark Shield

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Implementation Plan
Gantt chart
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Promotion Schedule
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Marketing Plan: Shark Shield

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Evaluation and Control

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Quality Control
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Risk Analysis
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Evaluation Analysis
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Marketing Plan: Shark Shield

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References
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Marketing Plan: Shark Shield

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Appendices
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Marketing Plan: Shark Shield

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