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Appendix: Pindari Boomerang Factory Marketing Plan Example
內容大綱
Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. The appendix is offered as a comprehensive case study utilizing the marketing planning framework discussed in chapters 2 - 10. The case first examines the fictitious Pindari Boomerang Factory's business model and corporate goals. It then applies the major topics discussed throughout the text: external PEST analysis, competitive analysis, target markets and consumer behavior, internal analysis, SWOT analysis, and a strategic decision analysis. Finally, utilizing these analyses, the case outlines specific marketing strategies based on the corporation's overall direction, mission, and goals.