MARKETING PLAN for Cuddles Are Us, a pet sitting service

MARKETING PLAN for Cuddles Are Us, a pet sitting service
The Group Marketing Plan assignment will require research into this type of business in order to identify
potential market segments and their characteristics, select appropriate target markets, design a
marketing mix that will optimize the profitability of the business, set targets and evaluation metrics and
develop a full implementation plan. Students should use resources from the optional reading list to
guide them in the development and preparation of the Plan. The marketing plan embodies our enterprise’s intentions for success in the market place.
It can be for a single product or service or a group of related products or services or for an
entire operating unit or enterprise. The key to success is the involvement in and commitment to
the planning process and the final plan.
OUTLINE FOR THE MARKETING PLAN.
1. Organizational Overview
a. Name of Organization
b. Mission Statement – this tells people why the organization exists, it should be short and
memorable
2. The Opportunity -- Describe the opportunity that this plan will address
3. Situation Analysis (SWOTT)
SWOTT Analysis. Strengths:
- List the internal strengths that we can call
on to be successful Weakness:
- List the internal problems that will limit
success and must either be corrected or
neutralized Opportunity:
- List those things external to the
organization that can contribute to the
success of the project Threat:
- List the things that will threaten the success
of the project Trends - List the trends that can have either a positive or negative impact on the plan
4. Marketing Research
a. Industry analysis – what is happening in the overall industry for this product/service
b. Consumer analysis – demographics, behaviors, geographic considerations
c. Competitive analysis – who are your potential competitors and their strengths and
weaknesses
d. Opportunity analysis -information to substantiate the opportunity you identified in section 2.
5. Differentiating and Positioning – how will your product/service be different that your
competitors and how will you position it compared to your competitors.
NEED PROPER CITATION AND REFERENCES IN APA FORMAT.