marketing management

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Business Finance

Description

The Case study report length will be 4 - 7 pages (1,200 words). It must be APA formatted and cite at least 3 references in support of your analysis of the case study.

CASE PROBLEM:

You are the CEO of SH Confectioners and have requested your marketing department to devise a marketing plan for your new line of Grand Marnier filled (a potent orange flavored liquor), chocolates.

The chocolate line is touted to be high-end, high-quality, gourmet confectioners chocolate with imported and premium ingredients.

You are located in San Francisco, California and intend on marketing to the western market (Nevada, Washington, Oregon, California, Arizona, Idaho and Utah); to begin by Valentines Day.

What should your strategic goals be?

What will you require of the marketing department's plan to market your new product?

Will you have any regional concerns with your product?

Should you make a substitute available to the liquor component of the filled candies? Explain your decision.

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Explanation & Answer

Attached.

1
Running head: MARKETING PLAN

Marketing Plan
Name:
Institution:
Course Code:
Professor:
Date:

2
Running head: MARKETING PLAN

Thesis
An effective marketing and supply base is significant for the operational amenities of any
corporation. Firstly, as the CEO of SH Confectioners, it is important to note that it is crucial to
win the trust of the customers for a new product. This can be mad e possible by providing quality
Grand Marnier filled chocolates, which will satisfy the desires of its target market to the
optimum levels. Selection of the best promotion methods is the key to ensuring that the product
will be received positively by the consumers. Among the best practices that can be relied upon
for the purpose is the use of direct selling, provision of offers, advertising, and the use of online
portals for trading amenities (Cravens, & Piercy, 2006). The use of these methodologies will
help in the creation of awareness of the new product, and the online selling tool will aid at
bridging the geographical gap between the enterprise and its customers in other states and
nations. Thus, to make all these done, there is a need for creation of a strategic marketing plan,
which will be broken down into various understudies.

What are the strategic goals?
The goals of the corporation will be based on the mission and vision of the firm. These
implements will be centered on the short term and long term objectives, which the business
should achieve within a particular time. Thus, for the plan, the corporation should win a
significant supply base level and market within a period of two years. The operation should
further operate in a local module as well as an international one. For the product supplying
asp...


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