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Essay / Research Paper Abstract
A 5 page paper consisting of speaker notes for an available PowerPoint® presentation of a marketing plan for a single-location confectioner specializing in coated popcorn produced according to a newly-patented process. The marketing plan recommends instituting online sales and entering agreement with a third party gift business, as well as hiring a knowledgeable, no-spam Internet marketer to assist the company in promoting itself online. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgPlnIPT.rtf
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Unformatted sample text from the term paper:
At present, Its Popcorn Time (IPT) enjoys a steady stream of customers on a regular basis regardless of season. It has a strong local following with highly loyal
customers. When people visiting the city find IPT, they frequently call to request mail order service so they can continue to enjoy the product at home, or use it
for gifts. IPT has had to turn down these requests for lack of labor time and production process capability, when in reality the company simply does not have a
plan of how to handle such unexpected requests. IPT has just received a patent on its popcorn coating process, and so has less
reason to be concerned about competitors offering a true substitute. IPT has favorable long-term contracts with suppliers, enabling the company to be certain of the costs of raw materials for
the life of contracts with suppliers. There is interest from a national gift service company, bringing the potential to greatly expand the business
- and the profits possible from it - without also greatly increasing the costs of doing business. Objective At present, the company is
several years old and still seeking the niche from which it can attain and then retain competitive advantage relative to its competitors. Michael Porters position is that any successful
business has to differentiate its products. He "has argued that a firms strengths ultimately fall into one of two headings: cost advantage and differentiation" (Porters Generic Strategies). Neither
of these items is of issue at the present time, but neither can IPT afford to allow them to become problematic. The objective
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