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Essay / Research Paper Abstract
A 5 page paper presenting an abbreviated marketing plan for a five-year-old family business providing a variety of consumer products. The paper addresses objectives; customer and competitor targets; product features, core strategy and implementation; and the marketing mix. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgPlSmBiz.rtf
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Unformatted sample text from the term paper:
services differs from marketing manufactured goods, but only marginally. The primary difference is that customers expect 100 percent on-demand service instantly delivered, whereas they are willing to allow manufacturers
some time to make the products they seek. In either case, each is more successful when conducted from a market leadership position, which is dependent on artfully combining the
marketing mix and customer satisfaction. Objective At present, the company is five 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). One PC industry observer noted several years ago that when sitting in front
of a Dell, IBM, Compaq or any other standard PC, most users could tell no difference between products. Most makers chose to compete on price. Today, Dell is
still known as a reliable workhorse; IBM is known for networking; Compaq is known as HP. The objective for both the short- and
long-term is and will be that the company differentiate its products on terms other than price. It will seek to serve the middle range of the market, occupying neither
the upper nor lower ranges of product price. Customer Targets Whether formal or informal, most organizations of all sizes can relate the factors
that it believes its customers should find attractive. This constitutes strategic positioning; small business may not even be aware that this is a measure they define through what they
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