I.Executive Summary
II.Situational Analysis
a.Industry Analysis
i.Competitors
ii.Market demographics
iii.Consumer base
iv.Financials
b.Strengths
i.strategic alliances
ii.Strong financials
iii.Blue chip clientele
c.Weaknesses
i.Dependence on BloomNet
ii. diminution in Average Order cling to
iii.Low employee efficiency
III.Challenges / Opportunities
a.Economic
i.Increased fluid in progress
ii.Increased employment
iii.Increased GDP
iv.Increased fuel prices
b.Political / Legal
i. internet retail regulation
ii.The middle east wars
Social / Cultural
iii.Growing net income gross revenue
iv.Seasonality
c.Competitive / Technological
i.Leverage recent acquisitions
ii.Execution of diversification and differentiation
iii. super competitive market
iv.Low barriers to entry
IV.Marketing Goals / Objectives
a.Mission: Our thrill is to help our customers express themselves and connect with the important people in their lives.
b.Sales and market share forecasts
c.Goals
i.Leadership in the consumer patterned category
ii.Growing position in the Gourmet Food and cave in Basket business
iii.Change 1-8-00Flowers.com brand recognition (add 1-800-Baskets.com)Executive summary (cont.))
V.Marketing Strategies
a.Product
i.
Diverse product mix
ii.Highly recognizable brand label (subsidiaries and partners)
b.Place / Distribution
i.Multi-channel customer access (Call, click or come in)
ii.BloomNet distribution channels
c.Pricing
i.Floral pricing strategy
ii.Value added differentiation
iii.Premium brand name product mix
d.Promotion
i.Internet sales and specials
ii.Preferred accounts
iii.Rewards programs
iv.Email reminders
v.Cross-promotional sweepstakes
VI.Marketing Tactics
a.Product
i.Increase differentiated precedent floral arrangements
ii.Continue expansion into new product lines
iii. monitoring device and fund BloomNet to ensure freshness
b.Place / Distribution
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