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Enhancing the Marketing Plan

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Enhancing the Marketing Plan

This activity is part of your marketing plan. Prepare a 4-5 page report, addressing the following:

1.Discuss the company's competitors, and the strengths and weaknesses of each.

2.Discuss how you plan to differentiate your company from the closest competitor.

3.Discuss the company's intention to be a leader or follower within the industry.

4.Assess the macro-environmental issues (legal, technological, social, and economic) trends with which your business must contend.

5.Identify the most significant trend to impact your business and discuss how the company intends to minimize or capitalize on this trend.

Use at least 2 references to support the discussion on enhancing the marketing plan.

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Please see the attached word document for tables and formatting
Enhancing the Marketing Plan

Our Brand "Mother&Me" deals into maternity wear and is fulfilling following needs of our customers:
Functional- The brand will satisfy functional needs of customers which arise when they want to buy a garment that is stylish and fashionable and also comfortable as it is not easy to find such kind of apparels
Emotional -The Brand will make the customers feel special and different from the rest. The emotional quotient would be high as compared to other competing brands. As it will provide the blend of both fashion with comfort for mom to be , the Indian customer after wearing our product will look modern and trendy but at the same time the prints on the garments will make the customer feel happy in her new phase of life.
Self-expressive - The customer today wants to wear what depicts their own personal style. The customer is knowledgeable, experimental and knows what he wants. They like to wear what shows what they are. Brand will make them feel more confident, positive, smart and modern and at the same time closer to their traditions and values.

1. Discuss the company's competitors, and the strengths and weaknesses of each.

There are two major competitors (Indian Brand):
The major player in the market, with similar products are:
1) Mother care:

1 Consumer Profile Targets the middle to upper income group of populations that seeks "value for style".

Product Mix Maternity clothing(skirts, dresses, tops, trouser), bathing products, toys , kids clothing, toys, bedroom
Pricing Average pricing as it caters to consumers from middle income group also.
5 Payment terms and Distribution These products are sourced and coordinated from across the globe. Have distribution channels all over India
6 Margins 54-68% is usually the margins that are earned by this company on most of its products.

The promotion tools include print media in form of catalogs & advertisement in newspaper, radio, outdoor and internet. They provide discounts during sales seasons

1) Promotion- Good Brand loyalty
2) Pan India Distribution
1) Low on style and fashion



1 Consumer Profile Targets the middle to upper-middle income group of populations that seeks "value for style".

Product Mix Maternity clothing(skirts, dresses, tops, trouser), bathing products, toys , ...

Solution Summary

Enhancing the Marketing Plan

See Also This Related BrainMass Solution

T&F Company: Transforming the Enterprise with IT


The T&F Company sells CAD/CAM software applications to architectural and engineering firms in the United States through value-added resellers. The company has loyal customers, and is growing steadily. Recently, the growth rate has dropped. The Sales and Marketing Director believes if they don't adapt their business model into today's networked economy, their competitive edge will become weaker. T&F's goals are to increase the revenue growth rate and get into the international market. The CEO leads the steering committee, which is formed by T&F's department heads. You are the Director of the Technical Support Department. The company website consists of a company overview and listing of contact phone numbers.

In this year's meeting on strategy, the steering committee completed a SWOT analysis (strengths, weaknesses, opportunities, threats). These are their findings:


Loyal customers
Strong reseller network
Good products
Focused management/staff
Competitive product prices


Has not utilized Internet technology
T&F not well-known among prospective customers
Drop in growth rate
Profit margin is too small (company needs to reduce costs)


To create a web site to serve customers and promote the company
To enter the international market
To establish online sales as a new distribution channel


Other larger and more well-known competitors may enter T&F's targeted market segment
Economic slowdown could reduce demand
Competitors have utilized Internet to enhance customer relationships
You see this SWOT as justification for developing and implementing an e-business strategy, but you know that the rest of the group is not as far along as you. Over the course of the next month or so, you will need to take the group's understanding of business strategy and business models, and help them integrate e-business. You also need to convey a sense of urgency, as one of the features of e-business is compression of time: research, production, and change.

Details: You arrive at work and find an urgent e-mail from the Sales and Marketing Director. She's forwarded an article from the latest architectural journal, detailing the release of "CAD/CAM Infusion", a product, similar to your CADgold, but with more advanced architectural features. The product is being released by your major competitor. Here's the e-mail:
"We've been scooped again - this is the third time this year that we have not known about these product launches! I can't operate a Marketing Department that follows up after the news. How can we prevent this from happening again?"

It's obvious that you need to do a better job regarding business intelligence. Draft a reply 3-5 page e-mail to your colleague, focusing on strategies, tools, and technologies you would recommend to build up a knowledge base and spot trends.

Please include refereneces.

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