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Strategic Marketing – Individual Assignment 3

Strategic Marketing – Individual Assignment 3

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Published by: jyeoman1985 on Dec 06, 2011
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05/13/2014

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Strategic Marketing – Individual Assignment 3
Company Three: Product Two and Territory Two
Jason YeomanMKTG 3023-04Dawn Rovers
 
Tuesday February 22, 2011
TABLE OF CONTENTS
1.0Target Market and Marketing Mix1.1Overall Strategy and Objectives1.2Consumer Profile1.3Product Strategy1.4Price1.5Place1.6Promotion2.0Operations Planning3.0Market Research4.0Management Controls4.1Units Sold per Sales Rep – Quarters 1-34.2Unit Contribution – Quarters 1-34.3Return on Owner’s Equity – Quarters 1-35.0Strategy Changes
 
1.0Target Market and Marketing Mix
1.1Overall Strategy and Objectives
Territory Two is relatively small, however Product Two is a perfect match for theaffluent and open-minded market. Company Three seeks to capture a significant marketshare in Territory Two for Product Two while maintaining a high return on sales. In orderto meet these objectives, Company Three has decided to spend a considerable amountof money on quality and features while employing a premium pricing strategy for ProductTwo. Company Three believes that a high level of ad spending coupled with aggressiveweb spending will draw the attention of customers and retailers. In order to complimentthe increased awareness, Company Three has a large sales staff in Territory Two toprovide a high quality of service. Company Three’s objectives for Product Two inTerritory Two are:
Consistently remain as one of the top three companies in total units sold withmarket share growth of approximately 0.50% per quarter.
To lead all companies in gross sales dollars per quarter, with over $200,000 intotal sales.
1.2Consumer Profile
The population of Territory Two is only half the size of other territories. However,its customers’ higher income levels and openness to new products make them ideal

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