Marketing Plan

LESSON: MARKETING MANAGEMENT

TITLE: EDUCATION FOR INDUSTRY

ASSIGNMENT TYPE: MARKETING PLAN

SUPERVISOR: MUHSIN BAYIK

ATTENDENCEES:

DILEK BAYHAN ZEYNEP YENER

Contents

1. Overview 3

1.1 Why and When a marketing plan is needed? 3

1.2 What is a marketing plan? 3

2. Executive Summary: Purpose and Mission 4

3. Project Schedule 5

4. Situation Analysis 5

4.1 Company Analysis 5

4.2 Current Products Analysis 6

4.3 Current Competitors: 7

4.4 SWOT ANALYSIS: 8

5. Marketing Strategy and Objectives 9

5.1 Marketing Objective: 9

5.2 Marketing Strategy: 9

5.3 Financial Objectives: 10

6. Tactical Programs 11

6.1 Target Markets: 11

6.2 Product: 11

6.3 Promotion: 12

6.4 Distribution (Place): 14

6.5 Price: 14

7. Budgeting and Implementation 14

7.1 Marketing / Advertising Budget: 14

7.2 Implementation and Spending: 14

8. Additional Considerations 18

8.1 Internal Factors: 18

8.2 External Factors: 18

1. Overview

1.1. Why and When a marketing plan is needed?

The Marketing Plan is a highly detailed, heavily researched and well written report that many inside and possibly outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. Essentially the Marketing Plan:

* forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.

* forces the marketing personnel to look externally in order to fully understand the market in which they operate.

* sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.

* is a key component in obtaining funding to pursue new initiatives.

The Marketing Plan is generally undertaken for one of the following reasons:

1. Needed as part of the yearly planning process within the marketing functional area.

2. Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem.

3. Is a component within an overall business plan, such as a new business proposal to the financial community.

In the following sections, it will be easily understood that the reason for our marketing plan is matching with above item 2.

1.2. What is a marketing plan?

There are many ways to develop and format a marketing plan. The approach taken here is to present a 6-Part plan that includes:

1. Executive Summary: Purpose and Mission

2. Situational Analysis

3. Marketing Strategy and Objectives

4. Tactical Programs

5. Budgets, Performance Analysis and Implementation

6. Additional Consideration

2. Executive Summary: Purpose and Mission

The following marketing plan forms the basis for the introduction of an innovative new service by our new company.

Purpose:

The purpose of this marketing plan is basically to introduce a new service. This new service can be entitled as "Education for Industry". Nowadays, in the corporate companies, for technical and non-technical trainings there are two ways that most of the companies are following:

1. Internal knowledge transfer, internal trainings

2. Allocating a resource or a group of resource to arrange these kind of trainings from external training companies.

In any of the above solutions this corporate company has to allocate their resources for this specific activiy. In first solution, it is the time allocation of the experienced people and in the second solution it is directly the allocation of resources.

Our new service aims to avoid the corporate companies allocating resources for training activities. The only thing they need to do is to define what kind of training they need to give for their employees. Our company will be taking the responsibility of searching all kind of educations on the defined training. If this is a training that is possible to easily find from external training companies, then our company garantees searching equivalent trainings and come up with a report that compare the tranings by means of price, quality and logistical benefits and so on.

If this is something that really needs expertise on a very specific area, than our company searches for the experts around all over the world. In this case our company provides accomodation by itself. For example our company will have their own building including lots of meeting rooms and training rooms that allows people locating for this kind of trainings.

Mission:

Our mission is to become the first company for corporate companies, edutional instutions and individuals to access training programs within any field in education and technology. Whenever