1. MARKETING ANALYSIS PLAN Caroline Westhall-Miller IPT Marketing Manager Colorado Technical University Online Instructor John Cote MKT305-0803A-07 : Marketing and the Virtual Marketplace July 23, 2008 IPT BUSINESS SOLUTIONS

2. IPT VISION STATEMENT DELIVERING A GOURMET EXPERIENCE TO TABLES AROUND THE WORLD

3. STRATEGIC PLANNING MARKETING PLANNING IMPLEMENT MARKETING PLAN CONTROL MARKETING PLAN

4. GOALS AND OBJECTIVES Reaching Metro Increase Corporate Accounts Use Multiple Points of Contact

5. PRESENT SITUATION ON THE UP-SIDE Strong Local Recognition Unique Patented Process For Special Coatings New Customers Calling New Business To Business Interest ON THE DOWN- SIDE Two Employees Went To The Competition Had To Turn Business Away

6. WHAT WE NEED TO DO Customer Needs Marketplace Trends What To Do Next Identify Action Items Targets Segmenting Positioning Differentiation

7. TARGETS Undifferentiated Differentiated Concentrated Micro SPECIFY A TARGET MARKET AND A RELATED MARKETING MIX

8. SEGMENTS Consumer Business-to-Business International KNOW HOW TO IDENTIFY

9. POSITIONING Who Are We? Where Did We Come From? What Do We Do? What Are We Doing Here? Where Do We Fit In The World? What is our marketing environment? What is our competitive advantage?

10. DIFFERENTIATING Creativity Integrity Quality Ethics Trends IS THE WAY THAT YOU MAKE OUR PRODUCT MORE DESIRABLE THAN ALL THE OTHERS LIKE IT

11. WHAT ARE THE OPTIONS? EXPAND EXISTING AND USE NEW VENUES TV Internet Home Shopping

12. SOURCES Perrault, Jr, W. D., Cannon, J. P., & McCarthy, E. J. (2008). Marketing Strategy Planning., Focusing Marketing Strategy With Segmentation and Positioning., Final Consumers and Their Buying Behavior., Elements of Product Planning for Goods and Services., Advertising and Sales Promotion.(pp. 33, 50-52, 60-63, 116-119, 121, 130-136, 209, 384-386). In Essentials of Marketing A Marketing Strategy and Planning Approach (11th ed.). New York: McGraw-Hill Irwin.

13. SOURCES Constandse, R. (2008). Writing a Compelling Vision Statement. Retrieved July 26, 2008, from http://www.timethoughts.com/goalsetting/ vision-statements.htm http://www.timethoughts.com/goalsetting/ vision-statements.htm Searls, D. (1997, October 10). THE NEW CHARACTER OF POSITIONING WHERE YOU COME FROM MATTERS MORE THAN WHERE YOU'RE GOING. Retrieved July 26, 2008, from http://www.searls.com/pos.html#come http://www.searls.com/pos.html#come