; E-commerce Retailer Marketing Plan
Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out
Your Federal Quarterly Tax Payments are due April 15th Get Help Now >>

E-commerce Retailer Marketing Plan

VIEWS: 144 PAGES: 19

This marketing plan is for Nature's Candy, an e-commerce company with Web-based sales of naturopathic and homeopathic nutritional supplements.

More Info
  • pg 1
									        Copyright © Palo Alto Software, Inc., 1995-2010




Purchase includes 20% discount on marketing planning software.
           See coupon at end of document for details.
                                Table Of Contents


1.0   Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0   Situation Analysis . . . . . . . . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
         2.1    Market Summary . . . . . . .                       .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
                    2.1.1 Market Demographics                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.2 Market Needs . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.3 Market Trends . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.4 Market Growth . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .4
         2.2    SWOT Analysis . . . . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.1 Strengths . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.2 Weaknesses . . . .                       .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.3 Opportunities . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.4 Threats . . . . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.3    Competition . . . . . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.4    Product Offering . . . . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.5    Keys to Success . . . . . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.6    Critical Issues . . . . . . . . .                  .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
        3.1    Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.2    Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.3    Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.4    Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.5    Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.6    Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.7    Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.8    Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10

4.0   Financials . . . . . . . . .     .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 10
         4.1    Break-even Analysis    .   .   .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 10
         4.2    Sales Forecast . . .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 11
         4.3    Expense Forecast .     .   .   .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 12

5.0   Controls    . . . . . . . . . . . .      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13
         5.1     Implementation . . . .        .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13
         5.2     Marketing Organization .      .    .    .    .    .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 14
         5.3     Contingency Planning .        .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .     .    .    .    .    .    .    .    . 14
                                        Nature's Candy


1.0 Executive Summary

  Nature's Candy (NC) is an e-commerce company designed to become the market leader in Web-
  based sales of naturopathic and homeopathic nutritional supplements. The company is located in
  Chicago, IL. Although many Internet companies have recently failed, the Internet is still poised to
  support e-commerce retailers. Most of the dotcoms failed because of access to capital with an
  unproven business model and no true revenue streams. Nature's Candy will overcome these
  problems with an easy to use website and an efficient distribution system.

  Nature's Candy's mission is to provide the finest in natural supplements using the Internet to lower
  the consumer's cost. We exist to attract and maintain customers. When we adhere to this maxim,
  everything else will fall into place. Our services will exceed the expectations of our customers.

  The majority of the start-ups which were Internet-based started their business model on the
  assumption that the first to market had the best chances of survival. This reasoning was based on
  the belief that gaining customers and market share were the most important things a business
  could do and the first to market had the best chance of achieving this. While these are indeed
  important activities, they are by no means the absolute priority. The whole technology fallout
  indicates that a proven revenue-generating business model is more important than sheer
  customers and market share.

  In the next three years Nature's Candy intends to create an icon e-commerce brand and will grow
  to $319,000 in revenue.




                                 Annual Sales Forecast


   $500,000

   $450,000

   $400,000
   $350,000

   $300,000
                                                                                 Baby boomers
   $250,000
                                                                                 Other
   $200,000

   $150,000

   $100,000
    $50,000
        $0
                    2003             2004              2005




                                                                                                Page 1
                                                    Nature's Candy


2.0 Situation Analysis

   Nature's Candy is beginning its first year of operation. NC recognizes that marketing activities are
   critical to the success and profitability of the business.

   NC offers a wide selection of private label naturopathic and homeopathic nutritional supplements.
   The basic market need is for a wide selection of reasonably priced, consistent-quality supplements.



2.1 Market Summary

   Nature's Candy has collected information regarding the common attributes of the prized
   customers. This information will be used to determine the specific needs of the customers and the
   best method for communication with the targeted segments.




                                                   Target Markets




                                                                                             Baby boomers
                                                                                             Other




      Table 2.1: Target Market Forecast

       Target Market Forecast
       Potential Customers                Growth       2003      2004      2005      2006         2007      CAGR
       Baby boomers                           9%      64,785    70,616    76,971    83,898      91,449      9.00%
       Other                                  8%      40,000    43,200    46,656    50,388      54,419      8.00%
       Total                               8.62%     104,785   113,816   123,627   134,286     145,868      8.62%




                                                                                                            Page 2
                                        Nature's Candy


2.1.1 Market Demographics

  The profile for NC's customer consists of the following geographic, demographic, and behavior
  factors:

  Geographics

      • There is no immediate geographic target for NC. The only constraint of the Internet is that
        the majority of sales will be from within the U.S. due to importing/exporting tariffs that do
        not make it cost effective for an international order to be placed.
      • The total targeted population is 336,428.

  Demographics

      • Both male and female.
      • Ages range from 25-65, with 73% of the people coming from the subgroup of 26-37.
      • Young professionals who work 40-60 hours a week and appreciate the convenience of
        purchasing over the Internet.
      • 64% of the customers have attended college.

  Behavior Factors

      •   Are very cognizant of the their health.
      •   39% of the customers practice some form of yoga.
      •   31% of the targeted customers are vegetarians.
      •   9% of the target market are vegans (vegetarian that abstains from all dairy products or
          any animal by-product).



2.1.2 Market Needs

  Nature's Candy is providing its customers with a wide selection of private label supplements. NC
  seeks to fulfill the following benefits that are important to their prized customers.

      • Sele
								
To top