Example Marketing Plan :
Saturn ION
ION Saturn 16 25
Saturn ION 2002 ION Saturn
Saturn ION ION leverage 3 1. 2. 1 3. 3 ION 85 ION 5 ION 15
ION Saturn Website ION Saturn Saturn ION
Saturn
Saturn
Saturn
*
Michael D. Hartline
2004 2005
Florida
MBA
Lynette Clark Colleen Creamer Amy Longabach Khurram Moiz Catherine Roberts
1
Saturn Saturn ION Sedan Saturn 500,000 Saturn L Quad Coupe Jill Lajdziak Lajdziak Saturn Saturn Saturn VUE ION ION 2005
Saturn
GM 2003 GM Hughes Electronics
2002 GM 2003 GM
1600 560 1 2002 5.60 GM 28.1
CTS
2001 27.3 52.2 2002 54 TrailBlazer GMC Envoy Saturn VUE GM Saturn VUE Saturn 2003 8 ION Saturn 216,716 2002 63,884 L
Vibe
2003 2.5
50
Saturn UAW Saturn GM Saturn
GM Saturn Saturn 1
Saturn GM Robert Lutz GM GM ION GM GM ION 7 Saturn 2 2003 L Saturn GM
2 ION
web Saturn Saturn Associates Saturn Saturn Saturn
Saturn J.D. Power and Saturn
Saturn Saturn 16-25 Saturn Saturn Saturn after-market Saturn ION Saturn
Saturn
45 Saturn ION MP3
Saturn ION Saturn ION 50,000 Saturn Saturn ION
46
Saturn
Y XM ION ION ION
Saturn
ION
ION ION
ION
200
ION
Saturn
ION 443 3
Saturn
46 1 Saturn of 1
35
ION
Saturn 2 2003 Saturn PC Saturn 8 750 Saturn 8 8 6 Saturn Saturn 7 8
ION
Saturn ION XM MP3
Saturn
ION
Quad Coupe ION ION Saturn
Saturn
Saturn
Saturn
50 Saturn Saturn
Saturn Saturn DM Saturn Saturn
DM E-mail
L Saturn 4 ION
ION
ION Saturn ION 4
Saturn aesthetics ION
ION ION ION 3
SUV
ION ION ION Neon ION 1 Saturn ION
Matrix Corolla Dodge Neon SE Civic DX Hyundai Elantra GLS Kia Spectra Sentra XE Ford Focus LX
1
ION
ION
Sentra
Neon
SUV
Saturn 65 CSX 2003 29.6 GM SUV 8 0.3 2003 8 1890 600
Saturn Saturn Saturn 29 Lithia 5 Medford
Lithia conglomerates
Saturn Saturn
1
Saturn Hudler 6 Saturn
Don
Saturn 104 Huizenger’s Republic Industries Republic Saturn
H.Wayne Republic
1973 74 CAFÉ 27.5mpg Saturn 102 CAFÉ CAFÉ SUV 20.7mpg
2003 Saturn 254,000 Saturn 2.2 4 Saturn Saturn Saturn Ford
L Firestone Firestone
Saturn Saturn
Firestone Saturn
Firestone Saturn
Saturn
GM
Saturn GM Saturn UAW
Saturn Saturn UAW
Saturn
Saturn e Saturn
SUV sport-utility 6
vehicles SUV Saturn Saturn Saturn SUV 2002 Saturn
SUV SUV
SUV Matrix Pontiac Vibe
Mazda 3 Saturn ION 4 ION Saturn Saturn food drive NEA Saturn Saturn NALC Food Drive NMDP Read Across America Saturn ION ION
Saturn
SWOT
Saturn ION Saturn ION SWOT
Saturn Saturn Saturn Saturn Saturn Saturn Saturn Saturn Saturn
443 Saturn UAW Saturn GM
GM
Saturn
Saturn Saturn Saturn Saturn Saturn 1 SUV VUE SUV
GM 7
2 Saturn
ION
SWOT
M I R 3 3 9 3 3 9 3 3 9 2 3 6 2 3 6 M I R M I R 3 3 3 3 2 3 2 2 importance R total rating 9 9 6 4 features 3 3 9 3 3 9 unique M I R 3 3 9
hip
3 3 3 3 3 2 mainstream appeal 2 2 3 2
9 9 6 6 4
M scale
magnitude
I
Saturn
Saturn
SUV
Saturn Saturn
Saturn edge 8
Saturn Saturn ION
ION
Saturn Saturn Saturn
SWOT
Saturn
ION
ION
ION
value proposition
ION
1 ION 2 3 3
3 ION 85
15
3
15
16 WWW
25
Saturn rewarding 9
Saturn ION
ION MPS
XM
ION
2
ION 20 ION Quad Coupe 32mpg ION ION Quad Coupe ION ION 50 Dell 15000 Saturn Saturn 24mpg
Saturn Saturn
2 ION http://www.saturn.com 29 ION ION
ION
Saturn
Saturn ION ION Look a little Closer, Change Is Here Saturn
Saturn Saturn
10
Saturn ION ION ION
ION Saturn Saturn
ION
3
tactical (control measures)
ION
15000 750
Dell
3.5
GPA
1 Saturn
2
IMC
Look a little Closer, Change Is Here 6 6
11
implementation formal controls Saturn
Saturn GM
GM Saturn
Saturn
Saturn
GM
GM
Saturn
Saturn GM GM Saturn 15 GM
SUV 4
Saturn 2500
GM GM
GM Saturn
Saturn
performance standards
Saturn Civic Toyota Corolla Corolla 32mpg Civic ION 33mpg ION 26mpg ION ION Honda ION
Saturn 10995 18800 Saturn
ION Civic 14085 16095 12
ION ION 13500
17450 Corolla
ION
availability Saturn 17
ION
IMC
Saturn Saturn ION 16 ION 25
informal controls Saturn Saturn Saturn Saturn Saturn Saturn Saturn Saturn
Saturn
Saturn Saturn Saturn Saturn
13