Your team is a consulting firm that was hired by Phoenix Industries to create a marketing plan. Phoenix Industries is a very successful Asian company that has no American marketing experience. Their last year’s annual sales were $500 million. They want to be very careful before entering a new market, which is why they hired the best – your team. During the first meeting, the Chairman of the Board, Dr. Eugene Kaufman, will tell you what product line they wish to market in the USA.

They have reserved $2 million for a 4-month advertising campaign in the US. They do not know how to spend it properly. They need your suggestions.
The Marketing plan must be exhaustively inclusive, but at the same time the chairman does not have time to read more than 25 pages. The chairman is also very picky about facts. He wants to make sure that your opinions are merited on facts, not hearsay. So cite your sources properly.
Your firm’s senior consultant recommends that you discuss the topics stated below. You are not obligated or constrained by this recommendation. You may add or delete any materials to the plan that your team sees relevant to the company and its goals.
Product description
Product positioning
Target market description
Market penetration strategy
Market potential and market growth
Opportunities, Trends, and Threats analysis
The competition (real and potential)
Marketing objectives and recommended marketing strategy
Recommended pricing strategy
Marketing communication (including public relations) strategies
Evaluate the technology trends available to help you market the product.

Sample Solution