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1. Situation Analysis
1.1. Tigers U : Company Analysis 1.1.1. Strategic Goals and Objectives : 1.1.1.1.Vision/ Goals

1.1.1.2.Sales Volume

1.1.1.3.Profit /Current Market share

1.1.1.4.Market Share

1.1.2. Current Focus (Sonite) and particular segments 1.1.3. SWOT analysis

1.2. Customer Analysis

Number Type Value drivers Decision process Concentration of customer base for particular products

1.3. Competitor Analysis Market position in Sonite Strengths Weaknesses Market shares

1.4. Market Analysis Trends Size and Growth rate for overall market of Sonite and key segments

1.5. Key issues

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Main opportunities and threats in regards to Sonite that this marketing plan needs to deal this period

Relative strengths and weaknesses of the product and company in facing those issues

2. Marketing Strategy and Action plan

Current and future target segments for existing and future brands for Sonite and Vodite markets 2.1. Selected Marketing Strategy : 2.1.1. What 2.1.2. Why

2.2. Target Market Segmentation Description of the target market segmentation as follows:

Segment 1
Description Percentage of sales What they want How they use product How to reach them Price sensitivity

Segment 2
2.3. Action Plan: What/ Who/ When/ How much budget for each marketing Mix 2.3.1. Product decision and action plan: 2.3.1.1.What Brands to concentrate on 2.3.1.2.Quality/ Features 2.3.1.3.Scope of product line 2.3.1.4.Proposed strategy with regards to the products we have in market: 2.3.1.5.Which market to target professionals etc 2.3.1.6.When to enter 2.3.1.7.Which new brands to introduce and why

2.3.2. Price Decision and Actions: 2.3.2.1.Economy or premium pricing 2.3.2.2.Penetration or skimming

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2.3.3. Distribution (Place) 2.3.3.1. Distribution channels, such as Stores, retail, 2.3.3.2. Criteria for evaluating channels 2.3.3.3. Through which channel to sell to different segments

2.3.4. Positioning Strategy

2.3.5. Promotion Strategy 2.3.5.1. Advertising, including how much. 2.3.5.2. Budget; determine break-even point for any additional spending 2.3.5.3. Projected results of the Advertising programs 2.3.5.4. Advertising objectives

Action items

Beginning Period

Ending Period

Responsible Department

Cost

Remarks

3. Short & Long-Term Projections/ Expected financial pay offs

3.1. The selected strategy's immediate effects, 3.2. Expected long-term results, and any special actions required to achieve them. 3.3. Forecasts of revenues and expenses as well as the results of a break-even analysis.

4. Measurement and Controls

4.1. Monitoring plan using Marketing Research : Also appropriate realigning the plan based on changes in market situation 4.2. Continuous Trend analysis per period 4.3. Managing marketing mix 4.4. Use of the Contingency plan

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5. Contingency plan

Note: Ensure that you quantify objectives, budgets, forecasts and control mechanism

6. Appendix
Exhibits Calculations of market size, commissions, profit margins, break-even analyses, etc.

References : Marketing made simple.com http://ptpower.com/fitness-marketing-superiority/

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