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Word Count: 4,120
TABLE OF CONTENTS 10 Executive Summary 20 Situational Analysis from industry perspective 21 Costs 22 Profits 23 Competitors 24 Macro environment market summary 25 Market demographics 26 Market needs 27 Market trends 28 Market growth 29 SWOTT analysis 291 Strengths 292 Weaknesses 293 Opportunities 294 Threats 295 Trends 30 Marketing Strategy 31 Financial plan 32 Market objective 33 Target market 34 Segmentation 35 Differentiation 36 Positioning 37 Market research 40 Product life cycle 50 Distribution 51 Product featuresspecifications 511Specification 512 Packaging 513 Branding 514 Attributes 515 Benefits 60 Pricing Strategy 61 Market strategy for distribution and promotion 611 initial pricing strategy 612 After January 03 pricing strategies 62 Projected profit and loss statement 63 Controls 631 How will you monitor progress 70 Recommendations Appendix A Appendix B 10 Executive Summary Shades of Seattle Shades is a high quality upscale expensive new form of calendar Its theme of different ethnic college woman modeling in their Seattle backyards so to speak is new to the calendar market It also differs from other calendars by the way it is marketed It is in barbershops not Barnes and Noble Its target market of men from all ethnic backgrounds from age eighteen to thirty living in Seattle makes the marketing strategy more creative This calendar will be sold on military bases with the models signing the calendars Release parties are also planed using the media to promote the calendar These calendars will also be seen where the target market is such as urban clothing stores universities airports and record stores 20 Situational Analysis As time has passed ethic diversity has become more and more evident Meaning people of different nationalities background and heritages have become friends and are living in the same regions cities and neighborhoods This is not the case in just one area but in most regions if not all of the United States In an effort to try and capitalize on this trend a
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