MKT1 3 Year Marketing Plan Essays

Words: 3005
Pages: 13

Company G
3-Year Marketing Plan
Assessment Code: MKT Task 318.1.5-06-15
Student Name:
Student ID:
Date: July 31, 2013
Mentor Name:

Table of Contents

Introduction Company G is a very well-known company in the electronics industry and is highly regarded by consumers for their high quality products and this new product line that is being introduced by Company G continues the excellence of quality for which they are known. The “Tub-Scrubbie” is an innovative new product that is a first in a new line of electronic home care products that is being introduced by Company G. The Tub-Scrubbie is an automatic bathtub scrubber that is designed to allow people the freedom to spend more time doing what’s important to them
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Johnson & Son, Inc. Each of these companies holds at least 50% or more of the market share of the different cleaning products that customers have been using for years.
Threat from New Entrants
The home cleaning product market is extremely large and the competition is very high among the leaders of the industry, this makes entering this market very difficult. Due to the cost involved with entering the cleaning product market, the threat from new entrants is relatively low. The internet can be used to monitor any new competition that may try to break into the market with similar products to ours.
Threat from Buyers
With the cleaning product market being as large as it is, the threat from individual consumers would be relatively low; they would have no effect on price or placement of the item. The threat from buyers would be greater, big box stores such as Wal-Mart and Target would be able to refuse to purchase the item unless they received a discount per number of units ordered, they would also have control of where the product would be placed in their stores. Internet sales would not be considered a threat from buyers; this would be set up as direct sales to consumers.
Threat from Suppliers
Since we would be producing the main product in our own factories, there is no threat from a manufacturing standpoint. We would partner with Clorox Inc to provide the cleaning