11BSP022 Marketing Management: Marketing Plan for Water® Groupwork on Tablet Technology

Table of Content
1. EXECUTIVE SUMMARY ...................................................................................... 1 2. BACKGROUND OF THE WATER® COMPANY ...................................................... 1
2.1 COMPANY DESCRIPTION................................................................................................................... 1 2.2 COMPANY PERFORMANCE ................................................................................................................ 1 2.3 COMPANY PRODUCTS ...................................................................................................................... 2

3. WATER® COMPANY MISSION STATEMENT........................................................ 2 4. WATER® MARKET AUDIT AND SWOT ANALYSIS ................................................ 3
4.1 MARKET AUDIT ............................................................................................................................. 3 4.1.1 Competitive Environment Audit ......................................................................................... 3 4.1.2 Economic Environment Audit ............................................................................................. 5 4.2 SWOT ANALYSIS ........................................................................................................................... 6 4.2.1 Strengths ............................................................................................................................ 6 4.2.2 Weaknesses ........................................................................................................................ 6 4.2.3 Opportunities ..................................................................................................................... 6 4.2.4 Threats ............................................................................................................................... 7 4.2.5 Competitive Product Details of Liter1 (Water®) and iPad2 (Apple) ................................... 7

5. MARKETING OBJECTIVES OF LITER1, WATER® ................................................... 8 6. MARKETING STRATEGY FOR LITER1, WATER® ................................................... 9
6.1 MARKET SEGMENTATION................................................................................................................. 9 6.2 MARKETING MIX STRATEGIES ON TARGET MARKET ............................................................................... 9 6.3 PRODUCTS POSITIONING WITH DIFFERENTIATION ADVANTAGES ............................................................ 11

7. IMPLEMENTATION ...........................................................................................13
7.1 IMPLEMENTATION ACTIVITIES SCHEDULE (GANTT CHART) .................................................................... 14 7.2 RESOURCES LIST AND REQUIREMENTS .............................................................................................. 15

8. CONTROL .........................................................................................................15 9. REFERENCES ....................................................................................................16

11BSP022 Marketing Management: Marketing Plan for Water® Groupwork on Tablet Technology

1. Executive Summary
This report tries to provide a marketing plan from a marketing management perspective for a large multi-national electronics company, Water ® Company. A marketing audit of the company is conducted and a SWOT analysis is presented. For Water ® Company, the factors in competitive environment are quite essential. And the SWOT analysis presents a big and clear picture of what are Water’s Liter1 strengths, weaknesses, opportunities and threats. Furthermore, the objective of Liter1 is to capture the tablet market with its environmentally