STRATEGIC MARKETING PLAN FOR AUDEMARS PIGUET

STRATEGIC MARKETING PLAN FOR AUDEMARS PIGUET
STRATEGIC MARKETING PLAN FOR AUDEMARS PIGUET (WATCHES)

The report should outline your analysis of the market environment and your organisation’s marketing response so far. Specifically, describe the nature of the product (product attributes and/or services provided) and market (characteristics, needs, trends, growth). From your analysis of the internal and external environments, prepare a SWOT analysis of the organisation’s strengths and weaknesses and of the opportunities and threats in the external environment.

This must not simply be a report on what the organisation is currently doing or a restatement of the work of others. Throughout the assignment, you should focus on how the decisions you recommend will offer a competitive advantage for the firm and justify any changes you consider necessary.
• Table of Contents; with page numbers.

Section 1.0 Executive Summary; 500 words maximum.

Section 2.0 Situation Analysis; 1200 words

• 2.0 Situation Analysis
• 2.1 Market Summary
• 2.2 SWOT Analysis
• 2.3 Competition
• 2.4 Product Offering
• 2.5 Keys to Success
• 2.6 Critical Issues

Section 3.0 Marketing Strategy; . approximately 1,600 words
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix (4 Ps for product offering or 7Ps for services offering, as appropriate)
3.8 Marketing Research
Section 4.0 Financials; 700 words including
• 4.1 Break-Even Analysis (a breakeven analysis graph should be included), and
• 4.2 Sales Forecast (projected over 2 years) and Expenses Forecast (also over 2 years).

Section 5.0 Controls; 1000 words including