Mkt500-Assignment-part 1-marketing-plan

Introduction The following assignment is aimed at creating a comprehensive marketing plan for a hypothetical organization. The “Pot and pan” company has been producing cookware at Prince Edwards Islands Canada since 1979. The manufacturing plant of the company is especially designed to produce cookware for North America market and this company produces pots, pans and diverse sets of Cookware for both individual and corporate clients, emphasizing orientation on luxury products. Executive Summary The “Pot and pan” company is one of leading companies at the luxury segment of cookware in the U.S. and Canada. The company’s positioning strategy is based on emphasizing exceptional quality of its products, while the prices for “Pot and pan” products are the highest among comparable items. Narrowness of existing target market and the willingness to future expand to other segments of the cookware market; also as economic tension decide the need for a broad re-analysis of the company’s goals for the future. This new 5-year strategic plan recommends including one more target group, expanding the product line to meet the needs of middle-class consumers, and focusing on developing promotion strategy. Successful application of the plan will have positive impact on profitability of the business, resulting to shareholders’ return on investments. Environmental Analysis ..................CONTINUED....................