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Marketing Plan

Table of Contents
1 EXECUTIVE SUMMARY 1
2 SITUATION ANALYSIS 2
2.1 MARKET SUMMARY 2
2.1.1 Market Demographics 3
2.1.2 Market Needs 4
2.1.3 Market Trends 5
2.1.4 Market Growth 5
2.2 SWOT ANALYSIS 6
2.2.1 Strengths 6
2.2.2 Weaknesses 6
2.2.3 Opportunities 8
2.2.4 Threats 8
2.3 COMPETITION AND BUYING PATTERNS 8
2.4 SERVICES 9
2.5 KEYS TO SUCCESS 9
2.6 CRITICAL ISSUES 9
3 MARKETING STRATEGY 9
3.1 MISSION 10
3.2 MARKETING OBJECTIVES 10
3.3 FINANCIAL OBJECTIVES 10
3.4 TARGET MARKETING 10
3.5 POSITIONING 11
3.6 STRATEGY PYRAMIDS 12
3.7 MARKETING MIX 12
3.8 MARKETING RESEARCH 12
4 FINANCIALS, BUDGETS, AND FORECASTS 13
4.1 BREAK-EVEN ANALYSIS 13
4.2 SALES FORECAST 14
4.3 EXPENSE FORECAST 14
5 CONTROLS 15
5.1 IMPLEMENTATION MILESTONES 15
5.2 MARKETING ORGANIZATION 15
5.3 CONTINGENCY PLANNING 16
5.3.1 Difficulties and Risks 16
5.3.2 Worst Case Risks May Include 16


Table of Figures
FIGURE 1: ANNUAL SALES FORECAST 4
FIGURE 2: TARGET MARKET 5
FIGURE 3: MARKET DISTRIBUTION 7
FIGURE 4: MARKET GROWTH 8
FIGURE 5: MONTHLY BREAK-EVEN POINT 14
FIGURE 6: MONTHLY EXPENSE 16
FIGURE 7: MILESTONES 17
List of Tables
TABLE 1 TARGET MARKET FORECAST 5
TABLE 2 BREAK-EVEN ANALYSIS 16

 
1 Executive Summary
BMM is a hair salon which will be located in Super Market, Islamabad that allows the entire family to have their hair needs satisfied in one convenient location. BMM will serve men, women, and children and will accept appointments as well as walk-ins. BMM will also sell retail hair care products. BMM is able to serve the entire family in one quick, convenient visit. While there are many "quick salons" like BMM, BMM will excel due to its attention to detail regarding customer service. Through unheralded customer attention, BMM will slowly but surely gain market share as it services the entire family, creating long-term relationships. Lastly BMM's location will allow it to attract a lot of walk in traffic. After month four, sales will grow...