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    Marketing Plan: Situation Analysis Competitor

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    jaat_khaiwal
    The marketing plan outlines guidelines for marketing a business's products over a planning period. It includes a situation analysis of competitors, customers, and the business environment. The plan analyzes the book industry category in West Bengal, noting competitors, high category growth, and that it is in the growth stage of its life cycle. It also examines factors like the bargaining power of suppliers and pressure from substitute products. The plan describes the business's product mix and main competitors. It provides an analysis of target rural customers and supporting marketing programs to reach them.

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    Marketing Plan: Situation Analysis Competitor

    Uploaded by

    jaat_khaiwal
    91 views4 pages
    The marketing plan outlines guidelines for marketing a business's products over a planning period. It includes a situation analysis of competitors, customers, and the business environment. The plan analyzes the book industry category in West Bengal, noting competitors, high category growth, and that it is in the growth stage of its life cycle. It also examines factors like the bargaining power of suppliers and pressure from substitute products. The plan describes the business's product mix and main competitors. It provides an analysis of target rural customers and supporting marketing programs to reach them.

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    The marketing plan outlines guidelines for marketing a business's products over a planning period. It includes a situation analysis of competitors, customers, and the business environment. The plan analyzes the book industry category in West Bengal, noting competitors, high category growth, and that it is in the growth stage of its life cycle. It also examines factors like the bargaining power of suppliers and pressure from substitute products. The plan describes the business's product mix and main competitors. It provides an analysis of target rural customers and supporting marketing programs to reach them.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    91 views4 pages

    Marketing Plan: Situation Analysis Competitor

    Uploaded by

    jaat_khaiwal
    The marketing plan outlines guidelines for marketing a business's products over a planning period. It includes a situation analysis of competitors, customers, and the business environment. The plan analyzes the book industry category in West Bengal, noting competitors, high category growth, and that it is in the growth stage of its life cycle. It also examines factors like the bargaining power of suppliers and pressure from substitute products. The plan describes the business's product mix and main competitors. It provides an analysis of target rural customers and supporting marketing programs to reach them.

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    Marketing plan

    A marketing plan is a written document containing the guidelines for the business center’s
    marketing programme and allocation over the planning period it contains situation analysis,
    objectives, product strategy, supporting marketing programme, financial documents and monitor
    and controls.

    Situation analysis

    Competitor –

    Any person or entity which is a rival against another in business, a company in the same industry
    or a similar industry which offers a similar product or service. The presence of one or more
    competitors can reduce the prices of goods and services as the companies attempt to gain a larger
    market share. Competition also requires companies to become more efficient in order to reduce
    costs. Fast-food restaurants McDonald's and Burger King are competitors, as are Coca-Cola and
    Pepsi, and Wal-Mart and Target.

    For book these can be competitors of our book in west Bengal:

    Category analysis –

     Category size- The category size of book industry is all around rs 3, 000 crore.
     Category growth- The category growth of book industry is expected 15% per year.
     Stage in product life cycle- If we talk about the stage of the book industry’ s in product
    life cycle, than it is in growth stage.
     Sales cyclicity – while the book will be provided by our company not at premium so it
    will not contribute in the GDP of country directly.
     Seasonality- Year round sales
     Profits- if we talk about the profit of book industry than it is highly profitable and easy to
    sell their product to their end customer.
    Category factor-

    Threat of new entry/exit- threats of new entrance and exit is high

    Bargaining power of buyer-

    Bargaining power of buyer is low because in the rural market there is not much competitor
    present and the most important thing the government is recommended which book that is the text
    book so the customers have to purchase the text book at the price which is charge by company.

    Bargaining power of supplier-

    Bargaining power of supplier in the case of book is very high because the limited number of
    Paper mill which are providing raw material but seller are more, it doesn’t matter you are selling
    in the rural or urban area because you the paper mill are limited and the book publisher are much
    more in the west Bengal.

    Pressure from substitute-

    Pressure from substitute is high because there are number of book publisher present in the west
    Bengal they can also provide the text book to rural area if they want.

    Environmental factor-

    Political-

    Technological

    Economical

    Social

    Regulatory
    Company or competitor analysis-

    Product mix-

    The product mix is the number of product provide by company to their customer so the product
    mix of our company is- Hindi, math, science, social science, English, music, English grammar,
    Hindi grammar, general knowledge and Sanskrit

    Competitor-

    If we talk about the competitor than it is more in the case of urban but in the case of rural it is
    very less but here chances of those competitor to launch their book in the rural area. But now this
    time only player present is that government recommended book Publisher Company.

    Customer analysis-

    Who are the customers?

    Children,

    What do they buy and how they use it?

    Where do they buy?

    When do they buy?

    Why they prefer product?

    Will they buy it again?

    Product / brand strategy –

    Target customers-

    Supporting marketing programmes-


    http://www.adb.org/Documents/Books/Rural-Development-Outcomes-Drivers/default.asp

    http://www.hotfrog.in/Products/Books/West-Bengal/Kolkata

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