Strategic marketing plan
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- PRODUCT DEFINITION
- AT EACH PRODUCT CATEGORY LEVEL
- Table 1: Product categories targeted by our organisation and our products competing in those categories
- Table 2: Competitors and their products competing in these product categories
- THE MARKET – CUSTOMERS (END USERS) FOR THE PRODUCT CATEGORIES TARGETED BY OUR ORGANISATION
MISSION STATEMENT(S)“Virgin stands for value for money, quality, innovation, fun and a sense of competitive challenge.” HANNAH: Is there an SBU statement?? As per project guideline 'Conclude with a brief statement of what this means in terms of establishing parameters of the product and market scope for the strategic marketing plan. PRODUCT DEFINITIONAT THE INDUSTRY LEVEL (TOTAL OF ALL PRODUCT CATEGORIES):Virgin Group Ltd. engages in the fields of leisure, travel, tourism, mobile, broadband, TV, radio, music, finance, and health in Asia, Europe, North America, Africa, and Australia. It engages in the fields of airlines, rail services, vacation and cruise packages, and passenger motorbike transportation services. The company also operates gym facilities, racing teams, online casino and slots, and balloon flights; publishes non-fiction books; provides cord blood stem cell banking, home IT and technical support, health and lifestyle management, employee health program, and NHS services; and offers corporate gift vouchers, and online gaming and video games, as well as wines online. In addition, it offers phone/mobile telecommunication, broadband Internet, and TV services; and film and television development, packaging, and production services. Further, the company operates music and entertainment stores, radio stations, and music festivals. Furthermore, it offers financial products and services, such as credit cards, pension products, insurance products, savings, superannuation, and home loans, as well as online fundraising solutions; and equity for growth capital, management buyouts, recapitalizations, and corporate spin-outs for renewable energy and resource efficiency sectors. Virgin Group Ltd. has a strategic partnership with Tribe Mobile. HANNAH: as per project guideline: 'It is of critical importance that emerging and declining product categories are identified.' AT EACH PRODUCT CATEGORY LEVELThe Virgin Drinks line includes:
Table 1: Product categories targeted by our organisation and our products competing in those categories
Table 2: Competitors and their products competing in these product categories:
THE MARKET – CUSTOMERS (END USERS) FOR THE PRODUCT CATEGORIES TARGETED BY OUR ORGANISATIONJAYNE TO INSERT SUNDAY: State the demographic, socio-economic and relevant psychographic or lifestyle characteristics of the primary target markets. Define this broadly to encompass all product categories that are to be targeted. (market = consumers/people, industry=companies) State what the opportunity is but instead argue through strategic logic backed with evidence from SWOT analysis. WHAT AND WHY. Do business conditions change because of regulation?
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