Five-Year Marketing Plan Firm O

TEAM: Iwan Kurniawan Purwaningrum Yan Kusumo

EXECUTIVE SUMMARY
This five-year marketing plan for Firm O is created to secure additional funding for growth and to inform the companys current status and direction. We are also interested in extending our product line as well as adding new product lines. The marketing environment has been very receptive to the firms high-quality brand, wich is showed in market shares based on unit sales:

Over the next five year, Firm O can increase its distribution, offer new products, and win new customers.

COMPANY DESCRIPTION
Firm O currently offer two brand of SONITE, SOLD and SONO.
Physical Characteristics Design Volume Max Freq (Index) (Dm3) (KHz) 10 45 30 4 90 48 Base Cost $ Pow er (W) 75 95

Nam e PSOLD PSONO

Weight (Kg) 13 17

Firm O brand is currently sold at 3 main retail stores:

Sonite Brands Distribution coverage in % Specialty stores (30,000 outlets) Depart. stores (6,750 outlets) Mass Merchandis. (10,000 outlets) Unit % % % Total SOLD 50,5% 35,9% 43,4% SONO 43,9% 34,5% 41,7%

Sales have doubled in the last year, and Firm O is currently working to expand its capabilities to inovate in VODITE market and intends to introduce new products, expand its distribution, and enter new markets.

FIRM O MISSION AND GOALS

Firm Os mission is to be the leading innovator producer and marketer of SONITE and VODITE. During the next five years, Blue Sky seeks to achieve the following financial and nonfinancial goals: Financial Goals

1. Obtain financing to expand manufacturing capabilities, increase distribution, and introduce two new product lines. 2. Increase revenues by at least 50 percent each year. Nonfinancial goals

3. Introduce two new product lines from SONITE and VODITE 4. Enter new segment markets 5. Maintaining strong relationships with retailers.

SITUATION ANALYSIS
The marketing environment for Firm O represents good opportunities in a very competitive environment. It also contains some challenges that the firm believes it can meet successfully. The Table below illustrates a SWOT analysis of the company to highlight Firm Os strengths, weaknesses, opportunities, and threats. STRENGHTS: We understand the target market and product We have achieved distribution in several markets The firm has very little debt, with great potential for growth WEAKNESSES: A number of cunsumer are aware of competitors brand The firm has limited cash flow OPPORTUNITIES: Our loyal consumers are likely to buy new product Gaps exist in the market that can be filled with new product, such as VODITE Firm O has a chance to expand across market segment into new VODITE markets THREATS: Consumers may tire of the brand, the firm needs to innovate Competitor may launch similar product line and soak up cunsumer dollars The SWOT analysis presents a thumbnail sketch of the companys position in the marketplace. In just a year, Firm O has built some impressive strengths while looking forward to new opportunities. However, as Firm O considers expansion of our product line and entrance into new markets, the firm will have to guard against the failure to recognize the scope of our business and quality brand. As the firm finalizes plans for new products and expanded VODITE market, we will also have to guard against competitors who attempt to duplicate our products. However, building strong relationships with consumers, retailers, and suppliers should help fight competitors.

COMPETITORS IN SONITE AND VODITE MARKET .......... THE TARGET MARKET ..........

THE MARKETING MIX

The following discussion outlines some of the details of the proposed marketing mix for Firm O products. PRODUCT STRATEGY. .......... DISTRIBUTION STRATEGY. .......... PROMOTIONAL STRATEGY. .......... PRICING STRATEGY. ..........

BUDGET, SCHEDULE, AND MONITORING

...........