Caritas-Swiss Wood Workinf Factory : marketing plan

Abstract

The marketing plan for Caritas Swiss Wood Working Factory is intended to provide an assistance to the management of the Company in improvement of strategic marketing planning and achievement its objectives of employing the factory at its full capacity by the turn of the century. Since its establishment Caritas Swiss Wood Working Factory has been the market leader in the wooden doors and windows producing industry. However the Factory is not exercising its whole potential which results in considerable losses. Caritas Swiss WWF faces other major problems also demanding urgent solution, such as lack of strategic marketing thinking. The marketing plan includes information about Caritas Swiss WWF background, present situation and future prospects. The plan is based on the findings of conducted marketing research, specific conclusions and recommendations presented to the management in a progress report. The marketing plan presents a careful situation analysis and highlights all the positive and negative factors of both internal and external environments. Potential market estimation, market development trends, simple forecasting, competitive and market share analyses are given in the plan. Further some proper goals and objectives related to market awareness, market share, distribution channels, sales volume, expected profits are brought up. Market segmentation policy is followed by the marketing research findings which are minutely illustrated by appendices attached to the plan. Finally, a marketing mix strategy is proposed. This strategy develops appropriate product policy, pricing objectives, detailed advertising and promotion campaigns and suggestions related to suitable distribution channels. Estimated pro-forma financial statements (income statements, balance sheets) and ratios, brake even analysis are presented to highlight the financial ground of conclusions. The marketing plan is supplemented with a number of tables, graphs, and appendices which illustrate financial part of the plan, marketing research findings.