Marketing Plan for Swimming Pool Company

Paper Summary:

The paper offers a situational analysis of the swimming pool industry that includes a PEST analysis, a company analysis and a SWOT analysis. The paper examines the major characteristics of the market and the customers and analyzes the segmentation criteria most relevant for the swimming pool company, the identification of the target market and finally, the positioning of the company's products and services. The paper then outlines the company's objectives, marketing mix, budgeting, forecasting and tracking progress and explains the steps that will ensure their goals are achieved.

Outline:
Introduction
Situation Analysis
Analysis of Markets and Customers
Marketing Planning
Objectives and Strategic Direction
Marketing Mix
Budgeting, Forecasting and Tracking Progress
Implementation and Control
Summary

From the Paper:

"The world we live in is constantly changing and forces us to adapt along with it. The society is currently broken in two in regard to a major concern: the environment. Whereas some militate for its protection, others indulge in excessive consumerism. The swimming pool industry is market by this trend in the meaning that the consumers desire more and more swimming pools, but the protectionists wish to close them down in order to reduce water waste. This feature must be kept in mind by all those who desire to launch their business into the industry. But aside from this, other major issues must be looked at, such as the economic, technological and political backgrounds, against the market trends and the personal characteristics of the organization."

Sample of Sources Used:

• Acuff, J., Wood, W., 2004, Relationship Edge in Business: Connecting with Customers and Colleagues when It Counts, John Wiley and Sons Incorporated
• Brown, A., 2007, What is a Market, University of Delaware, http://www.udel.edu/alex/chapt9.html, last accessed on March 10, 2008
• Finney, A., 2008, Alternatives to Chlorine for Swimming Pools, About.com, http://swimming.about.com/od/allergyandasthma/a/cl_pool_problem_3.htm last accessed on March 10, 2008
• Mathis, R.L., Jackson, J.H., 2005, Human Resource Management, South-Western
• Ries, A., Trout, J., 2000, Positioning: The Battle for Your Mind, 20th Anniversary Edition, The McGraw Hill Companies

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