marketing plan of colgate

MARKETING PLAN PART 1: Industry Analysis Paper

The first segment will include the industry analysis and historical perspective of the company you are assigned. This section will include the external environmental (uncontrollable factors) of consumer & social factors, economic factors, technological factors, competitive factors, legal and regulatory factors.

The outline below is the table of contents (and point rubric) for your industry analysis paper. The outline below must be incorporated as your table of contents for your industry analysis paper. The items are also to be repeated in the document, so I can find each section in the document, failure to do so will result in significant point deductions. Document length should be between 8 and 12 pages.

MKT 291 Industry Analysis Outline

The Brand we choose is Colgate!!

1. Table of Contents (include page numbers)

2.     Executive Overview (10 points) (Grant)

3.     Situation Analysis (60 points)

a.     Brief history of your brand and your brand’s parent company - (Fengkai)

b.     Market Summary (Mina)

a.     Trends, growth, market share winners & losers

b.     Segmentation & target market(s)

c.     Environmental Scan

a.     Social/Cultural Factors and Trends (as they relate to consumer behavior in your market)- (Xiaohan)

b.     Economic Factors (what impact does the current economy have on the purchase patterns of your type of product) - (me)

c.     Technological Factors (how does technology impact your product line – if it does) - (Xiaohan)

d.     Competition (who are your key competitors and who are your competitors in terms of substitutable products) - (Fengkai)

e.     Other factors (legal issues or regulatory issues ONLY if pertinent to your product). - (me)

4. SWOT Analysis – key factors discovered (15 points) - (David)

5. Citations – use MLA style (5 points)

6. Appearance and mechanics including Table of Contents with page numbers (10 points)