Marketing Colorado Springs

Essay by kenameiUniversity, Master'sA, January 2005

download word file, 15 pages 4.5

TABLE OF CONTENTS

1.0 Executive Summary 1

2.0 Situation Analysis 2

2.1 Market Summary 2

2.1.1 Market Demographics 2

2.1.2 Market Needs 3

2.1.3 Market Trends 3

2.1.4 Market Growth 3

2.2 SWOT Analysis 4

2.2.1 Strengths 4

2.2.2 Weaknesses 4

2.2.3 Opportunities 5

2.2.4 Threats 5

2.3 Competition 5

2.4 Product Offering 5

2.5 Keys to Success 5

2.6 Critical Issues 6

2.7 Historical Results 6

2.8 Macro environment 6

3.0 Marketing Strategy 6

3.1 Mission 7

3.2 Marketing Objectives 7

3.3 Financial Objectives 7

3.4 Target Markets 7

3.5 Positioning 8

3.6 Strategies 8

3.7 Marketing Mix 8

3.7.1 Product Marketing 8

3.7.2 Price 8

3.7.3 Promotion 8

3.7.4 Service 8

3.8 Marketing Research 9

4.0 Financials 9

4.1 Break-Even Analysis 9

4.2 Sales Forecast 9

4.2.1 Sales Breakdown ?Mail, Web Direct Sales and Convention Participation 10

4.2.2 Sales Breakdown ?Second Contact 10

4.2.3 Sales Breakdown ?Tertiary Contact 10

4.2.4 Sales Breakdown ?Fourth Contact 10

4.3 Expense Forecast 10

4.4 Contribution Margins 11

5.0 Controls 11

5.1 Implementation 11

5.2 Marketing Organization 11

5.3 Contingency Planning 12

5.4 Final Statement 12

Works Cited 13

1.0 Executive Summary

This marketing plan lays the groundwork for an ambitious road map that will allow the city of Colorado Springs, and its businesses, to thrive and remain competitive in today global market. The focus of this plan will entail growth industries that include the following:

?nbsp; Computer technologies and data centric businesses

?nbsp; Bio-technical sciences

?nbsp; Department of Defense contracting companies

?nbsp; Telecommunications and broadband services

?nbsp; Hotel and hospitality industries

?nbsp; Leisure, entertainment, and tourism endeavors

By utilizing a non-profit business model we focus our efforts toward recruiting businesses to base themselves, both headquarters and satellite offices, in Colorado Springs. We've established our commitment on the availability of office space...