Abstract
ABC Greetings has created a line of scented, aromatherapy greeting cards and is prepared to launch the product. To provide direction, the company has developed a detailed marketing plan to set forth the goals and objectives of the business, the plans for capitalization, and the details of the product line. In addition, the company is presenting initial plans for marketing and distribution. Market research has been conducted through available competitive resources and demographic information.
TABLE OF CONTENTS
EXECUTIVE SUMMARY
MISSION STATEMENT
BACKGROUND ON INDUSTRY
SWOT ANALYSIS - STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS
COMPETITIVE ANALYSIS
TARGET MARKET
MARKETING OBJECTIVES AND STRATEGIES
NEW PRODUCT DESCRIPTION
PACKAGING AND BRANDING
INVENTORY CONTROL
DISTRIBUTION
BUDGET
CONTROL
DETAILED ACTION PLAN
Executive Summary
ABC Greetings, (The "Company") will be a Chapel Hill, North Carolina based company dedicated to providing quality greeting cards to the public. The business is headquartered in Chapel Hill, North Carolina. This location was selected based on its demographics as well as its access to distribution outlets.
English: I took this picture myself.
English: self made
Greeting cards on display at retail.Chapel Hill is also an excellent location for technology and development, which will prove useful for future expansion plans.
The Company will be formed as a North Carolina s-corporation. Skilled labor requirements are very limited due to the nature of this type of business. The Company will likely only employ two part time employees during the first year with a total payroll excluding management of less than $20,000. The Company's founder and CEO possess four years experience negotiating settlements in the insurance industry and has run two home-based retail businesses. The CFO founded and has operated an aviation services company for the last seven years. This aviation company was built from scratch and currently has revenues in excess of $6,000,000 per year.
We believe the total market for this service is over $60,000,000 per year. Because...