Z-Wing Marketing Plan

Essay by shoreacresUniversity, Master'sB, August 2007

download word file, 10 pages 4.7

Executive SummaryBy Z-Wing focusing on its strengths, its key customers, and the underlying values they need, Z-Wing will increase annual sales by 5% each year for the next 5 years. This Marketing plan leads the way for Z-Wing to capture the Market share back from Janssen.

It renews Z-Wing's vision and strategic focus: adding value to their target market segments. It also provides the step-by-step plan for improving their sales, customer service, and profitability. In order to implement these changes and improve profitability, Z-Wing will need to follow the plan that has been put into place. This marketing plan discusses the situation that Z-Wing has been in over the last ten years and lays out the marketing strategy for the company.

Situation Analysis for Z-WingZ-Wing is the world's largest commercial and military aircraft manufacturer. With annual revenue of $60 billion and a market cap of $35 billion, Z-wing occupies 50 percent of the world's commercial aircraft in history (Simulation, 2007).

The models that Z-Wing are currently manufacturer are the 824, 878 and the best selling aircraft in history the 888.

Market Summary-There has been a fierce competition brewing between Z-Wing and its nearest competitor, Janssen, for the past 10 years. Z-Wing has garnered 50% of the world's aviation market; however, Janssen has recently captured 47% of the market. The global commercial aviation market is growing at a low 5% per year.

SWOT AnalysisThe strengths and weaknesses identified in a SWOT analysis are internal and something that the company can do something about. The opportunities and threats are external matters that the company has no control over. The trends involve external factors, can fall into the opportunities and threats categories, and have a social impact on the organization. The strengths identified in Z-Wing are: The Company is a market leader and...