Executive Summary:$$This marketing plan begins with a situation analysis$$a description of our current state of affairs and possible changes to that status quo.$$ You will discuss strategic choices in selections of customer segments to pursue, and the market position that you seek to achieve to best serve them.Situation Analysis:Customers$$These are our current customers$$This is what they buyHere are possible customer issues to considerCompany:Currently, we are:$$This marketing plan is to facilitate our achieving the goal of becoming:$$Context:Economic factors of concern for us:$$Political factors include:Legal issues looming:$$Technological "threats"$/"$opportunities$"$ include:$$Larger societal concerns that may affect us include:$$Collaborators:Modifications we seek in our supply chain partners:Modifications we seek in our distribution channel partner network:$$Competitors:Certain competitors may be a threat, specifically:What are these competitors' strengths:$$Strategic Development:Segmentation:Based on our marketing research, customer segments may be described as follows.$$We currently serve:$$We are considering moving toward $($or also$)$ servingFor now, we are not interested in serving$$Targeting:To serve a customer base of sufficient size and profitability, we should pursue:$$We believe that a focus on this customer base fits with our strategic corporate goals:We considered other segments, and their relative attractiveness is as follows:$$Positioning:Overall, we will seek a strategically market position of:$$This market space should compare favorably to our competitors$$ positions:$$An overview of the marketing mix variables description $($to be discussed in length below$)$Market Positioning, Strategies and Tactics:Product:$$Our product is at this phase in the product life cycle:$$The quality of our product should be considered by customers to be:$$Our customers primarily seek these benefits:$$and when they think of our brand, they think of these associations:$$Price:Given our strategic positioning, here are our pricing considerations.$$Our customer price sensitivities seem to be:$$Our suggestions on occasional price discounts are these:$$We recommend segmentation pricing as follows:$$Place$/$Distribution:Our ideal distribution system would be:$$We will use promotions to spur trade partners and consumer involvement per:$$We will address potential partner conflicts via:$$Promotion:Our marketing communications $($advertising$)$ goals are:$$We will measure the effectiveness of our promotions by:$$We will apportion our advertising budget across media as per this IMC plan:$$In sum, this marketing plan offers a strategic vision to attain long$-$term customer satisfaction and loyalty, and our firm$$s profitability.$$