Airboard's marketing plan

Résumé du document

When a company wants to launch a new product, the first step for it is to know if this product is available and adapted for a market. In order to know it, a company has to realize a marketing plan which includes all the necessary data to know if the product will have success in the market. A marketing plan is divided into two categories. The strategic planning which explains the current situation, and the achievable marketing objectives. The second part is the action plan which shows the yearly Action plan & the Marketing Budget.

Extraits

[...] It is not really a slide sport as the snowboard or skiing because we cannot do it in all tracks. At the same time, it is not considered as a classical sled. In term of prices, it is an expensive sport. But customers of winter sports are often persons who have high purchasing power. Achievable Marketing Objectives Planners carefully come to conclude about what the organization must do as a result of the major issues and opportunities facing the organization. [...]

[...] At the beginning, the company wanted to develop products, which could be used by every one. However, thanks to its character of high sensation product, the company knew difficulties to place its product as a common slide product. The lack of communication and the lack of sales points have mainly attracted persons who were researching new slides sensation. The product is in its first step of its launching. That's why the Airboard can reach only persons who are very receptive to this type of innovation. [...]

[...] Airboard's marketing plan Summary Strategic planning last year 1. Analysis of the current situation Pesto model Market and industry analysis The competitive analysis Market segmentation Existing marketing mix SWOT analysis Position 2. Achievable marketing objectives next year Market segmentation, future mapping Desired marketing mix Marketing objectives as a result of the SWOT Positioning Marketing strategy Ansoff model When a company wants to launch a new product the first step for it is to know if this product is available and adapted for a market. [...]

[...] As the Airboard must be used in tracks with space this lack of specific sled tracks is a big mistake for the company. If the company wants to tap the market of children who use sleds behind hostel, it must enhance the possibility to use it everywhere Marketing Objectives as a result of the SWOT Many of this point are still bad today. As I have said before, the exclusive characters of this sport and the difficulties to use it everywhere still an important mistake. [...]

[...] That's why the company must consider these factors as opportunities or threats. In our PESTO Analysis for Airboard product we have chosen to enhance three main factors which are the most significant in order to analyze the environmental impact in our product. Social environment: (It represent all our prospects and the opportunities on the market) Around 10,000,000 tourists in the Poland Mountains in winter season Middle and upper social class go to winter-ski 21% are executives between 25-34 years. Complementary activity, in addition with ski or snowboard. [...]