Marketing Plan for Advantage Sales and Marketing



Abstract

The purpose of this assignment is to develop the marketing plan for the Advantage Sales and Marketing (ASM), which is one of the leading marketing and advertising agency situated in the North America. Advertising agencies are required to break the mold of conventional advertising. The marketing plan requires, moreover, a methodical and organized to move forward slowly in its drafting. The execution of a marketing plan requires a close monitoring of the implementation of actions and their results. This overcomes the possible deviations, or to identify and exploit new trends and opportunities.

Table of Contents

Abstract2

Company Description4

Analysis Mission and Vision Statement4

Strategic Focus and Plan5

SWOT Analysis7

Strengths7

Weaknesses7

Opportunities8

Threats8

Industry Analysis8

External (Macro) Environment of ASM9

Customer Analysis10

Marketing and Product Objectives11

Target Market Analysis12

Marketing Mix12

Product Mix12

Place Mix13

Price Mix13

Promotion Mix14

Points of Difference and Positioning15

References16

Marketing Plan for Advantage Sales and Marketing

Company Description

Advantage Sales and Marketing (ASM) is one of the leading marketing and advertising agency situated in the North America. The company business is to provide the innovative sales, marketing and advertising solutions to the clients. From the last two decades, the ASM is engaged in outsourced sales, merchandising, category management, and marketing services to manufacturers, suppliers, and producers of food products and consumer packaged goods.

ASM business philosophy is to maintain the long lasting relationships with the individual and business customers by delivering the superior advertising and marketing solutions (Advantage Sales and Marketing, 2012).

Analysis of Mission and Vision Statement

Over the years, the company's vision and mission statement is to create the valuable advertising and marketing solutions for the company to boost sales and gain more market share. The mission and vision statement of the company is based on the delivering the operational excellence and innovative marketing services.

ASM business philosophy is based on the fact that marketing is the business of identifying, developing, and satisfying the needs of customers, which on the one hand gives a benefit to the recipients on the other hand, provides company with economic benefits in the form of profit and market expansion. Operation of the company in accordance with the principles of marketing lies in the fact that the company is trying to get to know the environment in which it operates and its activities included in the expectations (Advantage Sales and Marketing, 2012).

Strategic Focus and Plan

The Marketing Plan is a tool that provides a basis for the other plans of the company (for example, the production plan or financial), assigns responsibilities, allows periodic check-ups to resolve the problems in advance. Marketing plan of ASM agency should include market research services in the field of advertising. Normally, the result of an advertising campaign is measured by sales. If it increases, it is considered that the campaign has been a success. Therefore, it is necessary for ASM to analyze the other variables of marketing in order to determine the causes. In any case, we must seize the different results for this experience (Fifield, 1995).

Worldwide, ASM is considered as the brand with a particular design and serves to recognize services from a ...