Reference no: EM133443070

Question

You are the Global Marketing Manager for East End in the UK. Your task is to design a Marketing Plan for East End for entry in the Canadian market (Toronto).

1. Do an Environmental Analysis for the Canadian market with special focus on its economic part and competitors. This will be the first step in the formulation of the Marketing Plan.

2. How will you segment the market?

3. Define your target market and determine its size/potential in dollars.

Use 2 methods to determine the size of the target market. Show your calculations.

As Global Manager, how will you ascertain the accuracy of your results?

4. What are the market drivers, market enablers (if any) for East End in the Canadian market?

5. What will be the Objectives of your plan?

6. What target Market Strategy will you use to achieve the objectives?

7. How will you Position East End and its brands? What Positioning Strategies will you employ?

8. How will you innovatively manage the marketing mix elements?

9. What type of product or brands will you introduce in the store to meet the needs and wants of your target customers? Specific services?

10. Define your pricing strategy, promotional strategy, and location.

11. Make a 5-year sales forecast for East End. Clearly state your assumptions.

12. If your contribution margin is 70%, make a pro-forma Income Statement showing sales, cost of goods sold and the gross margin.

13. How will this contribution margin affect the riskiness of the business?