营销管理英文(2)

1MBA661TitlePlanforexpansionmarketingofnewproductofETimesBody-buildingClubDate2010.12.25TeamCB10ThesecondteamName：[e-mail][e-mail][e-mail][e-mail][e-mail][e-mail][e-mail]2TableofContents1.0Implementationoutline.............................................................................................................................32.0Analysisofpresentcircumstance..............................................................................................................52.1Marketsummary............................................................52.1.1Humanfeatureofmarket...........................................52.1.2Marketdemand....................................................62.1.3Markettendency...................................................72.1.4Marketgrowth.....................................................72.2SWOTanalysis.............................................................82.2.1Strength..........................................................82.2.2Weakness..........................................................82.2.3Opportunity.......................................................82.2.4Threat............................................................92.3Productprovision.........................................................92.4Keypointforsucess.....................................................102.5Keyproblem..............................................................103.0Marketingstrategy...................................................................................................................................103.1Duty.....................................................................123.2Marketingobjective......................................................123.3Targetmarket............................................................123.4Positioning..............................................................133.5Strategy.................................................................133.6Strategyofmarketingcombination........................................144.0Financialaspect.......................................................................................................................................154.1Salesprediction.........................................................154.2Expenseprediction.......................................................165.0Control.....................................................................................................................................................165.1Implementation...........................................................175.2Handlingofcontingency..................................................183PlanforexpansionmarketingofnewproductofETimesBody-buildingClub1.0ImplementationoutlineETimesBody-buildingClubisabody-buildingplacewithhighgrademembershipsystem,itisaimedatprovidingrelevantservicetomembers,suchaskeepingfitandhealth,etc.Theclubhasbeeninoperationformanyyears,itsoperationpatterntendstobemature,andithassteadymanagementgroupandabatchofloyalclients.Intherecentyears,withtheincessantimprovementofpeople'slivingstandard,moreandmorepeoplebegintopursuelifequalityandpayattentiontohealthofthemselves,andleisurefitnessgraduallybecomesakindofsocialvogue.Body-buildingclubslikeETimesarealsoincessantlyincreasing,andthecompetitiongetsmorefierce.Accordingtothemarketvariationofbody-buildingindustry,ETimesdecidestopositionmarketagainandextendnewservice,besidestraditionaloperationpatternofhighgrademembershipsystem,itshalldevelopcommunitybody-buildingclubandadoptmarket-orientedstrategy,accordingtotheinvestigationtothecommunityofthisregion,speciallydirectedagainstthe4populacemassofcommunity,itshallprovideacertaincategorybody-buildingproducttomeetthedemandofconsumers.Atpresent,themarketofcommunitybody-buildingclubisstillinthevacantperiod,manysimilarlarge-sizedbody-buildingclubbrandshavenotnoticedthemarket,andthatprovidesarareopportunityofgrowthforETimesBody-buildingClub.WithmanyyearsofexperienceofETimesBody-buildingClub,ithassufficientguaranteeforprovidingnewtypeofbody-buildingandhealthservice.Localmarketinvestigationalsoshowsthehugedemandoflowandmediummasstotheservice.ETimesBody-buildingClubdecidestorelyonitsexperienceofoperatingbody-buildingandhealthclubformanyyears,itshallalsoutilizethemarketdevelopmentgroupthatblazesnewtrailsandisbraveindevelopmenttoamplygrasptheopportunity,quicklyperformpermeationtothevacantmarket.Themainpersonnelsofthegrouphaverichindustrialexperience,andtherichexperienceprovidesthecompanywithlargequantitiesofinformationandconfidenceaboutmarketprospect,ETimesBody-buildingClubpreparestoperformmarketingbymeansofchainstore,accordingtothemarketinvestigation,eachcommunityshallbeprovidedwithcustom-madeservice,thatkindofmarketingpatternisbeneficialtoexpa