Posted: June 14th, 2015

Post Competitive positioning

1. read the case study in attached file
2. you are working for a campany based in Lausanne/switzerland that provide a product for enhance the erectile response of men sexuality stimullated.
you need to make a full marketing plan, for 2015.

Respesct the summary:

1 Executive Summary ………………………………………………………………………………………………………………………..3
2 Environmental Analysis…………………………………………………………………………………………………………………..4
2.1 Macro Environment……………………………………………………………………………………………………………………4
2.1.1 Political …………………………………………………………………………………………………………………………….4
2.1.2 Economical ……………………………………………………………………………………………………………………….5
2.1.3 Social……………………………………………………………………………………………………………………………….5
2.1.4 Technological ……………………………………………………………………………………………………………………6
2.1.5 Environmental …………………………………………………………………………………………………………………..6
2.1.6 Legal………………………………………………………………………………………………………………………………..7
2.2 Micro Environment …………………………………………………………………………………………………………………….7
2.2.1 Competitors ………………………………………………………………………………………………………………………7
2.2.2 Costumers (guests) ……………………………………………………………………………………………………………9
2.2.3 Marketing Intermediaries …………………………………………………………………………………………………..10
2.2.4 Publics ……………………………………………………………………………………………………………………………10
2.2.5 External suppliers …………………………………………………………………………………………………………….10
2.2.6 Internal (company audit)……………………………………………………………………………………………………10
2.3 Five Forces …………………………………………………………………………………………………………………………….12
2.4 SWOT-Analysis ………………………………………………………………………………………………………………………13
2.4.1 Evaluation of Status Quo…………………………………………………………………………………………………..13
2.4.2 Strategic Initiatives …………………………………………………………………………………………………………..14
2.4.3 Prioritization and Recommendation ……………………………………………………………………………………14
2.5 Five Forces After …………………………………………………………………………………………………………………….15
3 Strategy ………………………………………………………………………………………………………………………………………..15
4 Strategic Marketing ……………………………………………………………………………………………………………………….16
4.1 Segmentation………………………………………………………………………………………………………………………….16
4.2 Targeting………………………………………………………………………………………………………………………………..19
4.3 Positioning ……………………………………………………………………………………………………………………………..20
4.3.1 Positioning on brand level …………………………………………………………………………………………………20
4.3.2 Positioning on product level ………………………………………………………………………………………………21
4.3.2.1 Product design ………………………………………………………………………………………………………….21
4.3.2.2 Product concepts ………………………………………………………………………………………………………21
4.3.2.3 Value Proposition ………………………………………………………………………………………………………22
5 Implementation (Operational Marketing) ………………………………………………………………………………………..23
5.1 Product “Detox Heaven” by Four Seasons …………………………………………………………………………………23
5.2 Price………………………………………………………………………………………………………………………………………24
5.3 Place ……………………………………………………………………………………………………………………………………..25
5.4 Promotion …………………………………………………………………