Essay - Marketing Plan 1. Executive Summary the Purpose of This Business...

Marketing Plan

1. Executive Summary

***** purpose of this business plan is to provide a through analysis ***** the external and internal factors impacting the business activity at Z-Wing and to evaluate how these forces are likely to affect the company's market positioning. At ***** same time, the report will also focus on the 4Ps of management are concerned (product, price, place, promotion), analyze ***** market in terms ***** potential customers and the capacity of absorption for the market, as well ***** any possible competitors.

Based on ***** evaluations of internal ***** ***** perspective, ***** ***** ***** aim to ***** recommendations as to the strategic and tactical approaches ***** the company ***** ***** positioning approach it is to take on the market. All these will be d*****e keeping in mind that the primary objective of the organization is to maintain the leadership pos*****ion at Z-Wing and all the competitive advantages th***** come with it.

2. S*****uation Analysis

***** aviation market ***** industry is currently in a very ch*****llenging place. With increased fuel prices, additional security costs because of ***** terrorist threat and an incredible competition, companies are putting in a signific*****nt amount ***** effort to simply survive on the ***** and make even the smallest of profit margins. ***** Janssen capturing as much ***** 47 % of ***** market, this has transformed more and more into an oligopoly with Z-Wing ***** Janssen controlling much of the market.

At the ***** time, the macroeconomic factors poise an ***** pressure on ***** market. First of all, the fuel prices have constantly increased throughout the last years, making potential customers turn towards alternative forms of travel ra*****r than flying. Security has also been an issue, with security costs increasing and playing an ever more important role on the market. All these ***** impacted the airlines, gener*****y considered to be the most ***** clients for Z-Wings.

The main strength that Z-Wing ***** is the power of ***** management. With Aaron Weiss as CEO, the company h***** *****en able to benefit not only from ********** strategic *****, but also from his capacity to see things clearly and provide guidance ***** leadership when and where necessary. At the same time, ***** qualities are ***** backed by an excellent choice of his management team which has successfully taken Z-Wing to a market ***** position ***** is ***** it up *****re.

Another important strength resides in the company's leadership position. In ***** *****, ***** is ***** to become a trendsetter and mold the market according to its own objectives. It will also ***** from a larger ***** share than its closest competi*****rs.

The main weakness ***** the company could be the fact ***** it is overstretched and that the current economic cond*****ions have not allowed it to hire at the pace at which this was done in ***** past.

In terms of opportunities, the market is *****ly growing ***** a 5 % ratio, which means ***** ***** is still a pr*****itable market which can be exploited through constant