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MBA Marketing Management Group Project

Marketing Plan

Prepared by: Ameera, Layla, Mona and Zubaidah Prepared for: Dr. Roudaina Houjeir

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Agenda

Introduction

Current Situation Macroenvironment

Current Situation - Internal

Current Situation Market Analysis

Current Situation - ConsumerAnalysis SWOT Analysis

Market Research

Marketing Strategy

Implementation Scenarios

Conclusion

Recommendation

References

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SWOT Analysis

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Critical Success Factors (CSFs) in the Industry

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Sustainable Competitive Advantage (SCA)

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Sustainable Competitive Advantage (SCA)

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Market Research: Information Requirements

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Market Research: Research Methodology

Quantitative Research

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Research Results

http://questionpro.com/s/1-2335027-3845004Age Group of Respondents

32%

45%

17%

6%

18-25 26-30 31-35 36-40

Nationality of Respondents

96%

2%

2%

Emiratie Pakistani Lebanese

Gender of Respondents

63%

37%

Female Male

Marital Status of Respondents

57%

2%

41%

Married Single Divorced

Emirate of Respondents

49%

2%

16%

4%

29%

AD Dubai RAK S harjah UAQ

http://questionpro.com/s/1-2335027-3845004http://questionpro.com/s/1-2335027-3845004http://questionpro.com/s/1-2335027-3845004http://questionpro.com/s/1-2335027-3845004http://questionpro.com/s/1-2335027-3845004http://questionpro.com/s/1-2335027-3845004

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Market Research: Research Results

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Market Research: Research Results

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Marketing Mix 4 Ps

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Three Levels of Kids Heaven Services

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Marketing Mix 4 Ps and Service Life Cycle

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Market Share Objectives and Service Life Cycle

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Conclusion

Kids Heaven has high potentials to enhance their strengths

and acquire opportunities while working around with weaknesses and threats to ensure

success and profitability.

Eight CSFs are essential in the long run continuation ofbusiness.

SCA is effective because of strong internal factors and

positive external environment. In the quantitative research, it affirms that Kids Heaven have

strong demand in the market. Kids Heaven will be able to render services required by the

people in Ras Al Khaimah.

Marketing mix varies in each of Kids Heaven service life cycle

and suitable mix will ensure awareness and promoting of thecenter.

In each of the life cycle, market share objectives are givenbased on BCG matrix.

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Recommendations

Management meeting on quarterly basis. Before introducing new services, Kids Heaven

should conduct new market study

to ensure success and demand for new services and

to have latest/current market research results.

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