Contents

• 1. INTRODUCTION 1
• 1.1. Organization and product 1
• 1.2. History 1
• 2. STRATEGIC PLAN AND FOCUS 1
• 2.1. Mission Statement 2
• 2.2. Goals and Objectives 2
• 2.3. Core Competencies / Competitive Advantage 3
• 3. SITUATIONAL ANALYSIS 4
• 3.1. SWOT Analysis 4
• 3.2. Industry Analysis 4
• 3.3. Competitor Analysis 4
• 3.4. Company brief 5
• 3.5. Customer analysis 5
• 3.6. Environment analysis 5
• 4. MARKET-PRODUCT FOCUS 6
• 4.1. Marketing and product objectives 6
• 4.2. Target Market 6
• 4.3. Points of Difference 7
• 4.4. Positioning 7
• 5. MARKETING PROGRAM STRATEGY AND TACTICS 8
• 5.1. Product Line 8
• 5.2. Packaging 8
• 5.3. Promotion 8
• 5.4. Place 9
• 5.5. Pricing 9
• 6. FINANCIAL DATA AND PROJECTIONS 10
• 6.1. Expense Distribution 10
• 6.2. Operating Expenses 11
• 6.3. Gross Profit per Unit Sold 11
• 6.4. Expected Market Share 11
• 6.5. Expected Net Revenue 12
• 7. IMPLEMENTATION PLAN 14
• 7.1. Gantt chart 14
• 7.2. Promotion Schedule 14
• 8. EVALUATION AND CONTROL 16
• 8.1. Quality Control 16
• 8.2. Risk Analysis 16
• 8.3. Evaluation Analysis 16
• REFERENCES 18
• APPENDICES 20

Description

Seachange Technology plan to release an eco-friendly shark repellent device which will be known as the Scuba Shark Shield. A promotional image can be seen on the report title page.
Our goal is to achieve 100% customer satisfaction so our focus will be on product quality; the Shark Shield will never fail (excluding battery life). We will be the first company to enter this specific industry so to take advantage of our first mover advantage we will do substantial promotion to gain maximum market share before any competitors arise.
Our demographic is mainly middle-aged with above average income and they spend on average $1300 per year in scuba diving and they prefer quality over value. After conducting a survey it was found that 50% of scuba divers would either definitely buy or possibly buy the Shark Shield. We will be advertising the quality of our product and our target market share is 30% of scuba divers after 5 years.
The sale price of the Shark Shield is $750 including $600 in expenses and a $150 (25%) markup. Underwater camera, underwater propulsion devices and some drysuits cost $2000+ and having the target audience prefer quality over value we expect the audience won’t perceive the price as too high.
The capital we require to start the project is $840,000 which covers all initial development expenses, ongoing expenses will be covered by sales. The loan will be paid off over a 5 year period.
Our expected market share will grow most rapidly in the first 5 years then stabilize after 8 to 10 years. Our promotion strategy includes: direct mail, magazine advertisements, website advertisements, sponsorship and affiliation.
Quality is our primary concern so we will be implementing quality control systems including: audits, documentation and meeting Australian regulatory standards.