Marketing Plan Essays (Examples)

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Identifying Marketing Opportunities in the Health Services Industry

Words: 4838 Length: 22 Pages Document Type: Essay Paper #: 19843427

Marketing Plan for Kaiser Permanente
Part A
For nearly three-quarters of a century, Kaiser Permanente (hereinafter alternatively “Kaiser” or “the company”) has provided quality health care to a growing number of customers (About us, 2018). Indeed, today, Kaiser has more than 12 million members and its future appears bright providing the company can capitalize on its core competencies using a marketing plan that focuses on achieving its current and future organizational objectives. The purpose of Part A of this marketing plan is to provide a framework in which the company can achieve its current and future marketing objectives in an increasingly volatile and competitive marketplace based on the assumptions listed below.
Statement of assumptions
The following assumptions apply to this marketing plan:
· The marketing data provided by the company and third-party analysts are accurate and complete;
· Current trends in changing demographics in the U.S. population will create an…… [Read More]

References

About us. (2018), Kaiser Permanente. Retrieved from https://share.kaiserpermanente.org/article/ history-of-kaiser-permanente/.

Blank, C. (2015, March). More than 40 novel drugs won FDA approval in 2014. Drug Topics, 159(3), 44.

Cutler, D. (2015). The quality cure: How focusing on health care quality can save your life and lower spending too. Berkeley, CA: University of California Press.

Durkheimer, M. (2018, January 29). Does Obamacare still exist? Forbes. Retrieved from https://www.forbes.com/sites/michaeldurkheimer/2018/01/29/does-obamacare-still-exist/.

Fast facts about Kaiser Permanente. (2018). Kaiser Permanente. Retrieved from https://share.kaiserpermanente.org/article/fast-facts-about-kaiser-permanente/.

Ferenc, J. (2015, May). Kaiser Permanente commits to increased renewable energy use. Health Facilities Management, 28(5), 7.

Field, R. I. (2008, October). Why is health care regulation so complex? Physical Therapy, 33(10), 607-608.

Hunt, R. (2013, October). Game on! New technologies deliver much-needed excitement to employee wellness initiatives. Communication World, 30(7), 23-26.

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Marketing of New Products

Words: 2034 Length: 6 Pages Document Type: Essay Paper #: 67971986

Company and Product Overview
Herschel Supply is a Vancouver-based company that specializes in backpacks and similar items. The company was founded in 2009 and has become quite trendy, experiencing strong growth since that time (Herschel Supply, 2017). They now sell in the US, Hong Kong, Australia, New Zealand and more, in addition to their home market. Herschel products are sold at a premium, and are known for their simple, elegant styling, and sturdy construction.
The company is now planning to expand its product line into suitcases. This is a natural extension given the current flagship product is backpacks, and the company already produces smaller travel bags. Launching a line of suitcases would give Herschel not only a natural extension, but access to a large market. The suitcase business is highly competitive, but there are no brands that have the same brand image and attributes that Herschel brings, so executives believe…… [Read More]

References



Cheng, C., Chang, M. & Li, C. (2013) Configural paths to successful product innovation. Journal of Business Research. Vol 66 (2013) 2561-2573.



Cooper, R. (1994) New products: the factors that drive success. International Marketing Review. Vol. 11 (1) 60-76.



Cooper, R. & Kleinschmidt, E. (1995). Benchmarking the firm\\'s critical success factors in new product development. Journal of Product Innovation Management. Vol. 12 (1995) 374-391.



DeBenedetto, C. (1999) Identifying key success factors in new product launch. Journal of Product Innovation and Management. Vol. 16 (1999) 530-544.

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Social Media Strategy for Marketing

Words: 1762 Length: 5 Pages Document Type: Essay Paper #: 65303552

Social Media Strategy
Executive Summary
This document outlines the social media strategy to promote an e-book as part of an inbound marketing campaign for a B2B software company. The company has some data on its target audience and their social media usage, and this information is helping to drive this strategy. The strategy will be focused on lead generation and ROI objectives. There will be a mix of unpaid social media posting, and paid social media ads, with the objective to generate interest in, and entice the downloading of the e-book. The form for the download is where the leads will be collected, and this will form the basis for the evaluation of this particular social media campaign.
Social Media Strategy
The purpose of this social media strategy document is to outline the external social media strategy for the company. This document will cover the following: social media platforms, target…… [Read More]

References

Hubspot (2018) What is inbound marketing? HubSpot. Retrieved April 1, 2018 from https://www.hubspot.com/inbound-marketing

Parker, S. (2018). Snapchat for business: A guide for marketers. HootSuite. Retrieved April 1, 2018 from https://blog.hootsuite.com/snapchat-for-business-guide/

Perez, S. (2018). What\\'s App officially launches its app for businesses in select markets. TechCrunch. Retrieved April 1, 2018 from https://techcrunch.com/2018/01/18/whatsapp-officially-launches-its-app-for-businesses-in-select-markets/