Marketing Plan Essays (Examples)

View Full Essay

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]

About us. (2018), Kaiser Permanente. Retrieved from 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
Fast facts about Kaiser Permanente. (2018). Kaiser Permanente. Retrieved from
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.
View Full Essay

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]


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.
View Full Essay

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]

Hubspot (2018) What is inbound marketing? HubSpot. Retrieved April 1, 2018 from
Parker, S. (2018). Snapchat for business: A guide for marketers. HootSuite. Retrieved April 1, 2018 from
Perez, S. (2018). What\\'s App officially launches its app for businesses in select markets. TechCrunch. Retrieved April 1, 2018 from
View Full Essay

Industry Analysis Casual Restaurants

Words: 246 Length: 1 Pages Document Type: Essay Paper #: 97980406

Industry Analysis

One of the first choices a diner makes when selecting a restaurant is whether to choose a chain or an independent venue. Chain restaurants offer consistency in their menus and the level of quality and service they offer. But as chains grow, the level of quality can become more variable and priorities can shift from pleasing patrons to serving the needs of stockholders. In contrast, the Rusty Moose is an independent restaurant that provides a unique dining experience to new and loyal customers.

Some weaknesses that come from being an independently-owned restaurant include the costs of marketing and the challenges of building and sustaining a loyal customer base. The immediacy and trust that customers develop over time with a restaurant becomes an integral part of its brand and must be continually reinforced for the restaurant to grow.
One advantage for an independent restaurant is its ability to create…… [Read More]