Write a marketing plan about launching a mobile phone app (the teacher did not say specific phone app,so u just image an app), and follow the following structure and write the marketing plan,firstly, market-how we gonna get it to the market place,– create a marketing plan (key elements of m.p.: Where are we going? -> Audit (helps to understand where we are – macro and micro and internal analysis – combination of those), every m.p. and audit is different -> SWOT -> Gap analysis (this is where we are now, this is where we want to get, this is the gap and this is what we gonna do.. -> What are our options (3 generic strategies (niching，differentiation，cost leadership), Ansoff (Product penetration, market penetration, etc), BSG (Boston Matrix, compare you product to the market..), General Electric Matris, Shell Directional Matrix) -> Force Field analysis (drivers and restrainers, things that move us forward and hold us down) ->Target Market (very important, don’t say “middle class”, we need to be specific – 40 females, with kids, working.. Pen portraits are great) -> Marketing Mix (4ps) -> Positioning, brand, promotion -> Review evaluation. no references needed.
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