Action Plan

Action Plan

Introduction

The paper attempts to devise a marketing strategy and action plan to ensure the target of $1,000,000 is achieved for the Kiehl's Store X for the year of 2012. It also aims to enlighten the concept of marketing and communication for ensuring better performance of sales team. The paper focuses on team management and marketing action plan for ensuring the achievement of the set target.

Discussion

Planning and devising effective marketing strategies requires that an extensive knowledge of the market be collected in order to facilitate the achievement of the target of $1,000,000. The major elements in planning an effective marketing strategy include marketing mix, market segmentation and market positioning (Bryman & Bell 2003, pp. 56 - 61). In order to prepare effective marketing strategies, the manager of the organization must have extensive knowledge about the four Ps of marketing; Product, price, place and promotion. These four Ps, or pillars, is upon which the entire marketing structure stands.

A list of all possible ways that can enable the manager to achieve his target customer should be prepared. This task requires immense attention, thought and expertise as it is the step upon which the completely marketing procedures will be based. The attention of customer needs to be acquired through the use of extensive advertising and “word of mouth”. The manager of the organization needs to incorporate the core message into all marketing materials, including the organization's packaging, phone messages, website, letterheads and other means and materials that reach the customers.

Sales Strategy

These four Ps form the basis of all marketing research and analysis including market segmentations, marketing mix, product mix and the search for a niche market (Takada & Jain, 1991, pp. 109 - 116). The four Ps are essentially the set of tools, which a marketing manager uses to influence the customer's ...