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2MBA
The Marketing Plan

6.1 Marketing Objectives

6.2 Sales Forecasts

Based on the market research undertaken, strategies developed and existing customer relationships, the following sales forecasts were developed (in units):
Product DetailsYear 1Year 2Year 3Year 4Year 5
Nestle
MVU
La Barista

380

480
480

480
480

480
480

480
480
Non-Nestle
La Barista
 
320

1,520

2,720

3,920
Grand Total
MVU
La Barista

380

480
800

480
2,000

480
3,200

480
4,400

6.3 Sales Assumptions

Assumptions underlying the development of the sales forecasts are as follows:

Year 1 Year 2 Year 3 Years 4 & 5

6.4 Marketing Strategies

The key to the marketing strategy is to identify individuals in food and catering organizations with decision-making authority to acquire beverage appliances. These individuals can be reached through personal selling, direct mailings, trade shows, and business calls. The marketing approach will demonstrate the benefits of the 2MBA, Inc. products. Emphasis will be placed on how the La Barista creates superior cups of coffee, faster, consistently, and with less staff training.

6.4.1 Products

2MBA Inc.'s product offerings will be positioned as cost-effective, reliable, operational solutions to the current and future needs of the hectic pace of the retail beverage industry. La Barista and its successors will be the pinnacle in current soluble coffee technology, able to rival the most established roast and ground machines through their superior tasting coffee and superior convenience, speed, consistent output, ease of use and reliability, supported by a committed training and maintenance force. This will enable food chains previously cautious of introducing espresso and cappuccino into their product lines to do so at reduced risk.

6.4.2 Price

6.4.3 Distribution

6.4.4 Promotion

2MBA Inc.'s entry into the US market will be supported by a campaign to establish its profile in the beverage appliance industry. This will include the following:


2MBA
Table of ContentsAppendices
0. Executive Summary
1. The Offer
2. The Products
3. The Organization
4. Strategic Analysis
5. Key Strategic Issues
6. Marketing Plan
7. Production Plan
8. Organization Plan
9. Financial Plan
A. Internal Environment Analysis
B. Critical Risks and Problems
C. SWOT Analysis
D. Testimonials
E. Production Layout
F. Action Plan
G. Team Member Details
H. Reference Sources
I. Financial Analysis Worksheets
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