Marketing Plan Essays

Company G
3-Year Marketing Plan
Table of Contents

Introduction With so many great products available in the small appliance industry, the only problem is where to put them all. There’s a solution for every home aliment but we are all now presented with where to keep them all! Specifically in floor care there are several high quality choices for brooms, mops, vacuums, carpets etc. But this leaves families fumbling through closets filled to capacity. Company G is now launching the solution - the All in One floor system.
Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.”
The Product
The all in one floor system encompasses our mission statement by incorporating convenience with a quality product into everyday living. The system combines several functions once requiring several different machines into one light weight solution can changes function with the flip of a switch or push of a button. The all one includes steam disinfecting, moping, multi-surface vacuuming and powerful hot water extraction cleaning functions in one light weight machine.
Additionally the vacuum and steam moping functions, while available separately, are also available simultaneously which saves an incredible amount of times rather than re-working the same space. The duo-function selection allows consumers to push the system over any hard surface floor, with high power suction vacuum picking up the dirt in the front, followed by powerful disinfectant steam and microfiber mop.
Consumer Product Classification The all in one floor system will be considered a “shopping good” according to the three way consumer product classification system. The all in one is a product that will not be purchased frequently especially with a 5 year guarantee. Consumers are expected to research and compare its features and functionality and price, against the other options for high quality floor care.
Target Market

The all in one floor system is really for anyone responsible for the daily cleaning of the home. No matter if you’re a homeowner, renter or even a housekeeper. Anyone cleaning would benefit from the lightweight convenience of this product. Specifically people with hectic schedules like working moms. Juggling family, work, school alone is exhausting enough- this product allows for an impeccable clean in half the time of traditional floors solutions.
Competitive Situation Analysis
Analysis of Competition using Porter’s 5 Forces Model
The task instruction is: Analyze Company G’s competitive environment utilizing Porter’s Five Forces Model of competitive forces. While headings below may provide some guidance for how to organize the paper, please refer to the recommended text, the learning community, and recommended web sites. As you will see from the reading, Porter’s 5-forces is a way to examine threats to a company’s success – which was competition imposes.
Competitive Rivalry
Company G is currently the first to introduce this sort of all in one floor system. There is a risk of our competitors entering the market with their versions of the product which potentially leave the consumer decision to brand, and price. The standing patent does give Company G the upper hand avoiding any exact replicas from top competitors such as Shark, Bissell, Dirt Devil and others.
Threat from New Entrants
There is also the threat of new entrants, who may not have branding on their side, but potentially can threatening the product with a similar product at a lesser price point. Because the product is patented, new entrants will not be able to duplicate the product nor will they be able to provide the same quality at a lesser price point. But the threat does remain of alternatives or variations to the all in one floor system.
Threat from Buyers
Company G does not anticipant any issues/threats from buyers. Because of our popular brand, product patent and

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