Marketing Plan Essay

Best Buy Mobile | Marketing Plan Final Draft | Best Buy | | Yolanda Scott | 2/24/2013 |

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Table of Contents

1.0 Executive Summary……………………………………………………………………..Page 4

2.0 Situation Analysis (Overview) ……………………..………………………………....Page 4-5

2.1 Market Summary……….………….……………………………………………........Page 5-6

2.2 SWOT Analysis..……………………………………………………………………...Page 6-7

2.3 Competition……………………………………………………………………….......Page 7-9

2.4 Product (Service) Offering…..……………………………………………………….Page 9-10

2.5 Keys to Success…………….………………………………………………………Page 10-11

2.6 Critical Issues…..………...…………………………………………………………….Page 11 3.0 Marketing Strategy..…...…………………………………………………………..Page 11-12

3.1 Mission…………………….…………………………………………………………..Page 12

3.2 Marketing Objectives……….………………………………………………………Page 12-14

Table of Contents Cont…..

3.3 Financial Objectives…….…………………………………………………………Page 14-15

3.4 Target Markets………………………………………………………..……………….Page 15
3.0 Marketing Strategy (Overview)…………………………………………………..Page 15-16
3.5 Positioning…….........................................................................................................Page 16-17
3.6 Pricing Strategies…………………………………………………………………...Page 17-19
3.7 Marketing Attack Strategy……………………………………….…………………Page 19-20
3.8 Marketing Research……...……………………………………………………........Page 21-22
4.0 Controls………………………………………………………………………….……..Page 22
4.1 Progress Milestones……………………………………………...……………….Page 22-23
4.2 Marketing Organization…………………………………………………………..Page 22-24
4.3 Contingency Planning……………………………………………………………..Page 24-25
5.0 Conclusion……………………………………………………………..........………….Page 26
References……………………………………………………………………………….…Page 27

1.0 Executive Summary
Best Buy Mobile has had straight forward marketing through commercials that has kept
Customers interested in how the system works. Brand loyalty has also brought in customers to find out how to get a new line of service or upgrade their cell service with the many companies we carry. This marketing plan displays a new way for Best Buy Mobile to establish a brand for itself. New stores are being opened that are just for mobile customers every day. These individual stores need a plan that is all their own to help them achieve a great marketing plan solution. Social media will be a great additive to their existing plan. Keep in mind the target market, the competition, and the products all should be focused on in different ways. The target market is no longer the adults only in the household but can be targeted to the children of the household whom will influence the adults making the decisions. The competition can be thwarted in their efforts by the customer service that is branded with Best Buy. Mobile can make this their own by being a great extension of the company that can stand on its own. Training and producing employees that can provide the standard and above will bring the brand promise to the forefront of the marketing strategy. Product exclusives are also a favorite of Best Buy customers and keeping this in weekly advertisements is a great feature for exclusivity to get certain items only at Best Buy Mobile!
2.0 Situation Analysis Best Buy Mobile strives to create a helpful one on one environment for individuals wishing to purchase a cellular phone without hassle. The commitment is to excellence in customer service, accuracy, and constant one on one service and preserving and promotes an inclusive environment of safety of information for its customers. Servicing communities of busy individuals who do not want to sit in line to start a line of new service or upgrade their cell phone. “How may I help you?” is the key question to being consistently about the customer and their needs to become the leader in mobile retail. Best Buy Mobile strives to help every customer to the fullest extent of their mobile situation to provide and them with the full benefits of true customer service

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