Format:
Two-page maximum, Single-Spaced, Business Block Format. The third page, which is the work cited page, does not count toward your two-page context.
The marketing plan should include the followings:
1. Company Profile:
Present a brief summary of the company’s history/ trajectory and the company’s current business portfolio.
2. Five-Year Financial Overview:
Using Estee Lauder companies Inc. data from 2017-2021, the overview must include Net Revenue, Gross Profit, Net Income, Cost of Marketing, Year-End Stock Price. The data should be organized into a single table. Quick summary and important patterns/numbers should be highlighted and explained.
3. Overview of the Product:
What is the single product line? (In this case, the single product line is Estee Lauder’s cosmetics line, any other product from daughter brands such as M.A.C should not be included.) What is the price? How is the price relative to quality or competitors? What are the features?
4. Overview of the Marketing Initiatives:
What is the company’s STP? Is there any current marketing initiative? What is it?
5. Overview of the Competition:
Who are the current competitors? What do they offer that your company does not? What are the STPs for the competitors?
6. Overview of Distribution:
Present a summary of the production process. Who are the suppliers? Are there any outsources? Are the products made in the US? Where can you find the products(online, retail stores)?
Three of your sources will include:
– IBIS World Report
– Mergent Online (Financial Information)
– Company Profile
You can add any sources besides the three mentioned above.
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