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I. EXECUTIVE SUMMARY 2 II. CURRENT MARKETING SITUATION 5 A. Market Overview 5 1. Market Demographics and Need 5 2. Market trends and target market growth 7 B. SWOT 9 1. Strengths 9 2. Weakness 9 3. Opportunities 11 4. Threats 11 C. Competitive and industry analysis 13 D. Product overview 13 E. Keys to success and critical issues 14 III. ENVIRONMENTAL ANALYSIS 17 A. Macroenviromental factors 17 B. Microenvironmental factors 18 IV. MARKETING STRATEGY 19 A. Mission 20 B. Marketing objectives 20 C. Financial objectives 20 D. Target market 21 E. Positioning 21 F. Strategy summary 22 V. MARKETING MIX 24 A. Products, services, and experiences 24 B. Pricing 24 C. Promotion 25 D. Channel 28 E. Service 28 F. Internal Marketing 29 VI. MARKETING RESEARCH 29 VII. FINANCIALS 30 A. Sales/revenue forecast 30 B. Marketing expense budget Error! Bookmark not defined. C. Break-even analysis 34 D. Profit and loss analysis 34 VIII. CONTROLS ERROR! BOOKMARK NOT DEFINED. A. Implementation Error! Bookmark not defined. B. Marketing Organization Error! Bookmark not defined. C. Contingency Planning Error! Bookmark not defined. I. EXECUTIVE SUMMARY The Hoboken Happenings television show and its accompanying Internet web site is being developed to provide insight into the one-mile square city of Hoboken, NJ. It is a community that enjoys all the benefits of a big city while maintaining all the charm and intimacy of a small neighborhood. Hoboken Happenings is a community based cable television service and Internet web site that provides information and entertainment to the local area. The cable show is an outreach to the citizens of Hoboken as well as an arm...

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