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CONTENTS 1 EXECUTIVE SUMMARY 1 2 MISSION STATEMENT 1 2.1 ROLE OF STABBURET 1 2.2 BUSINESS DEFINITION 1 2.3 CORE COMPETENCIES 1 2.4 INDICATION FOR THE FUTURE 2 2.5 CORPORATE OBJECTIVES 2 3 S.W.O.T ANALYSIS 2 4 MARKETING ENVIRONMENT 3 4.1 PEST 3 4.2 STABBURET-PORTER MODEL 4 4.2.1 INDUSTRY 4 4.2.2 POTENTIAL ENTRANTS 4 4.2.3 SUBSTITUTES 4 4.2.4 SUPPLIERS 4 4.2.5 BUYERS 4 5 MARKETING STRATEGIES AND OBJECTIVES 5 5.1 SEGMENTATION STRATEGY 5 5.2 POSITIONING STRATEGY 5 5.3 GROWTH STRATEGY 6 5.3.1 MARKET PENETRATION STRATEGY 6 5.3.2 PRODUCT DEVELOPMENT STRATEGY 6 5.3.3 MARKET DEVELOPMENT STRATEGY 6 5.3.4 DIVERSIFICATION STRATEGY 6 5.4 MARKETING OBJECTIVES 7 6 EXPECTED RESULTS 7 7 MARKETING PROGRAMS 8 7.1 PRODUCT PLAN 8 7.2 PRICE PLAN 8 7.3 DISTRIBUTION PLAN 9 7.4 PROMOTIONAL PLAN 9 APPENDICES BIBLIOGRAPHY 1 EXECUTIVE SUMMARY This report is a marketing plan, which firstly identifies the mission statement of Stabburet and analyses its corporate objectives. Then, the S.W.O.T. analysis examines the strengths and weaknesses of the retail business and the opportunities and threats the business faces. In addition, a PEST analysis and the Porter's model contribute to the environmental analysis. Furthermore, the segmentation and the positioning strategy contribute to the development of strategies. At this point the marketing objectives are identified whilst the expected results are explained to show why the suggested strategies should be followed. Finally, after the various analysis and the statement of strategies, the marketing programs explain what exactly needs to be done and how. This section consists...

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