ASA College
Institute of Business & Computer Technology
BUS 200, Principles of Marketing
Semester Project
Marketing Plan
Section ME01 – M/W 9-10:30 AM
Kevin Michael Santiago
Instructor Dr. Asuquo Onda
Summer 2016
Principles of Marketing Marketing Plan
Table of Contents
Table of Contents…………………………………………………………………………………………………..…….…..2
Executive Summary………………………………………………………………………………………………………….3
The Challenge………………………………………………………………………………………………………….………3
Situational Analysis………………………………………………………………………………………….……….……..4
Competitor Analysis…………………………………………………………………………………..……….………..4
Social Factors……………………………………………………………………………………………………………….5
SWOT Analysis……………………………………………………………………………………………..……….……….5
Strengths……………………………………………………………………………………………………….………….…5
Weaknesess………………………………………………………………………………………………….…….………..5
Opportunities…………………………………………………………………………………………………….…………6
Threats:…………………………………………………………………………………………………………….…………6
Market Segmentation………………………………………………………………………………………………….…….6
Selected Marketing Strategy………………………………………………………………………………………..…….6
Target Market……………………………………………………………………………………………………………….7
The Marketing Mix……………………………………………………………………………………………………….7
Product………………………………………………………………………………………………………………………7
Price……………………………………………………………………………………………………………………….…7
Distribution (Place)…………………………………………………………………………………………………..…7
Promotion…………………………………………………………………………………………………….…………...7
Short and Long-Term Projections…………………………………………………………………………………..…..7
Conclusion…………………………………………………………………………………………………..………….…….11
References……………………………………………………………………………………………………………………..12
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Principles of Marketing Marketing Plan
Executive Summary
This paper contains the marketing plan for a small and new company in New York City
named Mister Happy Solutions LLC. Through this document I will discuss the different aspects
of the marketing plan such as an analysis of the competitors, target market, SWOT analysis, and
marketing strategy as well as short and long-term projections.
As a new company Mister Happy Solutions LLC faces different challenges such as, lack
of experience, competitors with defined clienteles, and economic issues. Maybe there isn’t an
easy way for the company to penetrate the existing market but a complete and thorough
marketing plan can make the journey clearer and a little more predictable.
The Challenge
Mister Happy Solutions LLC is a new company located in New York City that offers a
one of a kind patented blend of specific vitamins, and minerals that can improve focus and
energy. The main challenge is penetrating the fitness industry with a new product and having it
taken seriously and be trusted over the millions of other variations already out there and trusted
by their users. The company aims to have a marketing management philosophy under the market
orientation that focuses on the satisfaction of the customers wants and needs delivering superior
value while meeting the organizational objectives.
The strategic goal set for the company is to penetrate the fitness industry existing in the
city with their one of a kind blend and gain the acceptance and loyalty of the customers while
also producing considerable profit rates within the first year.
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Principles of Marketing Marketing Plan
Situational Analysis
This analysis includes an overview of the competitors in the desired market.
Competitor Analysis
The analysis of the competitors is very important for any company. This allows one to see
the magnitude of the market, the company it’s competing against, and just how much their share
can potentially be if they do everything right.
Market Position: According to a Fitness Industry Analysis, the fitness industry in 2014
had a revenue of $24.2 billion, according to ABC news approximately $20 billion is spent on
weight loss products, many used for the energetic and focus fueling compounds, and even a
ground breaking approximate $146 billion-$266 billion is spent on medication for ADHD, this is
