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Market plan
MAR009-6 MARKETING
ASSESSMENT 2

GROUP REPORT

MARKETING PLAN AND STRATEGY
FOR VIKING iMow

"[ENTER THE COMPANY AND PRODUCT NAME HERE]"

Written and Submitted by:
"[ENTER YOUR ID NUMBER AND NAME HERE]"
"[ENTER YOUR ID NUMBER AND NAME HERE]" "[ENTER YOUR ID NUMBER AND NAME HERE]" "[ENTER YOUR ID NUMBER AND NAME HERE]" "[ENTER YOUR ID NUMBER AND NAME HERE]" "[ENTER YOUR ID NUMBER AND NAME HERE]"
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SUBMISSION DATE: 23rd JUNE 2014
Table of Content

1. Executive Summary

The overall purpose of this marketing plan is to re-launch the VIKING robotic lawn mower in the UK market in 2014. Marketing plan aims to achieve the following objectives during the marketing campaign process.

Increase VIKING robotic lawn mower awareness in UK customer
Creating appeal to the UK target customer by adjusting previously marketing plan to meet the UK market requirements
Increase the overall sales of VIKING robotic lawn mower in UK,

Report analyze the United Kingdom market situation, which assists VIKING to identify the potential customer for iMow. Situational analysis covers the areas of existing UK robotic lawn mower market and reviews the macro factors. The macro factors assist the VIKING re-launch the iMow in the UK market. The Investigation of the foreign existing market and the UK potential market will help VIKING identify the consumer’s behavior with regards to the robotic lawn mower and the impact of these factors on future sales. The analysis shows that in order to enter the UK robotic lawn mower market, the price sensitivity is important issues VIKING needs to consider. The review of the technological factors shows the new generation of the robotic lawn mower may threat the existing VIKING iMow. This technological factor in the other hand, provide an opportunity for VIKING to develop the new generation of the robotic lawn mower. Online distribution channels will reduce the distribution cost of


References: Bosch. (2014). Bosch indego . Available: http://www.bosch-indego.com/gb/en/. Last accessed 16th June 2014. Deere. (2014). Deere Tango E5. Available: http://www.deere.com/wps/dcom/en_INT/products/equipment/autonomous_mower/tango_e5/tango_e5.page. Last accessed 16th June 2014. Husqvarna. (2014). Hsqvarna robotic lawn mowers for homeowners. Available: http://www.husqvarna.com/uk/products/robotic-mowers/husqvarna-robotic-mowers-for-homeowners/. Last accessed 16th June 2014. Kate Service. (2013). UK Market Entry. Available: http://opentoexport.com/article/uk-market-entry/. Last accessed 17th June 2014. Kirby, S., Meaning, J., Warren, J. and Goran Stankov.. (2014). June 2014 GDP estimates. Available: http://niesr.ac.uk/publications/june-2014-gdp-estimates#.U6eHRxaa3Zk. Last accessed 17th June 2014. Kotler, P., Roberto, N., & Lee, N. (2002). Social marketing: Improving the quality of life. Madison, J. H. (1971). Principles of turf grass culture. New York, USA, Van Nostrand Reinhold Company. Ola Kinnander. (2012). Robots Replace Gardeners as Sales Surge for Auto-Mowers. Available: http://www.bloomberg.com/news/2012-10-22/robots-replace-gardeners-as-sales-surge-for-auto-mowers.html. Last accessed 16th June 2014. Pratten, J. D., & Scoffield, S. J. (2003). Marketing in the independent sector of the UK licensed trade. International journal of contemporary hospitality management, 15(5), 263-267. RBR Staff. (2013). Robot Mowers Reap $170M in Europe’s Backyards. Available: http://www.roboticsbusinessreview.com/article/robot_mowers_reap_170m_in_europes_backyards. Last accessed 16th June 2014. Texas Institute of Orthopedic Surgery & Sports Medicine. (2012). Lawn Mower Injuries in Children. Available: http://orthoinfo.aaos.org/topic.cfm?topic=A00611&grpwebid=20D9E1. Last accessed 15th June 2014. VIKING. (2014). VIKING press 2014. Available: http://www.viking-garden.com/press.aspx. Last accessed 15th June 2014.
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