Marketing Plan


Executive Summary. 4

1.0 Introduction. 4

The Company. 4

The Market 4

Financial Considerations. 5

1.1 Objectives. 6

1.2 Mission. 6

2.0 Current Marketing Situation. 6

2.1 Market Description. 6

2.2 Product Review.. 8

2.3 Competitive Review.. 9

2.4 Channels & Logistics Review.. 11

3.0 SWOT Analysis. 12

3.1 Strengths. 13

3.2 Weaknesses. 14

3.3 Opportunities. 15

3.4 Threats. 15

4.0 Objectives & Issues. 16

4.1 First Year Objectives. 16

4.2 Second Year Objectives. 17

4.3 Issues. 17

5.0 Marketing Strategy. 17

5.1 Positioning. 17

5.2 Product Strategy. 18

5.3 Pricing Strategy. 18

5.4 Distribution Strategy. 19

5.5 Marketing Communications Strategy. 19

5.6 Marketing Research. 20

5.7 Marketing Organization. 21

6.0 Action Programs. 21

6.1 Market Research. 22

6.2 Develop a Marketing Plan. 22

6.3 Creating a Marketing Calendar 22

6.4 Measurement of Results. 22

7.0 Budgets. 22

8.0 Controls. 23

9.0 Marketing Plan Tools. 24

10.0 References. 25

Executive Summary

1.0 Introduction

The Jewelry Place is a business that specializes in creating diamond jewelry. The business will work with a variety of pendant, earring, and pin designs. The products will primarily feature designs by Saudi Arabia’s Riyadh-based Ali Fazul. Despite being a start-up, the business aspires to expand and achieve significant market penetration. The business will strive to accomplish these production/marketing objectives over the following three years:


60% of the target market uses designs created by the company.

The company sells its designs to at least 30 different retail stores.


The Business


The Jewelry Place, a designer, and producer of diamond jewelry, will be situated in Riyadh, Saudi Arabia. The company will deal primarily with earrings, pendants, and pins, among other designs. Ali Fazul will create the designs. The company will have its headquarters in a city industrial building and sell its goods to specific individuals through retail stores and digital media. The business will employ sales representatives, who will deal with individual customers and retail stores.


The Shop


Due to the numerous dealers focused on marketing to the same customers, the jewelry market is one of the most fragmented. Some retailers create and market their goods for the local market, but others sell on the regional, national, and international levels. The Jewelry Store typically enters a competitive market.


Jewelry makers who produce jewelry on a huge scale and for the domestic market.

Internal jewelry design and production without external outsourcing.

The producers who produce the goods independently and market them both wholesale and retail.


The Jewelry Place will concentrate on marketing the goods to two distinct customer groups. The goods will be distributed directly to individual customers and through retail establishments that serve as the final point of sale.

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