You have been hired by Kinder Morgan to develop a new marketing plan that includ
ID: 425340 • Letter: Y
Question
You have been hired by Kinder Morgan to develop a new marketing plan that includes not only the key elements of the marketing mix, but also how you would implement them. You understand that there is a lot of controversy over the Trans Mountain Expansion Project in Western Canada and just recently, the Chief Marketing Officer (CMO) resigned. Your report will act as strategy and also tactical plans for the next 12-24 months as the company tries to stabilize its market position. You are asked to present your 1-2 page Executive Summary to the Senior Executive team.
Explanation / Answer
I will define our vision , mission and marketing objectives .
Our vision will be to become most valuable brand in next five years of operations.
Our mission will be to develop sustainable project assignments.
Our product will be road construction, hill area development, metro , rail project, eco-townships etc.
Our place to sell our project and development housing plans will be online platform.
Our pricing will be intially to skim the benefits. Even, we shall offer discounted offer to early intrested customers to our project sites .
Promotion mix will be composed off advertising in print media, TV ads, hoardings and signagae , direct marketing, personal selling etc.
To establish our market position, we shall take the following steps:
1) Redesign our plans and policies to the customers
2) Betterment in services offered.
3) We shall implement every developmental plan to make us stronger than competitors. We shall diversify us with n number of innovative product offerings.
4) we shall make a team of project managers who will see every specialized activities as well to the challenges which might be come on our ways.
5) we shall divide the market on the basis of various factors like geography, psychology , economic factors, social etc.
6) we shall focus on our skill development like skills to sell product frequently, committed workforce etc.
7) our aim will be to develop projects which has green marketing efforts with eco - friendly initiatives.
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