Marketing Plan for Pan American Airlines

Envision yourself on the marketing team for your chosen discontinued company (PAN AMMERICAN AIR). The CEO is deciding to revive the company and your job is to determine how it will be brought back to life in the year of 2019 from a marketing perspective. You will create a marketing plan for your company to show how you would revive it from a marketing perspective. Using the concepts learned from the course content, you will use that to combine your own ideas in recreating your brand
Your paper must be typed, 12 font, double spaced and at least 8 pages long. MLA format is required (be sure to include a cover page and proper list your sources). In addition to content, please be sure to use correct punctuation, grammar, and spelling.
In your paper, please label each section as you transition to the next topic.
You will use this outline as a guide for the framework of your paper. This will not be given as an assignment until later in the semester, but this can give you a head start on what should be included. The topics of your written assignments are designed to fall into most of the topics below that you should include.
I. Introduction
A. History
B. Marketing tactics that were used
C. Mission Statement
D. Competitive advantages and weaknesses while active
E. Cause of failure/ Did the company attempt to revive itself?
II. Marketing Plan (What is your strategy and how do you plan on putting into action?)
A. Executive summary: complete this last after creating your plan to give an overview of your plan
B. Target Customers, Current Marketing Situation, and Marketing Strategy
1. Target Customers: demographic (age, gender), psychographic (interests), needs/wants
2. Current marketing situation Describe the target market and the company’s position in it, including information about the market, product performance, competition, and distribution.
i. Market: A market description that defines the market and major segments and then reviews customer needs and factors in the marketing environment that may affect customer purchasing. (Who have you identified as your target market? Why did you choose the group(s)? — consider geographic, demographic, psychographic, and behavioral segmentation. What are their needs? What are factors that influence them to buy or not to buy?)
ii. Marketing Environment: A review of not only competition but also other external and internal factors that may hinder or help your business. (use as a base for your SWOT analysis)
iii. Objective: Using what you gathered from your environmental analysis along with the history of the company, what is your company’s overall goal or set of goals?
C. Unique Selling Proposition (USP): a phrase that describes how you want your consumers to perceive your brand. This answers the question “how do you want to be remembered?” Examples:
1. Dominos – Pizza delivered in 30 minutes or it’s free.
2. FedEx – When it absolutely, positively has to be there overnight.
3. M&M’s – The milk chocolate melts in your mouth, not in your hand.
4. Southwest Airlines – We are the low-fare airline.
D. Pricing and Positioning Strategy: What will be your price points? This will depend on whether you want to be seen as a discount brand, an expensive luxury brand, in between, or all three. How will you communicate value? If you do decide to set different price points, you want to make sure your value aligns with them.
E. Distribution Plan: How exactly will customers purchase their products/services from you? What are some innovative ways you can reach your consumer base as far as ways they can purchase?
F. Offerings: What will be your main product/services? Will you offer any packages or special promotions? Also, what creative ways can you get consumers to return or to buy more (rebates, loyalty programs, discounts, buy one get one free, etc.)?
G. Marketing Materials: what kind of material will you use to promote your business (print and digital material)? Visuals are welcome!
H. Promotions Strategy: How will you reach your potential consumer base? Think about the places that they frequent the most, their hobbies, things that they read, sites they visit, radio stations they listen to, social media sites they use, etc. Check out some ideas here for content: https://sujanpatel(dot)com/content-marketing/50-promotion-tactics-include-content-marketing-strategy/
I. Joint Ventures and Partnerships (optional): many companies partner with others for the purpose of expanding their market share and to better serve their current consumer base.
J. Controls How will you measure the effectiveness of your marketing efforts? This could be through customer and employee feedback, amount of sales, analyzing changes in market share, site visits, engagement on website, etc.
III. Your Take/Conclusion
A. Summarize how you would revive the company, what needs/wants are you satisfying, and why an investor might want to take part in this venture.
B. What do you predict in the future for your revived company?
II.
*NOTE: At least 5 credible sources must be used and cited throughout your paper (not from your book and not Wikipedia). Plagiarism may result in a “0” on the assignment, a failing grade in the course, or dismissal from the college. Proofread everything in order to avoid any spelling/grammatical errors. No late term papers will be accepted.