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E-commerce Marketing Plan - Essay Example

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Executive Summary This report is a marketing plan for Fish Field LLC, one of the leading fishing equipments brand in Oregon. The marketing plan is designed for the company for expanding its customer base and brand name in the industry. An analysis of the competition has resulted in the finding that Fish Field has edge over most of its customers in terms of online sales…
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E-commerce Marketing Plan
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Download file to see previous pages Market Summary “FISH FIELD LLC is a fishing tackle manufacturer, importer and wholesaler in Oregon.” (Fish Field, 2011) The company is a specialist in fishing equipments. Fish Field focuses more on ocean fishing though the company has significant presence in fresh water fishing too. What started as just a small company is now an established fishing equipment brand in the region. Being located in Oregon, the major market of the company is Oregon itself. But the company also has reasonable sales from other major states through its online sales of the equipments. The current customer groups of the company include both professional fishermen as well as hobbyists. But the larger portion consists of professional fishermen. The company has a huge portfolio of products that cater to the various needs of the customers. The products of the company are currently classified under categories such as fly fishing, general fishing, sea fishing, centerpin fishing and outdoor sport. The company sells around sixty three products through these categories. Fish Field is planning to expand its market by targeting more customer groups. In order to increase the sales of the products, the company will have to expand to other markets outside Oregon through its online presence. ...
This marketing plan is also intended to target more of students of the age group 10 – 20. This is a very lucrative market segment for the company. Competition Some of the major fishing equipment suppliers in Oregon are Anglers Manufacturing Inc, Bandon Bait & Tackle Sea Food, Caddis Fly Angling Shop, Cascade Anglers, Cascade Crest Tools, Charlton Deep Sea Charters, Dan Craft Enterprises, Englund Marine Supply Company, Fish Rite Inc Boats, and Glenn Struble MFG. Most of these players have fishing boats in their product portfolio compared to that of Fish Filed. Though Fish Field does not have boat among its product categories, the fishing equipment portfolio of Fish Field is very large than most of these players. This is where the company differentiates itself from other major players in the market. Fish Filed also differentiates from its competitors through its sophisticated online sales presence. Most of the products of Fish Field are sold through its online portal. Most of the competitors maintain their own websites. Some of the competitors’ websites are just informative in nature. Such companies don’t sell products online. Caddis Fly, Bandon Bait, Cascade Anglers, Englund Marine and Fish Rite are the companies that just maintain informative websites. All other players listed above sells their merchandise online. If Fish Field is able to leverage more on its existing online presence, it can generate more sales than that of its competitors. Most of the competitors are not established brands in fishing equipments though there are few companies that have years of experience. Therefore, to generate better sales, Fish Field should first establish its brand name or make its brand name visible to the prospective customers. Since Fish Field ...Download file to see next pages Read More
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