Contents

• 1. Executive Summary 2
• 2. Background / Current Situation 3
• 3. Company Analysis 3
• 4. Customer Analysis 4
• 5. Market / Competitor Analysis 5
• 6. PESTEL Analysis 6
• 7. SWOT Analysis 8
• 8. Objectives 9
• 9. Marketing Strategy 10
• 10. Marketing Mix 11
• 11. Implementation and Control 12
• 12. Conclusions / Recommendations 12
• 13. Appendices 13
• 14. References 15

Description

Marketing has emerged to become one of the most important activities for a firm. It is significant regardless of the nature of the company, but is especially important for a manufacturing firm. Therefore, we analyse the case of one such manufacturer, an Italian eyewear producer based in Turin. We study Persol with the aim of re – launching one of its products so as to achieve increased sales and spread to new customer bases. An in – depth analysis of company and customer characteristics reveals that it would be desirable to extend the product to a new customer class, the middle and upper – middle class. However, a number of challenges are present in marketing the product in such a way. During the course of its development, the proforma has helped establish the significance of marketing in achieving a number of objectives.