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Marketing Plan for Z-Wing
Vickie L. Hampton
University of Phoenix
Sustainable Customer Relationships 570-MBA
Executive Summary
The Chairman Aaron Weiss has given one objective for the marketing department “Come up with a marketing plan to help Z-Wing stay ahead of Janssen and maintain Z-Wing’s position as the world leader in aviation. Z-Wing is the world’s largest commercial and military manufacturer of planes. Janssen is Z-Wing‘s closest competitor and has recently captured 47% of the market. The aviation industry is growing at five percent a year so innovation will be the key to maintaining Z-Wing’s leading edge.
Situation Analysis:
Market Summary
Z-Wing has good information about the aviation market and knows the industry is trying to come up with customer relationship management model that will give the company a leading edge. The company has already come up with a CRM model call In Touch and Z-wing knows a great deal about the target customers. The data will be used to understand who will be served, the specific needs and how Z-Wing can better serve and communicate with their customers.
SWOT Analysis
The SWOT Analysis shows the important strengths and weakness within the company and describes the opportunities and threats facing Z-Wing. The company strengths are:
1. Z-Wing is the world’s largest commercial and military manufacturer
2. Three m ...