Green Power 2

Marketing Plan
Table of Contents

1.0

SITUATIONAL ANALYSIS

1.1External Analysis

1.1.1

Lighting in Haiti....................................................................................... 4

1.1.2

Demographics......................................................................................... 4

1.1.3

Cultural Considerations...........................................................................4

1.1.4

Political Environment...............................................................................4

1.1.5

Non-Government Organizations in Haiti..................................................5

1.2Internal Analysis

1.2.1

Company Background.............................................................................. 5

1.2.2

Marketing Intermediaries.........................................................................7

1.2.3

Customer Markets.................................................................................... 7

2.0

SITUATIONAL ANALYSIS

2.1Competitive Analysis

2.1.1

Kerosene and Candle Market...................................................................8

2.1.2

Non-Profit and Charitable Organizations..................................................8

2.2SWOT Analysis

3.0

10

TARGET MARKET AND VALUE PROPOSITION

3.1Target Market

10

3.2Value Proposition

11

4.0
5.0

MARKETING GOALS AND OBJECTIVES

MARKETING STRATEGY
12

5.1Product Strategy

12

5.2Pricing Strategy

13

6.0

MARKETING STRATEGY

6.1Channel Strategy

15

15

6.2Marketing Communications Strategy

7.0
8.0
9.0

TIMELINE AND BUDGET

16
REFERENCES 17
APPENDIX: DEMOGRAPHICS 18

15

12

10

Green Power 3

Marketing Plan

List of Tables

Table 1:
Table 2:
Table 3:
Table 4:

SWOT Analysis 10
Demographics and Psychographics
Three-Year Marketing Goals 12
Pricing Strategy 14

11