A marketing plan for the headquarters of American Premium Enterprise Limited
American Premium Enterprise Limited is a company which operates department stores in five different locations in Accra. The company sells both convenience and shopping products like groceries, furniture, paints and home appliances to consumers living in Accra. Thus, the primary objective of this Applied Project is to identify a major problem that the headquarters of American Premium Enterprise Limited faces and design an appropriate solution that tackles the problem. American Premium Enterprise Limited was established 10 years ago. Despite its current positioning as a provider of American consumable products to individuals in Accra, the company over the last two years has been experiencing a decline in sales and customers. This limits them in reaching their vision of becoming the market leader in providing quality American and American-standard consumer products to individuals looking for quality products at affordable prices. In assessing the needs of the company, qualitative research in the form of face-to-face interviews were conducted. The findings from the research shaped the foundation of the design of a marketing plan aimed at increasing sales and customers for the company. The plan was created by using the SOSTAC planning framework developed by PR Smith. The stages in the framework are Situation Analysis, Objectives, Strategy, Tactics, Action Plan and Control and Evaluation. By implementing the activities incorporated in the marketing plan designed, American Premium Enterprise Limited will meet its marketing objectives of increasing sales and customers by the end of the year 2017.
Applied project submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2017
marketing plan, Accra, retail industry, department store