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MARKETING PLAN: ORIGIN GROUP USA, INC.

I. EXECUTIVE SUMMARYII. SITUATION ANALYSIS

2. Current Market Situation

1. External Conditions 2. Competitive Structure

B. Target Market Characteristics

C. Target Market/Segmentation Justificaton

D. Target MarketProduct Compatibility

G. Sales Forecast H. Change From Existing Segmentation

V. MARKETING STRATEGY AND MARKETING MIX A. Marketing Strategy

VII. BUDGETS, CONTROL, AND ACCOUNTABILITY

This marketing plan for Origin Group USA, Inc. is submitted to the Vice President, Marketing. This officer will be resposibile for implementation and control of the plan, and will be held accountable for its success.

The company's mission is to become a major competitor in the luggage industry in North America and Western Europe, although the company has not set its sights on becoming either a market or a segment leader in either of these geographic markets. The marketing plan objectives are to (A) develop sales growth of 10 percent per year for the 19911995 time period, and (B) develop market share growth of onepercent per year in both North America and Western Europe for the 19911995 time period. The marketing plan objectives and the company's mission are highly compatible, and the marketing plan objectives are reasonable in relation to the resources and competencies of Origin Group USA. The marketing plan objectives are stated in quantitatively measurable terms, with specific quantified timerelated goals.

The selection of the prestige segment of the luggage market for targeting by Origin Group USA is justified by the matching of the competencies and resources with the market segment which offers the opportunity to (1) make optimal use of those competencies and resources, and (2) attain both the company objectives and the marketing plan objectives. To continue the targeting of the middle segment of the luggage ma...