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Table of contents: I. Introduction 2 II. Background 2 III.1. Analysis of the present marketing situation 3 1. Internal (business related) information 3 2. External (market related) information 4 III.2. Strategic imperatives 6 III.3. Principal assumptions 7 III.4. Preliminary marketing objectives 7 III.5. Target market selection 8 III.6. Positioning statement 9 III.7. The marketing mix concep 10 III.7.1. Product 10 III.7.2. Distribution 11 III.7.3. Price 12 III.7.4. Promotion 12 III.8. Implementation and control 13 III.9. Budget 14 IV. Conclusions 14 I. Introduction Morris Yacht Company was established by Tom Morris, who launched this enterprise in 1972 …

…successfully implement the marketing plan for a new product development, Morris Yacht Company will have to establish a Marketing department as part of its other key business functions thus employing new people with relevant education and experience. In my opinion the preliminary organization chart presented below is an example of the organization structure that Morris Yacht Company should establish in order to enable a successful implementation of the marketing plan and achieving the marketing objectives.