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Author
Chairit, Ploypraew
Bouaakil, Imane
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Abstract
Designing a marketing plan is a must in the world of business before launching a new project, as it acts as a roadmap for the cooperation to follow in order to achieve its strategic and operational goals. Without a guideline to follow, it would be difficult for every department to act accordingly and accomplish certain tasks. By providing its marketing plan, we hope to give Dow chemicals an idea of the current situation of the company (internal analysis), the market they want to operate in (external analysis), and give them operational methods to implement the marketing plan.
This marketing plan aims to market one of the new most sustainable Dow chemical products in the French market, while also giving additional product suggestions for the future. The methodology of our master thesis begins with the internal analysis of the company in order to be able to understand the company's internal strengths that are beneficial and useful for developing the marketing plan.
Afterward, an external analysis will be conducted through PESTEL analysis as it is essential to be aware of uncontrollable situations that could impact the business.
The external analysis data will be summarized in the SWOT section, before moving on to the marketing plan for Dow’s recent product. In this part, we will be discussing the segmentation, positioning, and marketing mix, while explaining the strategic and operational aspects behind these choices. Finally, additional future product suggestions for Dow Company will be added with supportive data as Dow company expects to launch new products within this specific product range.
We put our effort into this work by using the academic lessons learned from various courses from IQS professors in every process of this marketing plan. We hope this marketing plan will be beneficial for Dow Chemicals Company and for everyone seeking the right methodology to implement it.
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