Marketing plan for a solar tent

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Preparing for exam:

Case study is around a start-up company and a new product, a solar tent, which you trialled at the Glastonbury Music Festival in June 2017. The solar tent costs you £2,200 to manufacture. It includes a touch screen LCD control panel, heating, gadget charging and wireless internet connection. You will have some limited budget for promotion. You do not need to launch the tent at a music festival, but you should be very clear who you think is going to buy the tent, and tailor your plans accordingly.

Plan should include:

– Introduction

– Environment Scanning (PESTLE + Porter’s 5 forces)

– Strategy

– Target Market & Buyer behaviour

– Competitors

– Product

– Price

– Place

– Promotion

– Monitoring and Review

You are not expected to answer the case study as a continuous essay. Make it as easy as you can for the marker to understand your points: you should use headings, bullet points and diagrams.

You are not expected to use Harvard referencing in an exam situation. However, good answers will generally indicate knowledge of authorship where theory is used. Strong answers always include of supporting theory. Extra marks are available for the application of marketing theories when addressing this case study.