Dolores Tuna - Marketing Plan
Quality Tuna for the "Hispanic of Mexican Origin"




Table of Contents
Executive Summary 2
1.1 Mexilink – An Introduction to the business 2
1.2 The Dolores Tuna Advantage 2
1.3 Target Market Segment 2
1.4 Dolores Tuna - Value Proposition 2
Situation Analysis 3
2.1 Market Summary 4
2.1.1 Market Demographics 5
2.1.2 Market Needs 6
2.1.3 Market Trends 6
2.1.4 Market Growth 7
2.2 SWOT Analysis 7
2.2.1 Strengths 7
2.2.2 Weaknesses 8
2.2.3 Opportunities 8
2.2.4 Threats 9
2.3 Competition 10
2.4 Product Offering 10
2.5 Keys to Success 10
2.6 Critical Issues 11
Marketing Strategy 12
3.1 Mission 12
3.2 Marketing Objectives 13
3.2.1 Advertising and Promotion 13
3.2.2 Contraband Reduction 13
3.3.3 Distribution Improvement 13
3.3.4 Sales Force Growth 13
3.3 Financial Objectives 14
3.4 Target Markets 14
3.4.1 Target market - Hispanics of Mexican origin 14
3.4.2 Secondary market - Hispanics (in general) 15......

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Title: Dolores Tuna
Approximate Word Count: 9817
Approximate Pages: 40 (250 words per double-spaced page)

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1. Dolores Tuna
   

   Dolores Tuna. ... 1.2 The Dolores Tuna Advantage Mexilink received the exclusive US
   distribution and representation rights for Dolores Tuna in May of 2002. ... ...