Marketing Plan for a start-up business. College junior level marketing class.

I. Executive Summary - Mountain Mudd is an exclusive purveyor of coffee in South Dakota. With a franchise location located at Ellsworth Air Force Base in the Base Exchange parking lot. We serve a wide variety of coffee and frozen coffee beverages. Mountain Mudd has been in operation since December 2001. Its average sales are $300-$400 per day. This marketing plan covers how to increase and maintain a constant sales rate of $400 per day. Mountain Mudd …

…will be monitored at all levels from the owner down to the Area Manager and front-line employees who are serving customers to standard. 2. An independent firm on a bi-annual basis will conduct a formal marketing audit. This audit will ensure Mountain Mudd is implementing a marketing mix that is profitable. The scope of the audit will be limited to marketing strategy, the marketing organization, marketing productivity, and marketing functions. 3. No other audits will be performed.