Market Segmentation

Product Positioning

Impact on consumer

Consumer Decision Process

Marketing Mix

In this paper, we present a marketing plan for My Wonderland, a specialty smoke shop based in Lancaster City, CA and which also operates as a gift shop. The marketing plan includes a detailed analysis of the company, its clients as well as the possible expansion/success strategies. The aim of the marketing plan is to make the business appealing to potential franchisees since the business plans to employ franchise model as an expansion strategy.

Consumer behavior which defined by Hawkins (2010) as the study of individuals, organizations or groups and the processes that they use in selecting, securing, using, disposing of products, services and experiences as well as ideas for the purpose of satisfying the needs and impact of the processes on the consumers is an important aspect of marketing. In this paper, we present an elaborate marketing...
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