The aim of this thesis is to develop a marketing programme for a new high technology product, Permasnow, which is to be used as artificial snow. The marketing programme is based upon the still-emerging concept of strategic marketing planning.
The thesis gives an overview of strategic marketing planning and looks at the requirements and considerations for developing a marketing plan based on this concept.
The plan for the marketing of Permasnow provides a practical application for some of the ideas behind the strategic marketing concept. Although Permasnow has not yet been commercially applied, the analysis and planning aspects of the concept have been useful. As PAL enters the implementation stage and continues to expand, more of the ideas from strategic marketing can be applied and should provide useful guidelines in PAL's future activities.