Marketing Plan& Pitch
1- The marketing plan is connected to the firm’s business plan including organizational level mission, vision, and a few goals, objectives, and strategies (you will be referencing these parts). Share the name of the small business you researched online and make sure to cite and reference it when writing about their information (mission, above etc). Give a good description so if someone was reading this, they would have a grasp of the company and what it is about.
D&R Tires and Automotive Official is a tire and car repair shop located in Mineola, FL. Currently the shop does not have any form of marketing or a website. The shop currently has 2 employees that work there, father and son and have been in business for 20 years. The plan is to boost their current sales by 20% by providing a good marketing plan. By building a website, it will provide customers with more information about the shop, and the type of services they offer. Having better signage in the front of the store, offer rewards and coupons to repeat customers have a referral program.
2- Conduct a situation analysis (p 66+)
a. Macro level external environment (pg67)
There are various macro level external environment elements that affect my chosen company in diverse ways. For example, political and legal environment provide a prove for the legality of the business. Second, the demographic factors shape the nature of people who shop for the product.
b. Competitive environment (pg68-pick 2)
They affect the operations of the business. An example includes direct competitors who run the same type of business. The regulatory framework also provides a competitive environment.
c. Internal environment (pg69)
This involves the culture within the organization and other elements that influence the internal running of the organization. Culture can be improved by the marketing plan since the attitude of this organization can change.
3- Perform any needed market research (use one ‘product/service’ from the company for this and apply it to all 6 steps-tell how and who and what for your company, not just a definition of what you will be doing) (pg 99+)
• Step 1: In this step, I need to define the research problem and objectives that align with the needs of this company. Clearly, this is a small business and the goal is to create publicity around it. The use of the website should enable people to easily locate the area and access it.
• Step 2: the work will follow a qualitative research design whereby interviews will be done on the best way to resolve the issue facing the small start-up company.
• Step 3: data collection will take place based on the research design outlined in step 2. Checking for its sensitivity and reliability will as well be done in this phase.
• Step 4: once the raw interview data has been collected, it will need processing. The processing will follow a structure which aligns with the study design.
• Step 5: once the data has been processed, it will have to be analyzed. The data will be turned into actionable information and hence recommendations on the best way to create publicity about the business’s product will be done.
• Step 6: last, a report and presentation will be done based on the data that has been collected.
4- Establish marketing goals and objectives-this is where you get to be creative. Apply all ofthe $6000 here and how you would spend it to promote your product/services for a year. Show your total at the end of it. You must do research and find real product/service and amounts (must be broke down for each one; for example, how many ads on FB for the entire year per cost for each). Minimum of 3 promotions and citations must be provided. No outsourcing such as a marketing company. (You can review CH 13 for additional ideas).
Research: write minimum of 2 paragraphs about why you choose each one and then list the promotions with a total at the end (delete this).
1- $1000 for paying the marketers
2- $2500 for SEO
3- $500 website design
4- $2000 running the market campaigns
Total _$6000_________ (cost must be close to the $6000 for full points)
In the marketing process, the first phase will be to find a website designer since one of the marketing goals is to create a website where the company’s products can be displayed. Once the website has been designed, the developer will have to follow up until all the items are displayed. Finding the best website developer who can display these items together with domain and hosting will cost $500 (Chernev, 2020). But marketers who will run the marketing campaigns in Facebook and all other social media platforms need to be involved. As such, they will be paid $1000 in the first years.
Since this is not enough, more ads will need to be run in the subsequent year until the information reaches the target audience. As such, SEO will carry the huge budget of $2500 since this a continuous process of ensuring that the website is ranked in the best positions in the search engines (Hassoun & Karim, 2020).
5- Develop marketing strategies: review pages 47-48 and tell which of the 4 Product-market strategies you will be using and why, then give an example.
Start here…
6- Market segmentation, target marketing, positioning (pg 161+) TIPS: Pick your Market Segment (1)- check out the criteria for it in Exhibit 7.2. Target Market on page 179 has 3 steps which you can share using your example (your market segment). Analyze- so tell why you picked this one. Develop profiles (2)- pick the Primary target market and tell why it is the best ROI and other attractive factors (pg 181). Select a Target Market Approach (3)- pick one of 4 and tell why it works for your company/product.
INDENT AND Start here and double space…minimum of 2 paragraphs
7- Marketing mix strategies (p 161+) Give specific examples of what/how you will do it!
a. Product/branding strategies 205
Start here and double space…
b. Service strategies 235
Start here and double space…
c. Pricing strategies
Start here and double space…
d. Supply chain strategies
Start here and double space…
e. Integrated marketing communication strategies 315
Start here and double space…
8- Develop implementation plans
a. Programs/action plans for each strategy including assignment of responsibilities, and resources required (tell what you have in mind for the company overall besides the marketing plan from #4)
Start here and double space…
b. Metrics for marketing control
c. Provide for contingency planning
Start here and double space…