Journal for Marketing 100
mylyn27MKT100
Marketing Plan
The marketing plan is a tool used to develop and present a company’s marketing strategy. At minimum, the plan should contain descriptive information on the company, its products or services, target customer, marketing research, advertisement, promotions, and a list of actions items that is supported with a strategy plan for execution.
Directions: Create a fictional start-up company that serves the U.S. market with a product or service.
Company Overview
Owner(s): |
Ms. Joan Givian, Mrs. Leonora Smith, and Mrs. Melanie Teodoro |
Company Name: |
Aero Communication Center |
Product Name: |
Cell phones and Accessories |
Location: |
San Antonio Texas |
History (yrs.): |
1 |
Section 1: Executive Summary
Aero Communication (AEROCOM) is a small corporation in San Antonio Texas. It is run and managed by 3 siblings in the family. It all started when everyone in the family fell in love with buying and changing phones for themselves. Later they all decided to have their own phone store company that not only sold brand new phones, but of course sold used phones and repaired cell phones to get more customers coming in their store. Ms. Joan Givian has experience in sales, marketing and management. Mrs. Leonora Smith has extensive experience in the area of finance and accounting. Mrs. Melanie Teodoro brings experience in the area of administration and staffing. AEROCOM intends to hire a total of 12 people that can come to work in two shifts (morning and evening). Morning and evening shifts will have 2 people in charge of the cash register, 2 people for customer service, and 2 people for phone technician.
Product description
AEROCOM offers a variety of cell phones, chargers, phone casings, and accessories from Germany’s top quality material. The AERCOM team provides the best customer. AEROCOM offers 90 days warranty for the brand new phones replacement if the phone found is factory defect, 60 days guarantee for the used phones and phone repair, and 30 days warranty for the phones chargers, phone casing and accessories.
Section 2: targeting customers
Now a day people needed cell phones for their love ones. I bought the phone for my nine and ten year old girls an IPhone 4S because I want them to text or call me when they just got out of school and started walking home to make sure that they are in a good situation. It comes to mind when people hear the term marketing. Most of the people think of the radio ad, television ad, hand flyers, billboard they saw while driving to school. But advertising is only a small part of marketing; the whole story is much bigger. The American Marketing Association defines marketing as an activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. In business, you get what you want by giving other people what they want. Utility is the ability of goods and services to satisfy these wants (Marketing: Building Profitable Customer).
Demographic profile
As new businessmen, I think that a better place to put my business is at convenient place where people can walk or drive to get to the store. For example, it would be at the corner of the mall somewhere which people can find my place easily and do not have a problem finding a parking space. My target is to find professionals, working students, parents, employer, employee that can afford to buy my products that are working within the surrounding area. For me to introduce my new business in the area, I think it would be better to have an unforgettable grand opening. In order to do that, I will need to advertise my business through radio ad, newspaper, handing out flyers, etc. Through this, people will know and remember to attend their grand opening; especially when the business is advertising what deals people can get during the limited time grand opening.
Psychographic profile
People from different places may not be introduced to the new version of technology like my parent in laws. Since they stayed with us for one whole month vacation, I introduced them how the new technologies that may good affect in their lives. I thought them how to download books, songs, watching movies on Netflix and Hulu plus, etc. using my phone. Now that they know how awesome the phone that I am selling and the new technology works, they bought their phone because they thought it would be a big help for them to have everything that they need in a phone.
PROFESSION
My products are very affordable and people friendly. It does not need to have a higher education to figure out the settings of my phone, or to replace the phone cases once in a while. Since I sold used, and brand new phones people with low income or high income can afford my products. Free tutoring on how to use my phones like calling someone, texting someone, take pictures, changing phone housing, etc. are free anytime.
geographic LOCATION
New businessmen are very focused of the location of the business. As a new owner of the business, I like to put my business at the corner of the mall somewhere in San Antonio Texas which people can find my place easily and do not have a problem finding a parking space.
Wants and needs
Too many cellphone companies offered unlimited call and text, but the pricing are not very friendly. People now a day are very into advance technology. For me, I like the phone that can do everything I need. This includes calling someone, texting someone, taking pictures, checking emails; video calling, etc. are the new technology that a customer wants and need. Customers like to check email sometimes when sitting at a restaurant, checking bank account especially when they are at the grocery store to make sure they have enough funds to buy the stuff that they need. From the phone that I am selling which is unlimited call, unlimited text, and unlimited data plan for internet surfing and affordable are very in demand now a day.
Chapter 11 : Marketing: Building Profitable Customer ... (n.d.). Retrieved from http://swynnbrown.webs.com/Chapter%2011.pdf
What Is Geographic Segmentation in Marketing? - Definition, Advantages & Examples | Education Portal. (n.d.). Retrieved from http://education-portal.com/academy/lesson/what-is-geographic-segmentation-in-marketing-definition-advantages-examples.html#lesson
Section 3: Unique Selling Proposition
Consider what distinguishes your company from competitors, their products and / or the price of their products and services.
unique selling proposition (usp)
Describe your unique selling proposition (USP). Next, explain the key aspects of your business, products, or services that make them unique when compared to your competition. (e.g., Southwest Airlines’ USP is providing customers with low airfare without compromising service and comfort.)
marketing objectives
Describe the marketing objectives of your company. Your marketing objectives should, at a minimum, address potential customer profile and market segmentation. Explain the manner in which you conducted your secondary market research.
Use at least two (2) quality references cited in APA format to support this section. Use your references to define your understanding of USP and depict the importance of describing your marketing objectives.
Section 4: Pricing and Distribution Strategy
You will now consider your company’s strengths and weakness, along with your product or service price.
strengths, weaknesses, opportunties and threats (SWOT)
Determine the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry.
The SWOT Analysis is a very useful technique for in business. Go to Mind Tools’ Website and read “SWOT Analysis” for a better understanding of the topic, located at http://www.mindtools.com/pages/article/newTMC_05.htm .
supply-chain and operational system
Discuss your critical steps within your supply-chain and operational system. Explain the key aspects of your strategies for producing and distributing your products and services to both your stores and customers. Determine whether you will use an outside vendor or do everything in-house.
pricing strategy
Analyze the company’s pricing strategy relative to its pricing objective. Examine major internal and major external factors that could potentially affect the pricing of the company’s products or services.
Use at least two (2) quality references cited in APA format to support this section. Use your references to define your understanding of SWOT and depict the importance of describing your supply-chain and pricing strategy.
Section 5: Distribution Plan and Promotions Strategy
You will consider mechanisms by which your customers will purchase your products and / or services (e.g., online, storefront, direct sells) and the primary manner in which you intend to reach new customers (e.g., TV, radio, social media, special events).
Consider the marketing materials that you intend to use. According to the textbook, marketing materials are collateral used to promote your business or products. Promotional strategy may include free trial offers, money-back guarantees, and buy two (2) for the price of one (1) type of deals.
distribution strategy
Determine the distribution strategy in terms of your target market, location, and selection of distribution channels. Indicate whether or not you will leverage the following strategies: use stores located in different regions, sell online, and / or hire a sales team to sell directly to suppliers and door to door. Recommend three (3) strategy options to get your product or services out to your customer base.
1. Insert strategy option to get your product or services out to your customer base
2. Insert strategy option to get your product or services out to your customer base
3. Insert strategy option to get your product or services out to your customer base
marketing goals
Outline your main marketing goals for promotions, offers, and giveaways. Discuss the key types of marketing materials that you intend to develop and share.
Use at least two (2) quality references and cited in APA format to support this section. Also consider including charts, graphs, tables, and pictures to support your marketing goals as it relates to promotions, offers, and giveaways.
action steps (conclusion)
Propose at least three (3) action steps that you can use to move your plan forward. Consider how, when, and who will be involved in the execution of this plan. Formally wrap up your marketing plan.
A conclusion is not traditionally included in a marketing plan, but a list of action steps are often included within the plan. The conclusion provides you with an opportunity to reflect on your plan and support academic level writing.
Reference list (APA format)
7/26/2014 |
Marketing Plan |
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