Marketing Plan Part F: Final Marketing Plan

  

Marketing- Journal Entry #1.docxJournal Entry #2.docxJoural Entry #3.docxJouenal Entry #4.docxAssignment 1: Marketing Plan Part F: Final Marketing Plan Due Week 10 and worth 200 points Assignment
1 is comprised of all of the marketing plan sections. Add any
recommendations and updates based on faculty feedback and / or
additional research. Transfer related information from Journal
entries 1 through 5 to the Marketing Plan Template. In this assignment
you must do the following: cover each section in the marketing plan in detail update your marketing plan to reflect recommendations made by faculty, and newly researched information complete all of the sections in the marketing plan template Complete
the your marketing plan in the Marketing Plan Template, located in Week
1 of the course shell, and include the following: Provide a
detailed description of your company in the form of an executive
summary. The description should include, at a minimum, the product’s
name, trademark, color, shape, packaging, labeling, and any
characteristics that you deem relevant.Describe the company’s
target market in terms of its size, competitors, and the specific needs
and wants of potential customers that your product or service is likely
to satisfy.Describe both the company’s Unique Selling Position (USP) and its marketing objectives.Analyze
the pricing strategy relative to the company’s pricing objective, and
internal and external factors that could affect the pricing of the
company’s products or services.Determine the distribution strategy in terms of your target market, location, and selection of distribution channels.Outline the promotional strategy in relation to marketing objectives, advertising program, and public relations activity.Recommend three to four (3-4) action steps that you could take in order to move your plan forward.Use at least two (2) quality references. Note: Wikipedia and other Websites do not qualify as academic resources. Your assignment must follow these formatting requirements: Be
typed, double-spaced, using Times New Roman font (size 12), with
one-inch margins on all sides; citations and references must follow APA
or school-specific format. Check with your professor for any additional
instructions.Include a cover page containing the title of the
assignment, the student’s name, the professor’s name, the course title,
and the date. The cover page and the reference page are not included in
the required assignment page length.
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Marketing Plan – Real- Lix Car Show
Robyn Brown
Marketing 100 – Principles of Marketing
Dr. Coleen James
February 1, 2015
Executive Summary
The start-up company which is set to venture into the car retailing business is Real-Lix
Car Show. Real-Lix Car Show is set to be retailing a diverse range of car models from the
various internationally known manufacturers such as Toyota, Isuzu, Nissan and Volvo among
others. In addition, the car show is set to offering after sales services like servicing the cars of
the buyers who make their purchases from the car show for the premier mileage of ten thousand
miles. The said car show will most likely be situated the New York City precincts as car demand
with that region is relatively high. The company’s vision will be “To become the premier car
seller within the United States’. Conversely, its mission will be “To offer high quality car models
within the United States’ car industry. The trademark of the company will be a picture of blue
colored tiger head with the words “Another one from Real-Lix Car show” appearing in red
below the tiger head. Putting into consideration that the car retailing business within New York
is almost saturated, the company’s pricing strategy will be to offer high quality cars at prices
which are considerably fair when compared to the competitors (Young, 2007).
Targeted Customers
The company basically targets both middle-level income earners, as well as, high-income
earners of either gender. The targeted customers will also be from the diverse age groups, that is,
the teenagers, to the fairly old individuals. Approximately individuals within the age range of
seventeen to around seventy five years are anticipated to form the bigger percentage of the firm’s
customer base. Most of the aforementioned individuals will be the ones who are capable of
raising around $75,000 to $150000 which is the price range of the cars which will be retailed
within the car show. Besides, the company will also be carrying out business transactions with
the people working within the firms that offer car loan. As the company establishes itself within
the car retailing industry, it will reconsider introducing low-priced car models in order to also
attract the persons within the almost-below income bracket. In order to succeed in attracting a
large number of the above profiled targeted customers, Real-Lix Car show plans are to:
•
Offer good quality classic cars at highly competitive prices.
•
Ensuring timely completion of the sealed deals.
•
Focus closely not only on detail but also the prospective customers’ quality
commitment.
•
Closely monitor the emerging trends within the car retailing industry (Caralli, Allen &
White, 2010).
Given that the Real-Lix car show will be managed by professional business individuals who are
greatly experience d about the present trends in addition to the targeted customers’ preferences
within the said industry, it will not be a great deal to come with the ideal strategies, which enable
the firm to meet all customer demands (Caralli, Allen & White, 2010). Besides, the owner of the
firm has been is brags of a considerably long history within the car market industry as he has
previously worked within other renowned car retailers as a sales executive. Besides, the
company owner highly values car retailing business and in partnership with the management will
see to it that the firm is able to sustain itself well within the relatively competitive business
environment. Most of all, the company owner is well informed of the fact that not simply
offering quality cars along with services, but also treating the customers with courtesy in
addition to offering them incentives that will greatly assist in making Real-Lix Car Show the
most reputable car show within New York City (Young, 2007).
References
Caralli, R. A., Allen, J. H., & White, D. W. (2010). The CERT resilience management model:
Improving operational resilience processes. Boston, Mass: Addison-Wesley.
Young, P. (2007). Business Plan. Chandni Chowk, Delhi: Global Media.
Marketing Plan Part C Unique Selling Proposition
Robyn Brown
Marketing 100
February 15, 2015
Dr. Coleen James
Marketing Plan Part C Unique Selling Proposition
A target market is the portion of the population that is most likely to purchase the largest
percentage of the product or service. In this case the target markets are woman ages 35-55 that
work full time and are college educated as well as women that are full time moms or
grandmothers. The products being sold is t-shirts and coffee mugs with fun and empowering
logos for women. Women in the target market will come from all walks of lives and will be
attracted to the unique message directed at women.
A secondary market involves a smaller segment of the population that is likely to buy the
product are a higher rate than other members of the population (Heckes, 2012). The secondary
markets for these products are women 25-35, passionate about their professional life and their
personal pursuits. This secondary market will purchase the product for themselves and for gifts
for members of the target market. The target and secondary market are the portions of the market
that will be attracted through the marketing message.
A unique selling proposition (USP) is the specialized message that tells consumers why a
product or service is unique (Arline, 2014). The UDP can help a product stand out amongst
similar products. The unique selling proposition (USP) for this company is “Be Authentic, no
Apologies.” The goal of this USP is to attract woman to the sassy slogans on the products in
order to allow them to show their authentic voice on a shirt or mug. The goal of the USP “Be
Authentic, no Apologies” is to help the product stand put amongst all of the other businesses in
the area and on the internet that sell t-shirts and mugs.
This business is different from the competitor because the slogans are designed to send
the message woman wanting to be empowered would send. These messages empower woman
and motivate them to make positive changes. Each slogan is unique and customers can even
create a unique slogan of their own to place on a t-shirt or mug. Competitors in the area do not
offer a similar surface or empowering messages. The primary way the secondary and primary
markets are targets is through social marketing, billboards, radio ads, and direct mail.
References
Arline, K. (2014). The unique selling proposition (USP). Retrieved February 11, 2015 from
http://www.businessnewsdaily.com/5521-unique-selling-proposition.html
Heckes, DJ. (2012). Identifying Target and Seconary Markets. Retrieved February 11, 2015 from
http://www.fullbrainmarketing.com/blog/identifying-primary-and-secondary-target-markets
Marketing Plan Part D Pricing and Distribution Strategy
Robyn Brown
Marketing 100: Principles of Marketing
February 22, 2015
Dr. Coleen James
Marketing Plan Part D Pricing and Distribution Strategy
The SWOT analysis is an assessment of an organization or organizational functions
designed to reveal the strengths weakness, and opportunities to the organization as well as any
potential threats (Berry, 2013). In this case the SWOT analysis will be conducted on Real- Lix
Car Show. The classic car show operates in New York City and is considered one of the most
popular car shows in North America. The strengths of the company begin with their diverse
range of high, quality classic, car models and their reasonable prices. Real-Lix Car Show is
situated in a highly populated city offering many opportunities for sales.
The mission of Real-Lix Car Show is “to offer high quality car models within the United
States car industry.” The classic cars that will be offered are highly, customized but the cost
only ranges from $75,000 to $150,000 allowing a larger percentage of the middle to upper class
target audience an opportunity to purchase. Once a consumer purchases a vehicle from Real-Lix
Car Show they will receive all types of additional benefits including after sales services like
servicing the car and completing automobile repairs. All cars purchased from the Real-Lix Car
Show come with an automatic 10,000 miles warranty.
Real-Lix Car Show is a relatively new business and as not yet established a strong brand.
In order to become a success in the automobile sale industry the Car Show will need to be able to
compete effectively with other car shows in the industry. Building a stronger brand is necessary
to become a success in this industry (Young, 2007). Real-Lix Car Show can build a stronger
brand identity by always providing high quality cars and going above and beyond to meet the
needs of their customers. Secondly a strong marketing plan will assist in strengthening the brand.
The car show structure provides the company an opportunity to sell their cars in a
specialized arena. There are thousands of car dealers selling cars in the New York area but just a
few that sell their cars in the car show venue. The classic car show venue allows the business to
display cars in a way that all of their custom details can be displayed. Classic cars have always
been a popular way for people to relive childhood dreams. The Real-Lix Car Show sells dreams
not just cars. This provides an opportunity for the business to target specific members of the
population for sales. One potential threats faced by Real-Lix Car Show is the economy. While
the economy is recovering from the Great Recession it is not completely recovered. As a result
there is a potential for slow sales until the economy fully recovers. Another threat involves the
high cost of gasoline. Classic cars take a higher amount of gasoline then the gas saving cars
being created in the 21st Century. The higher cost of gasoline may reduce the size of the target
market.
The critical steps for the supply-chain begin with identifying high quality, classic care for
purchase and negotiating a good deal. The buyer team will be responsible for making these
purchases. Classic cars are then detailed to perfection before being placed on the sales floor.
Once on the sales floor cars are handed to the sales team. When car show ends the shipping team
will pack up the cars and ship them to the next car show location. The pricing objective is to
make a good profit while still proving reasonable prices. Cars will be marked up 22 to 60% after
purchase to ensure a good profit while keep the price slightly under the competition.
References
Berry, T. (2013). SWOT Analysis. Retrieved February 21, 2015 from
http://articles.bplans.com/how-to-perform-swot-analysis/
Young, P. (2007). Business Plan. Chandni Chowk, Delhi: Global Media.
Marketing Plan Part E
Robyn Brown
Marketing 100: Principles of Marketing
Dr. Coleen James
March 1, 2015
Distribution Plan and Promotions Strategy
The distribution is how the product will be offered to the consumer. A channel acts as an
important part of your small business’s overall marketing strategy and is one of the “Four Ps” of
marketing — product, promotion, price and placement, or distribution (Fontelera, 2003). The
product in this case is classic cars. These cars will be distributed to the consumer through the car
show and an online webpage. The classic car show is an alternative venue for highlighting and
selling the classic car. Cars can be bought by physically attending a car show or through viewing
the cars online. The classic car shows are held every other month or six times a year in the same
central location. Cars are made available to the public for viewing through the car show genre.
Available classic cars can be viewed online all year round. Interested buyer can make an
appointment for viewing when car show is down. A sales team will be available for the car
shows and for customers that wish to view classic cars they viewed online. Consumers can make
inquiries online and will be contacted by a member of the sales team. When customers are
interested in a classic car at the car show they will be joined by a member of the sales team who
will be responsible for answering all of their questions and to assist in the purchase of a classic
car.
One strategy for alerting the target market to the availability of the classic car is to
advertise through television ads in the greater New York area. By advertising in New York the
Real-Lix Car Show can reach millions of people that could be a part of the target market or the
secondary target. The television advertisement uses images that capture the attention of the
audience sending a specific message. The ability to show the consumer the available classic care
will assist in attracting them to the car show or the online webpage. The second strategy would
be to use radio ads in the greater New York City area. Radio reaches millions of people and is a
useful tool for sending a persuasive message. Lastly social networking will be employed to
attract consumers online.
The marketing goal of Real-Lix Car Show is to attract the target market to the car show
or the comp any webpage in order to sell classic cars. In order to ensure this goal is met the
classic cars at the Real-Lix Car Show must be properly promoted. This goal is to attract the
target audience to purchase classic cars. In order to ensure this goal is met when consumers come
to the car show they will be provided with a full color brochure that provides pictures of
available cars and details and specific about each classic car. When consumers visit the webpage
they will be provided with detail information on each car as well as the Real-Lix Car Show.
The marketing strategy need to be broke down into manageable steps. The plan should be
simple, clear, and achievable (Murphy, 2012). The actions steps that will be needed to move the
plan forward begins with planning. The first step is to research the distribution methods and the
best marketing strategies to alerting the target market of the product. The second step will be to
implement the marketing strategies and advertising venues. Lastly the effectiveness of these
strategies will be assessed to determine if they have been effective in attracting the target market.
References
Fontelera, J. (2003).Distribution Channels and Marketing Analysis. Retrieved February 27, 2015
from http://smallbusiness.chron.com/distribution-channels-marketing-analysis-60985.html
Murphy, D. (2012). Marketing Plan – Action Steps to Achieve Your Goals. Retrieved February
27, 2015 from http://masterful-marketing.com/marketing-plan-action-steps-to-achieve-goals/
Marketing Plan – Real- Lix Car Show
February 1, 2015
Executive Summary
The start-up company which is set to venture into the car retailing business is Real-Lix
Car Show. Real-Lix Car Show is set to be retailing a diverse range of car models from the
various internationally known manufacturers such as Toyota, Isuzu, Nissan and Volvo among
others. In addition, the car show is set to offering after sales services like servicing the cars of
the buyers who make their purchases from the car show for the premier mileage of ten thousand
miles. The said car show will most likely be situated the New York City precincts as car demand
with that region is relatively high. The company’s vision will be “To become the premier car
seller within the United States’. Conversely, its mission will be “To offer high quality car models
within the United States’ car industry. The trademark of the company will be a picture of blue
colored tiger head with the words “Another one from Real-Lix Car show” appearing in red
below the tiger head. Putting into consideration that the car retailing business within New York
is almost saturated, the company’s pricing strategy will be to offer high quality cars at prices
which are considerably fair when compared to the competitors (Young, 2007).
Targeted Customers
The company basically targets both middle-level income earners, as well as, high-income
earners of either gender. The targeted customers will also be from the diverse age groups, that is,
the teenagers, to the fairly old individuals. Approximately individuals within the age range of
seventeen to around seventy five years are anticipated to form the bigger percentage of the firm’s
customer base. Most of the aforementioned individuals will be the ones who are capable of
raising around $75,000 to $150000 which is the price range of the cars which will be retailed
within the car show. Besides, the company will also be carrying out business transactions with
the people working within the firms that offer car loan. As the company establishes itself within
the car retailing industry, it will reconsider introducing low-priced car models in order to also
attract the persons within the almost-below income bracket. In order to succeed in attracting a
large number of the above profiled targeted customers, Real-Lix Car show plans are to:
•
Offer good quality classic cars at highly competitive prices.
•
Ensuring timely completion of the sealed deals.
•
Focus closely not only on detail but also the prospective customers’ quality
commitment.
•
Closely monitor the emerging trends within the car retailing industry (Caralli, Allen &
White, 2010).
Given that the Real-Lix car show will be managed by professional business individuals who are
greatly experience d about the present trends in addition to the targeted customers’ preferences
within the said industry, it will not be a great deal to come with the ideal strategies, which enable
the firm to meet all customer demands (Caralli, Allen & White, 2010). Besides, the owner of the
firm has been is brags of a considerably long history within the car market industry as he has
previously worked within other renowned car retailers as a sales executive. Besides, the
company owner highly values car retailing business and in partnership with the management will
see to it that the firm is able to sustain itself well within the relatively competitive business
environment. Most of all, the company owner is well informed of the fact that not simply
offering quality cars along with services, but also treating the customers with courtesy in
addition to offering them incentives that will greatly assist in making Real-Lix Car Show the
most reputable car show within New York City (Young, 2007).
References
Caralli, R. A., Allen, J. H., & White, D. W. (2010). The CERT resilience management model:
Improving operational resilience processes. Boston, Mass: Addison-Wesley.
Young, P. (2007). Business Plan. Chandni Chowk, Delhi: Global Media.
Marketing Plan Part C Unique Selling Proposition
Marketing Plan Part C Unique Selling Proposition
A target market is the portion of the population that is most likely to purchase the largest
percentage of the product or service. In this case the target markets are woman ages 35-55 that
work full time and are college educated as well as women that are full time moms or
grandmothers. The products being sold is t-shirts and coffee mugs with fun and empowering
logos for women. Women in the target market will come from all walks of lives and will be
attracted to the unique message directed at women.
A secondary market involves a smaller segment of the population that is likely to buy the
product are a higher rate than other members of the population (Heckes, 2012). The secondary
markets for these products are women 25-35, passionate about their professional life and their
personal pursuits. This secondary market will purchase the product for themselves and for gifts
for members of the target market. The target and secondary market are the portions of the market
that will be attracted through the marketing message.
A unique selling proposition (USP) is the specialized message that tells consumers why a
product or service is unique (Arline, 2014). The UDP can help a product stand out amongst
similar products. The unique selling …
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