Operations, Technology, Management, and Social Responsibility Plan (With Financials)

Marketing Plan and Sales Strategy

William Nagy

Strayer University

BUS599

Dr. Andrea Banto

02/08/2021

Marketing Plan and Sales Strategy

Target audience

According to the 2011 census, Metro Vancouver is home to over 2.3 million people. We have a population density of 5,249 people per square kilometer. The population of 4.14k people with a median age of 34.2 and a median household income of $50,810 (Schaeffer &Sovie, 2019).For decades, Vancouver has been a host of wealthy immigrants from Asia, particularly China. Businesses in the region have been booming above the national average. Our target customers are workers and business owners in the range of 25-50 years. In 2015, Vancouver experienced a 3.1% GDP growth, making British Columbia one of the country's most productive states (Quinn et al., 2021). BC contributed to 110,000 new jobs out of 144,000 jobs in terms of jobs, with real estate leading the odds. Vancouver's working age population has also been growing at a 70% rate above the national average—with Toronto being the other city to reach such a milestone.

There are thousands of millionaires in Vancouver, most of them being investors from the United States and China. Figure 1 shows the distribution of jobs matched with educational qualifications. Most workers in the city have a diploma certificate/apprenticeship training (41%), professional or Bachelor’s degree (36%), occupational/high school training (20%), and the least number of people with less than a high-school certificate 93%). These statistics suggest that TechIQ will find a market with educated people who have a passion for information technology.

Figure 1: shows the distribution of jobs matched with educational qualifications (Mooi, Sarstedt, &Mooi-Reci, (2018).

The industries that experienced a growth in employment include construction (3.2%), manufacturing (2%), and goods-producers (1.7%). However, other industries that witnessed an employment decline include fishing, forestry, fossil fuel, utilities, and agriculture. Since most industries are highly populated, it is our opportunity as TechIQ to help these businesses remain efficient and more productive.

North East, PA, this is the 100-mile radios in my location. Customers may not be fun-seeking and spend most of their time in groups; they may be limited to the lifestyle in this area. They desire to perform tasks as everyone and seek a more comfortable, slower pace to perform everyday tasks. Most of the NEPA community shops local, leisure activities are hunting, fishing, and farming. 90 Percent of families drive pickups because of the value of business and leisure activities. The customers will use this service/products since there are limited Technology companies compared to the Tri-state area. The price point and persistence are going to be essential to the customers. We have a customer service call line that we offer a service that users can call in and get free support for a limited amount of time. After the time, a small per minute or per call fee applies. We also offer onsite/instant on-call packages also.

Competitors

In Vancouver, Canada, the IT consulting sector provides services such as developing, testing, maintaining software, on-site management of data processors and computer systems, and designing and deploying integrated hardware. Among the many competitors operating in Vancouver are range from small to large enterprises that offers a wide range of IT consulting services. IBM Canada Ltd. offers technical consulting, data processing, non-consulting services, industrial information, and hosting services. However, their operations are highly fragmented across Canada. Thus, they do not offer personalized services because of their vast distribution in Canada and the United States.

Among the IT companies in Vancouver include Doit Software, Simply computing, and Synditech Solutions. Doit Software deals with 60% mobile application development and 40% cloud consulting. Simply Computingisa dealer in IT managing services (31% service focus), other IT consulting & SI (20%), Unified Communication (20%), and the sale of Apple products (19%). Synditech Solutions deals with 80% IT managed services and 20% IT strategy consulting. All our Vancouver-based competitors deal with small to medium business owners in the region.

For us, we will begin with medium and small firms but later expand to include large enterprises. We are also unique because our services are specifically IT consulting operations (design, production, and logistics), customer services (design and design implementation, post-sales, deployment), and applications / Hardware (Networking, telecom, automation, peripherals, web hosting, and cybersecurity). These will put us in a better position to work with corporates, governmental agencies, FMF, MSP/BPO, and Xaas in Vancouver.

Value proposition and slogan

We will set up unique selling points (USPs) for our target customers. Our drive will guide our customers towards digital transformation by setting the pace to become innovation leaders. Technology, corporate takeovers, and outsourcing continue to threaten employees. We will help companies retain their employees as independent consultants. By partnering with these independent consultants, we will navigate current and possible future problems and deploy our research team towards investigating these problems. This will enable our innovative teams to design solutions to potential future problems even before affecting our customers. Remaining ahead in terms of innovation will make our customers come to us instead of us going to them, thereby eliminating competition. As our competitors work on the issues reported by our customers, our human resources will be busy, dealing with potential future problems, thereby leaving our competitors not good enough for our customers.

Marketing Vehicle table

Marketing Vehicle	Frequency	Cost/Month	Description
Television and Radio adds RCN add Window (Channel 66)	One time a month	$400.00 a year	Mass media advertising increases our brand's popularity.
Electronic billboards (Route 78 / 22 / 611 and 209 locations)	Once a month for 6 hours	$4050.00 a year	It will communicate our value proposition in busy streets to increase customer knowledge and awareness about TechIQ services.
Brochure /Leaflet printing / Newspaper Mail insert / Store posting Atom Tabloid Add. Magazine	2000 leaflets printed. 1 add 4 x 6 in. wanted section 3000 pieces per year	$500.00 for 10000 copies. Atom Tabloid monthly add $150.00 a year $1500.00	They will build curiosity in the mind of the readers. They will communicate our contacts and location information.
Informational Marketing  Certified better business bureau and electronic engineering certification.	Membership BBB and IEEE registrations	$500.00 s year.	Increase compliance and establish our brand as a reputable company dedicated to IEEE standards.
Merchandising Display Printed and glossed sign for shows.	Tradeshow Sign Printed placards	$ 1200.00 for a year.	It will serve as the TechIQ logo
Company Website	One-time cost (Go-Daddy) Maintenance cost	$400 $50 per month	Customers can access our company profile and place orders.

Section 2: Marketing budget

Marketing Vehicle	Frequency	Cost/Month (Year 1)	(Year 2)	Total
Television and Radio adds RCN add Window (Channel 66)	1 time a month	$400.00 a year	$400.00	$800.00
Electronic billboards (Route 78 / 22 / 611 and 209 locations)	Once a month for 6 hours	$4050.00 a year	$4050.00	$8100
Brochure /Leaflet printing / Newspaper Mail insert / Store posting Atom Tabloid Add. Magazine	2000 leaflets printed. 1 add 4 x 6 in. wanted section 3000 pieces per year	$500.00 for 10000 copies per year. Atom Tabloid monthly add $150.00 a year $1500.00	$750 for 3000 leaflets	$1250
Informational Marketing  Certified better business bureau and electronic engineering certification.	Membership BBB and IEEE registrations	$500.00 s year.	0	0
Merchandising Display Printed and glossed sign for shows.	Tradeshow Sign Printed placards	$ 1200.00 for a year.	$1500.00	$2700.00
Company Website	One-time cost Maintenance cost	$400 one-time cost plus $120maintenance	$120	$640
Social media adverts & ads Up to 100 ads per day on Facebook, telegram, YouTube, LinkedIn, and email.	$5 per day	$1800 per year	$1800 per year	$3600
			Total budget	$17090

References

Mooi, E., Sarstedt, M., &Mooi-Reci, I. (2018). Market research. The process, data, and methods using state.

Quinn, E. K., Harper, A., Rydz, E., Smith, P. M., Koehoorn, M. W., & Peters, C. E. (2021). Men and women at work in Canada, 1991–2016. Labour& Industry: a journal of the social and economic relations of work, 1-12.

Schaeffer, E., &Sovie, D. (2019). Reinventing the Product: How to Transform your Business and Create Value in the Digital Age. Kogan Page Publishers.