Strategic Management

Marketing Plan and Sales Strategy

Target Market

Grafton Spring Water has its market targeted on the people living in Freetown and its surrounding. The targeted consumer of the bottled fresh and safe water are; school children aging 6 years to 15 years in primary education, students aged 15 years to 25 years in the secondary education and tertiary education that is universities and colleges. It also aims the professors and teachers working in those institutions aging 25 years to 65 years. The consumers are of the Temne and Limba ethnic groups and of both gender with salaries of over 150 dollars for the professionals. It also targets the Christians and the Muslims.

Actual Data Analysis

Sierra Leone has an estimated population of 7.88 million people by 2019 and ranked 103 in the World in terms of population numbers with a population density of 79 people per square kilometer. Freetown which is the capital city and largest one has a population density of 1224 people per square kilometers. Of the 16 ethnic group, Temne has 35% dominance in the capital and third largest ethnic group the Limba with 8% dominance in the capital still. The young population of under 15 years make up of 42% of the total population and 62% people of the total population living outside the cities. 71% of the population is Muslim while 27% is Christian and the rest practice indigenous religions. Has youth unemployment rates of 60% and poverty rates of 81%. It has higher levels of illiteracy, poverty, poor drinking water gotten from polluted areas and health problems like HIV/AIDS. Currency is Sierra Leone Leone, (Sagna, 2018).

Market Competition

New entries into the industry of beverages will be difficult because; the market share has already been largely covered by the existing companies who are seen as duopoly. These are Coca-Cola and Pepsi. In addition, the capital intensiveness of coming up with a beverage industry may be an advantage for the opponent in the market. Also, there are already well-developed markets by the competitors and this is an advantage to them. The market is thus very competitive.

Differentiation from Competition

However, with my plan, I will be able to fight against this competition. This is because, I have identified my competitors, their strengths and weaknesses. This has given me the areas to compete in and thus a differentiating stage. I have also researched on what my customers want. They want quality fresh water at lower prices. There is a unique selling point that illustrates to customers why they need our product and why our products are better than the other providers. Moreover, there are regular marketing seasons through posters to remind people what we are selling and why they should buy from us.

Our premises are also being renovated whenever necessary, the branding is even better with well-informed websites and business cards. The customer service at our company is accessible by the customers who present their needs and there are mechanisms in place to immediately respond to their needs and expectations. We are also targeting markets outside Freetown so as to grow our markets and expand the risky at the same time. Additionally, there are channels standby ready to respond to the services that customers are interested in and these are immediately incorporated into the business. The future has been greatly budgeted for. The marketing team is daily getting the latest development in the industry on consumer trends and investing in new technology. We are targeting 30% growth in sales through expanded markets in the next five years, (Wood, 2016).

Achieving greater sales calls for greater sales strategies. These are. Setting specific goals. The company is set in providing quality water and with that there is a set target of sales done on daily basis and a follow done to see the trend. Also, the sales made in the previous days should be analyzed so as to enable us determine the areas of improvement. We are also targeting smaller markets as we commence business. This will reduce complications and help us address the challenges that may be there. Our sales representatives are out there with their ears wide open ready to get information from the prospects and this helps in closing deals. We are focusing o outshining our competitors. We want to be the best in the industry and each day we are working towards achieving that. We have deployed creative sales persons who give essential stories about our products and this captures the attention of the people. Salespersons are being trained on communication and negotiation skills.

Company Message

The Five Fs strategy applies in our business. Our focus is on manufacturing safer, clean and affordable water for the betterment of the society’s health. We aim at improving people’s lives and help eradicate health diseases related to drinking of contaminated water. We are also employing a follow through mechanism on each company’s activities and daily basis and on weekly summary, (Kaplan, Robert & Norton, 2015). The feedback from the management is then communicated immediately to the employees to rectify and improve on areas highlighted. Our business is a flexible one with regard to the market interests. Our strategies are fun and inclusive of employee participation in formulation and implementation. Our marketing slogan is ‘Fresh Water for Fresh Health’

Marketing Vehicles

The market vehicles include; ads in advertising, billboard advertising and online advertising via websites that have product information on its availability and contact information. Use of a fan page like Facebook to market the product through interesting stories and comments to draw the attention of the customers. Creation of direct emailing that has fliers with basic information on the product, the catchy slogan and the picture of the product. In addition, the brand will be created through participation in the charity events and sponsoring sports team. During these times, banners should be printed and hang in the events and at concert stages to promote your event, (Rosenbloom, 2017).

These marketing vehicles have been chosen because they are easily used to reach a massive population rather than person to person approach of which is will be used but not so widely. Moreover, they are convenient because they reach people at their place of interest like concerts where they are not forced to attend but come willing and ready to receive anything from such events willingly.

References

Kaplan, R.S., Robert, S., & Norton, D. (2015). The strategy focused organization. How balanced score cards companies thrive in the new business environment. Harvard Business Press.

Sagna, M.L. (2018). The census in Sierra Leone and demographic analysis. Culture, health, demographics and sexuality, 16(6), 603-619.

Rosenbloom, B. (2017). Marketing channels. Cengage Learning.

Wood, M.B. (2016). The marketing plan handbook. Pearson.