Marketing Plan

Marketing Plan Components

1.      Executive Summary (1 Page or less)

In the near future JAGS Transportation will be the leading transportation servicing company located in South Florida. JAGS Transportation service is a full service transportation company offering door to door commutes to and from school and home of their clients. Main priority of JAGS Transportation is to provide safe, reliable, efficient and quality transportation to client as they carry them to and from their destination.

This family owned company was established in 2017 led by Jason and Warrine Guillou. When creating this organization they devoted their dedication and passion into providing exceptional service and proud themselves on attaining top customer service so that their customer’s will continue to conduct business with them over other transportation services. It is Jason and Warrine hopes of gaining recognition as the best transportation company there is through their customer loyalty and earning their trust and respect. In doing so, their goal is to attract and retain customers on different spectrums.

Jags Transportation will reinvent the carpooling experience for all individuals, single-mothers and fathers, and families. Many have become strangers to public transportation services due to the increase in harm and dangerous events that have occurred over the past. JAGS positively influence this stigmas by redirecting their focus and offering more to their service.

This marketing plan will effectively define and improve the services offered by JAGS Transportation, Identify the competition and the efforts that must be executed to defeat them, and lastly articulate JAGS value proposition. By kicking things in gear, JAGS Transportation will soon be the number one transportation service offered in the Miami area.

2.      Current Marketing Situation Analysis

Market description

JAGS Transportation targets a versatile service to meet every customer’s needs inconvenience, quality, economy, safety, and reliability. The majority of JAGS is structured on school bus transportation to transport children to and from home to school. If any additional requests are needed, JAGS takes the opportunity to utilize every customer needs.

Product review

JAGS offers a variety of services which are:

· Private School Bus

· Afterschool Activities/ Tutoring

· Sports Practice

· Social Activities/ Camps

· Appointments/ Other Services (Family Reunions, College Tours, etc).

JAGS is committed to fit the needs of any transportation service and/or traveler (other services). Rated 5 out of 5 stars; a review from one customer stated, “Jags Transportation Service is a very professional and friendly environment! They are more than transportation, it's family!!!” (JAGS Transportation Services, 2016). Providing a safe and cost-effective service(s) through honesty and integrity, demonstrates their passion and core values for the people and the overall brand.

Competition Review

JAGS Transportation has three major advantages from its competitors in homestead. Their biggest competitive advantage is having a multipurpose transportation to meet every travel opportunity needs; its competitors only provide school bus transportation. JAGS is also flexible in a sense of meeting every person’s situation and/or need. Whether it is financial (giving a discount) or last minute services, JAGS takes the opportunity. They want to let customers and everyone see that they enjoy helping people too. Last, JAGS is involved with the Homestead community; participating in local community events like fund-raisers, parades, ‘career day’ (going from school-to-school), and more, demonstrates a huge passion and commitment for all. JAGS Transportation Services fulfills their superior service that reflects the best way to operate with the customer in mind.

3.      SWOT Analysis

Assess major strengths and weaknesses of your product and company, as well as threats and opportunities that the product might face. Identify at least three considerations for each area of the analysis.

*This should help you anticipate important positive or negative developments that might have an impact on the firm and its strategies. 

4.      Objectives and issues

The marketing objectives that the company would like to attain during the following year and any key potential issues involved.

5.      Marketing strategy

JAGS Transportation service is known for providing reliable, efficient, and quality service in the south Florida area. As part of their marketing strategy they will focus on things that are most important to customer and improve certain aspects of theirs. The following benefits will be listed below:

· Reliability – the lack of this benefit can cause major problems for the trip, as the client will be deemed unsatisfied and feel delayed.

· Convenience – this is a key benefit as it builds customer loyalty with the company as they know they you will always be ready, prepared, and on time

· Professionalism – it’s always the goal to exceed the customer expectation for customer service. This is what keeps the customer retention at an all-time high.

By incorporating all three benefits listed above, this marketing strategy will help create customer value and relationships.

Value Proposition: “Why should I buy your product rather than a competitor’s?”

Customers should choose to purchase their transportation need with JAGS Transportation because of their top customer service and low cost compared to their competitors and their convenient behaviors.

Differentiation & Positioning: JAGS differentiation from their competitors is that although they provide services to everyone, they are tailored to offering affordable rides to families and single parent homes so that they are comfortable in knowing their kids made it safely to and from school and after hour programs.

Overall Product Strategy: For JAGS Transportation, their long –term goal is to positively expand across Florida and potentially the whole US will know and use JAGS Transportation Services.

Pricing: compared to competitors and find it’s more reasonable to focus on the area we provide services to. We understand that it can become extremely expensive to transport to and from work on top of getting kids to and from school. For example, transportation for on child one roundtrip to and from school will be $40.00 weekly for morning rides and evening rides are $35.00 weekly.

Place(ment): We are located in the Miami, FL. We proudly serve the following areas:

1. Miami-Dade

2. Homestead

3. Florida City

Promotion: The three promotional tools that will benefit this marketing strategy will be

the following:

1. Advertising- Word of Mouth

2. Discounted pricing

3. Customer Loyalty Programs

6.      Action programs

Concrete marketing actions that you plan to take within the first year.

What  will be done?  When  will it be done?  Who  will do it?  How  will it be done?

7.      Budget

Estimate the expected revenues (forecasted number of units sold and the average net sales price) and expected costs of production, distribution, and marketing. The difference is the projected profit.

8.      Monitoring and control

The controls that will be used to monitor progress and review implementation results.

6.      Action programs

Concrete marketing actions that you plan to take within the first year.

What  will be done?  When  will it be done?  Who  will do it?  How  will it be done?