MGT-660 Part V
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MGT-660Week5-StrategicPlanPartIVMichaelWallace.pptxSafeWays Marketing Plan
Michael J. Wallace, Jr.
MGT-660
Grand Canyon University
7 November 2018
Target Market
Customers that use SafeWays include:
Individuals relocating to any area.
Organizations that want to relocate to any area in the United States
As well as international locations
The above targets are just but a few that the Safeway taxi company serves. The company has spread over many states and other countries over the years. Expansion of operations has enabled it to get new customers along the way.
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Target Market
Families moving to new locations across the country.
Individuals going off to college
Car dealerships relocating to new locations in the state.
Car collectors participating in car shows
And armed and federal service individuals relocating to international or national locations.
Market Size
SafeWay’s biggest market is in the United Sates where it is involved in the provision of delivery services to both organizations and individuals.
Its presence is spread across the various states.
The company has also expanded into other markets outside the United States.
Current taxi market is estimated to be worth $108 billion.
Uber as its main competitor also occupies a huge market in the taxi industry.
Safeway Dameer has one of the largest market due to the good services that it offers. Its being used by organizations, individuals and families when it comes to moving items from one place to another.
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Resources Needed
To implement the marketing plan, the company needs the following resources:
Enough capital to market the services of the company.
Increase of delivery vehicles and staff.
Investments in Research and development
Qualified staff members that can bring on board innovative ideas.
Innovative leadership skills.
The company needs both capita and human resources to succeed in implementing the marketing plan. SafeWay’s management should ensure that it has qualified staff that can bring new ideas. Qualified staff will enable the company to effectively market its services within and beyond the United States.
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How to Reach the Marketing Plan
Enhancement of the company’s online presence is an effective way of reaching out to new customers.
Utilization of Facebook, Twitter, Instagram, Watsapp.
Enhancing the company’s online presence will help to reach out to new potential customers that have not yet their services(Kachouie,Mavondo & Sands, 2018). The company will have to hire an online team that will specifically handle any online queries concerning the services being offered by the company. Creation of online accounts on different social media platforms will also be a good way of interacting with the customers and getting to know how they feel about the services being offered. New ideas will also be developed from the online views from such platforms.
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How to Reach the Marketing Plan
Development of a mobile application:
The mobile app will help the company to communicate directly with its customers.
The application will act as a platform where the customers can launch their queries about the prices of different services being offered(Bashir,Yousaf, & Verma,2016).
To promote transparency about prices.
How to Reach the Marketing Plan
Offering affordable prices for taxi services:
To increase the number of customers.
To effectively compete in the market.
To maintain customer loyalty.
To change the impression of customers about using Safeway services.
How to Reach the Marketing Plan
Implementation of quality control through the introduction of a rating system:
To know whether the company is performing well according to the market standards(Kachouie,Mavondo & Sands, 2018).
To enable the management know where to improve in their services.
To build customer confidence.
How to Reach the Marketing Plan
Being fearless, tough and resilient:
The taxi market industry is competitive.
Therefore it is important for the company to be tough and fearless in its operations.
It should fear any controversies during the implementation of its marketing plan.
How to Reach the Marketing Plan
Referral marketing:
In today’s world, referrals are seen as an integral part of a business(Kachouie,Mavondo & Sands, 2018). It is one of the most effective strategies to acquire new customers. Referrals can be done through the word of mouth, online social media platforms or television advertisements.
For years, companies have relied on referrals as one way of marketing their services and products. One person tells another about how the services of a particular company are excellent. Referral marketing has a huge impact on the way businesses perform. If a business offers good services and products to its customers, then it stands a chance of winning over new customers through referrals.
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How the Marketing Strategy Seeks to achieve the Company Vision
The marketing strategy will achieve the company’s vision of becoming the world’s best taxi operator of choice through the acquisition of new customers, enhancement of online presence, provision of excellent services, introduction of fair prices for both the customers and the company.
The company will also partner with other organizations with the main aim of gaining mutual contracts.
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How the Marketing Strategy Seeks to Achieve the Company Vision
The company will also engage in community development as a way of giving back to the society.
The company will align itself to the world vision of reducing emissions through the acquisition of vehicles that produce less emission to the environment.
Development of a company mobile application will help to enhance the services of the company as customers will be able to pay for their services in an easy and convenient way.
How to Measure Whether the Marketing Strategies are Achieving the Vision
To know whether the marketing strategies are working, the company will look at the following indicators:
Increased number of customers.
Increased profits
Increased number of returning customers.
Great marketing strategies should always lead to positive indicators. Any marketing strategy that does not produce positive results should be eliminated from a marketing plan. A good marketing plan should include a marketing strategy, expense budget, situation analysis, and sales forecast. Company’s must carry out a proper market analysis before venturing into a new market. A competitive analysis and SWOT analysis are especially important for any company that wants to succeed.
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How to Measure Whether the Marketing Strategies are Achieving the Vision
Increased number of referrals.
Increased employee turnover.
Increased positive reviews from customers regarding the services being offered.
Successful expansion into other new markets.
Leadership and Innovative Qualities to Facilitate the Success of the Marketing Plan
Risk tolerance: It is an important aspect in a leader. This quality will enable me have an uncanny knack of considering all the possible eventualities when entering a new market(Schnee,2017) . Knowing the possible eventualities leads to well calculated risks that can pay off.
Openness: As a leader, I will be completely open and receptive to any new ideas from the staff members. This will contribute to the creation of a highly innovative climate in the organization.
Emotional stability: emotional stability will help me to ground my emotions under control. A great leader is wired to be positive and happy, so as to do what is required at the workplace(Schnee,2017) .
Todays rapidly developing requires leaders to have qualities that can help to propel organizations to higher levels. Leaders have to be innovative so as to stay competitive in the market and at the same time ensure the continued success of their organizations(Schnee,2017) . The need for innovative leaders has made organizations go for leaders that have excellent qualities. Without innovative leadership, it is an uphill task for organizations to survive in the ever changing market place.
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References
Kachouie, R., Mavondo, F., & Sands, S. (2018). Dynamic marketing capabilities view on creating market change. European Journal of Marketing, 52(5/6), 1007-1036.
Bashir, M., Yousaf, A., & Verma, R. (2016). Disruptive business model innovation: How a tech firm is changing the traditional taxi service industry. Indian Journal of Marketing, 46(4), 49-59.
Schnee, C. (2017). Understanding a leader’s behaviour: Revisiting the role of reputation management in leadership research. Corporate Reputation Review, 20(1), 27-39.
