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In this assignment, you will focus on these sections of your business plan:
· Operations.
· Technology.
· Management and Organization.
· Social Responsibility.
You will revise the Operations, and Social Responsibility sections based on the feedback you received in the discussion threads and any changes you want to make to your business plan.
The Technology and Management and Organization sections are new. You have not worked on these sections in your discussion threads.
Reminders and Notes
· Your chosen company will operate within a 100-mile radius of your home address. Your goal is to reach $1 million in sales by the end of the second year.
· Be sure to follow the guidelines below.
· For-Profit Startup Company Guidelines. [DOCX] Download For-Profit Startup Company Guidelines. [DOCX]
· You are not starting this assignment from scratch. You have already worked on these sections of your business plan in the weekly discussions:
· Operations (Week 5 discussion).
· Social Responsibility (Week 6 discussion).
Write a 4–8 page paper in MS Word, in which you provide the specified information in each section.
annotated-BUS599_Assignment2C20Paula.docx.pdf
BUS599 – Marketing Plan
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
Marketing Plan
Paula King
Strayer University
BUS 599: Strategic Management
Dr. Andrea Banto
February 4, 2024
2
Marketing Plan
Target Market
This marketing plan frames a mechanism for Bright Beginnings Daycare to advance our extraordinary
childcare and early schooling services to working-class families and single parents in the local neighborhood.
With full-time, part-time, and after-school contributions, we offer adaptable services to occupied guardians. Our
central goal is to sustain children's improvement in protected and engaging environments at reasonable rates.
This plan investigates our target clients, competitors, and value proposition. It defines promotional vehicles to
raise awareness of our quality care and accessibility. The goal is to differentiate Bright Beginnings in a crowded
market and rapidly scale to $1 million in annual revenue by year two. Careful execution of this marketing
strategy will cement Bright Beginnings as the preferred local childcare partner for middle-class families.
Demographic Description
The typical customer is 25 to 40 years old with one or more children, is college-educated, is employed
full-time or in various professional vocations, values quality, and has a household income of $40,000 to
$80,000. They live within a 30-mile radius of our facility and prioritize their child’s early development.
Geographic Description
We are in a suburban area that serves both rural and urban cities within a 30-mile radius of our facility.
We initially targeted metropolitan areas in the East region but expanded to the suburbs to assist residential
communities for working-class families and single parents. The population density is approximately 5,000
people per square mile.
Lifestyle Description
Customers seek a work-life balance. Busy schedules demand flexible, reliable childcare. They enjoy
family activities on weekends and family vacations. Our area has a thriving youth sports culture, and Parents
drive family-friendly cars, dress casually, and value experiences over material goods.
Psychographic Description
3
Customers value education and nurturing care. They desire stability and continuity for their children.
These people prioritize community engagement and products that promote holistic child development.
Purchasing Pattern Description
Customers enroll one or more children for full-time, part-time, or after-school care. They learn about us
through referrals or community advertising. Tours are scheduled before choosing a provider. Tuition is paid
monthly via auto-payments.
Buying Sensitivities Description
Priorities are quality staff, safety, cleanliness, cost, and curriculum. Accreditation and ratings influence
decisions. Flexible hours and family discounts also factor into provider selection.
Bright Beginnings competes against both national chains and local home daycares. Our closest
competitors are:
Bright Horizons: This nationwide chain operates over four hundred daycare centers focused on early childhood
education and development. They serve infants through school-age children with programs like preschool,
kindergarten prep, and summer camps. Many locations are affiliated with corporate offices. Bright Horizons
emphasizes its rigorous hiring and training to provide nurturing care. However, with higher teacher turnover,
the corporate model may lack a personal touch.
The Learning Tree: This local daycare center has served the community for over 30 years. They have a single
location designed just for preschoolers ages 3-5. The Learning Tree is known for having very experienced
teachers, some of whom have been there for 15+ years. Their curriculums focus on kindergarten readiness.
However, their limited age range and open hours present less scheduling flexibility for parents.
Parker Family Daycare: An early childhood education teacher operated this in-home daycare for the past 15
years. As a small home business, they care for mixed ages, from infants to school-age, with a cap of just six
children. The environment provides lots of individual attention. However, the home setting limits space and
activities. Open hours depend on the owner’s schedule.
4
Differentiating from Competition
The analysis shows competitors have strengths in experience, corporate resources, or personal touch.
However, Bright Beginnings distinguishes itself by combining the best: seasoned staff, purpose-built facilities,
and a customized approach within a locally owned business (Kang & Kim, 2021). We offer the community
what parents want with the professionalism they expect.
Staff: Within the first years, we will employ fifteen dedicated staff members to provide smooth
operations and exceptional care. This team comprises professional childcare workers, teachers,
administrative Staff, and a facilities manager. The staff breakdown is as follows: Six certified childcare
professionals will be employed to teach in the daycare. Manages curriculum and child cognitive, social,
and emotional development. Five assistants to clean and secure the school, aid teachers, and protect
students. Two administrative staff will ensure smooth operations by managing scheduling, enrollment,
parent communication, and other administrative tasks. As the facility manager, I oversee daily
operations, safety, maintenance, and daycare. By the second year, we plan to hire four more certified
childcare instructors, three more assistants, and One facility manager.
Programs: Offer a broad age range and schedule options that most competitors lack. Customize learning for
developmental needs.
Customer Service: Develop relationships with prompt communication and family events. Seek referrals and
feedback.
Facilities: Ensure a spotless, secure environment purpose-built for early education. Frequently enhance.
Value Proposition
For working-class and single parents seeking reliable, affordable care to nurture their child’s growth,
Bright Beginnings Daycare provides customized programs for every schedule. Our skilled teachers build
personal relationships in a state-of-the-art facility for early learning: no corporate uniforms, just passion for
your child’s future.
5
Marketing Vehicles
Marketing Vehicle Frequency Cost/Month
Website $1000 (one-time cost)
Facebook Ads 2–3 times per week. $60 per month.
Instagram Ads 2–3 times per week. $300 per month
Local TV Ads Three times per week $1,000 per month.
Local radio ads Two times per week $2,000 per month.
Local newspaper ads Two times per month $500 per month.
Flyers Two times per month $200 per month
Open House Events Quarterly $600 per quarter.
Referral Program Continuous $500 per month.
Word of Mouth Continuous Free
Rationale: This marketing mix provides a broad reach with consistent messaging. Advertising establishes
awareness (Perreault Jr. et al., 2021). Our website and social media focus on engagement through helpful
parenting content, updates, and enrollment ease. Local flyers and events encourage walk-ins. Referrals leverage
existing parent satisfaction (Perreault Jr. et al., 2021). Together, these tactics promote our differentiation and
value while accommodating busy parents’ preferences for digital convenience.
Conclusion
6
This plan positions Bright Beginnings Daycare to grow rapidly in a competitive market. Our target
working-class and single-parent demographic seeks exceptional yet affordable care for their children’s early
development. Bright Beginnings will meet this need through unmatched service, flexibility, facilities, and staff
passion. Our marketing mix includes multiple high-impact channels tailored to busy parents’ reliance on digital
engagement and word-of-mouth advocacy. With adequate capital investment and execution of this strategy,
Bright Beginnings will become the preferred childcare partner for local families. The goal of $1 million in
revenue by year two is attainable by leveraging our competitive advantages through targeted promotion. Most
importantly, each child at Bright Beginnings will receive the nurturing early education that is the cornerstone of
future success.
7
Sources
Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to
Business (B2B) marketing: A systematic literature review. Industrial Marketing Management,
97(1), 35–58. https://doi.org/10.1016/j.indmarman.2021.06.005
Kang, E., & Kim, R. (2021). Product market competition, reputation, and dividend policy.
Applied Economics, 1–13. https://doi.org/10.1080/00036846.2021.1877255
Perreault Jr., W. D., Cannon, J. P., & McCarthy, E. J. (2021). Essentials of marketing: a
Marketing strategy planning approach. In thuvienso.hoasen.edu.vn. McGraw-Hill.
https://thuvienso.hoasen.edu.vn/handle/123456789/13195
cf_BUS599_OperationsTechnologyManagementandSocialResponsibilityPlanTemplateV2.docx
BUS599 – Strategic Management
Operations, Technology, and Management, and Social Responsibility Plan
First Name Last Name
Strayer University
BUS 599: Strategic Management
Professor
April 10, 2024
Delete the instructions in red before submitting the assignment!
Due: Week 8, worth 125 points
Length: The assignment should be 4 to 8 pages, excluding title page and reference page
Important:
· Review the description of this assignment under week 8 and use the tips provided along with this template to help you write.
· Be sure to review the guidelines provided: For-Profit Startup Company Guidelines
· Use the textbook and review the recommended pages. Note that your textbook has sample plans at the end of each paper.
· Review the grading rubric before writing. Know what you are graded for. Always look at the “exemplary” section.
Notes:
· Leave the text in black as it is. You are required to have a heading for each of the sections in your paper.
· Use SWS format. You will respond to each question using indented paragraphs. The preferred font is Times New Roman, size 12.
· The references must be on a separate page at the end of the paper.
· Check your paper for grammar, spelling, and organization in Microsoft Editor ( https://library.strayer.edu/editor) before submitting it.
· Check your paper in Turnitin Draft Review (located after the Week 11 Module) for plagiarism. You should have 100% original content, paraphrase, and cite all sources (in-text citations and sources at the end).
Operations, Technology, and Management, and Social Responsibility Plan
Operations Plan
· Remember to assign a dollar amount to each operational cost you find, as you will need these figures for the financials document.
· Follow the guidelines provided in the For-Profit Startup Company Guidelines
· Check out Chapter 11- Operations
· You have addressed operations in the week 5 discussion. Be sure to check the feedback provided by the instructor and make changes as needed. Check the suggestions made by other students as well.
Facilities
· Describe the facility, including its location.
· Specify whether it is rented or owned; include any associated costs.
· Estimate the cost of utilities, such as water/sewer, gas, electricity, and trash removal.
Production Process/ Description of Operations (if service company)
· Describe how your business will function to make the product or deliver the service.
· Identify the equipment needed to run your business (machines, refrigerators, vehicles, furniture, etc.) including the cost of each major item.
· Explain your approach to quality control.
· Discuss your approach to inventory (as applicable).
Personnel Needs in Operations
· Specify the number of employees you plan to have, including managers.
· Identify their roles, wages, and/or salary.
Technology Plan
· Remember to assign a dollar amount for each cost, as applicable.
· Check out Chapter 12- Technology Plan
· Consider the type of technology your selected company will use to conduct activities such as managing personnel, taking, fulfilling, and tracking orders, managing inventory, communicating with customers and providing customer service, producing your product or providing your service.
Software needs
· List and briefly describe the software you think you will need and the approximate cost. Examples: graphic software, customer relationship management, accounting, inventory, office, etc.
Hardware Needs
· List and briefly describe the hardware you think you will need and the approximate cost. Examples: computers, monitors, servers, routers, tablets, etc.
Telecommunication Needs
· List and briefly describe the telecommunication equipment, etc. you think you will need and the approximate cost. Examples: phone, internet, fax, etc.
Management and Organization Plan
· Remember to include the salary costs associated with the management personnel you plan to hire.
· Check out Chapter 13- Management and Organization
· You will create a management and organizational plan for your selected company, expanding on the topics below.
Key Management Employees
· List key management team members and provide a brief description of each person’s background (experience, skills, certifications, etc.) and job responsibilities. Includes the salary.
· Justify your selections. Explain how each manager can make a difference in your business.
Management Hierarchy
· Using the flow charts on p. 248 as a guide, outline your company’s management hierarchy.
· You must include a chart or diagram in this section!! In Word, click on the Insert option at the top of the document/ then Smart Art/ then Organizational Hierarchy to create your figure.
Social Responsibility Plan
· Check out Chapter 14- Social Responsibility and Sustainability
· You addressed this topic in the week 6 discussion. Be sure to check the feedback provided by the instructor and make appropriate changes. Check the suggestions made by other students as well.
· Create a social responsibility plan for your selected company, expanding on each of the topics below:
Impact on Stakeholders
· Describe how your company will impact each of the stakeholders: employees, customers, suppliers, and the community.
Employees
Customers
Suppliers
Community
· Consider the benefits you plan to offer to your employees (healthcare, flexible hours, development opportunities), support to your community (sponsored events, classes, charities, etc.), suppliers (fair prices, support, loyalty), and customers (how do you plan to interact with them, consider your core values; offer quality products, etc.)
Environmental Impact
· Explain your approach to minimizing your company’s impact on the environment, considering all aspects of your operations.
· For example, your company might develop a process to minimize waste or reduce energy usage, such as using recycled materials in its production process.
Sources
· Cite all your sources (in-text citations and references).
· Use SWS to format all the references.
· Wikipedia and other similar websites (blogs, opinions) do not qualify as academic resources.
· You can use websites as long as the source is reliable (company websites, forbes.com, fda.com, census.com, etc.)
· For each reference you must have a corresponding in-text citation.
Below are examples of references (please delete and replace them with yours).
1. U.S. Environmental Protection Agency. 2016. Causes of Climate Change. https://19january2017snapshot.epa.gov/climate-change-science/causes-climate-change_.html
2. National Aeronautics and Space Administration. 2008. Graphic: The Relentless Rise of Carbon Dioxide. https://climate.nasa.gov/climate_resources/24/graphic-the-relentless-rise-of-carbon-dioxide/
3. Ellie Zolfagharifard. 2014. Tree Roots Act as 'Earth's Thermostat': Mountain Forest Growth Has Stabilized the Earth's Climate for Millions of Years. http://www.dailymail.co.uk/sciencetech/article-2552933/Tree-roots-act-Earths- thermostat-Mountain-forest-growth-stabilised-Earths-climate-millions-years.html
4. Ronnie Cummins. 2013. How Factory Farming Contributes to Global Warming. https://www.ecowatch.com/how-factory-farming-contributes-to-global-warming-1881690535.html
© 2024 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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