Assignment 2: Part B: Your Marketing Plan

THE MARKETING PLAN

Name: Shawnique Jefferson

Course: MKT 500

Institution: Strayer University

MARKETING PLAN

Executive summery

This will help give a quick run-down of the overall marketing strategy.

Quick automobiles is a company that is going to offer transportation and travelling services to farmers, business men, tourist and other companies. This company will provide transportation of bulky, fragile, and perishable goods with a lot of care.

Our clients are farmers, business companies, mining companies, tourist and even businessmen. We provide our service for both long and short distances for clients in and out of the country. Quick automobiles offer a variety of services on twenty four bases. Since there is a big gap in the business world that can only be bridged by a good transport we shall for that reason realize big profit margins. Also, competition is less stiff therefore profit is expected to be high. Since this business venture is one of a kind performance of the shares will be high and for that reason return on share will be as well. Therefore, shareholders will get high dividends. Investment gain will also compare favorably to investment cost. So there will be a high return on investment.

Environmental analysis

This can be described as a process whereby factors in a significant business are identified, their effects are assessed and a plan developed on how to take advantage of them all. As far as competition is concerned in this world of transport, competitors are a bit behind when it comes to technology. However, we cannot ignore the loyalty their clients have developed for them. Therefore, our biggest challenge would be to develop an equally high or even greater loyalty program for our clients. However, with a good strategy that would be simple. Also, our competitors offer limited services in terms of distances and goods they ferry. This will give a better footing compared to them. There has been a long period of peace enjoyed in this region. Hoping this will continue there will be no losses incurred due to political instability. Also, policies made by senate are meant to encourage both local and foreign investors. To start a business, there are few legal procedures to be followed which are also not expensive. There are no bottlenecks for both foreign and local investors. It is only a license that is needed to start a business with bounders. Terms and conditions are also not harsh. Technologically this region is lagging behind. With the technology that our investment intends to use we shall offer a stiff competition to our competitors. People around the business area are very friendly and they are easy to interact with. They will also form part of our clients. Cultural practices of these people are not awkward in any way.

Target groups

Our country is not land locked, therefore, large number of goods are passed through the port for both this country and its neighbors using countless containers. This forms one of our major primary targets. The other target areas are mining companies that need fast transportation of minerals to areas where processing industries are located. Most of the areas where processing industries are located lack railways system and, therefore, we come in handy. The other primary target are companies that process goods for both local and international export. Most of them have got poor transport systems with some of the products becoming stale before reaching the consumer. This is a good opportunity for our business. These companies also need to transport waste material to the far regions to dispose of them. One secondary target is farmers who produce both animal and farm products. Some of the goods are very perishable and they ought to reach their destination very fast before becoming stale. These perishable products include vegetables and milk. The other secondary target is tourist. Due to lagged terrain most of local vehicles find it challenging to move into the interior where there are not only attractive scenary and beautiful animals. These would generate income for both our company and the nation where we are operating.

Branding strategy

Brand is one of the most important aspects in a business. All transport vehicles will bear the logo of the company and will also have the same painting style. This will apply to heavy commercial vehicles and also small vans that the company shall use to transport goods to the intended areas. Drives and conductor will wear uniforms bearing company`s logo, mission and slogan. The company`s name is Quick Auto Mobiles. This is the name that vehicles used for services will bear. The slogan will be Your Transport Solution together and the logo will be written on the staffs` uniform as well as on the vehicle. The vehicles will be painted black and green like the staffs` uniform. The logo will be very simple since it will be meaningless if the services offered are poor.

The above will be the

Company`s logo which will

be everywhere our vehicles are and in our premises. This will be embroidered in the uniforms of every staff member. The staff members and every worker will be trained accordingly so as to provide the best service to our clients. Clients are always right and should therefore be treated respectfully.

Performance analysis

After tracking downloads of website content, it is noted with a lot of concern that there is very little that is downloaded from our website. The following could be the reasons for this;

· Poor website content.

· Lack of updating our website.

· Most of our clients are computer illiterate and they rely only on the advertisements on television, radios and newspapers.

· Very little content on the website.

There are also very few web site visitors. The reason for these could be the reasons mentioned above in addition to prioritizing on other commercial advertisements. It is, however, with great joy that it is noted that there is a galloping increase in share value. The company has grown tremendously large with time. The reason for this was that it was able to create customers loyalty and also high quality services to both small and big customers.

To help elevate above mentioned weak points the following objectives will help;

· Always keep website updated. This will be at intervals that will prevent the web page from being boring.

· On advertisements, the web page should also be advertised. This will make many customers aware of the site where they can get any information concerning the company and services that are offered.

· The number of web visitors will also increase upon making customers aware of the website page.

· For the large growth of the company, high level of quality services should be maintained.

SWOT analysis

The SWOT is an acronym for strength, weakness, opportunity and threats. After this information is gathered it is expected to help the company in matching both its resources and capability to the competitive atmosphere where it operates.

The following are the company`s strengths (that is resources and capabilities that can be harnessed and used for the advantage of the company in a competitive environment.)

· The company has managed to secure a strong and good reputation among its customers.

· Also, the name of the company is a strong brand name that makes it attractive to customers.

· The transport network is very strong making it very efficient

· Vehicles used to transport are well equipped and can ferry any form of good. For the perishable ones vehicles are suited with a refrigeration system that is computerized and, therefore, goods cannot spoil.

· Very competent staff that have great knowledge on how to handle customers and goods .

Weakness

The following are some of the weaknesses in the company;

· Some of the staff members do not handle clients appropriately leading to loss of the clients.

· Company lacks an access to major distribution channels.

· High cost of fuel.

· Careless drivers who recklessly cause damage of the goods.

· High maintenance cost.

Opportunities

· There are some transports and road regulations are being loosened.

· There is a strategy by the government to improve farming that will increase produce and hence the need for transport.

· Security is being improved and a great number of tourists expected.

· Technology is improving how vehicles consume fuel.

Threats

Some changes in the environment causes threats to the company and they include

· There is a government plan to establish a railway transport system in the country.

· Some of the regulations are being change.

· There are also trade barriers in action.

· Competitors are in a position to embrace technology better than our company.

A need in analysis aim at collecting numerous information to help build an understanding of the needs as well as issues facing clients. This would help see where there are opportunities for investment purposes

Marketing strategy

Marketing strategy is the activities that tends to concentrate the resources it has on the available opportunities with the aim of not only increasing its sales, but also achieving a competitive advantage.

The following are the marketing strategy the company is raising in order to both compete favorably now and time to come;

· Vigorously train its staff that they will deliver efficiently and effectively to customers. This will also keep them informed about new technologies and how to apply them in the field. This will make sure customers remain loyal to the company and their trust for the company will also increase along with value of shares.

· Explore on the new business opportunities in the market so as to be diverse on the services we offer to our customers. This will also see that we are always a step ahead of our competitors in the market.

· Adapting new technology. This will ensure that our services are improved on a daily basis. This will also increase confidence consumers have for our company. New technology will improve our service delivery to the consumer.

· To adapt new form of transport such as air travel

· The company is planning to engage in thorough and vigorous market research to identify new needs in the market.

Positioning statement

This is described as a clear description of the targeted market along with a compelling picture on how you plan that the market to perceive your product. At times, it often confused with the slogan of the company.

A good positioning statement should bear the following characteristics;

· It should provide an easily understood picture as well as unmistakable picture of the brand that clearly differentiate if from the competitors.

· It should be not only be simple and memorable but also tailored for the target group.

· It should be believable and the company or the firm should be in a position to deliver what it has promised

· It give a big and spacious room for growth

From the above characteristics the following was the company`s marketing position;

The only transporters that transport all kinds and forms of goods near and far globally leverage by technology. While other do not travel far we travel globally.

To achieve the above positioning statement we plan to do the following in order to be competitive;

· To adapt new form of transport such as air travel.

· Vigorously train its staff that they will deliver efficiently and effectively to customers. This will also keep them informed about new technologies and how to apply them in the field. This will make sure customers remain loyal to the company and their trust for the company will also increase along with value of shares.

· Updating our website page to keep our customers informed always.

· Adapting new technology. This will ensure that our services are improved on a daily basis. This will also increase confidence consumers have for our company. New technology will improve our service delivery to the consumer.

· The company is planning to engage in thorough and vigorous market research to identify new needs in the market.

· Increase advertisement far and wide.

· Explore on the new business opportunities in the market so as to be diverse on the services we offer to our customers. This will also see that we are always a step ahead if our competitors in the market.

Marketing science

From the market sciences that have been conducted it is evident that consumers are quite satisfied with the service that we are offering and there it only a few changes that need to be done so as to be at par with the changes in the market. It is, however, not good to ignore changes that our competitors are adopting, therefore, our company have to adopt changes in the market especially as far as technology is concerned. It is also good to note the changes in the taste of consumers. Most of the may slow to adopt new technologies that we conform to, but a few have in a good way adopted appropriately.

Academic resources

From Business Resource changes in the market are one of the main factors to be considered by the company if it has intentions of expanding and growing tremendously large along with competing favorably in the market. From Business Studies volume, one consumers should always be the other factor which is not only crucial for the company, but also very critical.

References

McDonald, M. & Wilson, H. (2011).Best marketing plans Chichester, West Sussex, U.K: Wiley.

Luther, W. (2011). Tips on marketing plans New York: AMACOM.

McDonald, M. (2008).understanding marketing plans London Philadelphia: Kogan Page.