powerpoints

Topic:Marketing Plan

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Market Plan

Introduction

Dentech Company is located on the outskirt of the State of Chicago and has for two decades been operational. Although the company was originally reputable for the sale of dog products such as Yorkshire terror adult dog food, wire crates, Kong bed, dog sweater, wood coat and treats. It has over the years upsurge its production through provision of other products and servicaes, for instance offering cleaning and shaving services to willing pet owners in the surrounding community at a pocket-friendly fee. The company of 20 employees actively responsible for all production, distribution and sales activities, is in constant service and the number of customers served has of recent been recorded to be around 85,000.

Marketing Strategy

Competitive Positioning

This in a nut shell involves employing diverse but best approaches with the aim of dominating the market. It entails validating the strengths, weaknesses, opportunities and threats along with trends of those competitors Fisher, 2009). The company therefore be duty-bound to endeavour to better understand the competitors as well as the market. Since the company effectively knows its market, comparison with regard to the other competitive companies is to be drawn. The company should not only sell quality products at a lower price but also set aside a functional customer care division to inform the customers of the products and engage in Relationship marketing to bonds them to the brand through personal attent

Strategy Implementation

For successful and effective running of a company, formulation of new strategies is considered paramount. Since every strategy not actualised would remain dormant and ineffective, companies ought to work to implement the strategy through putting it to action (Hill and Jones, 2009). Implementation of new strategies has been proven to confuse and frighten the management. Companies therefore tend to incorporates all available experts to implement new strategies (Geeve, 2010). Most companies make the strategies known to their teams but not well enough .

Dentech Company should therefore be geared to communicate to every team member whenever a project has been put to place. The team members should be well informed of the merits of the strategy and how effectual the said strategy will be to the company and the clients. The company should not fail to reward those who make a remarkable contribution to the success of the strategies. It is also vital to regularly hold meetings to discuss how best the implementation process is faring. The members should also talk of the factors that derailed the strategy and what can basically be done about them.

Social Media Strategy

Social media has been defined as content in the form of video, audio, text or multimedia that is published and shared in a social environment. Although social media connects a large number of people at the same time, using it as a means of advertisement fail to yield positive results in the event that the people consider the advert to a nuisance. Dentech Company should therefore adopt this approach in order to make effective advertisements.

a) Creation of accounts that would bear the company’s name, logo and the brand the company sells.

b) The company should appoint a team for the sole purpose of involvement in social media.

c) The team should be vigilant to identify topics of concern. These are majorly topics that generated by people who are in need of services the company provides. This can be achieved through joining social media groups or liking pages that involve pets and also search for the same over the regular search engines.

d) The team should also be able to formulate adverts that are precise and catchy. They should upload pictures and videos that are precise since most people do not spend a lot of time on one page in social media.

The best social media tools that the company should employ should be online sites like Facebook and Twitter and advertisements in TV and radio stations that deal with animal life. These platforms are frequently visited by people who might be in need of the company’s services.

Monitoring Methods

In order to identify things that may negatively affect the business, the management ought to monitor and supervise the daily running of the business (Cadle, Paul and Turner, 2010). Constant supervision will not only enable the management of the Dentech Company to point out any changes that are affecting the company but also predict the same. The Company should have Business Analyst who would investigate ideas and problems, formulate options for a way forward and produce business cases setting out their conclusions and recommendations.

In this, the management should focus on the key areas that would require constant supervision and balance with those that are not prone to misfortune. Information should be regularly collected and shared among the team members in order to tackle the problems and prevent impending ones. The management should not only monitor the workers but also the products including their prices. This will for a fact improve the relationship with customers.

Classification of Major Competitors

Company Name	Intra/Inter Competitor	Strength and Weaknesses
Topdog Limited	Intra Competitor	Strength; Great advertisement strategy and deals with a wide range of products.
		Weakness; Insufficient labour and thus most customers are not well attended.
Animal Feeds Supplies	Inter Competitor	Strength; Great relationship with customers
		Weakness; Lack of a proper channel of advertisement and ineffective customer care services.
Ezra Limited	Inter Competitor	Strength; Provides a high quality product at a low price
		Weakness; Lack of diversification on the products creating dependency on limited products.

Differentiation Strategy in Relation to Top Dog Limited

Since the world is no regarded as a global community, competition is now inevitable depending on the products (Baroto, et al 2012). The Dentech Company should therefore embrace a great Differentiation Strategy in order to control the market.

Integrated Marketing Communications

The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Dentech Company should employ these forms of Integrated Marketing Communications since they are very effective. The company should sell quality products at a lower price. It should also set aside a functional customer care division to inform the customers on the products and engage in Relationship marketing to bonds them to the brand through personal attention.

Advertising

The influence of advertisement and promotions has been clarified to be on everyone. . There a general perception that advertised goods are more legitimate and this will increase sales as well as build the brand name.

Personal Selling

This helps to build personal relationship between the company and the buyers. The workers should be sensitised to build rapport with the buyers in order to make them feel attached to the company.

Sales Promotion

This is basically meant to attract attention since most competing companies ignore them as auxiliary services.

Public Relations

The company should from time to time engage in charity activities through visiting of schools and children homes. The workers should essentially interact with the community and give out caps and t shirts which bare the brand’s name.

Direct Marketing

This will improve the interaction between the company and the customers. The company should reach out to customers via phone calls and over the internet.

References

Baroto M..B, Abdullah M.M & Wan H.L Hybrid Strategy: A New Strategy for Competitive Advantage International Journal of Business and Management; Vol. 7, No. 20; 2012 Published by Canadian Centre of Science and Education

Burnett J (2008) Core Concepts of Marketing Fisher S. (2009) Guide to Writing a Killer Marketing Plan Confidential ©2009 Network Solutions, LLC

Cadle J, Paul D and Turner P (2010) Business Analysis Techniques 72 Essential Tools for Success British Informatics Society Limited (BISL)

Fisher S. (2009) Guide to Writing a Killer Marketing Plan Confidential ©2009 Network Solutions, LLC

Geeve E.A.M. (2010) “Successful Strategy Implementation” A job for the Internal Auditor? Executive Master of Internal Auditing, Amsterdam Business School, University of Amsterdam

Hill, C.W.L., Jones, G.R. (2009) Theory of Strategic Management with cases, South-Western Cengage Learning, 8th edition, Canada,

Longman A. and Mullins J, “Project management: key tool for implementing” strategy Journal of Business Strategy Vol. 25 No. 5, 2004, pp. 54-60 © Emerald Group Publishing Limited