Marketing Plan
Marketing Analysis
The fruit and vegetable industry has always been strong, because people have always eaten fruits and vegetables. The outlook for the industry is just as good, because this is a popular product whose popularity really never wanes. There are a number of competitors, however. Luton is a decent-sized town so there are a number of grocery stores that sell fruits and vegetables. There’s Tesco and Waitrose and a few others as well. The competitors are good businesses that have a lot of customers, so it will be a challenging market in which to operate. However, we have a good business idea that will draw people from these competitors using the skills and experience of our team.
The demographics of Luton are that it has around 200,000 people and of these about 2/3 are white. The rest are either black or of Asian descent. This means that there is a big market for fruits and vegetables in the town. The target market is going to be Luton. This market is quite large, but we will attract people from the entire town with our marketing expertise and our fresh fruits and vegetables.
The entry barriers are the cost of setting up a fruit and vegetable company. This cost must be under £10,000 because that it our budget. In addition, it is important to make sure that we get a good supplier of fruit and vegetables because we need to have the best produce in order for people to want to buy ours. This means having good relationships with suppliers as well.
Marketing Strategy
The service component is going to be very important. While we understand that having the best fruits and vegetables is critical to our business, it is also important that we offer the best customer service. The customer service at many competitors like Tesco is rather impersonal and not all that positive. We understand with our experience the great service you get at fruit and vegetable sellers in India and Thailand, and that is the type of service that we want to give our customers in Luton.
The sales strategy is to have the best produce at the best prices. We know that English people like value for money, and that is what we intend to give them. It is important that the shop entice people with better quality product, great prices and great service, because this is really what customers expect. The promotional plan will emphasize all three of these different things, because they are all important. The promotion will focus mostly on local newspapers and community marketing, because these are the ways to reach the Luton audience without spending on a London budget. If we spend a few hundred pounds on promotion, this will allow us to have a good exposure to the market, and then from there word of mouth will drive a lot of business growth, because people like fruits and vegetables so much.
The pricing is going to be to give people value for money. We think that if we offer lower prices than the big competitors that we can draw business away from them, and make our own business successful. But for us, the real point of competitive advantage is still going to be the service, because we are not a big national chain where people are always sour and do not want to be there. We will make sure that our promotional material will focus on the service element, and on the high quality of our fruits and vegetables.
Lastly, the web strategy is important because everybody needs a web strategy in 2013. We will have a website that will provide information to customers, will market our fruits and vegetables, state the location and will also highlight useful things like special deals, new product arrivals and probably also social media as well, maybe recipes and pictures.
Marketing Strategy
I email files needed complete essay.
INFORMATION NEEDS
The business is located on the junction of Yonge Street, and Sheppard Avenue housed in temperance house. In this location, the main offices for business information gathering, accounts, management and requisitions will be held. The stores and assembly point for the business will be on the far end of Yonge Street’s intersection with Gerrard Street.
Business address: Endovile Tire Solutions Enterprise
Temperance House on Yonge Street
Web Address httpwww.e
Offices located in the premises: Customer Service; Regional Manager; Accounts; Workshop and stores supervisor.
PERSONAL SELLING
The reach out to the target markets sales personnel will be trained on the marketing agenda. The sales team will be trained on measures to introduce the company, its products and services. The personal selling will involve visits to potential customers’ place of business and distribution of company fliers.
Training
The training will target to give the sales personnel power to sell the company, it values and create a need for the company’s products and services in the market. Training on the company products and services will also be given to the sale team.
Incentive and Evaluation
Among the contracted sales personnel, 20% of those registering highest numbers of customer recruitment will be offered extensions on their contracts. An additional to the basic pay package will be considered as a commission payables based on customer expenditure. This measure will encourage the sales team to sell the business products and services (Fleisher & Bensoussan, 2007). The sale team success will be evaluated by:
Number of customers coming to make further inquiries to the business premises
The number of customer accounts created
Volume of sales made in the initial three months
Knowledge about the company and its product in the target market
COMMUNICATION OBJECTIVES
To make known the company to the market
To enlighten the market on the tire products available and the respective advantage to specific individual needs
To create price awareness and cost benefits of our company’s products to the potential market
To make known in the market that additional after sale services are available
To emphasis on the need for tire care on a transport fleet
Allow for question, answers and discussion sessions that can yield maximum information share
Give avenues for further inquiry through a phone call or visit to company offices
COMMUNICATIONS STRATEGY
Identify the target market and the existing competitors
Description and designing the communication strategy
Communication shall be by word of mouth that allow discussion and in depth understanding market needs and dispersion of message
Allocate budgetary and time resources
Undertake an evaluation of the communication exercises and come up with ideal corrections
Advertising Media will include Print media (fliers, bill board posters and company information brochures) and Audio and Visual advertisement (Radio and television advertisements).
Public Relations Program
Public relations will be involved in designing communication tools, and escalating measures for their distribution. This office will also handle all information from the client and assess appropriate measures of response. The public relations program will undertake to evaluate the market need, marketing needs and the effective measures of targeting the market. Information evaluations will be handled by the public relation office to oversee that the company image comes out as intended. The program will also undertake to create official and contractual documents creation overseeing the legal aspect of the company.
Sales promotions
To attract demand for the products after sale services will be offered to bulk purchases and frequent return customers. The after sale service will entail tire delivery, and fittings. Additional gifts items such as tire rim caps and among others will be given in devised contest and competitions.
EFFECTIVENESS OF ADVERTISING AND PROMOTIONS EXERCISES
The effectiveness of the advertisements and promotional activities will be assessed by the volume of sales and customer subsequent inquiries in the period immediate following the exercises (Dawar & Chattopadhyay, 2002). A sales log shall be maintained to keep track of sales achieved in this period. To assess information dissemination, and reach a field survey will be conducted determining the number of individuals contacted and the how well the information was received.
References
Dawar, N., & Chattopadhyay, A. (2002). Rethinking marketing programs for emerging markets. Long-Range Planning, 35(5), 457-474.
Fleisher, C.S., & Bensoussan, B.E. (2007). Business and Competitive Analysis Methods: Effective Application of New and Classic Methods. Upper Saddle River, NJ: Financial Times Prentice Hall.
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