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Marketing plan sample

Marketing plan sample

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Execuritve summery KPMG IT Advisory is a computer consulting firm whose target customers consist of home users and small

businesses. The Eugene, OR community will be served by a comprehensive service provider that offers computer education/empowerment as well as problem resolution. CCCD is owned and operated by a seven-year industry veteran Don Digit. Don will leverage his extensive experience to provide the community with high quality consulting services. CCCD's competitive edge consists of their unusual ability to explain or teach complex technical issues to clients of all computing abilities. The ability to translate complex "computerease" into basic English is an unusual and desired skill. This competitive edge allows CCCD to empower clients with new knowledge, making them feel significantly more comfortable in the computing environment where they now interact in so many activities. Creative Concepts will offer computer support to clients of two major categories, home PC users and small office users. These categories will comprise 95% of our operations. Both Windows OS as well as Macintosh OS can be supported. CCCD offers computer consulting for software such as the Office Suite, MS Access and other database applications, Quicken, QuickBooks Pro, Internet technology software, and CD-RW software. Hardware issues that are addressed are the setup of LAN networks, wireless (WI-FI) networks, CD-RW installations, hardware repair/replacement, and all issues relating to broadband connections. CCCD will rapidly gain market share by offering needed services, outstanding customer service, and reasonable prices. CCCD projects earnings of $42,845 by year three.

Situation Analysis
CCCD is close to entering their second year of service. The company has been well received , and marketing is now critical to its continued success. The company offers a wide range of computer consulting for both home users as well as small businesses. The basic market need is a reasonably priced computer consulting firm that can translate technical computer information into everyday English, allowing the lay-person to easily understand technical concepts.

Market Summary
CCCD possess good information about the market and knows a great deal of information about the prized customers. This information will be leveraged to better understand who is served, their specific needs, and how CCCD can better communicate with them.

While the customer is interested in having their computer problems solved. CCCD seeks to fulfill the following benefits that are important to their customers.255 0% 0 0 0 0 0 2004 2005 2006 2007 CAGR 2.00% 0.300 10. y y y Comprehensiveness.000 35.010 26.00% 2.500 26. allowing the customer to be served with any type of computer issue that they may encounter. and more recently by broadband connections. Research.Market Analysis 2003 Potential Customers Home PC Users Small Business Contracts Other Total Growth 2% 25.CCCD seeks to offer a wide range of consulting services. Internet purchases. Customer service.000 25. Teaching ability. The relatively new uses of PCs are for the following tasks: y y y y Personal financial management (including tax preparation and filing). Market Trends The market trend for the use of the PC within the home and the small business environment has been a skyrocketing increase in usage.927 11.800 36.609 10.29% 35. most customers appreciate being empowered with new abilities and skills.530 27. to a large degree fueled by the proliferation of the Internet.316 Market Needs CCCD is providing customers with a comprehensive computer consulting service for home users as well as small businesses. . Online bill paying.The customer must leave the session believing that all of their needs were met in a manner that exceeded their expectations. giving them more control within their computing environment.00% 3.061 3% 10.000 10.457 38.619 37.29% 2.

comprehensive industry experience and knowledge.8% of the Eugene community used a PC at home. The use of PC's within small businesses has not significantly grown in terms of the percent of businesses that have PC's. and describes the opportunities and threats facing CCCD. . as well as decreases in complexity. SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses within the company. 27. the percent of households that had a home Internet connection was 14% in 1999 and has increased to 64% in 2002. In 2003. technological improvements. The increased usage of computers in both the home and business environment can be explained by a number of factors including price decreases.Market Growth In 1999. Strengths y In-depth. but the usage of the PC within the business has increased by 39% over a four year period in terms of activities that are now completed with the use of the computer. that number has soared to 71%. Additionally.

Weaknesses y y y As a one person venture (at least initially). Smaller and less known than VOS. the number of clients served is dependant on the time available for the one employee. 1. The time conscious customer will appreciate our swift work. and CD-RW software. CCCD offers computer consulting for software such as the Office Suite. flexible solution. Keys to Success The keys to success are simply: y Exceed customer's expectations. Opportunities y y y Participation within a growing market. 2. Hardware issues that are addressed are the setup of LAN networks. wireless (WI-FI) networks. The difficulty of building brand equity. CD-RW installations. Flexibility. A decrease in market share for Apple (MacOS) should increase the reliance of consultants to solve computer issues with the Windows operating system.The ability to meet the customer's needs with a customized. Suntech provides many services for residents living in East and South Eugene. Additionally. Significant leaps in computer technology making computers far easier to use. there are several phone based computer help services that offer help via the phone. Threats y y y Future/potential competition from franchised computer consulting firms. Service Offering Creative Concepts will offer computer support to clients of two major categories. hardware repair/replacement. we will be able to attract the price-sensitive market without much work. QuickBooks Pro. Quicken. These categories will comprise 95% of our operations. Internet technology software. VOS. Our second main advantage is the accessibility of our services. decreasing the reliance on professionals for assistance with computer issues. Both of these companies charge rates in excess of Creative Concepts. and all issues relating to broadband connections.y y The unusual ability to teach technical knowledge to a non-technical clientele. MS Access and other databases. Suntech Computers. . home PC users and small office users. A significant increase in consumer's knowledge/proficiency of computer technology. The inability to scale rapidly to meet demand. Competition There are two main competitors in this area. Increased sales opportunities as the limit of technology is continually pushed upward. Both Windows OS as well as Macintosh OS are supported. They are a well-established provider of computer upgrades and services.

flexible services. services and advising. The last element of the marketing strategy will be the use of a robust website that will catalog all of the different services offered by Creative Concepts. Financial Objectives The financial objectives include the following goals: 1. Marketing Strategy CCCD will employ several programs within their marketing strategy. Increase the profit margin by 1% per quarter. the Register-Guard and the Eugene Weekly. With a strict adherence to this maxim. 3. It is critical that they continue to take a modest fiscal approach to serving the needs of the clients. but a necessary expenditure. The existing computer service market is so extensive that categorizing it is a rather difficult task. Generate sufficient sales to eventually require the need to hire an additional employee. The very nature of the computing industry. Hold spending at a steady level as a percentage of sales. CCCD exists to attract and maintain customers. as well as provide free community workshops as a method of networking. Marketing Objectives The marketing objectives are as follows: 1. CCCD will employ advertisements in two local newspapers. These jobs will typically consist of minor upgrades. Our services will exceed the expectations of our clients. creates a constant need for businesses skilled in updating and advising customers on computer-related issues. The small business market will be defined as customers with five or more computers or a network requiring service or repair. Home PC users will provide the majority of our business revenue. For our revenueoriented purposes we will define the market as home PC users and small business clients.y y Offer comprehensive. Increase sales every month for the first two years. Mission Creative Concepts Computer Design's mission is to provide the client with the finest computer consulting services available. Critical Issues CCCD is still in the speculative stages as a computer consultancy as a result of their young age. with its extraordinary rate of technological development. Develop a brand image that is synonymous with quality within the Eugene community. not for the sake of expansion in itself. 2. All of the programs will have the goal of getting the largest bang for the buck as the marketing budget is fairly limited. 2. Increase repeat customers by 3% per quarter. 3. Personal market research indicates an available market niche able to be occupied by additional businesses of this nature. success will be ensured. expanding only when the demand of the clients warrants expansion. Since Creative Concepts is currently a one-man operation it will be limited in growth to the capacity of work able to be completed. Target Markets Creative Concepts Computer Design will provide computer support in both a consulting and technical capacity to home PC users as well as small business owners. . Address market needs.

However. To ensure accuracy and validity of the surveys.Positioning Creative Concepts will position themselves as the premier computer consulting firm in the Eugene community. Strategy Pyramids The single objective is to position CCCD as the premier computer consultancy. as well as catalog all of the different services offered. These presentations will be fairly broad based. CCCD received a total of 107 returned surveys that provided Creative Concepts with significant amounts of valuable market research. CCCD will also use free.Generally the services will be offered at the client's home/place of business. distribution. . Marketing Research CCCD used primary marketing research to mine data about the market. valid market research. The added expense of the survey creation was more than rewarded by accurate. The message that CCCD will seek to communicate is that they can offer assistance for any type of computer issue that the customer can think of or encounter. Customer Service. The survey was issued to people within the target market segment. The last method CCCD will utilize is a comprehensive website that will display CCCD's technological proficiency. CCCD will employ several different methods of communication. general presentations/lectures introducing newbies to computer technology. customers. The goal of the presentations will be to introduce the community to CCCD and their unique teaching style.CCCD is keenly aware of the need to have exemplary customer support in order to increase their market penetration and achieve sustainable profitability. The small business community as well as home users will be serviced with professional and effective computer consulting that will solve users problems as well as empower them with new-found control over their technological environment.A multi-pronged strategy will be used for the advertising/promotion campaign. and their preferences. Distribution. CCCD will leverage their competitive edge to achieve the desired positioning. Ads will be placed in the Register-Guard. Eugene's daily newspaper as well as the Eugene Weekly. The first method will be the use of advertisements. Advertising and Promotion. Marketing Mix CCCD's marketing mix is comprised of the following approaches to pricing.The pricing schedule is generally based on a per hour rate. consistently increasing market penetration. y y y y Pricing. building referrals and customer loyalty. making them feel significantly more comfortable in the computing environment where they now interact in so many activities. The presentations should develop significant new customer leads. serving both home users as well as small businesses. advertising and promotion. The ability to translate complex "computerease" into basic English is an unusual and desired skill. CCCD is flexible in order to meet all of the customer's possible needs including a monthly retainer rate for any problems that arise. An electronic survey was administered to collect the market research. describe their unique competitive edge of an efficient and effective teaching style. and customer service. CCCD's competitive edge consists of their unusual ability to explain or teach complex technical issues to clients of all computing abilities. The survey took the form of either an email document or a form that could be completed online at CCCD's website. the arts and entertainment weekly. the survey design was outsourced to a statistics professional. This competitive edge allows CCCD to empower clients with new knowledge. The marketing strategy will seek to generate customer awareness of CCCD's offered services and grow the customer base. community computer presentations/seminars as a communication method.

This should allow for careful examination of variations in demand with regards to season or holidays and still allow enough flexibility to sufficiently compensate. and how these reports link to the marketing strategy. Break-even Analysis The Break-even Analysis indicates that $463 will be needed in monthly sales to reach the break-even point. . Break-even Analysis Monthly Revenue Break-even $377 Assumptions: Average Percent Variable Cost Estimated Monthly Fixed Cost 15% $375 Sales Forecast The sales strategy is a prediction of slow.Financials This section will offer a financial overview of CCCD as it relates to the marketing activities. the focus will be on quality and attention to detail especially in the beginning to avoid some potential pitfalls encountered by many new businesses. expense forecasts. controllable growth. sales forecasts. Since there is one employee (initially at least). Creative Concepts will address break-even analysis.

845 2004 2005 Direct Cost of Sales Home PC Small Businesses Subtotal Direct Cost of Sales 2003 $1.776 $12.338 $33.427 Expense Forecast The expense forecast will be used as a tool to keep the business on target and to provide indicators when a modification or correction must be made to ensure proper implementation of the marketing plan.114 $31.677 $6.743 2004 $3.967 2005 $4.178 $42.750 $1.Sales Forecast 2003 Sales Home PC Small Businesses Total Sales $11.851 $4. .116 $1.288 $20.414 $18.874 $6.667 $11.781 $962 $2.

400 12.monthly and annual.60% Controls The purpose of CCCD's marketing plan is to serve as a guide for the organization. Milestones .670 20.400 $0 -----------$5. Sales.59% 2005 $3.000 $2.500 $2.650 $0 -----------Total Sales and Marketing Expenses Percent of Sales $3.000 $0 -----------$4. The following areas will be monitored to gauge performance: y y y y Revenue.monthly and annual. It is important to accomplish each one on time and on budget. Customer satisfaction.500 13. New customer acquisition costs.020 $1.07% 2004 $2.Marketing Expense Budget 2003 Advertisements Other Other $2. Implementation The following milestones identify the key marketing programs.

650 Manager Don Don Don Don Don ABC ABC ABC ABC ABC Department Department Department Department Department Department Department Department Department Department Department Start Date 1/1/2006 1/1/2006 1/1/2006 1/1/2006 End Date 1/15/2006 1/15/2006 1/15/2006 1/15/2006 Budget $0 $0 $0 $0 $0 Manager ABC ABC ABC ABC Department Department Department Department Department Start Date 1/1/2006 1/1/2006 1/1/2006 1/1/2006 End Date 1/15/2006 1/15/2006 1/15/2006 1/15/2006 Budget $0 $0 $0 $0 $0 Manager ABC ABC ABC ABC Department Department Department Department Department Start Date 1/1/2006 1/1/2006 1/1/2006 1/1/2006 End Date 1/15/2006 1/15/2006 1/15/2006 1/15/2006 Budget $0 $0 $0 $0 $0 Manager ABC ABC ABC ABC Department Department Department Department Department Start Date 1/1/2006 End Date 1/15/2006 Budget $0 Manager ABC Department Department .Advertising Marketing Plan Completion Webiste Completion Seminar #1 Seminar #2 Seminar #3 Name me Name me Name me Name me Other Total Advertising Budget PR Name me Name me Name me Other Total PR Budget Direct Marketing Name me Name me Name me Other Total Direct Marketing Budget Web Development Name me Name me Name me Other Total Web Development Budget Other Name me Start Date 1/1/2003 1/1/2003 2/1/2003 5/1/2003 8/1/2003 1/1/2003 1/1/2003 1/1/2003 1/1/2003 1/1/2003 End Date 2/1/2003 2/1/2003 4/30/2003 7/30/2003 10/30/2003 1/15/2003 1/15/2003 1/15/2003 1/15/2003 1/15/2003 Budget $0 $0 $450 $550 $650 $0 $0 $0 $0 $0 $1.

com/computer_consulting_marketing_plan/financials_fc.com/computer_consulting_marketing_plan/controls_fc.php #ixzz1DdatDnwS Read more: http://www.php#ixzz1Ddb lixv9 Read more: http://www.mplans. Having to liquidate equipment to cover liabilities.mplans.mplans.mplans.Name me Name me Other Total Other Budget Totals 1/1/2006 1/1/2006 1/1/2006 1/15/2006 1/15/2006 1/15/2006 $0 $0 $0 $0 $1. Worst case risks include: y y Determining that the business cannot support itself on an ongoing basis.com/computer_consulting_marketing_plan/marketing_strategy_fc.com/computer_consulting_marketing_plan/situation_analysis_fc.php#ixzz1D dbZmwBx Read more: http://www.650 ABC ABC ABC Department Department Department Contingency Planning Difficulties and risks: y y Problems generating visibility.p hp#ixzz1DdZfhPoC .ph p#ixzz1DdbDlbbo Read more: http://www. Read more: http://www.mplans.com/computer_consulting_marketing_plan/executive_summary_fc. Overly aggressive or debilitating actions from a franchised competitor.

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