Five Year Marketing Plan

Five Year Marketing Plan
for
Green Mountain Movers
By
Nelson Mavares
Five Year Marketing Plan

Five Year Marketing Plan for Green Mountain Movers
Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . .
...........3
Company
Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
...3
Strategic Focus and Plan . . . . . . . . . . . . . . . . . . . . .

...........3
Situation
Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
...4
Market-Product
Focus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Marketing
Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
..7
Financial Data and Projections . . . . . . . . . . . . . . . . .

..........8
2
Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . 10
Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . 10
Evaluation and
Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Executive Summary
In the next couple of pages, Green Mountain Movers marketing plan for
the next five years is broken down into nine categories, including the
companys description, strategic focus and plan, situational analysis, market-
product focus, marketing program, financial data and projections,
organizations, implementation and evaluation and control. Within each one
of these categories is a break down of how each category will develop within
the next five years at Green Mountain Movers.
Company Description
Green Mountain Movers is an independently owned moving company that

specializes in the delivering, and picking up of reusable moving boxes and
containers. Green Mountain Movers was started by a group of college
students who did not want to pay for the expensive task that is relocating.
Since Green Mountain Movers was founded by college students, Green
Mountain Movers strives to simplify the moving process as much as possible
to provide the most hassle free experience.
Green Mountain Movers offers a different product to give an alternative to
traditional moving companies. Green Mountain Movers offers the highest
quality reusable and recyclable moving boxes and containers as well as basic
moving supplies.
Strategic Focus and Plan
3
Mission
We here at Green Mountain Movers believe it is possible to be the most

effective and environmentally friendly company providing moving boxes and
containers, as well as basic packing supplies.
Goals
Non Financial
o To retain its present image as the highest-quality line of
environmentally friendly products in the moving business
categories.
o TocompetewithalreadyestablishedmovingcompaniesincludingUHaul
o Toenter4newmetropolitanmarkets and expand into suburban areas
Financial Goals
o Toobtainarealgrowthinearningspershareof6percentperyearovertime.
o Topayback20%ofinitialloansbacktothebank
o Tohaveapublicstockofferingbytheyear2020.
CoreCompetencyandSustainableCompetitiveAdvantage
In terms of core competency, Green Mountain Movers seeks to achieve a

unique ability to
1. Provide high quality, reusable, and recyclable boxes and moving

containers that appeals to college students and environmental
enthusiasts.
2. Deliver and recycle boxes and moving containers to maintain the
Companys reputation as a moving company and an environmentally
friendly company
To put these core competencies into a sustainable competitive advantage,

Green Mountain Movers will work closely with environmentally friendly
suppliers and distributors to maintain the reputation as an
environmentally friendly company. These relationships will help build the
high quality boxes and moving containers Green Mountain Movers offers
4
to its customers.
Situation Analysis
This situation analysis starts with a brief breakdown of the current
environment in which Green Mountain Movers finds itself by providing a
Brief SWOT (strength, weaknesses, opportunities, threats) analysis
SWOT Analysis
Strengths
o New company offering different products to different customers
o Company appeals to millennials who are more environmentally friendly
o Quick and easy way of ordering product and service making moving a
hassle free ordeal
o Spearheaded by a group of recent college graduates with MBAs in
Marketing and product development
Weaknesses
o Less abundance of advertising because of less abundance of funds
o Chance that advertising could not reach targeted audience
Opportunities
o Chance to take off with college students because of cheap prices and easy
process
o Gives customers an opportunity to use a different product and recommend
to their friends and families
Threats
o Established companies offering different services
o Customers are scared of using a new and unfamiliar company
o Established companies offering better deals on different products
Green Mountain Movers has many strengths that can play to the advantage of the company.
Headed by a group of business students, the company has a strong business foundation, and a
sound marketing plan. Green Mountain Movers offers a product different from traditional
moving companies that appeals to millennials who are more environmentally friendly. Green
Mountain Movers also has a few weaknesses however, the company will be competing against
already established moving companies like U-Haul who have a known reputation and are
reliable.
Industry Analysis: Trends in Moving Companies and Moving Supplies

Moving Boxes and Supplies- According to MovingBoxesBusinessOpportunity.com,
Approximately 40 million people move a year in the United States, providing
5
a excellent opportunity to cash in on the massive amounts of moving boxes

and supplies needed to move families.
Competitors in the Moving Business

The main competitors in the moving business will be U-Haul, Lowes,
and Home Depot. These companies are already established and have the
reputation of being reliable and offering good prices.
Customer Analysis
The intended demographic for Green Mountain Movers are college
students and recent college graduates. Green Mountain Movers offers high
quality products while still being economically friendly to both the consumers
wallets and the environment.
Market-Product Focus
Marketing and Product Objectives

Current Markets: Green Mountain Movers intends to fully
integrate into the current market by appealing to the younger
generations of movees.
New Markets: By the end of year 5, Green Mountain Movers will
have expanded into neighboring metroplexes and established
itself as a reliable moving service.
Moving Service: Moving product sales will include moving boxes
and containers, as well as basic moving supplies. Sales are
expected to reach $726,500 by the end of Year 4 and $1.823
million by the end of Year 5
New Products: Green Mountain Movers intends to develop many
new sizes of high quality reusable and recyclable moving boxes
and containers, as well as selling at retail stores.
Target Markets
Marketing segmentation has divided the customers into our ideal

target consumers. Green Mountain Movers is advertising to a more youthful,
ecological friendly audience through social media and word of mouth. For the
business segment, ads on LinkedIn will be used to help spread awareness
6
Points of Difference
The points of difference characteristics that make Green Mountain

Movers different from its competitors are broken down as follows:
Reusable and recyclable boxes and moving containers. Most
boxes are not reusable and have to be thrown away.
Environmentally friendly trend, millennials are starting to enter
the market bringing with the the notion of being environmentally
friendly.
High quality service, and hassle free ordering. With a
professional website set up, and easy access to order products,
anyone can order Green Mountain Movers products easily.
Positioning
Green Mountain Movers combines high quality products with

environmentally friendly products, giving the best of two worlds for a variety
of consumers
Marketing Program
Product Strategy
Product Line: Three different size boxes and containers of the sizes 27 X17
X 12 inches, 21 X 15 X 12 inches, and 24.5 X 20.6 X 48 inches will be sold
to begin with, as well as basic packing supplies. The service that will be
provided will be the delivering of the boxes and containers, and the
recycling of the boxes.
Unique Product Quality: With a unique production process, Green

Mountain Movers is able to produce the highest quality reusable and
recyclable moving boxes and containers. Since the boxes are made of
recyclable products and are reusable, the boxes are extremely
environmentally friendly and production leaves no strain on the
environment.
Packaging: Green Mountain Movers does not use packaging for their
boxes as to cut down on costs and be less wasteful of resources to keep in
tune with being environmentally friendly.
7
Price Strategy
Green Mountain Movers offers three different size boxes at different prices.
1. 27 X17 X 12 inches $2.00

2. 21 X 15 X 12 inches $4.50
3. 24.5 X 20.6 X 48 inches $6.00
These prices are very competitive to all the other products offered by
other companies, and is of superior quality.
Promotion Strategy
Type of Communications
o Flyers- Flyers will be printed out and posted at the various
college campuses around the Dallas/Fort Worth area, as well
as heavily populated areas especially Plano, Frisco, and
downtown Dallas.
o Social Media- Ads and posts on Facebook, Instagram and
LinkedIn will be used to help get the attention of online users.
o Word of Mouth- Once consumers start using Green Mountain
Movers and like the product and service we provide, they will
recommend us to all their friends and family.
o The targeted market for Green Mountain Movers is the

millennial age group. Since the majority of this age group are
in college, or just recently graduated, moving will be a hassle
they have to deal with.
o 87 percent of online adults in the US age 18 to 29 use
Facebook, with 53 percent on Instagram, 37 percent on Twitter
and 34 percent on Pinterest (http://www.leadscon.com/18-
statistics-that-marketers-need-to-know-about-millennials/)
Based on this information, it is vital to put out ads out on
various social media platforms to grab the attention of the
millennials.
o For 95 percent of millennials in the US, friends are the most
credible source of product information
(http://www.leadscon.com/18-statistics-that-marketers-need-
to-know-about-millennials/) Because of this fact, we can
8
implement a refer a friend program to help spread the word

between customers and build a credible reputation with the
millennials
Place (Distribution) Strategy
A warehouse where all boxes will be kept. Customers will be able to visit
the warehouse and buy boxes as well as order online, and have the product
delivered to the customers doorstep.
Financial Data and Projections

Past Sales Revenues
Since Green Mountain Movers founding in 2013, the company

has had a steady increase in sales as advertising has hit its mark
and been hitting the targeted demographic.
Year Sales
Five-Year Projections
Five year financial projections for Green Mountain Movers are pictured
below. These predictions are based on past years trends and expected
growth.
9
Year Sales Boxes Sold Overhead Gross Profit

Cost
2016 726,500 102,981 121,901 623,519
2017 927,910 127,891 149,183 778,727
2018 1,190,290 148,281 167,909 1,190,290
2019 1,371,890 156,785 291,289 1,080,601
2020 1,616,800 168,754 300,809 1,315,991
2021 1,830,000 178,901 351,865 1,478,135
Organization
Implementation Plan
10
The expansion into new metroplexes and suburban areas is a complicated

task that involves strategic marketing and ad placement. Green Mountain
Movers believes it can expand and develop new products to have for sale in
the next five years. The Dallas/Fort Worth Area is very big metroplex that
offers a lot of opportunities to aspiring businesses.
Evaluation and Control

Yearly sales have been set for Green Mountain Movers and expectations are
set high. The Dallas/Fort Worth Area is receiving lots of immigration and the
Green Mountain Movers company is ready and willing to receive them.
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Five Year Marketing Plan

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