“Marketing Plan”

* Your imaginary start-up business MUST be a retail computer & electronics store selling items to the general public (the items can include … but not be limited to … the gaming computer you mention).

* Make sure all drafts of your plan follow assignment instruction guidelines, and that each of the assignment’s content & format requirements are fully met;

* Make sure all drafts of your plan contain only
the required content & sections;

*When creating your plan’s 3rd draft (during week #6 of the course) please include a 1-year simple spreadsheet of your marketing expense budget that totals at least $500,000 … AND accompany it with a color pie chart showing those expense categories and their percentages.

: – )

Introduction & Overview

This Marketing Plan assignment gives you the opportunity to practice developing an integrated business and marketing strategy for a product or service of your choice. This activity will make the course “come alive” through the application of the principles from the textbook, course materials, and threaded discussions. Assignments such as this also help you develop business-oriented communication skills.

The development of the marketing plan is an integral part of the course, and will require several weeks of research, critical analysis, critical thinking, and writing. Past students tell us the only way to do well on this project is to begin early and work on it consistently throughout the entire course, and focus on “format” as well as “content”.

Your plan MUST be pre-approved before you begin your planning activities. Therefore, it is due no later than “Wednesday” at 11:59pm of week #1 … and it must be submitted to the week #1 drop box. However, it is recommended that you submit your topic as early in the week as possible. If approved early, you’ll have more time to conduct initial planning steps.

Here are important guidelines to keep in mind while contemplating your marketing plan focus:

• With such a brief amount of time to complete your marketing plan, don’t allow yourself to take-on an overwhelming and overly time-consuming planning project. So keep it small, but select a project that allows you to conduct complete and comprehensive marketing planning effort.

• Remember, that this is a ‘Marketing Plan’ and not a Business Plan. Thus, your focus should not be on the company’s operational or administrative efforts. This is a plan that focuses solely on how you are going to market your product or service to your customers.

Marketing Plan Guidelines:

HERE ARE YOUR PLAN’S 7 REQUIRED ‘PROPOSAL’ GUIDELINES:

1. Think in terms of a “START-UP” business venture (not an existing business); propose a business which requires an ‘original’ marketing effort, one in which you have an interest.

2. Keep your target market SMALL. This means focusing on a total geographical marketing area of no more than approximately 7 million people, and no less than about 1 million people. That’s about the size of a major city & its surrounding populations. It’s also OK to secondarily include an internet marketing effort (with a global reach).

3. It must be a “FOR PROFIT” marketing endeavor. It cannot be a no-profit enterprise; it cannot be a charitable enterprise; it cannot receive ‘grants’ or income from third parties. This means it must rely solely on its own marketing income for survival.

4. It must market “primarily” to a “CONSUMER AUDIENCE” (end-user customers who actually use your service or product … NOT middlemen or retailers who resell it or use it for business purposes). Also, you cannot market to a business-to-business enterprise; you cannot market to an “in-house” market; and you cannot market to a small “nitch” audience.

5. Your Proposal must be submitted no later than “Wednesday” of week #1 (no later than 11:59pm).

6. You must submit your proposal on the “Marketing Plan Proposal Form” located in doc sharing (document #12).

7. Your plan MUST be pre-approved before you begin your planning effort.

Please read and review our Marketing Plan Guides in Doc Sharing prior to beginning your marketing plan. They are documents #9 through #17.

Here is an outline of the entire plan:

Marketing Plan Outline

1.0 Executive Summary

2.0 Situation Analysis Overview

2.1 Market Summary

2.2 SWOT Analysis

2.3 Competition

2.4 Product (Service) Offering

2.5 Keys to Success

2.6 Critical Issues

3.0 Marketing Strategy Overview

3.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Target Markets

3.5 Positioning

3.6 Pricing Strategies

3.7 Marketing Attack Strategies

3.8 Marketing Research

4.0 Controls Overview

4.1 Implementation

4.2 Marketing Organization

4.3 Contingency Planning

5.0 Conclusion

References

REQUIRED ‘FORMAT’ GUIDELINES:

Every draft of your Marketing Plan is to be formatted per APA guidelines and must include:

Correct content – In each draft of your plan, Submit only the content asked for in the specific assignment.

Title Page – Include marketing plan title & draft number, company name, student name, & submission date)

Page header & running head, and page numbers on every page;

Table of contents (with page numbers);

Double-spaced text using Times New Roman 12-point type;

Numbered Headings using Times New Roman 16-point, All Caps, Bold Face, flush left;

Sub-Headings using Times New Roman 12-point, Upper & Lower Case, Bold Face, flush left;

Graphics & charts – must be easily readable and imbedded into the document at the appropriate locations. They cannot be attached as separate documents.

Reference Page (presented in APA style & updated with each draft).

Your Final Marketing Plan should be about 18-20 pages in length. You may be penalized for submitting less than 18 pages. You will not be penalized for submitting more than 20 pages.

Page counts do not include the title page, table of contents, or reference page.

Milestones and Grading Rubric:

Although each marketing plan draft must contain ONLY specifically requested content, it is recommended that you have one working draft of the Marketing Plan and add to it throughout the course. Remember to read the grade feedback and go back and revise your marketing plan prior to submitting your final draft.

1.0 Executive Summary

2.0 Situation Analysis

2.3 Competition

2.4 Product Offering

2.5 Keys to Success

2.6 Critical Issues

1.0 Executive Summary

2.0 Situation Analysis

2.1 Market Summary
The Computer hardware and gaming system are in an era of precise sophisticated tech with competitive industries around it. This a retail computer & electronics store selling items to the general public offered varieties product available through advertising, flyers with discount and computers ads. Many of these companies in the West New York are small and medium size companies with related service. GameStop, Blockbuster, RadioShack and others medium size have extremely active campaign thanks to their franchise partners who has an offer over the years better technology, high end gaming system, computer tech with a high satisfy customer in their product and service because fulfilled the demand of their clients.

2.2 SWOT Analysis

Dely’s computer tech
SWOT Examination in relative to the capabilities needed to effective produce and sell tech equipment and gaming computer
Strengths –
1. Direct Relationships with customers – Dely’s principal advantage over its rivals is the direct relationship and family oriented of its associates with its customers in the West New York area. They enable these characteristics by listen to the customer, and get survey and feedback from customers to ensure the best service available in the area.
2. Lowest price with a high inventory levels items in the stored – offering the lowest; inventories can be quite substantial because, many end-users are looking for lowest prices in newspapers, magazine and radio advertising.
3.
Personalization
at every single sale with lay-way options for customers – Each client can accommodate their computers items while they exercise a lay-way option. It is a remarkable sale to add only featuring that customers will use in their computers.
Weaknesses
1. In the area has been a reporter of lack of industry innovation – all those stored look like a Standards based tech stored with no innovation in the community. Dely must achieve a campaign with a totally different slogan that can bring new customer to the stored. Every unprofitable customer that comes to the stored it is potential actual profits lie customer.
2. Overdependence on the local market – All of Dely’s revenues comes from the local market which means that the stored is not doing a the necessary campaign in the internet
Opportunities
1. Gaming and PC – both of them are one the fastest growing segments within a new system coming out such as Xbox one and ps4 can jump sales by the holiday season. This area is hugely attractive as well for the extremely high margins that it offers due to focus on the product and not on price.
2. Industry merging and Expansion into the internet – to work in conjunction with amazon and eBay can help to create extra profit and revenue in the company.
Threats
1. Retaliation by competitors -. There is many company that are likely to be the same in competitors such as GameStop, Blockbuster, and Gamefly with videogames trying to break the industry with latest high end game system and video in the market. However, Dely’s computer tech industry already has a strong brand in the market of computer in the area but, creating an exceptionally strong product in the Gaming would position itself for sustainable growth in this area.

2.3 Competition

Competition in the area has been intense because, the economy has been tough for business and it does not matter the size of the business in the West New York has been the same as the nation show with lower sales in recent years. Other stored such as RadioShack, Blockbusters, and local stored will try to lower their price to compete with us, but the stored has to keep up with the market and demand of customer and provide customized solutions for each customer that would be the different between others stored and Dely’s tech. Consequently; in order for Dely’s tech to succeed in this fragile market must match the competences of each customer’s orders.

2.4 Product Offering

The product must be ultimate gadget with a functionality rich in features and the lately in the market in computers and gaming system. The stored should get laptops with the least three different component from bases to upgrade feature, and it will be up to the customer to decided which computer to get by the end of the lay-way. This way to purchase a new product will bump the sales at the stored. Given that the customer can purchase from a client standpoint, there would be a lot of choice for the customer because they can go online at the store and customize their order in the way the client, thus provided that them with absolutely flexibility and power to build such a high end computer all things needed from global brands. Since, it will post items in eBay and amazon.

This product would come out with a new idea in gaming computer with a highly prevailing based on the latest technology of Dely’s tech, and specially designed to offer optimal gaming experiences to the customers.

2.5 Keys to Success

Marketing Campaign – that can brings news customer to the stored that can be outside of the door offering flyers and discount if they decide to get into the stored.

Trained salespeople – Dely’s tech should have the capacity to be able to support the products promoted in the store by the associates. – Phone lines capable of providing supporter to the client when in needs. Existing Dely web service would be able to support the new product by providing many items from the stored to online customer. So; each sale person must be capable to express their knowledge of the product in a well manner on the phone or face to face. The prospect for customer service should be train as well as the associate from the floor.

Responsiveness – the prospect must be able to respond a quick any question that the customer asked and offered help to any customer that they can encounter.

2.6 Critical Issues

Demand of the latest technology parts –
Dely’s computer tech name is one of the elite brands in the world by creating a new market in the gaming in amazon and eBay will create a better value with a good profit for the company. Moreover, the new department can focus in research and intelligence put into the design new option of sale for the stored, beside can help to improve with new techs to the stored.

Managing competitor retaliation – As discussed above, there could be a lot of retaliation and reaction from contestants and Dely should have a plan ready so; to manage them, and guarantee that the original sales and brand structure efforts of the company are not impacted.

Document Format POSSIBLE POINTS: 10

Each draft of your Marketing Plan must be formatted per APA guidelines; and it must include:

COMMENTS:

· Contents – Submit only the sections and sub-sections asked for in the assignment.

· Need to eliminate all content not directly associated with draft #1.

· Title Page – APA style (including marketing plan title, draft number, company name, student name, & submission date)

· Need to include draft number.

· Table of contents (with page numbers)

· No changes or updates needed … You’re right on track.

· Page header, number, and running head (on every page)

· No changes or updates needed … You’re right on track.

· Double-spaced text using Times New Roman 12-point type

· No changes or updates needed … You’re right on track.

· Numbered Headings using Times New Roman 16-point, Bold Face, flush left; and sub-heads using Times New Roman 12-point, Bold Face, flush left.

· All numbered headings need to be “16-point.

· Reference Page (APA style & updated with each draft)

· Must include this with each draft.

POINTS:

4 out of 10

2.0 – SITUATION ANALYSIS (Overview)

POSSIBLE POINTS: 10

Here, you present a brief overview & introduction to sections 2.1 – 2.6. Begin with a short overview paragraph, then briefly introduce each of the sections using sub-headings. Discuss any aspect of the sections which deserves special reader attention.

Suggested length: ½ page

POINTS:

0 out of 10

COMMENTS:

Need to include this section.

2.1 – Market Summary

POSSIBLE POINTS: 10

This is a brief introduction and overview of your target market. Where is your target market situated? (provide a small map showing your target market). Approximately how many people live within the market area? How fast is the market growing? What are the relevant economic trends in the area? Who are the people you are targeting? What are the ‘psychographic’ peculiarities of this target audience? Explain why the target market is attractive to you, as a marketer.

Suggested length: ¾ page

POINTS

0 out of 10

COMMENTS:

This section’s content needs a complete refocus of content. Currently, you are focusing on product & competition. See above.

2.2 – SWOT Analysis

POSSIBLE POINTS: 10

Here, you present Internal Strengths and Weaknesses, and External Opportunities and Threats.

The purpose of a SWOT Analysis is to have YOU take a hard, realistic, & candid look at your company, and present an HONEST look at your strengths, weaknesses, opportunities, & threats.

STRENGTHS – This is not a list of 101 things that you have going for you. A “strength” is something that you clearly bring to the table. A STRENGTH consists of those things found within your company’s “four walls.” It could be your management expertise within the industry… your financial backing… your manufacturing capability. Whatever it is, they make you a formidable competitor.

WEAKNESSES – This is your “soft underbelly” at which your competition cackles with glee. It is where you are exposed. For many in our class, one weakness may be that you have no BRAND recognition – no one has ever heard of you. It could be your lack of financials. Whatever your WEAKNESSES, these are the things within your company’s four walls that you need to address quickly. Identify where you’re vulnerable.

OPPORTUNITIES – This is where you see opportunities to grow your market, make profit, and establish a foothold. It may be where you can build upon your internal strengths to capitalize in your target market. Your “opportunities” are those business niches and situations where you see yourself exploiting for hyour own advantage. In effect, where is the money opportunity for you?

THREATS – THREATS are those things in your macro-environment and about which you have virtually no control — what is happening with your competition, technology, government/legal, environment, etc., that can have an unwanted effect on your business as you attempt to bring your product/service to market? You need to be aware of these… and never assume “that can’t happen to me.” It does… and they do.

IMPORTANT: Your SWOT analysis should be submitted in BULLET Form! It is not written as an essay.

Here’s an example:

STRENGTHS:

· Strong management experience with over 25 years in the widget industry, specifically in prototype manufacturing.

· Guaranteed $4.2M financial backing from bank.

· Strategic alliance with Goodman Engineering Systems to do manufacturing.

· Patented technology that gives us an industry lead.

Suggested length: 1 page

POINTS:

8 out 10

COMMENTS:

You’re partially on track. You should use ‘bullet points’ and offer more statements.

2.3 – Competition POSSIBLE POINTS: 10

Who are your competitors? What are they doing? What are their strengths & weaknesses? How do they compare?

Include a comprehensive list of current and potential competitors and substitutes (a substitute is a product or services which is similar to, but not identical with, your product or service. It can be used as a replacement for your product or service. This list could be organized by industry, company type, or by firm. This list should only contain 4 – 6 competitors and/or substitutes that you see as most important and indicate why.

For your top two (2) primary competitor(s), offer a detailed analysis of their strengths and weaknesses, as well as the strategies likely to be used by each upon your entry into the market.

Provide as much relevant information as you can find about your chief competitors: size, current market share, product quality, growth, financial stability, image, marketing strategy, target markets, and any other data you consider important. Do not skimp on this; know thy enemy!

Discuss how your product/service compares (features and benefits, target market, etc.) to that offered by the competition. In addition, share how you plan to differentiate your product from the competition. Why might people buy your product/service instead of the others offered by your competition in the same general category?

Be sure to address substitutes. Are there any substitutes for your service or product offering? Identify the primary substitutes, discuss strengths and weaknesses of those substitutes compared to your offering. If there are no substitutes, indicate this.

As you will likely encounter competition when you enter the market, what is your plan to respond to competitive counter thrusts? How will they likely respond to your entry into the market?

Suggested length: 1 – 1½ pages

POINTS:

5 out 10

COMMENTS:

Here, Hugo, you need to offer more content focused directly on describing your competitors. See doc #17 in doc sharing as an example.

2.4 – Product (Service) Offering
POSSIBLE POINTS: 10

Here, you describe your product or service. What needs does the product or service fulfill? What problem does it solve?

Articulate a concise, yet thorough, understanding of your product or service. Describe it so that the reader envisions the product or service. Tell the reader your product’s name, features/attributes, advantages, benefits, quality, warranty, labeling, packaging, etc.

You’ll want to provide an explanation of any competitive advantages or challenges. Don’t assume the reader understands exactly what it is you are bringing to the marketplace. Describe it in detail.

Suggested length: 1-page

POINTS:

10 out 10

COMMENTS:

No changes or updates needed … You’re right on track.

2.5 – Keys to Success
POSSIBLE POINTS: 5

What are the most important factors to making your plan successful? What marketing efforts and activities will be key to your success?

Suggested length: 1-2 concise paragraphs

POINTS:

5 out 5

COMMENTS:

No changes or updates needed … You’re right on track.

2.6 – Critical Issues POSSIBLE POINTS: 5

Here, focus on what you anticipate as your most challenging ‘road-blocks’ to reaching your goals? Will it be obtaining an appropriate budget, or creating an effective marketing communications attack strategy, or getting your product or service to the consumer? Or will it be something else? Discuss your critical issues.

Suggested length: 1-2 concise paragraphs

POINTS:

5 out 5

Dely’sTech Draft #2

Dely’s Tech Marketing Plan

Hugo Burgos

Keller Graduate School of Management

MM522 Marketing Management

10/01/2013

TABLE OF CONTENTS

3.0 Marketing Strategy 3
3.1 Mission 3
3.2 Marketing Objectives 3
3.3 Financial Objectives 4
3.4 Target Markets 5

3.0

Marketing Strategy

Dely tech is a convenient Tech store located in West New York, New York State. It serves a target audience of approximately 49,708 customers every year that target mostly savvy tech people. The target market comprises of males aged between 14 – 36 years who are sensitive to technology change. It sells latest gadgets designs from popular models across United States.

3.1 Mission

The company’s goals and mission is to serve the best and most preferred computing and technology store, helping our customers experience with the latest gadget in technology, offer precise high quality customer service, at tremendously competitive prices. The mission of the company will be “serve with commitment our customer”.

Dely’s tech make available to customer a variety of different merchandises at low prices for our customers. At the same time, devoted to clients best service available the market which it is the finest service in the area. Each employee at the store must be conduct a high standard and professional manner at all time. Also, the store will reward employee who exceed expectation in the store. All these will be capable with the help of every employee at the store.

3.2 Marketing Objectives

Marketing objectives for the first five years of launch latest games factor gaming PC, Xbox, PlayStation and Wii include

· Year 1 – Worldwide sales by partnership with Amazon and eBay by posting unit of the store online and be able to send units worldwide.

· Year 5 – Worldwide sales of more than 5,000 units with average order value of more than $100.00.

· Create a loyal and distinct customer base in the area of West New York in gaming and multimedia customers with easy lay-way purchased and pre-order for customers.

· Targeted combined marketing campaign to range more than 100,000 units gaming and multimedia sells in the next five years.

· To offer a wide range of merchandise at realistic low prices.

· To attain a healthy profit edge within the first few years.

· To accomplish a high net profit by year three.

· To be a dynamic acting and vocal member of the community with a continual re-investment through contribution in public activities and financial contributions in the region.

· Month Gross sales Revenue -USD

· October $40,000.00

· November $48,000.00

· December $64,000.00

· January $56,000.00

· February $50,000.00

· March $39,000.00

· April $36,000.00

· May $32,000.00

· June $31,000.00

· July $30,000.00

· August $31,000.00

· September $35,000.00

3.3 Financial Objectives

New products from our store will expect to drive a good grow and profit within the company, financial objectives include

· By year 3, contribute about 5% of overall company revenues and 10% of overall company profits

· Have average revenue growth of 30%+ for the first three years of operation

· Have average margin of more than 40% for ever unit sold

3.4 Target Markets

Sales analysis

The company is expecting to have a high sales volume during the winter or holiday months. This stretches from late October through December. This is the period deemed for thanks giving and Christmas. People are in a celebrating mood.

During the spring season a fall in merchandise is experienced i.e. the period running from March to May. This will stagnate in the months of July to August. This is the summer season in New Jersey State.

Once the autumn season is welcomed the sales volume starts to increase. The sales trend increases until the thanks giving season is ushered in.

Psychographic segmentation is applied for this case where people are classified according to their values, lifestyles and how they translate into the consumption of a particular product or service. Interests, opinions, values, attitude and activities they perform affect their choices and why a group of people would learn towards a particular product more than others.

TARGET MARKETS

It trends changes frequently with change in lifestyle and spending capacity. The global technology industry experienced a growth of 2.9% in 2009. Males market is the most fragmented market which consists of dominant brands and new upcoming events. Sales of adult’s game proved to be the most lucrative.

Sales for the largest publicly traded companies are positive.

Source: Gamer Investments (2010)

Document Format POSSIBLE POINTS: 10

Each draft of your Marketing Plan must be formatted per APA guidelines; and it must include:

COMMENTS:

1. Contents – Submit only the sections and sub-sections asked for in the assignment.

1. No changes or updates needed … You’re right on track.

1. Title Page – APA style (including marketing plan draft number, company name, student name, & submission date)

1. No changes or updates needed … You’re right on track.

1. Table of contents (with page numbers)

1. No changes or updates needed … You’re right on track.

1. Page header, number, and running head (on every page)

1. No changes or updates needed … You’re right on track.

1. Double-spaced text using Times New Roman 12-point type

1. No changes or updates needed … You’re right on track.

1. Numbered Headings using Times New Roman 16-point, Bold Face, flush left; and sub-heads using Times New Roman 12-point, Bold Face, flush left.

1. No changes or updates needed … You’re right on track.

1. Reference Page (APA style & updated with each draft)

1. Need to include o changes or updates needed … You’re right on track.

POINTS:

10 out of 10

3.0 – Marketing Strategy (Overview) POSSIBLE POINTS: 10

Here, you present a brief overview & introduction to sections 3.1 – 3.4. Begin with a short overview paragraph, then briefly introduce each of the sections using sub-headings. Discuss any aspect of the sections which deserves special reader attention.

Suggested length: ½ page

POINTS:

0 out of 10

COMMENTS:

Here, you need a complete content refocus. You are to present a brief overview & introduction to sections 3.1 – 3.4. Begin with a short overview paragraph, then briefly introduce each of the sections using sub-headings. Discuss any aspect of the sections which deserves special reader attention.

3.1 – Mission POSSIBLE POINTS: 10

Here, you present your company’s formal “Mission Statement” (It is perfectly OK to ‘create’ a Mission Statement for this assignment); then briefly explain it and discuss how it will guide your marketing planning effort and subsequent marketing activities.

Suggested length: ½ page

POINTS:

10 out of 10

COMMENTS:

No changes or updates needed … You’re right on track.

3.2 – Marketing Objectives POSSIBLE POINTS: 20

Your Marketing Objectives should be clear, be measurable, and have a stated time frame for achievement,

Here, focus on 2 key objectives:

1. Your Value Proposition & Brand Identity

1. Your estimated Unit Sales

Thus, this section should be comprised of a brief intro paragraph and 3 complete and detailed sub-sections (identified by sub-headings).

Here’s an overview:

1. Brand Identity & Value Proposition:

All products and services strive to obtain a unique identity with their targeted audience … and a “value proposition” that fills an ‘opening’ in the quality spectrum within the particular industry. For example, Rolls Royce and Toyota present opposing Brand identities and value propositions, yet both are profitable and meet the needs of their particular consumer audiences. With this in mind, provide your brief and concise Value Proposition and Brand identity.

Your Value Proposition is a promise of

value

to be delivered to your customers, and it focuses on benefits & associated costs. It should be a just a few sentences.

Your Brand Identity is the marketing representation of your product or service. Show your Brand Identity by providing your product or service name, your logo (actually create a rough graphic created by you using your computer’s abilities), and your marketing slogan (a brief grouping of powerful words that identifies your Brand identity).

1. Estimated Unit Sales:

Here is where you present your simple month-by-month unit sales chart for your initial year of marketing. Obviously, it will be “an educated guess” since we have no organizational of market history to reference. But offer a month-by-month ‘estimation’ of units sold (or if you provide a service, it’s the number of customers or clients served); Show anticipated month-by-month fluctuations, and offer your logical reasoning for those fluctuations. Do not provide sales revenue here.

Suggested length: 1-2 pages

POINTS:

0 out of 20

COMMENTS:

Again Hugo, you need a complete content refocus. See above.

3.3 – Financial Objectives POSSIBLE POINTS: 10

The ultimate measurement of your Marketing plan is the effect it will have on the bottom line. So here, you discuss anticipated gross sales revenue in dollars. Discuss when and why revenues will fluctuate throughout the year. A simple month-by-month spreadsheet and a color pie chart are required here. Show month-by-month objectives by sales volume (showing anticipated periods of growth as well as static periods).

Again, your spreadsheet numbers will be “an educated guess” since we have no organizational of market history to reference. But offer a month-by-month ‘estimation’ of dollar-amount sales revenue. Then offer your logical reasoning for your estimation. It is not uncommon for your marketing objectives to show an initial financial loss as the plan begins its momentum.

POINTS:

6 out of 10

COMMENTS:

Hugo, the gross sales revenue info in the previous section should be HERE.

3.4 – Target Markets POSSIBLE POINTS: 10

Here, you expand and elaborate on information provided in section 2.1 by providing a detailed description of your targeted “segments” of you larger market.

What specific needs do you see within the market segments, describe the marketing segmentation that you have selected, and explain your market segmentation rationale? Address any ethical considerations and related risks.

This section’s content should be based on research findings (for example: Data on your product/service industry, and Product usage information). Maker clear reference to that research, but do not include details of the research.

Also, offer an educated estimation of the size of the target in “dollars or units”, its potential for growth, and other important characteristics.

Suggested length: 2 pages

POINTS:

9 out of 10

COMMENTS:

Again Hugo, you need a complete content refocus. See above. This section should focus on your targeted market.

Dely’s Tech Draft #3

Dely’s Tech Marketing Plan

Hugo Burgos

Keller Graduate School of Management

MM522 Marketing Management

10

/14/20

13

3.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Target Markets

3.5 Positioning

3.6 Strategies

3.7 Marketing Mix

3.8 Marketing Research

4.0 Controls

4.1 Implementation

4.2 Marketing Organization

4.3 Contingency Planning

5.0 Conclusion

References

In this paper would be discussed the positioning that the business is expecting to participate and the opportunity to profit from our products. The strategies marketing programs will support uniqueness, competitive advantage, adjusting to market conditions, trends and changes in the local area of West New York. The marketing mix is based in the type of media that our company will use to promote our product from the store and how the price will affect our strategy in the company.

3.5 Positioning

There are other similar stores around the area by rivals, with similarly positioned as customized with a high end power packed gaming computers. Nevertheless, most of the competing products are made by other companies who sell the products to a high price, and customers do not believe those companies to deliver the specific high level of service or condition that can be expected by a bigger company or decrease their price any time soon . On the other hand, Other companies such as RadioShack, and Store Solution have high end products such that are based on the latest technology and lower cost than other stored in the area of West New York, but they do not keep customers service and ability to customize client’s item products at a very detailed level, attention to detail that we offer to customers in our stored. This shows that there is a crack in the market, where a customer is not able to see both high quality and established brand along with the ability to configure their product, primarily a product that is classy and have very high participation in terms of customer choice making. Given that Dely’s tech would have the ability to execute this gap due to its superior product quality in the store. Also, the ability to customize business model by providing, the merchandise can be uniquely placed as the being able to uniquely and accurate effectively meet the demanding needs of a hard core gaming customer, business office, and general public with a fully customized products while, guaranteeing that customer can commitment and sureness of quality and buying from one of the best store in the area. Therefore the outcome would be positioned based on the uniqueness of our products, and clients experience, which would allow it to deliver better value and create a secure place in the customer’s attention so; they can feel like family when customer experience into the store.

3.6 Strategies

Given that Dely’s tech is a very strong individual store, and has a very well recognized integrated marketing strategy that it is able to executive in a actual localized and relevant ways in its targeted policy, the marketing programs that would be designed for the launch and promotion of the ‘store of the future’ gaming PC and general public would also be driven as a key factor of the strategies. Once the store is near completion and ready to be released the new strategy to the public, there would be a marketing campaign designed for the hard core gaming PC, electronic and technology based on the target market identification and positioning that has been identified. This would incorporate essentials elements where Human Resources would become part of the Dely’s tech marketing program, which would be used to influence the huge crowd that our store would be able to get to all potential customer. In adding to this, given that the target market for the gamers, tech, and high end multimedia users, there would need to be determined and customized marketing strategies that need to be fashioned to reach new customer in a very relevant manner so; they can come to the store. These market strategiesis based on the exclusive characteristics of the target market, the trends and shifts in the advertise, and by leveraging the latest in TV LED and social media, cellphones, radios HD, and online technology. Though, delivering the marketing program through these new age and customized channels as well, the Dely’s tech store along it would be strongly emphasized to ensure that the company is able to create a very strong place in the customer’s mind and build a very strong character in the community.

3.7 Marketing Mix

Product
– The name of the product would be ‘store of the future” in gaming PC, cellphone, radios, TV electronic which very clearly shows that the product is a different much better warranty in the product, for our customer in the market. The product in each department should features, available all colors and shape, made of latest technology, and which a user would be happy to purchase product and play on. All the associated aspects such as warranty, maintenance service would be of the best variety from 8 AM to 9 pm from Monday to Saturday for parts and service warranty, same day service etc. All this would go on to position the product as the best in class, which along with business model would ensure that the company would achieve positioning purposes discussed above.

Promotion
– There would be mainly two methods of promotion that would be used a) traditional and b) new age. The traditional method would include promotions carried out as part of the Dely’s tech human resources promotions that comes out on a weekly basis. Dely’s tech would include the store of the future into its catalogues, website, fax advertisings that would be sent to its retail customers and stored credit card holders through a variety of means such as post, radio advertising, and magazine advertising and banners on online media and on its website. The main objective of promotion through the traditional media would be to ensure that Dely’ tech can have a huge reach, of thousands of of customers is effectively leveraged, and there is a fast and effective awareness about the new product that has been launched to the stored, and to drive the early adopters to try the new product with potential customers. The second method of promotion would be using very targeted, relevant and direct way of promotion to the identified target customer. Therefore, there would be consumer promotions, sponsorships, targeted advertising on social networking, in local advertising during the games, contests for the target customer group etc., which would be used to better involve and connect with the local community target customer group, build a very strong gaming brand, technology and also generate interest and revenues to achieve the marketing and sales objectives of the company.

Place
– The way the product is distributed, and the multiple options that would make it convenient for the customer to buy in our store would be a key factor, and Dely’s tech with a traditional and new age channels would be leveraged to the new challenge. Given that our product would have a well knowledge person on the floor to give the best advice of our product to store’s customers. Dely’s tech floor representatives providing technical recommendation due to the high end features and high involvement purchase. Each floor associate will be direct channels to connect and engage with the customers. Post order and assembly, the delivery would be done by a third party logistics provider directly to the customer’s homes. To ensure that Dely’s tech representatives would sell this product aggressively and up-sell the many options available to a customer, there would be sales incentive and commission programs that would be run to ensure that sales people are motivated to sell. In addition to this, a non-customizable version of the product would also be available to customer at each floor in each department so; that customers who want to touch and feel the product can do so, and to compliment the primary sales channels.

Price
– Given that each product is going to be positioned as a high end, exclusive electronic, gaming and multimedia computer, the price would be set at premium and not much that market levels to align with this positioning. However, to ensure that the customer sees value and does not perceive the product to be overpriced, lay-way would be available for all customer, our stored credit card and there would be multiple options in terms of features and service that would be provided, and he would not have to pay for all the extra things unless they choose to include it in their package. Dely’s tech would provide attractive leasing options, where qualified customers would be able to take advantage of our finance offers and buy the product on a 6, 12 or 24 month lease, thus ensuring that they can maximize and optimize their purchase. Post the introduction period, and as the product enters the growth stage, there could be price discounts and offers given of free upgrades to push the sales of the merchandise, but on this product discounting would not be allowed to guarantee that its premium positioning is not obstructed.

3.8 Marketing Research

Given the enormous total of investment that would be needed to run the local marketing campaign in the internet at continued levels, there needs to be a lot of intelligent market research, and data analysis that help in determining the best course of action to be pursued. The primary source of data would be the heart Dely’s tech customer and historical sales data that could be mined to gain information about clients profiles and customer behavior in different regions, consequently; applicable promotions and marketing communications could be implemented. In adding to this, Dely’s tech would conduct primary research at direct places which are visited by the end customer such as hard core gaming contests, community center, colleges, LAN centers and malls and in the area so; that it could know additional about what would unite to fine tune, and adjust some of the expectations that have been made. Conversely, most of the statistics would be customer generated, and processed in real period to plan and implement the campaign, and if necessary to make certain changes on a day to day or weekly basis.

Document Format POSSIBLE POINTS: 5

Each draft of your Marketing Plan must be formatted per APA guidelines; and it must include:

COMMENTS:

1. Correct Contents – Submit only the sections and sub-sections asked for in the assignment.

1. No changes or updates needed … You’re right on track.

1. Title Page – APA style (including marketing plan number, company name, student name, & submission date)

1. Need to include draft number here.

1. Table of contents (with page numbers)

1. Need to refer only to content assigned to this draft.

1. Page header, number, and running head (on every page)

1. No changes or updates needed … You’re right on track.

1. Double-spaced text using Times New Roman 12-point type

1. No changes or updates needed … You’re right on track.

1. Numbered Headings using Times New Roman 16-point, Bold Face, flush left; and sub-heads using Times New Roman 12-point, Bold Face, flush left.

1. All numbered Headings must be Times New Roman 16-point.

1. Reference Page (APA style & updated with each draft)

1. No changes or updates needed … You’re right on track.

POINTS:

3 out of 5

3.0 – MARKETING STRATEGY OVERVIEW POSSIBLE POINTS: 10

Here, you present a brief introduction to the 4 sections of only this draft of your plan (do not re-submit information contained in draft two). Briefly introduce each section; then discuss any aspect of this section which deserves special reader attention.

Suggested length: 1 page

POINTS:

8 out of 10

COMMENTS:

Need to include a heading.

3.5 – Positioning POSSIBLE POINTS: 5

What is the position or “gap” that your product or service fills in the overall “utility, price, & quality spectrum” within this category of products in the marketplace? In other words, what consumers’ needs does “your” product or service fill? Is there a specific application that your product fits very well? Can you base the position on the uniqueness of the product, the product quality, or the pricing strategies? Is it possible to position your product based upon opportunities you found after research? What opinions and perspectives does your audience already have about this type of product?

Suggested length: ½ page to 1 page

POINTS:

5 out of 5

COMMENTS:

No changes or updates needed … You’re right on track.

3.6 – Pricing Strategies POSSIBLE POINTS: 10

Here, you offer a three -part explanation.

First, briefly explain how your marketing programs will support your company’s strategic plan – company uniqueness, competitive advantage – to allow for sufficient profitability to cover your essential fixed costs (FC) and variable costs (VC) on which you will want to reflect (but should not be presented or listed).

Second and most importantly, propose a “standard pricing strategy” for the product/service and support your choice. Actually ‘identify’ the pricing strategy (from our text) that you have elected to pursue, and give your reasoning for selecting that pricing strategy? Be sure to indicate your standard pricing structure, and show examples.

Third, propose your “promotional pricing structure”. Explain special offers, discounts, or allowances for each market channel.

Briefly discuss how your proposed standard price and promotional prices fit into the target market and compares to the competition.

In this sub-section, it is “highly recommended” that you show a year-long illustrative graph or chart of price fluctuations.

Suggested length: 1½ – 2 pages

POINTS:

0 out of 10

COMMENTS:

Need a complete redi9rection of content. See above.

3.7 – Marketing Attack Strategy POSSIBLE POINTS: 25

This is the “Heart” of your plan … here you reveal details of your “Attack Strategy”. Here, you demonstrate your ability to create and disseminate “clear and consistent marketing message” to your chosen consumer audience.

This section of your plan is a complete description of your proposed marketing communications plan. It is the most important element of the plan … as this will outline your strategies, and your proposed “expense budget” that finances these strategies.

Be creative, but stay grounded in reality.

First, clearly describe your overall Integrated Marketing Communications strategy by creating a coordinated effort with advertising, public relations, internet, & sales promotion.

In this section of your plan, it is recommended that you create a sub-heading for each of these strategic marketing efforts; then provide a clear and succinct description of you will conduct each effort.

Show that you know how to use each of these marketing tools in a coordinated and interlocking methodology.

Your advertising, which is usually the most powerful and most expensive of your marketing tools, should incorporate many advertising venues which are mutually supportive. Fully consider such things as:

 Newspaper,

 Television,

 Radio,

 Magazines,

 Billboards & other Outdoor display venues,

 An ongoing fully-developed Direct Mail program,

 A complete Internet marketing strategy (with search engines, pop-ups & banners),

 Advertising Agency fees,

 … other.

Second, show & explain your proposed marketing expenses. Here, you must show a simple spreadsheet that clearly illustrates your anticipated expenses. You are not required to conduct detailed research on this section of your plan … offer solid educated estimations here.

Suggested length: 2 – 4 pages

POINTS:

0 out of 25

COMMENTS:

Again, you need a complete redirection of content. See above.

3.8 – Marketing Research POSSIBLE POINTS: 15

This section is a detailed expansion of your “2.2 Market Summary section”, and your “3.4 Target Markets” sections … but here you explain and “show” your marketing research.

Show research findings by cutting & pasting important data charts & graphs from the internet. Include data on your product/service industry, U.S. Census Bureau Demographics/Psychographic profiles (gender, age, occupation, education, life style geographic region, attitudes, purchasing characteristics, etc.), and any other pertinent corporate or industry-related data (but don’t confuse the reader by including superfluous data).

Include your estimate of the size of the target in dollars or units, its potential for growth, and other important characteristics. Also address any ethical considerations or possible risks. Describe the marketing segmentation variables that you have selected, and explain your market segmentation rationale?

IMPORTANT: You must conduct real research (Going to the U.S. Census Bureau website is a very wise first step), and you must provide “real numbers” (actual demographic data showing the actual numbers of potential customers within your target market geographic area). This means providing demographic data on numbers of households, ages, education, gender, income, etc. on all potential customers who fall into your target market geographic area and demographic target. In doing so, you can include pertinent Census Bureau data (charts & graphs) along with your descriptive text.

It is important that you clearly describe your target market. If you haven’t clearly defined whom you want to reach, your promotional dollars will be wasted.

Be sure to present charts, graphs & spreadsheets that support your statements.

Suggested length: 2 pages

POINTS:

0 out of 15

COMMENTS:

Again Hugo, you need a complete redirection of content. See above. Include data that supports your comments.

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