Paper

I need the below by 1 Dec 2013 6 pm eastern time

Orginal work with reference I have attached previous paper to work from

 

University Library, Internet

Based on 
Innovative landscaping services, llc The Miracle Lawn Watering System
for your Marketing Plan: Phase I  prepare a 600

word paper to include the following information:

  

Identify the appropriate price strategy that should be used for the product

State the price you plan to charge and why

 

Format your paper consistent with APA guidelines.

Headings are required
.

CopyNo.:

XXXXXX

Provided to:

YYYYYY

Date:

November 30, 2013

Innovative landscaping services, llc

Marketing Plan

November 29, 2012

Table of Contents

1.

Organizational overview

3

2
.

Product Description

5

3
.

SWOTT analysis

5

4
.

Marketing research

8

5
.

Segmentation

9

Page 6 of 11
1. Organizational overview
Innovative Landscaping Services, LLC is a landscaping company created November 19, 2013
by Rachidi. The premises for developing this company is to provide our constituents with innovative lawn equipment; to focus on ways of reducing the waste of our precious natural resources; and to become a global leader in developing equipment that is made accessibility across geographical boundaries
Name of organization
We are currently in the later stages of developing our version of a lawn sprinkler system which is named The Miracle Lawn Watering System. This system alone will significantly reduce the amount of water wasted on a daily basis. This system will distribute the water to where it is needed mostly for grass growth. The water pathway will be position in a downward path with a direct alignment to the grass roots. We envision that this invention will significantly reduce the amount of wasted water, and subsequently reduce the water and sewage bills for our consumers.
The CEO, COO, and CFO comprise the management team, which has decision-making authority, and provides day-to-day leadership of the organization. The functional organizational structure allows the management team to divide the primary responsibilities into three specific divisions: operations (COO), finance (CFO), and all other functions (CEO). The corporation has 15 employees, including the three management team members.
Mission statement – organization’s basic values and philosophy
Our company’s goal is to help create a product that will change to live our customers. The Miracle Lawn Watering System will be made accessible and affordable to our customers regardless of their income status, social status, age, gender and demographic location. Landscaping Services has adopted the following mission statement: “Lawn Watering Just Made Easy Ultimately Will Make Your Life Easy”

Geographic location
Landscaping Services is located in Waldorf, MD. The advantage of this location is there are numerous local manufacturing companies in which we plan on using. They are well known around the city and among our potential customers. Innovative Landscaping services, LLC will need to test our product and materials to test and further develop the product line. Dayton Electric manufacturing is an example company that is established locally, and has reasonable rates and has a good reputation for timely services. As an incentive, the local government does not impose sanctions on manufacturing as the city relies on the manufacturing industry to support the local economy. Additionally, the taxing authorities have established a tax credit program to attract more manufacturing companies that bring jobs to local residents, thereby improving the community impact and appealing to the customer-producer relationship.
Product mix
Innovative Landscaping Services will market a single-product line. This product will be developed into two forms of delivery for direct marketing to the customer and retail marketing.

2. New product description
0. A description of the new product or service.
The Miracle watering system will significantly reduce the waste of water by redirecting the route of the water flow. The system will have the able to be manually operated, or used with a timer. To avoid misuse of the product during installation a distributer will come out and install the unit. The consumer will be given a set of instructions on how to maintain the product, and timelines for when the hoses need to be drained. The Miracle Lawn Watering system package includes:
1. The Outer shell of the hosing will be made of a material that is waterproof and can sustain all the weather elements. The hose will come in an assortment of colors.
2. The hosing will be lined with various cuts on the hose. The opening will be strategically placed on the hose to enable the water to be drained directly to the roots of the grass.
3. The hoses will vary in length to accommodate the different types of landscapes. The range will be between 15ft and 20ft long. The hose thickness will range from 2cm to 5cm.
4. There will be a water hose quick connect attachment included with the product.
5. The consumer will have the option of buying a regulator of their choice, or they can choose the 2 port regulator that comes with the product.
3. SWOTT Analysis
The management team at Landscaping Services conducted an analysis of the strengths, weaknesses, opportunities, threats, and trends (SWOTT) to identify the organization’s internal factors for success, characteristics of challenges, resources, and capabilities, and the external factors for opportunities, threats, and trends of the market environment, customers, and competition.
0.
Strengths (internal): The organization mission statement is embedded in all of the employees. The product lines are consistent with the goals of the organization. There are programs established that will allow employees to come up with new ideas. The staff cross communicates both top down and vice versa. The employees use the equipment; therefore, it shows our constituents that we believe in our products.
0. Weaknesses (internal): Since the organization was just created, there are staffing shortages. There are funding issues that are expected by all newly developed companies. Some employees are skeptical about the success of the business and choose to seek employment elsewhere. The infrastructure is not conducive for actual testing of the new product lines.
0. Opportunities (external): The mission and vision statement is aligned with the Presidents’ plan on improving the environment. We can show how our product lines can significantly reduce the waste of water. This would potentially enable the company to receive government grants to fund out our research department. If the results are conclusive we have the opportunity to provide our product line to a larger audience. We can use the government to advertise our products and perhaps draw more interest by investors.
0. Threats (external): Many landscaping equipment supplier may target our small organization in a negative way. They may do this by various marketing schemes. Those individuals that are skeptical about our product line may to pick our product line apart. Sprinkler system developer may try to discount our objective and question the relevance of our Miracle Lawn Watering System. There may be an issue with getting a patent for our product line. There are potential threats of others stealing our ideas.

0. Trends (external): Many consumers will stay with one of the leading landscaping equipment making companies that have a long rich history with many consumers. Those companies are Toro, Sthil, Husqvarna, Troy Bilt. Many customers may be skeptical with our small company coming into the market.
4. Marketing research
Marketing this new product requires lot of determination from the Innovative Landscaping services, LLC marketing team. The team must conduct an intense amount of research to determine the needs of the customers and also, how well the company can satisfy the needs of the customer. Focusing on the four elements of the market mix such as the product, price, place and promotion will allow the marketing team explore deeper into creating a product that only meet the needs of the customers, but also creating a product that allow us to capture the trust and loyalty of our customers in order to continue to succeed and remain profitable in the future. The information collected when using the four elements should provide senior manager with a good analysis on its competitor’s strengths and weaknesses, how to position the product, how to price competitively, and how to advertise in a particular target area.
Innovative Landscaping Services, LLC concluded that it in the best interest of the company to hire a third party or a research consulting firm to investigate and collect relevant information pertains to our targeted market. The consulting research firm will report back the findings and make recommendation to Innovative Landscaping Services, LLC on potential customers’ views on this new product, the price, how this product may or may not make life easier. The marketing team will collect data information through interviews, structured questioning, and through observation. The marketing team and senior management will consolidated the information collected by the research firm into the organization’s marketing information database. The database will include a decision support system that will help the senior managers with the decision of planning and the adjustments to product, price, place, and promotions. This is the best and most cost effective option for the organization to dig into the mind of its potential customers, which will best allow us to deliver a great product and be profitable.
Innovative Landscaping Services has developed a solution that targets the market of anyone who has a use for Lawn equipment. To best determine our targeted customers, we needed to determine who would most benefit from our new lawn equipment. We are looking to target residential customers, commercial customers and other larger contracts such as football fields and so on. The Miracle Lawn Watering System can be used by any one. We will tailor our product to all income level, gender, and age. The overall conclusion of this new product is to build a longs lasting customer relation and strong reputation with all who’ve use this product.
The Miracle Lawn Watering System is a product to will spark the curiosity of its targeted customers to attract them as first time buyers. Our marketing techniques should appeal to all potential customers with special emphases on residential customers (men). The way we market to men will have to appeal different to their everyday life then it would a woman. Women who use lawn mower equipment will not be attracted to a product that only portrays itself as a men only product. The product can be promoted though different type’s advertisement such as home shows, catalog, private demo shows an so on. Overall, our price, place and promotion all must be in lined with our potential customers in order to successfully market the Miracle Lawn Watering system.
0. Consumer analysis
This is an important facet of our marketing plan.  We will addresses potential customer needs. We will look at the marketing mix and identify the four P’s in our planning phase. Determining the customer need is based on research pertaining to demographic, genre, and general needs. The first item is to identify the targeted customer.
Analyzing our potential customers’ needs is essential in creating a marketing strategy for our product. The goal is to provide the consumer a low maintenance, high quality, and long lasting product. Consumer will be provided quality material that can withstand weathering of all climates and fits a variety of homes landscapes. To ensure consistency, the distributor will provide a reasonable priced repair kit for customers as well as 24 hour hotline to address concerns with the product. The equipment will come with a five year warranty. The targeted segment will be homeowners in both single family homes and townhomes. Our marketing campaign will focus mainly on how the consumer can assist in saving our depleted natural resources by choosing our product. This marketing strategy is known as Socially Responsible Target Marketing. Lowe’s, and Home depot bring in a large amount of customers that work on their yards; however, we may only target those that are segmented as serious landscaper. We will segment those that may plant a flower or two in a group that is less desirable. To manage the distribution of our equipment, consumers will have to purchase through our website. The Miracle Lawn Watering System will appeal to homebuyer worldwide due to how amazing the results will be and the amazing reduction of cost noted on their water and sewage bills.
5. Segmentation
a. Criteria
The intent if being the leader in the industry may require the organization to place this product in areas that have well-manicured landscapes. There may be obstacles; however, we will advertise and provide free demonstrations. The free demonstration may be expensive as well, but as stated above our organization is trying identify ourselves in an already over populated industry.
We would like to avoid areas were the majority of the community is renting dwellings. The rational is that most renters will be resistant to paying for an upgrade to a dwelling that is not theirs. The potential for a financial loss and wasted manpower hours is greatly elevated in these communities. We may entertain this option if the community looks well-kept and manicured, and residents request our product.
The old cliché that men are supposed to do the yard and take the trash out will steer the organization in that direction. Although we will look to advertise to the male gender, we will not totally neglect the female gender. We will achieve this objective by having various colors for the products. There will be an array of styles and easy to follow instructions for installing our products. We will also entertain the idea of placing our product in stores that promote do it yourself home projects.
Our advertisement will mainly focus on establishing the need to be socially responsible for the environment. We will identify with statistical data on how much a normal water yard in ground sprinkler system cost and conduct a cost comparison analysis for the consumers viewing. This will hopefully steer the undecided customer into our direction. We will then look at the comparison of how much water is wasted between the normal in ground sprinkler system and the Miracle Lawn Watering System. All results will be made available to the consumer, so that they can make an informed decision.
The above mentioned discussion points will assist Innovative Landscaping Services, Inc. in creating out criteria and also assist us in selecting our targeted customers.
b. Target Market
Our primary target market will be consumer of all ages with families from first time homebuyer to renter. We will also target both residential clients and commercial clients. We will build a relationship with local landscaper and chain home supplies store. Innovative Landscaping Services presently is ranked highly in retail market out selling our competitors. Growing our current market will rely on becoming nationally recognized and upgrading our devices. We will offer demonstration once a month at local Home Depot and Lowes. With this marketing plan word will filter out to the masses on our product. In an effort to maintain our current position a creative and interesting marketing campaign. We will continue to monitor home sale as a basis for needs to expand and further marketing needs. It is estimated that home sales will increase near future. We must be forward leaning to embrace new ideas for expanding our market.
Our biggest competitor is underground systems watering systems. This was identified through internet research of local companies in the area. Upon identifying our top competitor we must learn everything possible about this company. The first step to view their websites for content, visit their site for operation tactics. We also need to check sites like YELP, Angie List and city search for customer reviews. This will help us get an idea of service offer to consumers. The next step will understand their weakness. The competitor may lack good customer service and such a discovery will be a much acceptable approach in a weakness in business scope. After gathering the competitor strength and weakness profile. We will use a team to analyze our finding of local competitors. This will be broken down into greater industry knowledge of prices, staff, inventory and overall product. Introducing our product as better solution will come with some challenges. Utilizing this information obtain from competitor will aide us in being successfully.
IGNITE Communications Corporation
19201 Montgomery Village Avenue • Suite A-20
Montgomery Village, MD 20886
Phone: 301.963.9086 • Fax: 301.963.0062
E-mail: info@MDbuildings.com