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Marketing Essay

4783 words - 20 pages

Marketing Plan Guide: Let Me Market You
Keller Graduate School of Management
MBA, Marketing
MKTG522 Marketing Management
9/20/2013

MKTG522 Marketing Plan Guide

1.0 Executive Summary

2.0 Situation Analysis
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
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

...view middle of the document...

They have something more to offer than the more seasoned counterparts. The market for printing, digital media, graphic design and anything visual is a never ending market. There is also the future addition of the event planning sector of the business that will add yet another revenue incentive for the company.
SWOT Analysis
The biggest internal strength of the company as a whole when it comes to marketing what they have to offer is that there are so many services that are provided is that you will not find within many print services organizations. The bulk of the organization is the in-house graphic design and web design services that work hand in hand with the printing services that are offered. The prestige of having a designer on-site who can consult and create custom designs on demand is something that the bigger competition will not be able to match. The weakness of the firm is that they do not have enough manpower to handle really big jobs that the bigger companies can and would have to contract outside assistance to assist with jobs that are of large capacity. The irony in all of this which can be a positive attribute to the firm is that with outside assistance the jobs would be completed just as quickly had they been if they were done by the big corporations and franchises such as the competitors. The only way that the firm can turn this around is as if they deliver in a timely fashion with the same level of quality and service that the others will. The threats to the firm being successful in business are very minimal because no one will be able to match the level of service and the services offered to the public. The opportunities for acquiring an astronomical amount of business are astounding because there is a sector of potential customers out there that has not been ventured very much. The small business owners are a pool waiting to be jumped into because it takes a personal touch and a commitment to the little man that will be affordable and seem cost efficient in the success of their business if they utilize the company’s services.
Competition
FedEx Office Kinkos, Ricoh and Staples are among some of the big competitors when it comes to printing and copy shop services. They provide high volume services with many locations to serve the customer and offer the customer the option to copy their own documents and images. The mom and pop shops offer the same services as “Let Me Market You” and they face the same challenges in terms of high volume copying and printing. If the competitor is not going to be able to offer the same level of service, quality and custom jobs like the firm that I am representing then they will always be unmatched in terms of product, sales and service. The bigger competition offers sales of stationary, print service needs and food items. This is something that this firm has to upstage. They can sell food products, custom stationary, they will also be able to offer complimentary coffee, tea and...

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