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1. Directorial Summary
Raklap BT. (Pallet BT.) was established in 1 and our results so far shows that, there is a need within the area of transportation for wooden containers, pallets and boxes/cases. We can say, the our business is a profitable one. In order to upkeep and improve our position however, we have to make such efforts which will enable us to
- make the companys name publicly known
- to make the customers look for us
- increase our sales
We are going to name our goal and the necessary steps, yet to be taken in this marketing plan. Thanks to the appropriately prepared marketing activities the range of our customer is going to broadening, therefore the business can achieve its goals. The main goal we would like to achieve is
- to realise 0% more profit than last year by increasing the rate of selling of our new products, by using appropriate marketing strategy and activities.
. Marketing situation
.1 Market situation
In this chapter we are going to inform you about the companys market position.
The main part of selling is concentrated to Gyöngyös, where our where the warehouse we are renting is located, and which also functions as our main selling location. The businesss profile is both to supply single customers directly and also functions as a wholesale. The products sold by the company are
- EURO pallets
- containers
- apple-boxes
- boxes for other fruits
- boxes for special equipment and special purpose wooden cases
The company also offers different kind of services, such as
- fulfilling special orders
- home delivery inside Hungary
- taking part in different Exhibition and also does sponsoring activities
Inspecting our suppliers
We get the wood/wooden parts essential to make our products from the Morvai lumberyard which is located in Gyöngyös - the same place where our business is located. In case we need any kind of metal parts or products we buy it from Pintr metal factory which is in Kecel.
Morvai lumberyard is a Hungarian business, which is selling wood from the Matra, which is not only good for us because it is a good quality wood, but also, because the company is located near ours, therefore the transportation costs can be kept low.
Pintr Industries proved to be the most reliable partner, not far from our warehouse, they can also solve the problem of transportation by themselves, which makes our work easier. Last but not least, they are the cheapest source of metal part and products. It is true to both companies, that the more we order from there, the cheaper we get it. Usually, we order times a month from our partners, the only exception is if there is a special order.
Inspecting the target segments
Our company is dealing with wide range of products, in many varieties and colours. The company is profile is to supply all those companies and businesses and private customers who are transporting and selling and kind of agricultural or industrial products. They usually like our products thanks to the high quality we offer at a reasonable price.
.1.1. Defining the target segment
Those are the one belonging to this segments, whose needs are almost the same. From demographically point of view the targets are
Age 0-50 yo
Gender male, female customers
Income
- middle
- high class
Job
- Sole traders
- entrepreneur
Hobbies gardening
Place of living
- countryside
- smaller towns
.1.. Defining the customer's needs in the target segments
Deines the reason why the customer is going to buy our product. These can be as follows
- products which function as working equipment
- everyday transportation-supporting products
- hobby products
.1.. Customers value judgement
Defines those product characteristics that are preferred by the buyers. There are different in different market segments.
1. For those customers, for whom our products means working equipment, the following characteristics are important
- heavy duty tolerance
- quality
- meet with the expectations
For these kind of products price is not primary concern.
. Products for every day usage and hobby usage
Order of preference
- price
- design
- quality
.1.4 Buying habits
Distribution plays an important role. With the appropriate market survey we can define
how/when and where the customer buys the products. Most of our products require pre thinking because they are usually high price products and customers buys them in big numbers and for mid or long term. They prefer to buy such products where technical help and advise is available.
.1.5 Size of target segments, and summing up market share
In recent years, the demand for the kind of products grew. This is because of the growing number of supermarket, and the rise in the number of those companies in Hungary that are dealing with transportation. Our products are also popular between those who are doing agricultural kind of businesses. Therefore it is quite difficult to define the market segment, but it is a very wide segment, for sure.
In terms of market share, we would like to know in the given market segment, how many people chose to buy our products. This number is getting higher and higher and now it is around 40%.This number in not going to change significantly, as the products we are selling are not fashion products.
. Status of the product
In this chapter we are going to define the characteristics, the attributes and the functionality of the products. We are also going to analyse in what extent do our products satisfy the customers needs. Our company orientated to sell many kind of products
- EURO pallets
- containers
- apple-boxes
- boxes for other fruits
- boxes for special equipment and special purpose wooden cases
We can not create different groups according to the different attributes, as all of them are new products. According to this
- very high quality
- reliability
- competitive price
Our companys relationship to our competitors
Our main competitor is Csaba s Tsa. co. They, dont have such wide range of products, as we do. Their main profile is mostly to sell boxes for fruits.
..1. Cost cover quota and profit
The fact that our company is selling a wide range of products means, however we can create different product groups, however we can not separate groups within the product groups according to the prices and functionality. Therefore it is quite difficult to calculate the cost-cover quota.
. Competition
By competition we mean when there is or more companies - competing with each other in order to - trying to satisfy the customers needs. Our main competitor Csaba s Tsa co, though, they are selling less kind of products than we are. They store is located 0km from ours, but their prices are significantly higher. Therefore they are not that serious competitors for us.
.4 Distribution status
We need distribution in order to provide the on of our most important aim of our business. To make sure that the products we sell get to the customer and to the market. Our company completes its wooden parts needs through ordering. We pay by money transferring. Our producers are professional, profit orientated, high quality product producer, professional companies, that are in the market for long years.
.5 Macroeconomical situation
1. Demographical situation
Measuring the population, according to its content, rises and falls. In the last few years, and in the next few coming years, the population is decreasing in Hungary, which can have a negative effect on the economy.
. Economical situation
Hungarys economy is on the beginning of a rising track.
Global situation
open market in the country,
we are in the stage of development,
trying to achieve balance,
low wage/person.
. Technical situation
In the technical life, the emphasis is put on fast development. Which can be supported by newly developed, advanced technology.
4. Political situation
Hungary is on the road to stabilisation, which means no significant changes in political life can be expected. It is important because any change in political life has its effect on the economy. In 1. Marc Hungary joined the NATO, in next Marc, we are going to join the EU.
5. Law and legal system
The Hungarian legal system is regulated and now in the stage of synchronisation with the EU standards. There are minor problems though, because there are many newly created laws, and because of the unfilled gap in the new laws, there were many changes recently. The taxing system is modern but overcomplicated.
6. Social and cultural situation
Social
The different layers of the Hungarian society, can not be considered as stable in term of wage/person.
Main problem that layer which meant the basis in term of marketing, disappeared. One half of them got into higher classes, the others felt behind.
The main goal is therefore, to support the mid classes.
This phase is very important, because it is significant whether a countrys social status is stable or not.
Cultural
There are cultural differences in different parts of the region, therefor the cultural and religious differences have to be taken into consideration. However, as our company is operating in the country only, we have less to do with all this.
4. Analysing the problems and possibilities
4.1 Possibilities and dangers
Mostly it is valid for our external environment. Analysing the possibilities and the dangers from the market side.
Possibilities
- expansion of the market
- expansion of product line.
Danger
- possibility of the a new, strong competitors turning up
- fast changes in the environment, which can make out position weaker
- discounts from competitors, we just dont have the right answer to, like regular discounts
. Strengths and weaknesses
It is about the internal situation of the company. Which is the consequence of the competitors. We can see, what did our competitor right, and also can see the mistakes they made.
Strengths
- professionalism, knowledge
- performance based wages
- friendly working environment
- customer orientated company
- dealing with special needs, services
- cheap raw materials
- sort waiting times
- what you see/or want is what you get
- stable relationship with the transporting companies
Weaknesses
- lack of marketing
. Analysing the main questions
In the life of a company, all of the listed factors are important. We can not concentrate for instance only for special orders, however our company by taking doing this is unique in the area, and we are also one of very few in the country. Professionalism is also very important, because this way, our advisors can help the customer to find what he/she really needs and not what we want to sell them. This would improve their satisfactory, therefor it can be a good marketing activity, by itself. With more intensive marketing, we can increase our sales (e.g. commercials, advertisements, etc.).It is particularly good if our employees can see the companies goal as their own, because this means motivation. Our weakness it that we dont have marketing at the moment, by having so, our company can became more widely known, therefore we can increase sales.
4. Goals
4.1 Financial goals
Primary objective achieve profitability.
It will be proportional to the turnover, which means that, in case of 45.60.000 Ft turnover, the expenses would be 5.640.000 Ft.
Expectedly the income before taxes will also grow, and by the end of the year it would reach 1.70.000 Ft.
4. Marketing aims
To transform out goals to marketing goals.
Our main aim in marketing is to make the name of the company and its products publicly known, therefore we can expect an expansion in the number of our customers. Which also means our turnover (therefore out profit) would increase.
5.0 Marketing strategy
We have defined previously that our main objective is to gain as much profit as it is possible. In this chapter we are concentrating on how and what should we do in order to achieve our goal. There are a many alternative ways what we can chose from in this process, now we should chose the one which is most appropriate
- make an average price for all of our products
- increase the number of products
- increase advertising activity
Pallet Bt. would like to use the last option in order to expand its market share. To expand our market share we would like to expand our current market according to the followings
1. Looking for new users
expanding the market in a given market segment we should convince those who did not yes use our products to use it.
new market segments we should advertise our products between those potential customers who are currently not our own.
The expanding rate of the market can be increased further by the followings
- introduction of new products with new design, as the new products are multifunctional (not only applicable for one purpose as before) we can convince the users to use our products for other purpose
- the main goal of our marketing campaign - which will be launched next year - is to draw the attention of those customers who are not yet our own to our products, and those customer's attention who are already buying from us to our new products
In the marketing activity we are going to use our undisputed wide rage of products and quality, and expertise.
5.1 Strategy
Target market
We are paying special attention to those customers for who our products means work equipment, we have to target agricultural suppliers and producers as their output is getting higher and higher.
Main products parameters
special design, multifunctional reliable high quality products, additional services
Product group
undertaking more special and individual tasks.
Price
our prices can not be higher than those of our competitors, most of our products are chapter than the ones offered by our rivals. Those products however, which are higher in cost are offering - not simply but - but significantly higher quality than any other products in the market.
Selling location
we are selling our products at the companys park.
Services
free, correct and professional advise to anyone who is interested in our products.
Advertising
means our strategy which is targeting the potential market segments
in the advertisements and commercials we are going to make advantage of the companys name, fame, reliability and the quality.
Goal to convince any person in a given market segment who have not yet bought either any of our products or any kind of products we or our rivals sell to do it so.
In new market segments however, our main aim is to popularise our products.
Buying-inspiring
Placing goods to locations where we sell our products and also at other places what can be associated with those activities what a potential customer can/could use our products for. For example Exhibitions, Sales, etc.
The main issue here is whether the prices plays an important role or not in a given market segment and where is the price positioned in the eye of the potential customer in the order or preference. In most segments however, price is a primary issue, only a very few can afford to pay for higher quality. Even though, in this market our prices are considered as low, we need buying inspiring promotions in order to draw the customers attention to our higher price products.
For instance, supplier companies have 5% discount on our products.
Market survey
In order to get to know our competitors and our potential customer's habits better we shall need a detailed market survey. But as it is almost impossible to collect all the relevant information we are concentrating only on the main issues.
6. Executing the plans
Executing the strategies and plans we saw above means
how much is it going to cost, who, where, when and what has to be done
In February, taking part in the Agira market exhibition. Expenses 150.000 Ft.
January, spreading throwaways. Expenses 50.000 Ft.
March, commercial in the local radio station. Expenses 00.000 Ft.
In summer taking part in the National fair, (BNV). Expenses 500.000 Ft.
Discounts in the Autumn, when there is the harvesting season. Expenses 500.000 Ft.
We can see clearly how much money would be required for each marketing activity. The expected marketing expenses are 1.500.000 Ft.
Expected profit, losses
By knowing the plans the are to be executed, we can get an image of the budget. In this phase however out task is not to calculate the profit/losses to the whole company, but to calculate them regarding the different marketing activities. We have to measure somehow, each of our marketing activities effectiveness in order to clarify, which changes
In the attached profit/losses calculations we can see clearly the effects of each marketing activity. Briefly speaking
Sales the expected income from sales.
Good purchasing paying to our transporter companies.
Wages wages of our workers.
Taxes TB you have to pay (Social Insurance).
Energy costs bills.
Depreciation the calculated average depreciation for the products.
Transferring/delivery costs the cost of transferring the products.
Marketing expenses new advertisements, throwaways, radio commercials, costs of exhibitions.
The effect of marketing activities to the expected profit
The consumers can be informed about our presence in the Agria Fair, as we are going to inform them in advance by throwaways in January.
The Agria Fair is an exhibition which aim is to allow the current/potential customer to get to know our products. The cost of this is not proportional to the income, as the marketing cost is well above the value of income. Usually the effects of such kind of exhibitions can be sensed later. However, the company is expecting and extra 10.000 Ft income thanks to this which is supposed to be increasing later on in the year, also thanks to the discounts in the Autumn.
Summary
Thanks to the marketing activities our company will become widely known. Therefore, in a given market segments even those are going to buy our products who have not done it yet, because the company was unknown to them. Meanwhile out products will become popular in other market segments as well. The sales/income are both going to increase, therefor the money we invest in different marketing activities are going to pay out.
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